Four acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. This second edition brings you up to date on recent changes in search engine behavior—such as new ranking methods involving user engagement and social media—with an array of effective tactics, from basic to advanced.
Want to make money online? Then ignore social media at your own risk. Social media is vital if you want to your business to thrive, and though you can’t control the conversations, you can influence them. This book will teach you how. If mismanaged, social media can create more noise than signal. It can be a time and energy suck—for you and your audience. Or worse still, it can become an echo chamber for negative PR. If done well, guerrilla social media marketing can help you persuade, command attention, establish dialogue, differentiate yourself, capture new markets, and outmaneuver the competition—all on a shoestring budget. Whether you’re selling digital goods and services, physical goods, or local services, this book has the answers. - Strategize and optimize your social presence in ways you didn’t know were possible - Drive more clicks and sales with better-performing Facebook ads - Develop remarkable content with viral potential - Manage your online reputation, instead of letting it manage you - Integrate social media into your SEO strategy, and vice versa - Leverage online influencers to promote your brand, and become an influencer yourself
A well-designed, easy-to-navigate website is useless if no one can find it. In this book, four experts help you optimize your site for search engine visibility, using proven guidelines and cutting-edge techniques for planning and executing a comprehensive strategy. Much has changed in SEO since the first edition of this book, including new methods for ranking sites based on user engagement with pages and content. Search engines also have improved their ranking results with data from social media. This second edition helps you adjust to these changes with an array of effective tactics, from basic to advanced. It’s the ideal SEO reference.Explore the underlying theory behind SEO and how search engines work Learn the steps you need to prepare for, execute, and evaluate SEO initiatives Examine a number of advanced strategies and tactics Understand the intricacies involved in managing complex SEO projects Learn what’s necessary to build a competent SEO team with defined roles Glimpse the future of search and what lies ahead for the SEO industry