chapter 3 Website Development
further reading ...
The book makes no mention of a domain name for a website – so here’s some help;
Domain names, everything you need to know to choose the right domain name.
There are some good tips from someone who is worth listening to in Knowing when to say no (and yes).
Since 1996 I have been having a rant about the role of ‘techies’ in online marketing. I’ve always argued that effective digital marketing has to be a collaborative effort between all the necessary skills. More lately, I thought the situation had improved – then I read this article which trumpets such collaboration [at the New York Times] as ‘a paradigm shift’ and that braking down its martech and engineering silos resulted in ‘gains [that] were too productive not to merge them’. Hmmmm … maybe: [a] many organizations are still behind the loop on this issue [if so, why?], or [b] I really was ahead of my time back then [I wasn’t]. Here’s why The New York Times broke down its martech and engineering silos.
Army's £113m recruitment website 'was 52 months late' is an example of how things can go wrong - and how much websites can cost [though 113 million pounds does seem excessive].
Gerry McGovern and I have been singing from the same hymn sheet for around 25 years, with his articles always being worth your time - if you're in a rush, just read the last two paragraphs of The dangers of exceptionalism. Oh, and I've put it in this section as it is more about management than it is about website design. Another one from the author of Skills of a great digital designer.
How five charities convey purpose through tone of voice.
10 brands with hilariously funny product page copy has examples of the voice of an organization.
Top marks to the organization for recognising this was necessary. Bottom marks for being 20 years late ... How the British Red Cross revamped its website, from 4,000 pages to just 400.
Although Four brands with a brilliantly funny tone of voice is about social media, it applies equally to websites.
Does your website still matter in a mobile world?
Mobile vs. Desktop: Visits and Search Trends - spoiler: websites are visited most on PCs.
The voice of a website is important – here are some examples …
The text mentions content management systems – why we care about traditional content management systems, the original no-code tool tells you much more about them.
Three reasons your company has missed the whole point of corporate digital communications is actually just one of a series of linked articles. Although the focus is on corporate sites, I think the issues are relevant to all sites, but I’ve put it here as it is a strategically focused.
Ignore the publication date – all website UX starts with Jakob Nielsen's 2000 book
Designing Web Usability. New Riders. Nielsen joined up with an equal talent to form the Nielsen Norman Group and here's some short videos that explain a number of aspects of UX issues – well worth around 25 minutes of your time.
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Designers are Not Users.
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Design thinning.
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Flat Design Decreases User Efficiency.
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Hamburger Menus Hurt UX Metrics.
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UX challenges in designing for Millennials.
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Emotional Design.
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Logo Placement Affects Web Navigation and Brand Recall.
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What is Omnichannel UX?
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Ideation doesn't waste time, it saves time.
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Will People Be More Tech Savvy in 10 Years?
* Virtual Reality and User Experience.
and some articles from the same source ...
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Computer Skills: Worse Than You Think.
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Scrolling, attention, scanning & reading patterns.
Seven principles of effective digital navigation.
The value of user experience design for brands with e-commerce websites.
From the early days of the web I have argued that if a user can't work a website they're not stupid - the developer is. This mantra is mirrored in Steve Krug's excellent 2000 book on usability; Don't make me think. Since then, I've used the phrase every time I see trendy web design that is good in the developer's head - but not in real life. That 62% of shoppers that struggle to complete purchases abandon their carts and 52% of digital consumers left to shop with a competitor is the message to developers everywhere: as I've been saying since 1996 ... it's the customers that pay the developers' wages. No sales = no income = no jobs.
Visual Hierarchy in UX - the page’s visual hierarchy controls the delivery of information from the system to the end user — it lets users know where to focus their attention.
Aesthetic and Minimalist Design could be in other sections of this chapter - but it does focus on usability. It's a good read, but one thing I do not think it empahsises is the objective of the website and whose site it is. For example, you would expect a fashion designer's website to have more aesthetic appeal than, say, that of a local government department. The same could be said of Web Design Trends and Statistics 2021 - and would also add that much of this advice is similar to what was common knowledge/opinion at the turn of the century.
I've been going on about Design for the Elderly for so long that I have now joined the ranks of the elderly!
Citibank just got a $500 million lesson in the importance of UI design is an extreme example - but the story revolves around a badly designed online form. Furthermore - in my opinion - it looks like an example of the form's designer not being fully aware of its use and objectives. Had it been co-designed, or at least tested, by a member of staff of the bank - not the design team - this whole affair would never have happened.
Although Half of us haven’t been able to use basic online services during pandemic is about access to information, I've always argued the same issue applies to commercial sites where 'techies' like to use the latest technologies - but this is not always best for the users' experiences. As I've said to many computer scientists, 'if the customer can't use the site, they won't buy anything ... and it's their purchases that pay your wages.
Three UX and accessibility lessons from National Rail’s greyscale fiasco.
Brands could lose fickle Gen Zers over poor digital experiences concentrates on e-commerce - but the message is the same for any kind of site.
For a good marketing argument for making websites accessible, follow the link on the chapter’s website. If you can get past the fact that Why web accessibility must be a staple offering among agencies’ services is actually an advert – there’s some good stuff in it.
Infinite Scrolling: When to Use It, When to Avoid It.
Another article where you should ignore the date it was published. I particularly like the comment at the beginning: 'Marketing comes first'. See 100+ Questions You Must Ask When Developing A Web Site.
Don’t underestimate the power of a good website concentrates on the basics.
Ignore the fact that Topic Clusters Improve Rankings, Traffic has a focus on SEO - it is actually about good website design. Note how the 'topic cluster' model - in essence - follows the same concept as my site architecture example on page 36.
Some of the basic principles of good practice were established around the turn of the century ... How People Read Online: New and Old Findings is an example.
The Need for Speed, 23 Years Later.
How to Draw a Wireframe (Even if You Can’t Draw) takes my site architecture several steps further.
You could consider
Core Web Vitals: Google is not backing down in the fight against the slow web to be part of SEO - but it's just good web development practice.
I’ve included The Dos and Don’ts of Pairing Typefaces simply as an example that there is more to the development of effective websites than meets the eye.
Consumer’s reasons for abandoning a digital transaction or task could – or maybe should – be in the next chapter [on e-commerce], but I think the issues in Slow Page Load Times Drive Customers and Visitors Away are relevant to all websites, not just retail sights.
Such is the list of Common Problems Consumers Complain About When Shopping Online I could have put it in any section of this or the next chapter. As I have said on this website as well as in the book ... that websites are still published with these problems amazes me.
Journey Mapping is not exactly site architecture - but it does add another aspect to the subject, and Mapping User Stories in Agile takes the whole thing a stage further.
How Many Items in a Navigation Menu? [3 minute video].
Creating clear menus and links.
I have included SEO How-to, Part 8: Architecture and Internal Linking here to make the point about the importance of SEO to website development. Notice how in this article the structure of the website is emphasized for SEO purposes. I would argue that the website should have such a structure for usability purposes - with the bonus that it also increases SEO. Customers come first. Ironically, the search engines know this - it's why they 'reward' good structure.
I could put links to the work of Drayton Bird in just about every chapter of the book where the subject includes writing some kind of copy or content. I've decided to make do with The best job seeking letter I have ever read as it could be valuable to students - or anyone - looking for work. If you want more from Mr Bird, have a look around his website [at the time of writing he was offering an excellent deal on some of his books].
Copywriter vs. Content Writer: Skills, Writing Fees and Expectations covers several issues - not least that if you want quality textual content you have to pay for it.
There is nothing really new in What Consumers Want From Brand Content: 4 Insights - but it does confirm that the old stuff is right.
Don't be put off by the 'technical expert' phrase in the title of Technical Experts Need to Get Better at Telling Stories - the advice applies to all 'experts'.
10 brands that use illustration to stand out online.
The key phrase in Alibaba: Skilful journalism makes corporate news engaging is 'run by former journalists'.
Non-standard Product Images Can Spur Sales [but they cost more].
Although Apple – A thoughtful recap of key points is about an e-commerce page, the idea could apply to other sites/pages also.
What is a UX writer and how does it differ from a content designer? could have gone in the previous section on usability - but it's about content development, so I've put it here.
15 Photoshop Tutorials for Product Photography reads rather like an ad for Photoshop, but I've included it here just to show what might be involved in developing images for a website. Obviously, the more images on a site, the more it is an issue - a big e-commerce site, for example.
I think that Goldman Sachs : Daily videos highlight people and trends offers a sound idea - but there are two issues that I would raise: [1] coming up with subjects for a daily event, and [2] I wonder how many and how often they will be read - and by whom.
Presentation, Explainer Videos Remain Popular.
Although the concept is quite popular, in the text I don’t mention customer personas – though what I do say is very similar to the notion. In Back to the Basics: The Importance of Buyer Personas take particular notice of the list of car rental customers and you’ll see why I say this.
I’ve included How to hire quality content writers as an example of what is involved in writing effective content – and why you shouldn’t do it yourself.
Languages online … the usage of content languages for websites ... historical yearly trends in the usage statistics of content languages for websites.
Lost in translation - an example.
Ambev - Lost in Google translation.
It's dated, but the advice in Web designs that communicate across cultures is pretty basic - and it includes some very good examples.
Although the message in Intel – Initial confusion could apply to all websites, it is the lack of local knowledge by international visitors that is the main problem.
Although SEO for multi-language websites: How to speak your customers’ language focuses on SEO, but it also covers the issue of different languages on websites.
Although Dolce & Gabbana's branding at all time low in China after racist ad scandal is a story about advertising, I have included it here as an example of offending local consumers. Notice how serious the repercussions for the brand are - and how difficult it may be for it to recover.
China makes customer experience in the West feel outdated.
Digital China in 2019: Trends and recommendations.
Getting people where they need to be: Six of the best corporate online directories for country sites, brand sites and social media.
The best digital marketing stories in China: May 2019.
Modify Your Design for Global Audiences: Crosscultural UX Design.
CHAPTER 4 SEARCH ENGINE OPTIMIZATION
further reading ...
If you check the bio of the author of Comparing SEO to PPC you will see she is not new to search engine marketing - and so her opinion carries some weight. Note how the articles differentiates SEO from advertising on search engines ... just as I have done in this book - and as I have done since advertising on search engines started.
If you really want to get your head around how Google works, make yourself comfortable and read Google’s Search Quality Rating Guidelines.
These search commands for Google are useful for people searching on Google - but are included here as they can also help search engine optimizers in determining where keywords/search terms can be placed within a site.
Ignore the headline of Half Say Advertising is Important in the Buying Decision – top in the list of shopper’s important purchase information sources is search engines.
If you’re serious about understanding SEO We’ve crawled the web for 32 years: What’s changed? is a must read. Its author, Mike Grehan, worked from the North East of England in the early years of the web and we shared the stage at numerous events telling owners and managers about the Internet and how it was going to change business. From the same author, and also well worth a read is The origins of E-A-T: Page content, hyperlink analysis and usage data.
How Google Trends works is an interesting background on Google Search. Similar in nature in that it offers a background in how search engines developed is What we can learn from past and present Google algorithm updates.
The Open Secret of Google Search is an interesting read on the search giant.
The issue of Why you should invest in branded keywords even if your company ranks #1 on Google has folk who argue for both side of the debate – this one is in favour.
Around the time that the book was going to print a story that Google exec suggests Instagram and TikTok are eating into Google’s core products search and maps made the rounds of SEO commentators. One such response included some different types of search which might be used on social media, see - Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google. However, Millennials Are Increasingly Using Various Methods to Search for Things Online gives a wider, and more revealing. picture – note that there is no mention of ‘prefer’ as stated in the headline above. Are 40% of Gen Z shunning Google for TikTok? Not exactly is an update [Jan 2024] on the concept.
Personal research into this matches findings by others – we’re talking about ‘lifestyle’ searches only [e.g. “lively bar near me” or “how to apply X brand of makeup"], and mainly female users. I can appreciate that watching a series of short videos of local bars might be easier than reading about them. So - message to bars attracting younger clientele ... encourage customers to post videos on TitTok.
Google is trying to reinvent search — by being more than a search engine.
Just to show that SEO is ongoing - Google helpful content system update rolling out now (December 2022 update).
Welcome to the age of social SEO: how to maximize visibility on TikTok searches.
Google ranking signals: A complete breakdown of all confirmed, rumored and false factors.
ChatGPT has some roles to play for the digital marketer - perhaps the most common/useful will be in SEO, so here's An SEO’s guide to ChatGPT prompts and AI Chat and Keyword Research.
5 Website Performance Benchmarks from Q4 2022 offers some [slightly] different stats to the chart - on website traffic sources - shown in chapter 4, but the issues are generally the same. The 5 key issues are:
1. More Than 1 in Every 3 Sessions Encounters Friction
2. Page Load Speeds Impact Bounce Rates, Page Views
3. Mobile Widens Traffic Share Lead
4. Paid Search Traffic Converts Better Than Paid Social Traffic
5. Desktop Still Boasts Far Higher Conversion Rates Than Mobile
I've included Google releases March 2023 broad core update and Google removes several search ranking algorithm updates from its ranking systems page simply as a reminder that search engines change their algorithm on a regular basis.
Is click-through rate a valuable SEO metric?
I make it clear in the book that I consider SEO and PPC ads to be different things. SEO vs. PPC: Differences, pros, cons & an integrated approach offers a different view - although it also can be read as supporting my opinion.
Brand Visibility Is the New SEO ... caused by AI, apparently.
EXERCISE: Byron Sharp purports that ‘ ... paid search is not advertising (which has as its main job building mental availability). Search is like shelf space. It’s to improve purchase availability.’ Samuel Scott offers more detail, saying that ‘Display on retailer, broker, and review sites is the same as paid search. Paid and organic search are forms of distribution, not parts of promotional marketing communications. Basically, you are getting your product put on Google, Amazon, and others' store shelves like when you pay a store to put your juice in the juice aisle. Same for getting listed on sites like G2. This is fulfilling existing demand and having physical availability. Advertising is about creating more demand and having mental availability.’ Going back in time, when I first got involved in the use of the Internet for business purposes [in 1996] I was frequently asked where the new communication medium sat with regard to the 4Ps ... and I said it was part of distribution. My opinion wasn’t supported by many – any, even – but it seems I may have had a point.
What's your opinion on the views of myself, Sharp and Scott?
50% of product searches start on Amazon includes stuff from this and other chapters - well worth a read. Note that it's from the US, so the stat in the title might not apply to you.
Organic search could be the moat your brand needs is a kind-of strategic view of SEO using quirky analogies - in general, I agree with its basic premise, not least because it syncs with my opinion.
I'm not a fan of SWOT analysis ... just use the issues raised in SEO SWOT analysis: How to optimize where it counts as a kind-of to-do list.
Another example of why SEO is a full time job is Google to fix link report in Search Console. And another... Google releases August 2023 broad core update.
Why are publishers losing traffic from Google? is about online news - but much of is relevant to other kinds of website.
To understand the present and the future - take a look at the past ... Google’s Florida update: 20 years since the SEO ‘volcanic eruption’.
The AI-powered Google apocalypse is heading for your brand is from December 2023 ... who knows how true it will turn out to be?
Google confirms a search ranking bug where sites disappear from search results over the weekend is an example of what is a fairly common problem - if your website relies on search engines for visitors [and so, business] this can hit income.
The Periodic Table of SEO Elements has been around for a few years - this is the 2024 version.
A concern with using third parties - eg Google itself - for SEO purposes is that the third party can change its operating model ... Google is shutting down websites made with Business Profiles is one such example.
And the changes keep on coming ... Google releasing massive search quality enhancements in March 2024 core update and multiple spam updates.
Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro.
Consumers' online information sources - search remains top.
You can file Small review site lost 91% of its Google traffic to affiliate-focused SEO content under 'don't put all your eggs in one basket' - relying on Google is not a good strategy for a business.
6 unpopular SEO opinions you need to consider raises some interesting and accurate points. But here's a thing I allude to in the book. The first four points are much the same as I - and others - were teaching [or is that 'preaching'] back around 1997 ... that's before the author of the article left school.
The end of May 2024 saw big news about Google's algorithm HUGE Google Search document leak reveals inner workings of ranking algorithm, here's Google's reply ... Google responds to leak: Documentation lacks context - and Unpacking Google’s massive search documentation leak is a review of the happenings. Only time will tell how big a story this was.
As I allude to in the book, I think that knowing what is being searched for in this research is vital to make it relevant ... the what might dictate where the search is started, Also, note above the article which states that 50% of product searches start on Amazon - where does that fit into Almost Half of Gen Zers Opt for Social over Google for Search?
Is The Google Maps pin scam: A new Google Business Profile threat common? I doubt it - but I've included this article because keeping track of scams like it is an example of why SEO is a full time occupation.
Which Topics Are Gen Zers Searching for on Social Media?
In all aspects of digital marketing new terms come and go. I wonder GEO will stay the course, or disappear like so many others? See What is generative engine optimization (GEO)?
Again, it never stops ... Google August 2024 core update rollout is now complete.
Google updates crawl budget docs for large sites with differing mobile and desktop pages and links ...Google said it is best practice to have all links present on both mobile and desktop versions. I would ask; why on earth would you have different differing mobile and desktop pages and links? Maybe another example of non-marketers in marketing? [see chapter 3]
ThatLong-tail keywords: Target lower-competition phrases and attract qualified visitors has been published by [one of] the world's major SEO websites suggests that some folk are not aware of the issue. I and others were writing about it 25 years ago. Ho hum.
I've included How to fix the ‘Page with redirect’ error in Google Search Console simply as an[other] example of some of the stuff that competent SEOs need to know.
Another reminder that SEO doesn't stand still ... Google quietly updated the News and Discover manual action policies.
Although Google’s search market share drops below 90% for first time since 2015, it's still got 90% of the market so me talking about Google so much in the book is still valid.
Another example of the problem of [potentially] putting all your marketing eggs in one basket ... Google bug cause reviews to drop out of local listings.
59% of Americans click on brands they know in Google results: Survey ... also, nearly half of Americans trust organic results more than paid results and Google remains the most trusted source for information.
And again, again, it never stops ... Google March 2025 core update.
In the book I mention the importance of E-A-T, 14 ways Google may evaluate E-A-T is a good guide … but it also shows that SEO isn’t as easy – or quick – as some folk would have you believe.
More on the subject ... E-A-T auditing: How to level up your credibility game
Naturally, just days after the book was published, this happened ... Google doubles up on E with updated search quality raters guidelines (E-E-A-T) - and here's another article, this one with more details ... How Google may identify and evaluate authors through E-E-A-T. And nearly a year later ... Debunking common Google E-E-A-T misconceptions.
The two parts of E-E-A-T Google hasn’t told you about.
Barry Schwartz's list of what is NOT a Google search ranking factor.
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ZERO-CLICK
[April 2023] There is a lot being said about AI-developed content and its impact on SEO - well here's my take. I think that impact will be on zero-click with searches producing more and more SE-developed content ... and that content will be produced by LLMs which will reproduce the content of websites. Furthermore, those websites' owners/publishers will not be compensated [via links] by the search engines.
In the book I suggest that Google was holding the zero-click percentage at around 50% - welllllll, I missed later data from the same researcher that proposed that figure upped it to 65% - around two thirds. In 2020, Two Thirds of Google Searches Ended Without a Click – although note that the research on which this was based does not include the CTR paid links to Google sites.
Google isn’t the only guilty platform to see the value of this strategy; see; Zero-Click Content: The Counter-intuitive Way to Succeed in a Platform-Native World.
More on zero clicks - with Google search study: 25.6% of desktop, 17.3% of mobile are zero-click offering some very different stats to those listed in the book. That said, the research seems to be a bit different. One thing about this research, however, is that the CTR on ads is less than 2%. That seems very low to me.
Nearly 60% of Google searches end without a click in 2024.
As per my comment at the beginning of this section ... 75% of Google AI Overview links come from top 12 organic rankings.
Ex-Google exec: Giving traffic to publishers ‘a necessary evil’ is an article on zero clicks which doesn't use the term.
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Another innovation from Google to keep you on Google - Google Maps adds new store location feature, Locator Plus, Reserve with Google integration, new analytics and more.
A Small Business Guide to Google My Business ... I think there is a reasonable argument that for many small businesses, this could be their web presence.
I’ve included the biggest mystery of Google’s algorithm: Everything ever said about clicks, CTR and bounce rate here as an example of how no one really knows how the Google algorithm works. As if it counts ... I’ve always thought that CTR counted, making it easier to stay in the top spot on a SERP than get to it.
Another version of How Important is The Top Search Result on Google? to the chart shown in the book.
Nothing that's really new in 16 reasons why your page isn’t ranking on Google but it's always good to have a list.
Keyword Research for Product Content
The Search Before the Search: Keyword Foraging.
I’ve put How to do a competitive analysis for local SEO in this section [where local search is covered] but it is relevant to other sections also.
What do you think the Most Searched Consumer Brands in the world in 2022 are? I’m not surprised [I’ve been around a while] but the why still amazes me.
The case of the stealth Google-bomb is about the role of domain names in SEO. You should know most of it if you're to work in SEO. It also kind-of confirms the value of keywords. Find out more about domain names.
YouTube SEO: How to find the best traffic-generating keywords.
Yes, SEO Keywords Remain Important.
SEO: Targeting the Long Tail for More Sales.
Here's a nice - and simply - tip SEO Signals from SERPs.
What Is SEO Writing? How to Be a Better SEO Writer is included in this section as its focus is SEO. However, although it is a reasonable guide to the practice, the article could also be in the section on developing website content and also content marketing. It also offers an insight into the skills, time and application required to get the job right.
I could have put How to attract your ideal customers with quality content in the later chapter on website development, but as it has a SEO focus, I’ve included it here.
Google doesn’t want your AI-generated SEO spam content.
Given the nature of much of this site [this page, for example] Outgoing links: Are they beneficial for your site or not? is something I've taken notice of over the years.
SEO content writing vs. content writing: The key difference.
An SEO’s guide to understanding large language models (LLMs).
This was true in 1996 ... seems it's still true now - 85% of titles feature keywords in Positions 1-5 of Google.
I think this issue - Does HTML structure matter for SEO? - is more important than many folk realise. One thing not covered in this article is that the search engines dislike pages that don't adapt for mobile devices. I found this out for this site and had to accept a PC format I didn't really to meet the mobile requiement.
How to audit your site’s backlink profile Auditing your backlinks is a process that should be part of your regular SEO routine. Here's a guide on how to do it.
I've included How to outsource link building: Benefits and tips to follow not just for the advice it contains, but as another example of the specialized jobs that are out there.
Links are not a top 3 Google Search ranking factor, says Gary Illyes ... 'I think they are important, but I think people overestimate the importance of links'.
Does guest blogging still work for SEO? Pros ... cons and best practices.
SNIPPET
Smile please - Colgate's oral health website
I’m not sure which section using the amazon search engine as marketing belongs in – but as Google may well pick up the Amazon listing, I’ve put it here. Obviously, it’s not for everyone, but for some it could be a really good idea.
Here are a few articles on links that are a bit old - but they will tell you all you need to know. If you take the time to read them all you will come to appreciate that not only is serious link building a strategic concern, but it is very time consuming. However, on the strategic side of things, you will note that some of the suggestions go beyond link building eg developing a competition on your website to encourage links - the competition itself might be considered as a marketing tactic in its own right. In other words, SEO should be a key aspect of the organization's marketing strategy. 50+ More Things Every Link Builder Should Know, 4 Ways to Wash Away The Link Building Hate, 5 Pieces Of Content: 25 Link Ideas, Link to my awesome content, please!, How To Attract Killer Links For E-Commerce Sites and 10 Questions To Ask When Creating A Link Building Campaign does answer some of the basic questions on the issue, and so is useful - however, some of it does seem just a bit creepy to me. Not sure it's the type of job I would enjoy doing every day :)
How to gain value from broken backlinks is perhaps for more serious SEO - but it shows that effective SEO is a full time occupation.
I have to say that I didn't realise this was so big a thing ...‘Link in bio’ platforms: Which is best for SEO?
GO ONLINE *page 91*
Two of the best SEO guides are Search Engine Land‘s Guide to SEO and Ahrefs’ The Beginner’s Guide to SEO.
Enterprise SEO: Lessons from 20 years in the trenches
I’ve put
9 roadblocks to SEO success here rather than in earlier sections because, effectively, it is about strategic SEO.
How to manage and edit your Google Business Profile from Google search.
1 million URLs: How to pivot your SEO strategy when you reach enterprise level
11 enterprise SEO challenges and solutions
How to plan and budget for enterprise SEO
I didn’t mention Negative SEO in the book, but it deserves a mention. I’ve put it in this section as although all websites are susceptible to it, only major websites are likely to be victims. 6 types of negative SEO to watch out for explains what it’s all about and Negative SEO Disavow Lists lets you know the basics.
How one company’s rebrand and domain name change led to SEO disaster details how getting this wrong can mean the end of a business - but in this example the organization failed to follow advice and guides that have been around since the turn of the century.
How to choose an enterprise SEO platform - what you need to know in choosing the right enterprise SEO platform.
7 tips to turn Google’s Search Essentials into strategy covers the key issues.
I could have put SEO and website design: How to build search engine-friendly sites pretty much anywhere on this page - but it's most relevant here.
Beyond SEO: Embracing the future of organic search optimization.
10 simple steps to analyze your brand SERP and build an effective digital strategy is very good ... but remember it is for a brand name - not all key words [though some of the tips could apply to general keyword issues].
Cross-border SEO for Same-language Sites.
I've put How to fix a huge traffic drop after rebranding here as I think
re-branding comes under 'enterprise SEO' ;-)