The SEO Battlefield: Winning Strategies for Search Marketing Programs

Anne Ahola Ward

бер. 2017 р. · "O'Reilly Media, Inc."

Про цю електронну книгу

Welcome to the battlefield. Every day, companies ranging from startups to enterprises fight to achieve high search rankings, knowing that previous success can quickly vanish. With this practical guide, you’ll learn how to put search engine optimization (SEO) methodology into practice, including the research, data analysis, and constant experimentation required to build an SEO program specific to your organization that can help you improve search results.

Running a successful SEO program requires a team with a mix of skills, including marketing, analytics, website development, and automation. Author Anne Ahola Ward walks marketers and developers through SEO essentials and provides real-world case studies of successful and not-so-successful SEO programs. You’ll quickly understand why this is both an exciting and critical time to adopt SEO in your organization.

• Perform keyword goals and research, and spot search trends
• Understand the motivation and creativity of the SEO mindset
• Run a campaign to generate traffic and measure the results
• Use mobile and platform-agnostic strategies for search growth
• Demonstrate the value of your search marketing efforts
• Include web development in your SEO program—everything from quick updates to UX/UI strategy
• Learn the sweetest way to run and report on an search program

Про автора

Anne Ahola Ward is a Futurist, Growth Hacker and CEO of CircleClick Media, founded in 2009. She has nearly 20 years of experience working on the Web in various functions, having mastered almost every role in web development: DBA, webmaster, developer, graphic designer, and video editor. As an early entrant into the field, she entered SEO as it started gaining traction. Currently Anne specializes in SEO, analytics, and social media. Anne was named as one of Entrepreneur magazine's 27 Top Masters of Marketing and PR that everyone can learn from. In 2015 Anne was invited to become an Influencer for the elite IBM Futurist program.