Two marketing mavens offer a dissection and demystification of search engine optimization.
On Page 7 of this all-encompassing SEO manual, Jantsch (Duct Tape Selling, 2014, etc.) and Singleton (Local SEO, 2016, etc.) set the tone for what follows: “SEO for Growth is as much about strategy and mindset as it is about technical know-how.” This approach blends marketing strategy with the nuts and bolts of SEO to deliver relevant content to several audiences, including business owners, marketers at any size company, Web designers, and Web coders. The authors demonstrate by discussing the subject broadly that SEO is just one tactic, albeit critically important, in building a smart digital marketing strategy. For readers who need an introduction to SEO, the first several chapters provide a levelheaded explanation, with some technical information about Google algorithms for those who want a look behind the curtain. Just as important, there is an overview of today’s preferred marketing methodology, inbound marketing, along with an examination of the value of content marketing. The authors make a strong case for the powerful application of SEO, covering keywords in detail, the crafting of a “stronger website SEO,” link building, the integration of SEO with social media, how to find the best information about SEO, and whether to rely on outside SEO professionals or do it in-house. Also included in the impressive book are sections that aren’t directly related to SEO but that are equally significant to marketers and technologists alike. For marketers, the chapters on “Managing Reputation and Reviews” and “Adwords and Paying-Per-Click” are highly educational. For techies, the useful data on Google algorithms, along with the chapter “Google Analytics and Search Console,” should be illuminating. One unique aspect of this clear and well-written book is the addition of an “Expert to Watch” section at the end of each chapter. Here, the authors highlight an individual whose expertise relates directly to the chapter topic. In addition, the references provided at the end are segmented by chapter—another nice touch.
Comprehensive, current, and cogent; worthy of becoming every marketer’s go-to guide for SEO.