It's nice to find exactly what you're looking for. In this case, I sought a book on the strategic use of SEO for the post-Panda age and Lee Odden just wrote it: Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing."
Making it clear that this is not another tome on tags, Odden asserts that "Companies are now vying for central positions inside consumer networks" and so it has become "essential…to understand the online information discovery, consumption, and engagement preferences of the people they're trying to reach."
The way to achieve this, he explains, is by seeing optimization not as a series of technical techniques, but a "state of mind" that pervades every department. Sure, that includes sales, PR marketing and social media. But it's really any division that needs their information to be found: HR, customer service, internal communications and others.
The most valuable sections to me are those that evolve your perspective on SEO. These include:
- A hierarchy of strategic questions that help organize and customize best practices at your company
- A section on metrics with plenty of KPIs to draw on, along with a healthy approach that focuses on objectives within a business goal context
- The critical nature of upfront research, with Odden comparing it to intelligence gathering before a war
On the tactical and practical front, he offers:
- Five types of SEO audits that provide benchmarks to measure against
- Dozens of tips on how to optimize content of all kinds and social channels (blogs, Twitter, Facebook, LinkedIn, YouTube, Google+)
- Suggestions for free and paid tools
If, as Odden says, "optimization is a state of mind," then you can consider his book the way to achieve it.