Written by Lee Odden

I’ve had people learn that I’ve recently written a book called Optimize and they ask what it’s about. I say it’s about optimizing customer discovery and engagement with content. The response I usually get is something like, “Oh, cool. I thought it was about SEO.”

Well, in a way optimizing content and customer experiences is SEO. That’s because what most of the better SEOs practice today is really more about the promise of marketing: attracting, engaging and inspiring customers to buy.

Whether it’s Google, Social Networks, Online News Media, Digital Assets or any other channel/format for content – best practices optimization is in effect for smart companies that want an advantage. 

2005 Called, It Wants Its SEO Back. If your SEO is still overwhelmingly focused on massive keyword lists, ranking reports and directory/social bookmarking style link building then you’re stuck in 2005. It’s time to evolve with an optimized state of mind.

Optimize Throughout the Customer Life Cycle. To “optimize” in the search world may have traditionally focused on keywords and links but has changed to focus holistically on the journey from prospect to customer to advocate. At least in my view it does. When companies look at the entire customer life cycle, it will reveal a tremendous opportunity for optimization, not just for the top of the sales funnel.

Modern Optimization is Adaptable. When Google, Bing and Ask implemented various media and data sources into common search results (Universal Search) SEOs adjusted with digital asset optimization. When Google evolved their place pages, SEOs adjusted with local, mobile and geo-specific optimization. Panda? Better quality and less duplicate content. Personalization? Better title tag and meta description writing to inspire greater CTR. Social? Say hello to a tirade of G+ SEO. Conversions? Check. Pigeon Rank? If was real, check.

 Read the rest of Lee’s article Via www.toprankblog.com

Notes from Newt: Be sure to preorder Lee’s terrific book, Optimize.

Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement.

Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online.

His book explains how to:

• Create a blueprint for integrated search, social media and content marketing strategy
• Determine which creative tactics will provide the best results for your company
• Implement search and social optimization holistically in the organization
• Measure the business value of optimized and socialized content marketing
• Develop guidelines, processes and training to scale online marketing success
• Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.