{"product_id":"9780749477998","title":"Tactical SEO: The Theory and Practice of Search Marketing","description":"\u003cbr\u003eSearch engine optimization (SEO) is an increasingly critical tool for digital marketers. \u003ci\u003eTactical SEO\u003c\/i\u003e explains how to understand the opportunities, challenges, and values that SEO can bring to companies in the long term. Chapters explore: what SEO is and why it matters; understanding Google; the symbiotic nature of Google and SEO; why other search engines matter; the restraints of process-driven SEO and the value of opportunity; supporting longevity with search ripples; thinking about SEO in terms of value, rather than ROI; building SEO expertise in-house versus outsourcing; evaluating success in search marketing; and planning for the future.","brand":"Kogan Page, Ltd","offers":[{"title":"Default Title","offer_id":47014944145648,"sku":"9780749477998","price":29.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780749477998_p0.jpg?v=1763637120","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780749477998","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}