Search engine optimisation is an increasingly critical tool for digital marketers in a competitive and saturated online marketplace. Setting itself apart from the ubiquitous technical and process-driven guidance, where tips and tricks which are quick to date, Tactical SEO moves towards a deeper understanding of search marketing and the industry as a whole. These insights will help you to truly grasp the opportunities, challenges and value that SEO can bring to an online presence in the long term leading to a more strategic and nuanced approach. Tactical SEO explores: · what succeeds in search marketing but also why, including analysis of 'ripples' and other concepts that underpin best practice. · moving from process-driven to organic search marketing and the value of exploiting opportunity. · the Google ethos and the symbiotic nature of Google and SEO. · how a value-checklist can re-focus your strategy and generate positive results. Essential reading for practitioners and students, Tactical SEO provides thought leadership as well as strategic practical applications for those who want to develop real and lasting expertise. The book is also supported by online resources, including free SEO tools, additional reading, SEO-themed activity sheets, and slides.