Introduction: Buying Your Way to the Top to Increase Sales

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My experience using the Internet as a marketing tool began with a class at UC San Diego in 1994. I learned how to use email, build a web site using HTML code, and conduct research online at other university libraries. My interest in the Internet grew when I discovered how to find information by typing words into the WebCrawler search engine. How clever! The search engine's logo of a spider was the perfect visual for relating to this new experience of "crawling the web." It was fast-moving, fun, and way cool.

Search engines were key research tools in my post-college internships for a nonprofit organization in Washington, DC, and a telecommunications company in France. Although there weren't as many documents on the web as there are today, what was available saved me countless hours of contacting companies, or traveling to the library to read publications . The web also enabled these organizations to publish information on a global scale faster and more cost-effectively than ever before, by building a web site. The challenge, of course, was figuring out how to drive people to it.

When I returned to the United States, I led the online promotions division of a web agency that performed "search engine submission" as part of its monthly management program for corporate clients. This task was one of my responsibilities. The good news ‚ often within days of submitting a web site's page (also referred to as a Uniform Resource Locator [URL]), search engines gave it a top ranking ‚ for free. The bad news ‚ clients didn't understand why this was important, or the growing efforts that later became required to maintain high rankings.

A lot has changed. Search engine marketing has evolved into a complex process. It's a moving target with ever-changing rules. But it's also finally gaining recognition as one of the most cost-effective online marketing methods today. Companies need a search engine strategy to grow their business.

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Search Engine Advertising. Buying Your Way to the Top to Increase Sales
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)
ISBN: 0321495993
EAN: 2147483647
Year: 2004
Pages: 155

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