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Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing Hardcover – April 17, 2012

4.3 out of 5 stars 42 customer reviews

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  • Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
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Editorial Reviews

From the Inside Flap

Imagine the last time you purchased something online. Did you look for it via a search engine? Or maybe a friend recommended a review on a social network? Every 60 seconds there are over 690,000 searches on Google and nearly as many updates on Facebook. With Google search becoming social through Google+, the worlds of search and social media are now inseparable. For businesses to succeed online, it's essential to optimize search and social media content to attract, engage, and inspire customers to buy.

Optimize gives you a practical approach to integrating search and social media optimization with content marketing to boost your relevance and visibility for potential customers. Companies large and small should grasp how customers find and seek out resources, the content topics and formats that motivate them, and the social media platforms and tools they use to engage with one another and recommend things.

Optimize offers a proven customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics. This book will help you to:

  • Understand the changing nature of consumer preferences and behaviors with search, social media, and content

  • Explore optimized content marketing tactics from personas to topics to content planning and measurement

  • Determine which creative tactics will provide the best results for your company

  • Implement search and social optimization holistically in your organization

  • Measure the business value of optimized and socialized content marketing

  • Develop guidelines, processes, and training to scale online marketing success

Make sure your SEO, social media, and content marketing efforts are seamlessly integrated. Achieve an optimized state of mind—and help your brand become the most relevant solution for your product category, no matter what path your customer takes.

From the Back Cover

Praise for OPTIMIZE

"Blending the gears and guts of search with the passion and artistry of content is a brilliant move. If I were lazy, I could cheat and use Lee Odden's book as my road map for this coming year's business."
CHRIS BROGAN, President, Human Business Works, and New York Times bestselling coauthor of Trust Agents

"Content, search, and social are like the Three Musketeers of Marketing. Optimize shows you how—in very specific, measurable ways—you can put them to work for your business."
ANN HANDLEY, Chief Content Officer, MarketingProfs, and coauthor of Content Rules

"Optimize is a manifesto for how to think about your business and your life in today's always on, always sharing world we live in, as well as a guide for putting practical social media and content marketing advice into action."
JOHN JANTSCH, author of Duct Tape Marketing and The Referral Engine

"Lee Odden has unparalleled insights that teach professionals not just the 'why' of a holistic digital approach, but actually 'how' to maximize the ROI and engagement value of their SEO, content, and social media campaigns. His deep expertise and the practical, easy-to-understand steps included in Optimize make it a must-read!"
MELANIE MITCHELL, SVP, Search Marketing Strategy, Digitas

"Content marketing has been a hot subject recently, but what good is your content if no one can find it? Odden takes a methodical and thorough approach to this important aspect of content marketing. Whether you're from an agency or a brand, you hold in your hands the playbook you'll need to run an effective program."
SCOTT MONTY, Global Digital & Multimedia Communications Manager, Ford Motor Company

"Lee Odden understands better than just about anyone that content, social media, and SEO are all part of one continuum when it comes to effective online marketing. Now with Optimize, he spells it all out for you, clear as a bell. Read this book before your competition does."
BRIAN CLARK, founder and CEO, Copyblogger Media

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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (April 17, 2012)
  • Language: English
  • ISBN-10: 1118167775
  • ISBN-13: 978-1118167779
  • Product Dimensions: 6.4 x 0.9 x 9.4 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (42 customer reviews)
  • Amazon Best Sellers Rank: #142,129 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
Guy Kawasaki offers a simplistic take on search engine optimization in his book, What the Plus?, by saying the best method to improve search rankings is to "Write. Good. Stuff." And, while I agree with the idea, there is much more to search engine optimization than just that. And Lee Odden, in his book Optimize - How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing outlines exactly how much work proper optimization really is.

Odden takes the reader on a complex journey through the optimization process. From the decision regarding where optimization fits within your company to the necessary market research and buyer personas, to the culmination of your hard work with talk about the necessary measurement tools and tactics, Odden covers it all. And he covers it in incredible depth, but without any techno-speak.

Although the tools, methods, and advice throughout this book may be better suited to larger businesses, the examples provided almost always relate to the typical small business. This makes the work seem manageable, even by an SEO newbie. If you utilize Optimize as a workbook and not a "read cover to cover" book," you will realize the benefits that SEO has to offer. And to help you accomplish this, Odden offers "Action Items" at the end of each chapter, to help you continue to move your SEO strategy forward.

Although text-book in nature, time spent reading and acting on Lee Odden's advice throughout this book will be well spent.
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Format: Hardcover Verified Purchase
There are alot of books that will talk to you about how content, marketing and search are all coming together. But none of them lay this intersection out as well as this one. Lee understands and takes us through the entire process of WHY creating quality content is important - and how that relates to our search and social strategy. He lays out the process of HOW to actually do it - and then finishes with some of the best, specific advice for WHAT to actually do next. If you think optimizing your content, marketing and search marketing processes will be an overwhelming project - then I urge you to get this book. After you read it - you'll be so much better equipped to actually make *optimization* a reality!
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Format: Hardcover Verified Purchase
Length: 1:29 Mins
Hi I'm Douglas Burdett, host of The Marketing Book Podcast and I'd like to tell you about "Optimize" by Lee Odden.

In the book, Lee Odden explains that "the notion of SEO professionals reverse-engineering Google's method of ranking web pages with universal predictability are gone."

And if you are being pitched by or currently paying a firm who claims they can do that, I recommend taking that money and donating it to a worthy cause. Because you will get the same results except you will be helping someone in need.

If you want to succeed at getting found online, you need to provide the best content. Remarkable content that will get shared and linked to by other sites. It's easy to conceptualize, but slightly more difficult to do.

In Optimize, Lee Odden provides a roadmap that incorporates the synergies of content, social media, and search engine optimization that you can understand and implement.

This is one of the very best modern marketing books at explaining how search, social and content all work together and why they go together like peanut butter, jelly and bread in a peanut butter and jelly sandwich.

And to listen to an interview with Lee Odden about "Optimize," visit MarketingBookPodcast.com
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Format: Hardcover Verified Purchase
Optimize by Lee Odden has been the primary text for NSU’s MKT5855 Social Media Marketing course for 2 years. The 5-star book blends SEO-integrated content marketing tactics with a technical framework for implementing enterprise-wide strategies that place the customer first.

The book, in my opinion, qualifies academically as a primary reading for MBA level courses. The recommendation is based on the following:

1) This is one of few social content marketing books that is built around an SEO discipline. Especially at a time when content marketers are racing to tell their brand stories or capitalize on big data for real-time context, marketers have slowly begun to abandon the art of and discipline behind SEO. Throughout his book, Lee treats social media, content marketing and search as an integrated exercise to be practiced in the research, content creation and content distribution phases of buyer courtship.

2) As a top 25 social media influencer and blog traffic in the top 0.003% of registered websites, Lee can walk the talk of his recommendations.

3) The book is craftily organized along the lines of a marketing plan while introducing social/search tools as the planning topics are discussed. This keeps the readers attention on a “build-as-you-go” content creation strategy without drifting off into dry topics of tools and tactics. The marketing plan structure includes early discussion of objectives, audience and audits. Following this situation analysis, the topics progress through a typical content marketing framework (e.g., content creation, promotion and socializing). It culminates in measurement, process and training. This lines up perfectly with typical marketing curricula.

4) Now in its third year, the book is amazingly current.
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