A Look Inside the Second Edition
This is a significant February 2024 update to the first book in the series titled “Managing SEO“. Its byline is “Managing SEO Teams, Agencies and Websites that Sell“. Its ISBN is 978-0-6455232-2-5. Note: There is no Kindle version.
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Paperback
Background
These three books started as a single manuscript, titled, “Managing SEO“. My former literary agent wanted something more catchy, which was “Accidental SEO Manager“, which is now the first book. I shared the manuscript with a couple of non-SEO friends as they are managers who have employed SEOs but have never worked as SEOs themselves.
Their feedback was that it was “too technical” in parts. Therefore, the “more technical” parts are now in the second book, Is Our SEO Working? These will be productive conversations for the SEO managers to have with their own in-house SEO teams or with their SEO consultants and agencies.
The C-Suite is best placed to set the right foundation for SEO success, which spells more conversions. That extract from the original manuscript will be the third book – “The C-Suite Blind Spot“, also slated for release after the second book is on the market.
Contents (Partial)
Preface
- Why Leave Money on the Table?
- The Business Case for SEO
So, What Is SEO?
- What Is SEO?
- What Isn’t SEO
- Invisible, Pervasive SEO
- Ranking
- SEO Hats
- Types of SEO Activities
- SEO Strategy
- Types of SEO Practitioners
- Earned Media, Owned Media, Paid Media, Shared Media
SEO Essentials
- Websites and Webpages
- Webmaster
- Purpose of a Website
- Search Engines
- Google Knowledge Graph
- Results
- Entities, not Keywords
- Answering Queries
- Search Intent
- Types of Search Intent
- Search Intent Optimization
- What Happens at the Search Engine?
Types of SEO Expertise
- Enterprise SEO
- Edge SEO
- Brand SERP SEO
- Platform/SaaS SEO
- JavaScript SEO
- News SEO
- Small Business SEO
- International SEO
- E-commerce SEO
- Niche SEO
- App Store SEO
- Affiliate Marketing SEO
- Programmatic SEO
- Agency vs. In-House SEO
- Blended Model
Search Console and Webmaster Tools
- Registration
- Levels of Search Console Access
- Linking to Analytics
- Giving Access to SEO Tools
- Daily Checks
- Security of These Tools
- Accidents Happen
Managing Keywords
- Personas
- Keyword Groups or Clusters (Entities)
- Semantic SEO
- Google Tools for Finding Keywords
- Non-Google Keyword Tools
- B2C and B2B Keywords
Managing Content
- Types of Content
- Positioning the Content Team
- Outsourcing Your Content Creation
- Natural Language
- Search Quality Rater Guidelines
- Customer Journey Mapping
- Sourcing Fresh Content
- Main Content and Supplementary Content
- Core Content
- Ancillary Content
- Title Attribute and Meta Description
- Featured Images
- Ratings and Reviews
- Optimized Video
- Optimized Audio
- Keyword Register
- Advertisements in Content
- Forcing a Login / Paywalls
- Content Formatting
- Featured Snippets
- Voice Search
- Google Web Stories
- Finding Old Content
- Google Discover
- Organizing Content
- Theft of Your Content
- Syndicating Your Content
- International SEO Content
Managing Links
- Types of External Links
- Are Links Necessary?
- Obtaining Links
- Giving Links
- Checking Backlinks
- Parasite SEO
- Negative SEO
- Your Link Profile
- Bad Links
- Internal Links
Managing Rankings
- Search Engine Algorithms
- Who Are Your SEO Competitors
- Entity (Keyword Group) Visibility
- Data Visualization
- Checking SERPs in Another City or Country
- Local SEO
Managing Your Online Reputation
- Some Types of Negative Online Reputation
- Fixing Brand, Product, or Service Reputation
- Fixing a Bad Neighborhood
- “Owning” Page 1
- Be Alert
- A Wikipedia Entry
- Buying and Renewing Domains
Managing an In-House SEO Team
- Hiring the Right Mix
- SEO Team Skillsets
- SEO Job Descriptions
- Where to Find Talent
- Shortlisting the Candidates
- Interviewing
- Subsequent and Final Interviews
- Training and Learning
- Handling SEO Disputes
- Understanding SEO Frustrations
Managing a Remote SEO Team
- Skill Considerations
- Legalities
- Time Zones
- National and Local Holidays
- Technology, Security, and Data Privacy
- Recruiting Concerns
- Internal Communications
Managing Agencies and Consultants
- What Is Out There?
- How Much Does Outsourced SEO Cost?
- Paying for SEO Services
- Software Development Services
- Website Building and Maintenance Contracts
- Content Provision Services
- Site Submission Services
- Writing Good RFPs
- RFP Elements
- Inviting Agencies to Pitch
- Red Flags
- Shortlisting the Applicant Agencies
- Pitches by the Shortlisted Agencies
- Evaluating RFP Responses
- Onboarding the Winning Agency
- Firing an Agency
- Being Fired by an Agency
- Transitioning Agencies
- Co-Managed SEO Services
Structuring The SEO Strategy Process
- SEO Strategy Format
- Agile, Scrum and SEO
- Assurance of Resources
- Objectives and Key Results (OKRs)
- Conveying the Product Vision
- SEO OKRs
Summary
- Next Steps