Understanding Search Engines

[SEO Manual Chapter 2a]     To master search engine optimization (SEO), it’s important to understand the history and nature of search engines – especially Google (which provides the bulk of web-wide search engine queries in the Western world). The bulk of...

The Benefits of SEO

[SEO Manual Part 1c]     So how does search engine optimization (SEO) stack up against the other marketing channels… especially paid (PPC/CPM) advertising? For successful web marketers and ecommerce businesses, that’s a moot question. It’s not an either/or...

Understanding SEO in Context

[SEO Manual Part 1b]     Search engine optimization (SEO) is an important element of online (or digital) marketing. But it is just one part of an effective online marketing strategy, and SEO must be understood in that context.   The above graph shows...

SEO Manual: Introduction

[SEO Manual: Chapter 1]     Over the past few years, I’ve been working on a search engine optimization (SEO) manual for the various SEO teams with whom I’ve worked. I’ve also shared parts of it with our Chicago Online Marketing Meetup...