In our brand new version of the SEO book, you'll get a solid insight into the workflows that are essential for effective and results-oriented search engine optimisation (SEO) in 2022.
The book is an application-oriented handbook for those who want to strengthen their company's work with SEO and those who need the knowledge to engage with an SEO agency as an active and critical partner.
Our new SEO book is aimed at both marketing managers who need a strategic overview of SEO as a marketing channel, and operational staff who need practical guidance on how to implement the strategy. You can simply read the chapters that are relevant to you - and forward the other chapters to your colleagues who are on task.
SEO is an extensive process, and if you buy a book like The Art of SEO, you'll have to wade through no less than 1,000 pages. You won't find that level of detail here, and books like this are unlikely to be relevant to anyone other than a small handful of SEO specialists. In return, you get a tangible book focused on ensuring your business has a strong presence on Google.
The SEO book is written by SEO guru Henning Madsen in collaboration with Google Marketing specialists Lasse Grubbe, Mark Mølgaard, Louise Lundø and Martino d'Apuzzo from InboundCPH.
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Information about the book:
What is SEO?
SEO is business critical
Online marketing channels
The four elements of SEO
Myths about SEO
Search engines
Search results
Positions and click rates
Conclusion
What is an SEO strategy?
Benchmarking
Objectives
Investment level
Timeline
Action Plan
Role allocation
Outsourcing
Choosing an SEO agency
Marketing mix
Google Ads and SEO
Conclusion
What is technology?
Indexability
Sitemap
Robots.txt
Load time
Mobile friendliness
Domain
URLs
WWW (World Wide Web)
HTTP and HTTPS
Redirects
Response codes
Canonical tags
Divided content
Hreflang (language versioning)
Structured data
Breadcrumbs
Open Graph tags
Text elements
JavaScript
Migration
Conclusion
What is content?
Know your audience
Keyword analysis
Types of searches
Search volume
Selection of keywords
Content optimization
Page title
Page description
Bread text
Headlines
Internal links
Outgoing links
Pictures
Videos
PDF files
Topic clusters
Duplicated content
Autogenerated texts
Conclusion
What are links?
Needs analysis
The good link
Natural link building
Harmful links
Dead links
Link-free publicity
Competitor links
Guest blogging
Earned links
Partner links
CSR links
Labelling schemes
Media links
Purchased links
Conclusion
What are user signals?
Types of user signals
Google's data sources
Optimisation of user signals
Optimisation of click-through rates (CTR)
Optimisation of website behaviour
Conclusion
What is evaluation?
Operational objectives
Tactical goals
Economic objectives
Reasons for failure
Conclusion
Do you need help with search engine optimization (SEO), or are you considering whether it makes sense for your business to focus on SEO? Contact Henning Madsen and have a dialogue about your SEO project.
