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

4 out of 5 stars 2 customer reviews

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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: 16.4 x 2.3 x 23.7 cm
  • Shipping Weight: 431 g
  • Average Customer Review: 4.0 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: #94,914 in Books (See Top 100 in Books)
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Product Description

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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Top Customer Reviews

Format: Hardcover Verified Purchase
This was a great book. Easy ready and used very good examples. I keep this book on my desk at work.
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Format: Hardcover Verified Purchase
Good opinions come from people who know the business. This guy KNOWS the business. I read this cover to cover and started as soon as unwrapped it.
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Most Helpful Customer Reviews on (beta) HASH(0xa3d567a4) out of 5 stars 40 reviews
16 of 19 people found the following review helpful
HASH(0xa3d06204) out of 5 stars Learn to Optimize your On-Line Presence April 15 2012
By Craig E. Yaris - Published on
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.
11 of 13 people found the following review helpful
HASH(0xa43b4d08) out of 5 stars The Next Generation Of Search Marketing... April 25 2012
By Robert Rose - Published on
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!
7 of 9 people found the following review helpful
HASH(0xb6a26f30) out of 5 stars Creating Content is One Thing...Online Integration is a Totally Different Ballgame April 18 2012
By Joe Pulizzi - Published on
Format: Hardcover
I've read almost every book there is on content marketing...there are definitely some good ones, but Optimize by Lee Odden may be the first one that seriously looks at how an organization (of any size) can integrate the rather complex process of search, social and content creation.

The first few chapters set the stage for why: so if you don't get why this is important or need to convince your boss, those are a must read.

From that point on, Lee does what most marketing books don't...offer practical and realistic advice (using real case studies from large and small brands, as well as his own) on how to develop an online marketing strategy (leveraging search, social and content marketing) and then how to effectively execute it using in-house and/or outsourced resources (including training and integration across organizational silos).

Chapter 14 might be my favorite, where Lee busts some myths and offers real ideas on how both small and large brands can deal with the change that occurs from a holistic approach to content marketing.

As a side note...Lee could have written this book years ago, but he waited. It was worth the wait.
4 of 5 people found the following review helpful
HASH(0xa3d065a0) out of 5 stars Good how-to-book regardless of your level of online marketing experience July 29 2012
By @FabioRodriguez - Published on
Format: Hardcover Verified Purchase
I have been following Lee's writing for a good time now, his perspectives and knowledgeable online marketing insights have always amazed me. When I first heard about his book I thought it would basically be a compilation of the best of his Top Rank Blog writing, and I am delightfully surprised to say that there is a plethora of new and useful content.

Readers new to the world of social media and search engine marketing would find it a useful source that is understandable and easy to follow. The book was jam-packed full of step by step guides on how to create an integrated online marketing plan and each chapter includes an action item list that makes it all more digestible.

So should you read this? Although some readers will only find the content good for those people who are just approaching the techniques described (content curation and creation, seo, keyword research, audience segmentation) I would strongly recommend it to those more experienced professionals who regardless of their knowledge are lacking a clear path of action, this book would definitely be a good course on what to do. After all, one thing is to say you know something and other totally different is to actually do it in an efficient and effective way.
6 of 8 people found the following review helpful
HASH(0xa3d06b58) out of 5 stars Customers always come first when optimizing content for SEO in Odden's new book April 24 2012
By Vickie Bates - Published on
Format: Hardcover
There's a wealth of information about optimizing your content to appeal to customers, search engines and social networks in Lee Odden's new book, "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing."

Whether you're B2C or B2B, prefer Facebook over Pinterest, manage PR, CR or HR, "Optimize" offers strategies and dives deep into tactics to help you create competitive advantage for online content.

"Optimization is more about brands and customers than it is about keywords and rankings on search engines," states Odden, who is CEO of TopRank Online Marketing consultancy and a frequent speaker at search marketing, social media and PR industry conferences.

He puts the focus on engagement and effective relationship-building -- and rightly so, I think -- because the technology (whether search algorithms, online platforms, computers, tablets, or smartphones) is constantly evolving.

"Tools are important, but it's also important to focus on whatever it takes to stay connected with your customers and community using the search and social channels that are most relevant," he writes.

The real meat -- the step-by-step walk-through -- begins with Chapter 7. If you're looking for a high-level overview of SEO, this may not be the book for you. The opening chapters assume a certain level of understanding and immediacy around implementing tactics into existing marketing and content-development programs. They're somewhat disjointed, as well, bringing up case studies, which would have been helpful to the reader, only to drop them and continually noting that more detailed discussion continues in later chapters.

Odden is true to his word on this last promise. He provides a detailed analysis of keyword research in Chapter 7 and, in later chapters, describes how keywords can be used to create content plans across the organization and placed on webpages in ways that engage customers and attract search engine attention. He differentiates among content types -- listing 30 kinds, from blogs to videos, PDFs and e-books -- and advises how to manage and balance content creation and curation.

"The consumer journey from initial query to purchase is increasingly complex," notes Odden, who uses later chapters to explore the role of social networks and influencers, as well as how brands can optimize social search efforts.

"Optimize" goes beyond engagement and marketing to explore how many of these tactics can be used in Public Relations, Human Resources and recruiting, and Customer Service departments. Each chapter describes free and paid tools, programs and services and concludes with a list of Action Items to implement in your own content and marketing programs.

By taking a "customers first, then search engines" approach, Odden offers a solid action plan in "Optimize" for auditing and optimizing content to engage audiences.

"By knowing what a customer group cares about," Odden asserts, "marketers can do a better job of creating relevant content that is easy to find on search engines and social media websites that inspires them to buy and share."