If it can be searched, it can be optimized.
I very much believe in looking at web marketing from a high level. It’s very important to work out a strategy for why it’s done and steps to measure for success before getting into the how and the what. I like this book a lot because Lee takes one through strategy before tactics.
The book is set up in three distinct phases:
- Phase 1: Planning – Thinking about what can be optimized and why it’s important to optimize; comprehensive content creation and setting objectives
- Phase 2: Implementation – Finding out who your customers are and where they are online; creating and optimizing content for those customers and measuring success.
- Phase 3: Scale – Scenarios depicting different types of businesses and how they might go about creating and optimizing content on various platforms.
Rather than just creating a simplistic “how to” guide, Lee takes the reader through a learning process which will help them develop their own strategy which will work for their business. There are no “cookie cutter” solutions in real life, and there are none in this book. Instead, you will learn what you need in order to develop realistic plans which will work for your business.
He points out tools and how one might use them, but cautions that not all tools are for all businesses and not all business should use the tools exactly the same way. Again, the emphasis is on strategy. He rightly points out that you should go where your audience is.
Another great part of the book are the action items listed at the end of each chapter. These walk you through looking at your business in order to learn how you can apply what you just learned to your unique situation.
As a Military Intelligence veteran, I love that he started Chapter 3 this way:
Long before an army goes into battle, intelligence organizations are busy collecting and analyzing information about the opposing threat. The right information and insight could lead to a much more advantageous outcome. Inaccurate information or an absence of competitive research can lead to disaster.
I’ve written in the past that veterans of military intelligence make good web marketers. This approach applies directly to business. If you don’t know what the competitive landscape is, you better get going on it. This should be the starting place for all business decisions, including online marketing efforts.
If it can be searched, it can be optimized. If it can be found, it can be shared.
Social plays a big role in online activity. The key is that your content needs to be relevant and engaging to your audience and needs to be find-able in order to be shared. As you go through Optimize, you will learn how to create and optimize content and thus bring greater success to your efforts.
I recommend this book to anyone who is involved in web marketing from content creation to SEO to social media strategy. While it is a great work for those who are just getting started in this area, there is a great deal of information which can benefit even those who are more experienced.
All links to the book are Amazon Affiliate links.
All images courtesy of the author.