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The SEO Battlefield:Winning Strategies for Search Marketing Programs

Author: Anne Ahola Ward

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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

Table of Content

Chapter 1Welcome to the Battlefield
Standing Apart

Chapter 2The SEO Mindset
Getting into the Growth Zone
Gaining Authenticity
A Day in the Life
How to Spot Trends
Be Data-Agnostic

Chapter 3Standards, Philosophies, and Finances
Establishing Program Standards
Standards and Goals
Separation of Concerns
The CAVi(a)R Test
Assessing Value for Organic Traffic

Chapter 4Tools for SEO Measurement and Beyond
Machine Versus Humans
The All-in-Ones
Research Tools
SEO Diagnostic Tools
Keyword Research Tools
Social Tools
Content Management Systems

Chapter 5Setting Up Programs and Reporting
Building a Growth Program to Last
Go Through the Weeds Toward Goals
Setting Up an Organic Search Program
Showtime! Check All Systems

Chapter 6Campaign Management
Campaign SEO Juice
Mobile Campaign
Email Marketing
Social Campaigns
Content Campaigns
Crowdfunding Campaigns
Growth Hacking IRL

Chapter 7Technical SEO Elements for Success
Setting Up for Ascendency
Site Usability
Setting the Stage
The Block and Tackle
Site Architecture
Video Handling
CMS Management

Chapter 8Mobile Search
The Lay of the Land
All SERPs Are Not the Same
Mobile Voice
Facebook Instant Articles

Chapter 9Case Studies
Multimedia Entertainment Site
Low Confidence, High Traffic
Toxicity in Search City
Special Snowflakes
Too Cool for School
Classic Growth Hackin’
B2B Social Spice
Dysfunction Junction
Social Success!

Chapter 10Uncharted Search Frontiers
Embracing Expansive Realities
Interfaces Galore!
Machine Learning

A Moonshot


Anne Ahola Ward
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