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Book Review: Optimize, by Lee Odden

This month’s book review covers a brand-new release called Optimize by Lee Odden. Lee is CEO of TopRank Online Marketing, a Minneapolis based digital marketing agency specializing in strategic internet marketing consulting, training and implementation services.

This book had me captivated before I got out of the preface, and I knew that I was in for some much-needed education. You see, my SEO philosophy has pretty much always been organic to the point of laziness. Some content is just interesting to people, and most stuff isn’t. So if you create content that people want to read, they’ll obviously find your stuff and consume it. Right?

So the book’s tagline, ”how to attract and engage more customers by integrating SEO, social media, and content marketing,” had sounded like a pretty lofty goal for only a couple hundred pages. However, Lee dives right in and kicks off an exceptionally easy-to-read mini education in understanding consumer preferences and search behaviors.

The middle of the book was honestly the most valuable to me. There is a lot of discussion about content planning (planning is a personal weak spot of mine), and the discussion doesn’t trail off with the typical “failing to plan is planning to fail” motivational cheer. No, instead, this book actually teaches you how to plan and what steps to take. I’ve made it a personal challenge to actually complete all of Lee’s action items from this section. Looks like I’ve got some optimization to do after all, and my to do list is a little longer this month. Thanks, Lee.

By the time I finished up the book I was completely energized and with this optimization thing, and starting to see SEO and content strategy in a completely different light. This mindset is addictive, once understood clearly, and I started thinking of all the ways I could improve my own content creation processes. Moreover, I can recommend this book for clients who get into the business of creating their own content. Lee teaches this stuff way better than I could explain it.

But it’s worth mentioning that even though a lot of the book refers to the current social media tools and modern search engines, the road maps, tips, and strategies found here are likely to be useful for a long time to come. The tools may change, but the philosophy remains. In Lee’s own words: “...view this information as a baseline for gaining an optimized perspective that you can develop and evolve over the long term.” Honestly, if you're in marketing or PR, or even if you just own a small business, you could use a copy of this book. Hope you enjoy it as much as I did! 

**Social Media Club members (Open/Pro/SMB/Corporate) are welcome to participate in a free webinar hosted by Social Media Club featuring Lee Odden, Author of Optimize on Tuesday, April 24th at 2pm EDT. Register here!**

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