2018-SEJ-Complete-SEO-Guide.pdf - A complete guide to...

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A complete guide to getting started in SEO. Produced by Copyright 2018 Search Engine Journal. Published by Alpha Brand Media, All Rights Reserved.
Table of Contents Chapter 1: SEO Fundamentals: Your Guide to SEO Success Factors in 2018 6 Chapter 2: 5 Things Every SEO Strategy Needs 26 Chapter 3: How to Know Your Audience to Master Your Marketing Campaigns 33 Chapter 4: The Three Pillars of SEO: Authority, Relevance, and Trust 45 Chapter 5: Why Your SEO Focus Should Be Brand Building 65 Chapter 6: Why & How to Track Google Algorithm Updates 78
Chapter 7: Top 7 Ranking Signals: What REALLY Matters in 2018? 93 Chapter 8: A Beginner’s Guide to SEO in a Machine Learning World 112 Chapter 9: How to Do Keyword Research for SEO: Everything You Need to Know 123 Chapter 10: See, Think, Do, Care: A New Way to Communicate Your SEO Strategy 141 Chapter 12: Making SEO & User Experience Work Together 171 Chapter 11: How to Create Perfectly Optimized Content: 16 Essential Elements 150
Chapter 13: Local SEO Guide for Beginners 186 Chapter 14: An Introduction to Mobile SEO 207 Chapter 15: Agile SEO: Moving from Strategy to Action 229 Chapter 16: The 9 Most Important SEO KPIs You Should Be Tracking 240 Chapter 17: SEO Strategy: 3 Trade-offs You Must Consider 251 Chapter 18: What to Do When Things Go Wrong in SEO 259
SEO Fundamentals: Your Guide to SEO Success Factors in 2018 Chapter 1 Ready to learn the secret to search engine optimization (SEO)? Well, I hate to break it to you, but there really is no secret. There is no secret sauce. There is no secret recipe. SEO isn’t about magic tricks or gaming the search algorithms. What you really need is a thorough un- derstanding of what people want when they search – and why they want (or need) it. The fact that there is no big secret is what makes SEO so hard. It’s also a constantly moving target. Danny Goodwin Executive Editor, Search Engine Journal Danny Goodwin is Executive Editor of Search Engine Journal. In addi- tion to overseeing SEJ’s editorial strategy and managing contribu- tions from a team of 60+ industry experts, he also writes news and articles about SEO, PPC, social media marketing, content market- ing. Danny has been a profession- al editor, writer, and ghostwriter in the marketing industry for 10 years, creating content for SMBs to global brands, spanning all things search and digital. He formerly was managing editor of Momen- tology and editor of Search Engine Watch.
And we don’t make the rules – the search engines do. That said, organic search is one of the most profitable marketing channels there is – if you’re willing to invest in it. Where Search Is Heading If you’re brand new to the world of SEO, I highly recommend you start with our guide, SEO 101: Learn the Basics of Search Engine Optimization, before going further.

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