Effective Seo and Content Marketing: The Ultimate Guide for Maximizing Free Web Traffic

ISBN-13: 9781119628859 / Angielski / Miękka / 2020 / 336 str.

Nicolaos Papagiannis

Spis treści

Introduction xvChapter 1 Getting on the Same Page 1Free Traffic 2Responsive Teams 2Strong SEO 2User Experience Expertise 2Ongoing Content Production 3Strong Analytics 3Data-Driven Culture 3Process Management 4Learning SEO 4How Search Engines Work 5Executing Search Engine Optimization 6Priority 1: A Great Website Technical Environment 7Priority 2: Creating the Right Content 10Priority 3: Popularity of Your Web Page and Website 13Focusing on Google First 17Preparation for Algorithm Updates 18Chapter 2 Your Website 23Why Your Website is Critical 23Improves Search Engine Rankings 23Communicates Brand 24Provides Information About Audience 24Captures Customer Relationship Management Inputs 24Provides Traffic Monetization Opportunities 24Search Engine Optimization Process for Your Website 25Step 1: SEO Technical Audit: Identify Technical Roadblocks 25Response Codes Tab 27SEO Positive Response Codes 27SEO Negative Response Codes 28Address Column 30Page Titles Tab 30Meta Description Tab 32Meta Keywords Tab 32H1 Tab 33H2 Tab 34Directives Tab 35Schema.org Tags 36Language and Country Designations 37XML Sitemaps 38robots.txt File 39Image Filenames and alt Tags 39Step 2: Improve Conversions 40Having Effective Site Navigation for SEO 41Keyword Research 43Other Considerations 46Location Targeting 46Optimal Web Page Layout 47Strong Analytics 48SEO Key Performance Indicator Metrics 52Other Data Sources 55Step 3: Consider Accessibility: SEO Design Considerations 57Step 4: Set Up a Good Site Architecture 59Creating a New Website or Replacing an Old One 62Bonus: Interview with Website Experience Expert 65Chapter 3 What Brands are Missing to Optimize Organic Traffic 75Why Brand Initiatives Fail 77The Modern-Day Marketer's Skill Set 80Why SEO and Content Projects Fail 81Modern-Day SEO Deliverables and Analysis 83Deliverables for Website Optimization 83Technical Audits 83HTML Tag Optimization 83Copy Editing and Optimization 83Landing Page Design Consultation 84Analytics Reporting and Monitoring Deliverables 84Monthly/Quarterly Reporting 84Google Search Console Monitoring 84Competitive Insights: SEO Competitive Analysis 84Website Redesign Consultation and New Website Consultation 85Content Marketing Deliverables 85Keyword Research 85Content Audit 86Content Strategy 86Content Calendar Consultation 88Copywriting 89Link Building 92Media Buy Integration 93Press Release/Article Reviews 93Link Building Strategy and Execution 95New SEO Areas 95Amazon SEO 95Voice Search 96Link Detoxification 96Other Nonwebsite Optimization 96Common SEO Issues 97Bad HTML Coding 97Limited Content 98Duplicate Content 98Bad URL Structures 99Slow-Loading Web Pages 99Lack of Mobile Experience 99Nonsecure Pages 99Poor Calls to Action/Navigation 99Low Link Popularity 99Missing or Outdated Sitemap Files 100Bonus: Interview with an Executive-Level Marketing Strategist 100Chapter 4 Stakeholders for the Modern SEO and Organic Content Process 107SEO Expert 108PR/Social Media Strategist 109SEO Copywriter 109Creative Director 109Producer 110Web Developer 110Media Manager 110Brand Researcher/Planner 111Analytics/Reporting Resource 111Link Analyst 112User Experience Analyst 112External Vendors 112Project Goal and Mind-Sets 113Recommended SEO Tools to Use 119SEO Website Crawling/Auditing 119Keyword Discovery Tools 120Content Production Tools 121Content Discovery 122Website Analytic Tools 122Link Building Tools 122Resource Checklist for SEO Program 123Chapter 5 Data-Informed Creative 127Fighting Inertia and Navigating Personalities in the Content Space 128Why Search Engines are Important for Consuming Content 129Journey Writing and Persona Development 129Journey Identification 129Persona Development 131Need States at the Core of Content Strategies 132Recognize a Need 132Determine How to Fill That Need 133Research into Products or Brands That Can Fill the Need 133Make a Purchase Decision 133Use the Product to Fill That Need 133Express Satisfaction or Dissatisfaction 134Content Production Process Principles 134Data-Informed Content 134The Content Production Process 140Data Collection 140Project Briefing 141Idea Formation 141Content Creation 141Content Optimization 142Content Distribution 142Measurement of Results 142Bonus: Content Marketer Interview 143Sample Project Brief 150Brief 151Guidelines 151Chapter 6 The Best Content That Can Drive Traffic 155Missed Opportunities 156Content Discovery 157Use Demand to Dictate Your Content Response 159The Importance of Content Diversity 161Reputation Management: Content Responses When Your Brand is in Trouble 163Bonus: Starter List of Potential Content Types 166Content Principles 166Link Building 167The Benefits of Social Media 170Interview with Content Discovery Expert 175Chapter 7 Thinking Beyond Traditional Search: Looking at Other Critical Search Venues 181Email and Customer Relationship Management 182Amazon Optimization 183Relevance 184Product Title and Page Copy 184Brand Seller Name and Page 185Amazon Search Terms Field 185Performance 185Experience 186Custom Brand Seller Pages 186How to set up a Custom Seller page: 186Product Images, Videos, and Details 188Inbound Traffic Channels 188YouTube Optimization 190Leverage Paid and Nonpaid Video Promotion Tactics 193Digital News Releases 193Blogs 196Influencer Content or Partnered Content on Another Website 198Facebook Optimization 198App Store Optimization 201Optimizing Podcasts 203Leverage Sales and Marketing Best-Practice Principles 207Chapter 8 Optimizing for the Future 213Voice Search and Conversational Commerce 214Machine Learning 219Applying Machine Learning Across Broader Brand Initiatives 220SEO and Machine Learning 220Artificial Intelligence 221Artificial Intelligence in Search Engine Algorithms 223Content Production and AI 224Bonus: Interview with Artificial Intelligence Expert 224Customer Relationship Management Interview 230Other Future Content Discovery Vehicles 233Chapter 9 SEO and Content Marketing for Your Small Business 237The Small Business Mind-Set Needed to Win Online 238Common SEO Problems for a Local Business 240Steps to Improve SEO for a Local Business 240Bonus: Interview with Small Business Expert 250Chapter 10 Creating Your Optimization Path 257Building an SEO and Content Vision Throughout Your Company 258Understanding Which Search Engines to Focus On 261Optimizing for the Big Three Search Engines at the Same Time 263Establishing Your Research Channels 265Taking Inventory of Your Assets and Platforms 266Conducting Your Owned Media Audit 268Auditing for Content Formats 269Identifying Your True Competitors 270Knowing and Managing Risks 275How SEO and Content Can Help Solve Business Problems 277Building a New Brand Through SEO and Content 279Prioritizing Locations, Demographics, and Countries 282Locations 282Gender 284Providing a Positive Brand Search Experience 287Staying in Tune with Search Engine Changes 287Program Considerations by Industry 288Calculating ROI 294Expected ROI 294Step 1: Identify Your Keyword Targets and Expected Ranking 295Step 2: Calculate Expected Traffic 295Step 3: Determine Number of New Orders 296Step 4: Calculate the Total Expected Sales Increase 296Compiling Your Optimization Plan 296Why a Plan is Important 296What Your Plan Should Include 297Chapter 11 Case Studies 303How to Keep the Success Going 303Why Case Studies are in This Book 304Automotive Brand 304Financial Services Brand 305Auto Insurance Brand 307Major Coffee Brand Website Redesign 308Press Release Case Study 310Major Women's Clothing Retailer 311Conclusion 312Index 313

O autorze

NICHOLAS PAPAGIANNIS is a marketing agency executive and thought leader with over 20 years of digital and traditional marketing experience across many agencies and brands. Currently a VP of Search at Cramer-Krasselt, he implemented and runs the agency's national search engine optimization offering. In addition to client work, Nick has spoken at several notable conferences, including South by Southwest, and has written for many trade publications, including PR Daily and Direct Marketing News.