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Innovation and Best Practice
for Business Success

Established 1967

Tactical SEO

Tactical SEO

The Theory and Practice of Search Marketing

Lee Wilson


Rather than focusing on the latest techniques, Tactical SEO provides a deeper analysis of SEO's underpinning concepts and its real value for businesses.

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About the book

Search engine optimisation is an increasingly critical tool for digital marketers in a competitive and saturated online marketplace. Setting itself apart from the ubiquitous technical and process-driven guidance, where tips and tricks which are quick to date, Tactical SEO moves towards a deeper understanding of search marketing and the industry as a whole. These insights will help you to truly grasp the opportunities, challenges and value that SEO can bring to an online presence in the long term leading to a more strategic and nuanced approach.

Tactical SEO explores:
· what succeeds in search marketing but also why, including analysis of 'ripples' and other concepts that underpin best practice.
· moving from process-driven to organic search marketing and the value of exploiting opportunity.
· the Google ethos and the symbiotic nature of Google and SEO.
· how a value-checklist can re-focus your strategy and generate positive results.

Essential reading for practitioners and students, Tactical SEO provides thought leadership as well as strategic practical applications for those who want to develop real and lasting expertise. The book is also supported by online resources, including free SEO tools, additional reading, SEO-themed activity sheets, and slides.

Table Of Contents

    • Chapter - 1 -: Re-evaluating SEO;
    • Chapter - 2 -: Understanding Google;
    • Chapter - 3 -: The restraints of process-driven SEO and the value of opportunity;
    • Chapter - 4 -: Supporting longevity with search ripples;
    • Chapter - 5 -: Thinking about SEO in terms of value rather than ROI;
    • Chapter - 6 -: Creating a value checklist for SEO;
    • Chapter - 7 -: Building SEO expertise in-house vs outsourcing;
    • Chapter - 8 -: Evaluating success in search marketing;
    • Chapter - 9 -: 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
  • Dimensions: 234x156
  • 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