Effective SEO and content marketing : the ultimate guide for maximizing free web traffic / Nicholas Papagiannis.

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.

TABLE OF CONTENTS
Introduction xv

Chapter 1 Getting on the Same Page 1

Free Traffic 2

Responsive Teams 2

Strong SEO 2

User Experience Expertise 2

Ongoing Content Production 3

Strong Analytics 3

Data-Driven Culture 3

Process Management 4

Learning SEO 4

How Search Engines Work 5

Executing Search Engine Optimization 6

Priority 1: A Great Website Technical Environment 7

Priority 2: Creating the Right Content 10

Priority 3: Popularity of Your Web Page and Website 13

Focusing on Google First 17

Preparation for Algorithm Updates 18

Chapter 2 Your Website 23

Why Your Website is Critical 23

Improves Search Engine Rankings 23

Communicates Brand 24

Provides Information About Audience 24

Captures Customer Relationship Management Inputs 24

Provides Traffic Monetization Opportunities 24

Search Engine Optimization Process for Your Website 25

Step 1: SEO Technical Audit: Identify Technical Roadblocks 25

Response Codes Tab 27

SEO Positive Response Codes 27

SEO Negative Response Codes 28

Address Column 30

Page Titles Tab 30

Meta Description Tab 32

Meta Keywords Tab 32

H1 Tab 33

H2 Tab 34

Directives Tab 35

Schema.org Tags 36

Language and Country Designations 37

XML Sitemaps 38

robots.txt File 39

Image Filenames and alt Tags 39

Step 2: Improve Conversions 40

Having Effective Site Navigation for SEO 41

Keyword Research 43

Other Considerations 46

Location Targeting 46

Optimal Web Page Layout 47

Strong Analytics 48

SEO Key Performance Indicator Metrics 52

Other Data Sources 55

Step 3: Consider Accessibility: SEO Design Considerations 57

Step 4: Set Up a Good Site Architecture 59

Creating a New Website or Replacing an Old One 62

Bonus: Interview with Website Experience Expert 65

Chapter 3 What Brands are Missing to Optimize Organic Traffic 75

Why Brand Initiatives Fail 77

The Modern-Day Marketer’s Skill Set 80

Why SEO and Content Projects Fail 81

Modern-Day SEO Deliverables and Analysis 83

Deliverables for Website Optimization 83

Technical Audits 83

HTML Tag Optimization 83

Copy Editing and Optimization 83

Landing Page Design Consultation 84

Analytics Reporting and Monitoring Deliverables 84

Monthly/Quarterly Reporting 84

Google Search Console Monitoring 84

Competitive Insights: SEO Competitive Analysis 84

Website Redesign Consultation and New Website Consultation 85

Content Marketing Deliverables 85

Keyword Research 85

Content Audit 86

Content Strategy 86

Content Calendar Consultation 88

Copywriting 89

Link Building 92

Media Buy Integration 93

Press Release/Article Reviews 93

Link Building Strategy and Execution 95

New SEO Areas 95

Amazon SEO 95

Voice Search 96

Link Detoxification 96

Other Nonwebsite Optimization 96

Common SEO Issues 97

Bad HTML Coding 97

Limited Content 98

Duplicate Content 98

Bad URL Structures 99

Slow-Loading Web Pages 99

Lack of Mobile Experience 99

Nonsecure Pages 99

Poor Calls to Action/Navigation 99

Low Link Popularity 99

Missing or Outdated Sitemap Files 100

Bonus: Interview with an Executive-Level Marketing Strategist 100

Chapter 4 Stakeholders for the Modern SEO and Organic Content Process 107

SEO Expert 108

PR/Social Media Strategist 109

SEO Copywriter 109

Creative Director 109

Producer 110

Web Developer 110

Media Manager 110

Brand Researcher/Planner 111

Analytics/Reporting Resource 111

Link Analyst 112

User Experience Analyst 112

External Vendors 112

Project Goal and Mind-Sets 113

Recommended SEO Tools to Use 119

SEO Website Crawling/Auditing 119

Keyword Discovery Tools 120

Content Production Tools 121

Content Discovery 122

Website Analytic Tools 122

Link Building Tools 122

Resource Checklist for SEO Program 123

Chapter 5 Data-Informed Creative 127

Fighting Inertia and Navigating Personalities in the Content Space 128

Why Search Engines are Important for Consuming Content 129

Journey Writing and Persona Development 129

Journey Identification 129

Persona Development 131

Need States at the Core of Content Strategies 132

Recognize a Need 132

Determine How to Fill That Need 133

Research into Products or Brands That Can Fill the Need 133

Make a Purchase Decision 133

Use the Product to Fill That Need 133

Express Satisfaction or Dissatisfaction 134

Content Production Process Principles 134

Data-Informed Content 134

The Content Production Process 140

Data Collection 140

Project Briefing 141

Idea Formation 141

Content Creation 141

Content Optimization 142

Content Distribution 142

Measurement of Results 142

Bonus: Content Marketer Interview 143

Sample Project Brief 150

Brief 151

Guidelines 151

Chapter 6 The Best Content That Can Drive Traffic 155

Missed Opportunities 156

Content Discovery 157

Use Demand to Dictate Your Content Response 159

The Importance of Content Diversity 161

Reputation Management: Content Responses When Your Brand is in Trouble 163

Bonus: Starter List of Potential Content Types 166

Content Principles 166

Link Building 167

The Benefits of Social Media 170

Interview with Content Discovery Expert 175

Chapter 7 Thinking Beyond Traditional Search: Looking at Other Critical Search Venues 181

Email and Customer Relationship Management 182

Amazon Optimization 183

Relevance 184

Product Title and Page Copy 184

Brand Seller Name and Page 185

Amazon Search Terms Field 185

Performance 185

Experience 186

Custom Brand Seller Pages 186

How to set up a Custom Seller page: 186

Product Images, Videos, and Details 188

Inbound Traffic Channels 188

YouTube Optimization 190

Leverage Paid and Nonpaid Video Promotion Tactics 193

Digital News Releases 193

Blogs 196

Influencer Content or Partnered Content on Another Website 198

Facebook Optimization 198

App Store Optimization 201

Optimizing Podcasts 203

Leverage Sales and Marketing Best-Practice Principles 207

Chapter 8 Optimizing for the Future 213

Voice Search and Conversational Commerce 214

Machine Learning 219

Applying Machine Learning Across Broader Brand Initiatives 220

SEO and Machine Learning 220

Artificial Intelligence 221

Artificial Intelligence in Search Engine Algorithms 223

Content Production and AI 224

Bonus: Interview with Artificial Intelligence Expert 224

Customer Relationship Management Interview 230

Other Future Content Discovery Vehicles 233

Chapter 9 SEO and Content Marketing for Your Small Business 237

The Small Business Mind-Set Needed to Win Online 238

Common SEO Problems for a Local Business 240

Steps to Improve SEO for a Local Business 240

Bonus: Interview with Small Business Expert 250

Chapter 10 Creating Your Optimization Path 257

Building an SEO and Content Vision Throughout Your Company 258

Understanding Which Search Engines to Focus On 261

Optimizing for the Big Three Search Engines at the Same Time 263

Establishing Your Research Channels 265

Taking Inventory of Your Assets and Platforms 266

Conducting Your Owned Media Audit 268

Auditing for Content Formats 269

Identifying Your True Competitors 270

Knowing and Managing Risks 275

How SEO and Content Can Help Solve Business Problems 277

Building a New Brand Through SEO and Content 279

Prioritizing Locations, Demographics, and Countries 282

Locations 282

Gender 284

Providing a Positive Brand Search Experience 287

Staying in Tune with Search Engine Changes 287

Program Considerations by Industry 288

Calculating ROI 294

Expected ROI 294

Step 1: Identify Your Keyword Targets and Expected Ranking 295

Step 2: Calculate Expected Traffic 295

Step 3: Determine Number of New Orders 296

Step 4: Calculate the Total Expected Sales Increase 296

Compiling Your Optimization Plan 296

Why a Plan is Important 296

What Your Plan Should Include 297

Chapter 11 Case Studies 303

How to Keep the Success Going 303

Why Case Studies are in This Book 304

Automotive Brand 304

Financial Services Brand 305

Auto Insurance Brand 307

Major Coffee Brand Website Redesign 308

Press Release Case Study 310

Major Women’s Clothing Retailer 311

Conclusion 312

Index 313

SEO is often underutilized and overlooked across the marketing realm today. SEO is not merely trying to improve your website ranking on Google, but it can spark and optimize ideas. Above all it can help improve the amount of free traffic coming to your web properties. This book provides you with a comprehensive approach to make sure marketing spend is utilized as effectively as possible and deliver the best ROI for your brand and business.

Maximizing your organic (free) traffic channels should be a top priority and this book will provide you with insight on how to do that. From working with social media influencers to steering creative ideas and campaigns, modern day SEO requires a full-service perspective of marketing and its processes.

General education on SEO and organic content marking
Understanding which search engines to focus on
How SEO and content can solve business problems
Building a new brand through SEO and content
Identifying who your true competitors are
Which Analytics reports you should be regularly monitoring
How to establish research channels that can inform your business initiatives
Building personas and audience purchase journeys
Prioritizing locations, demographics and countries
What needs to be in place to maximize free traffic levels to your brands assets
Understanding all the key tasks and attributes for an effective content program
Data-Driven Content: Detailed instruction on how to use data to inform content responses, ideas and asset types
Understanding different content asset types from standard items like articles to highly advanced assets like films, podcasts, white papers and other assets
Calculating ROI for SEO and Content initiatives
Small business marketing via content and SEO and having the right small business mindset for success
Website and content design considerations (accessibility, principles of marketing)
Optimizing for the future and looking at other search venues
Amazon Optimization
YouTube Optimization
App Store Optimization (ASO)
Podcast Optimization
Optimizing Blogs and other off-site content
Prepping and optimizing for the newest technologies, including voice search, artificial intelligence, and content discovery vehicles
How to build an optimization path and programs that drive results and manage risks
In addition to learning the most effective processes to structure your SEO, you will have access to bonus materials that accompany this book which will include worksheets, checklists, creative brief examples, quizzes, and best interview questions when hiring an SEO specialist. Modern-day marketers, business owners, and brand managers, this book is for you!