Cambridge Business Association
Tactical SEO
Book

Tactical SEO

The Theory and Practice of Search Marketing

Lee Wilson
Kogan Page, 2016
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Recommendation

A comprehensive, well-designed search engine optimization (SEO) strategy can increase your search engine ranking and drive visitors to your site. If you design your website with SEO in mind, you can do a better job of engaging visitors and achieving high conversion rates. Specialist Lee Wilson provides a thorough introduction to SEO and shows you how to make it work for your organization. Despite the use of jargon, Wilson’s treatise is designed to give beginners a basic understanding. He covers SEO terms, specific tactics and user-friendly checklists, which he summarizes in highlights in each chapter. getAbstract recommends this adaptable framework to digital marketing students, new practitioners and those seeking up-to-date refinements to boost the power of their SEO.

Summary

Search Engine Optimization

Understanding the context and rationale for each step of your search engine optimization (SEO) process enables you to craft an effective strategy. This definition may help: SEO “is the application of specialized expertise for the purpose of increasing the quality and quantity of organic (earned, natural or free) traffic from search engines to a webpage or website.” The most important search engines, including Google, Bing and Yahoo, provide answers to users’ queries in the form of a list of websites and pages that focus on the requested topic.

Effective search engine optimization helps your customers find what they want and need. Even people who are unfamiliar with digital marketing recognize what SEO is and understand how important it is in drawing visitors to your site. The website visits you receive that don’t entail paying a cost per click are organic traffic. Such visits stem from your site’s visibility or from the impressions you generate with organic marketing.

SEO provides visibility by engaging and interacting with users. When visitors create and share user-generated content (UGC) by posting reviews and suggestions on your...

About the Author

Lee Wilson is an expert in international SEO, mobile SEO, local search and content marketing. An online marketer and director of SEO for Vertical Leap, a digital agency in the United Kingdom, he also writes for Search Engine Journal.

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