A Practical Field Guide · 13005 words · 1 h 52 min of audio

Search marketing is a way of thinking.

Platforms will change. Interfaces will change. The discipline survives because the behavior underneath it stays familiar: people need something, they search for it, and they evaluate what they find. This book is about understanding that process well enough to place the right business in the right search at the right moment.

Begin with the introduction Listen instead Download the PDF
  1. 00 I Didn't Want to Be a Marketer Introduction · 7 min read · 14 min listen How a musician who never wanted to work in marketing wrote 2,000+ news articles, learned SEO without knowing its name, and built a career from a small writing job.
  2. 01 Marketing's Most Important Rule Chapter 1 · 6 min read · 11 min listen Never make a marketing decision based only on taste, belief, or assumption.
  3. 02 Search Marketing: What Is SEO and Will It Die? Chapter 2 · 3 min read · 6 min listen What search marketing and SEO actually mean, why AI moves search behind the answer rather than eliminating it, and why the discipline is bigger than Google.
  4. 03 Keyword Research: How Do People Search for You? Chapter 3 · 7 min read · 12 min listen Keyword research is market research expressed through searches.
  5. 04 SEO Competitor Analysis: Competition Is Good News Chapter 4 · 5 min read · 10 min listen Competition proves a market exists.
  6. 05 On-Page SEO: Build the Right Website Chapter 5 · 7 min read · 14 min listen On-page SEO begins before the first page is built.
  7. 06 Off-Page SEO: Build Your Presence Beyond the Website Chapter 6 · 6 min read · 12 min listen Own your business identity everywhere: citations, Google Business Profile, backlinks that mean something, content worth citing, and relationships you already have.
  8. 07 SEO Monitoring and Reporting: Transparency Keeps the Client Chapter 7 · 7 min read · 13 min listen Results matter, but transparency keeps the client.
  9. 08 AI Optimization: Improve Your Visibility on AI Platforms Chapter 8 · 7 min read · 14 min listen How to rank in AI answers: understand retrieval, test the market with a prompt set, follow the sources, become easy to retrieve and cite, build evidence beyond your website, and win with information that does not already exist.
  10. 09 Conclusion: Search Marketing Is a Way of Thinking Chapter 9 · 3 min read · 6 min listen Begin with reality, pick your battles, build a complete presence, measure and communicate, keep learning.

From the author

“Do not become loyal to an interface. Become excellent at understanding how people search.”

Work with Alejandro About the author