Search engine optimization and social media optimization are often thought of in the online marketing world, but do they effectively define what online optimization efforts for businesses should be?
According to Lee Odden, the CEO of TopRank Online Marketing and author of new book Optimize, real optimization incorporates both SEO and SMO, but also more. As he explained to us, businesses should look at the customer and their experience.
From there, he said businesses should think about the content that they need to provide to help customers with every step of their experience. In other words, businesses should be publishing content ranging from making customers aware of them to turning them into advocates.
While traditional “checklist” optimization tactics work, Odden told us that more opportunities exist when optimization starts with the customer. Modern marketing, as he pointed out, has to look at the “totality of the customer experience.”
To learn more about Odden’s book, visit OptimizeBook.com. It is also available at all major bookstores.