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Tactical SEO

Tactical SEO

The Theory and Practice of Search Marketing

Lee Wilson

From £16.66

Understand the opportunities, challenges and overlooked potential that SEO can bring to any webpage or website, by identifying the why behind the how of search marketing.

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About the book

Tactical SEO is a practical guide to understanding the opportunities, challenges and overlooked potential that SEO can bring to any webpage or website. It challenges the plethora of technical, process driven and time sensitive best practice SEO guides, and gives readers insights into the big picture value that can be derived from understanding the underlying principles of SEO. Clear and inclusive in tone, Tactical SEO offers proven tactics to follow that are built around the core principles of optimization, and that therefore stay consistent in spite of continually evolving digital technologies.

Including many real world case studies and examples, Tactical SEO gives readers a framework to cultivating their own SEO capabilities. This framework can be applied in any online business, regardless of industry or online niche, to enhance discoverability and profitability. Exploring core concepts such as the Google ethos, ripple creation and mobile marketing, Tactical SEO is the number one go-to resource to help marketing professionals and students become experts in this essential field.

Table Of Contents

    • Chapter - 01: Re-Evaluating SEO;
    • Chapter - 02: Understanding Google;
    • Chapter - 03: The Restraints of Process-Driven SEO and the Value of Opportunity;
    • Chapter - 04: Supporting Longevity With Search Ripples;
    • Chapter - 05: Thinking About SEO in Terms of Value Rather Than ROI;
    • Chapter - 06: Creating a Value Checklist for SEO;
    • Chapter - 07: Building SEO Expertise In-House Vs Outsourcing;
    • Chapter - 08: Evaluating Success in Search Marketing;
    • Chapter - 09: Planning for the Future


Lee is a meticulous, thought-inspiring, digital marketing professional and Tactical SEO is a true reflection of just that. Showcasing an enviable depth of SEO knowledge throughout, Lee explains not just how to understand search engines, but provides practical takeaways and priceless information to help you successfully manage and communicate the importance of SEO in our modern digital world. This publication is a great journey through the frequent changes that continue to occur in search marketing and how to positively act on them. I'd recommended this book for those taking their first steps into SEO, all the way through to those that looking to take a completely refreshed approach to organic search as a channel. A reminder that now more than ever, we still have to think outside the box to stand out in search engines.
Jack Cooper, Digital Marketing Manager, Strawberrysoup

In such a fast paced industry having up-to-date information with a focus on key holistic and futureproof approaches is key to your success. The process driven and value based approach to SEO in this book is right on the money and will be valid for years to come.
Steve Lock, Global Head of SEO, Sage Group

A clear and easy to read knowledge base for anyone who wants to unlock the secrets of the SEO world. With practical tips and all the jargon clearly explained, this is great content for experts and novices alike
Kris Bezzant, Senior Vice President, HR, Capgemini

Tactical SEO is a one-stop shop for everything a business should need to know about bringing their site to the top of the search rankings and helping it stay there.
Richard Towey, Head of Content, PerformanceIN

Lee Wilson explains exactly how to do SEO right: from getting started to measuring its success to taking result-driven action. This book will always be first off the shelf whenever you're working on an SEO project.
Aki Libo-on, Assistant Editor, Search Engine Journal

Tactical SEO not only provides an up to date overview of SEO marketplace, it brings together worldwide range of methods and tactics that can be used as a blueprint for training new and veteran SEO's ensuring that they are working in effective and efficient ways.
Sam Osborne, Technical SEO specialist and blogger, Vertical Leap / equilater.al


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Book Details

  • EAN: 9780749477998
  • Edition: 1
  • Published: 3rd August 2016
  • Paperback
  • Format: 234x157
  • 200 pages

About the Author

Lee Wilson is Head of SEO at Vertical Leap, one of the UK's most established, industry-leading providers of search and digital marketing. Having led digital marketing departments for the last 15 years he is a specialist in delivering integrated search marketing success to businesses, from multinationals and global brands to SMEs and start-ups.

Lee Wilson