Every known marketer, and even those lesser known, will publish, sooner or later, a book, in an “altruistic” effort to share their wisdom with the rest of the (buying) world. Some of these books are worth every penny, others are mere paper waste. Fortunately, Optimize, by Lee Odden is the kind of book you want and must have.
Already acclaimed by a number of SEO, PR and social media experts, Optimize does just what the title implies: it shows you how to optimize your marketing efforts for the new realities of the Internet. The premise is simple: whatever can be searched, can be optimized, and no one knows it better than Lee Odden, whose name is almost synonymous with SEO for so many people.
But make no mistake: this is not an SEO book. It’s much more: it’s SEO redefined to harmonize with all aspects of social media, and to work in the benefit of the consumers and marketers alike. While so called “traditional” SEO sees content as a mechanism for search engine rankings, Lee Odden’s optimized content is a mechanism for storytelling, that creates relationships and better customer experiences. Optimized content is not focused on search engines, but on what customers really need. This may sound like a cliché – after all, many SEOs, including our own Mihaela Lica Butler, often recommend to “optimize for your customers.” But clichés are often lessons people refuse to learn – in their own detriment.
Understanding how to optimize, not only content, but experiences and relationships as well, is paramount for the success of any business, and with the new realities of the Internet, you cannot optimize anything without being an integrated part of a social phenomenon we all know as social media. And while everything you’ll read in this book is already available free of charge at TopRank, having the book actually pays off: the information is condensed, structured and uncluttered. Consider Optimize a PR, SEO, and social media manual. Although it is not meant for beginners, the content is so optimized that anyone can learn. In short, if you want to have a future on the Internet, if you want to use this medium to promote your business, get the book. If you are one of those people who “don’t believe” in SEO, get the book, if not for a change of mind, at least for a change of perspective. And if you are in PR, get the book to learn why and what you need to optimize before any campaign.