This book is written for what I would call the ‘modern search marketer’.
Traditionally the role of the search marketer was to bring traffic to the website.
More recently the search marketer’s responsibility has evolved to consider conversion. That means having to understand the psychology behind the buyer process, how paid can influence and enhance organic, the impact of social on search and search in the multi-channel world.
Whilst in large organisations there may be a separate ‘conversion guy’ and separate ‘Search guy’, in smaller organisations it is increasingly becoming the job of the ‘SEO guy’ to deliver in both disciplines.
That’s what I like about this book, Mike and Bill talk about the need to consider not just the technical side of SEO, but aspects such as search intent and understand buyer behaviour. Subjects which are (still) overlooked by many search marketers targeting keywords with the highest search volumes.
If you are new to Search marketing this book provides a comprehensive overview of the subject, written with great clarity. Even as an experienced SEO practitioner I enjoyed reading this book.
