Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site (2nd Edition) - page 1
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- Search Engine Marketing, Inc.: Driving Search Traffic to Your Company s Web Site
- Search Engine Marketing, Inc.: Driving Search Traffic to Your Company s Web Site
- Table of Contents
- Copyright
- Praise for Search Engine Marketing, Inc.
- IBM Press
- On Demand Computing Books
- Rational
- WebSphere Books
- More Books from IBM Press
- DB2 Books
- Foreword
- Preface
- Acknowledgments from Mike
- Acknowledgments from Bill
- About the Authors
- About Mike Moran
- About Bill Hunt
- Part1.The Basics of Search Marketing
- Chapter1.Why Search Marketing Is Important and Difficult
- Web Search Basics
- Search and Your Marketing Mix
- The Challenge of Search Success
- Summary
- Chapter2.How Search Engines Work
- Matching the Search Query
- Ranking the Matches
- Displaying Search Results
- Finding Web Pages for the Organic Index
- Analyzing the Content
- Building the Organic Index
- Search Relationships
- Summary
- Chapter3.How Search Marketing Works
- Organic Search
- Directory Listings
- Paid Placement
- Summary
- Chapter4.How Searchers Work
- Visitor Behavior
- The Searcher s Intent
- The Searcher s Click
- The Searcher s Follow-Through
- Summary
- Part2.Develop Your Search Marketing Program
- Chapter5.Identify Your Web Site s Goals
- Web Sales
- Offline Sales
- Leads
- Market Awareness
- Information and Entertainment
- Persuasion
- Summary
- Chapter6.Measure Your Web Site s Success
- Count Your Conversions
- Count Your Traffic
- Count Your Money
- Summary
- Chapter7.Measure Your Search Marketing Success
- Target Your First Search Marketing Campaign
- Assess Your Current Situation
- Calculate Your First Campaign s Opportunity
- Summary
- Chapter8.Define Your Search Marketing Strategy
- Choose the Scope of Your Search Marketing Program
- Divide the Search Marketing Work
- Choose Your Search Marketing Approach
- Project Your Search Marketing Costs
- Summary
- Chapter9.Sell Your Search Marketing Proposal
- Assemble Your Search Marketing Proposal
- Sell Your Proposal to the Extended Search Team
- Sell Your Proposal to Executives
- Summary
- Part3.Execute Your Search Marketing Program
- Chapter10.Get Your Site Indexed
- What If Your Site Is Not Indexed?
- How Many Pages on Your Site Are Indexed?
- How Can More Pages from Your Site Be Indexed?
- Summary
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