Summary

This chapter focused on the ongoing work required to conduct an effective and sustained SEO campaign. The key point made in this chapter is that you need to maintain your SEO efforts throughout the life of your site through a combination of techniques.

We looked specifically at link building and social media optimization. Link building was discussed in detail, with an emphasis on how to identify potential link partners and then create and manage a link building campaign. A number of leading sites were identified in a variety of areas.

Social media's increasing role in search marketing was also highlighted, with a recommendation made to not only be proactive about using social media to promote your content but also to inspire and motivate your users to promote your content through their social networks.

In the final part of this chapter, we discussed the importance of monitoring your progress, and feeding the data back into your efforts in order to attain continuous refinement and improvement...