Table of Contents

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site
By Mike Moran, Bill Hunt
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Publisher: Prentice Hall PTR
Pub Date: July 21, 2005
ISBN: 0-13-185292-2
Pages: 592

Table of Contents  | Index

		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
		Part 1.  The Basics of Search Marketing
			Chapter 1.  Why Search Marketing Is Important … and Difficult
				Web Search Basics
				Search and Your Marketing Mix
				The Challenge of Search Success
				Summary
			Chapter 2.  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
			Chapter 3.  How Search Marketing Works
				Organic Search
				Directory Listings
				Paid Placement
				Summary
			Chapter 4.  How Searchers Work
				Visitor Behavior
				The Searcher's Intent
				The Searcher's Click
				The Searcher's Follow-Through
				Summary
		Part 2.  Develop Your Search Marketing Program
			Chapter 5.  Identify Your Web Site's Goals
				Web Sales
				Offline Sales
				Leads
				Market Awareness
				Information and Entertainment
				Persuasion
				Summary
			Chapter 6.  Measure Your Web Site's Success
				Count Your Conversions
				Count Your Traffic
				Count Your Money
				Summary
			Chapter 7.  Measure Your Search Marketing Success
				Target Your First Search Marketing Campaign
				Assess Your Current Situation
				Calculate Your First Campaign's Opportunity
				Summary
			Chapter 8.  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
			Chapter 9.  Sell Your Search Marketing Proposal
				Assemble Your Search Marketing Proposal
				Sell Your Proposal to the Extended Search Team
				Sell Your Proposal to Executives
				Summary
		Part 3.  Execute Your Search Marketing Program
			Chapter 10.  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
			Chapter 11.  Choose Your Target Keywords
				The Value of Keyword Planning
				Your Keyword Planning Philosophy
				Step-by-Step Keyword Planning
				Summary
			Chapter 12.  Optimize Your Content
				What Search Engines Look For
				The Philosophy of Writing for Search
				Step-by-Step Optimization for Search Landing Pages
				Summary
			Chapter 13.  Attract Links to Your Site
				Why Search Engines Value Links
				Your Linking Philosophy
				Step-by-Step Link Building for Your Site
				Summary
			Chapter 14.  Optimize Your Paid Search Program
				Paid Search Opportunities
				Your Paid Search Philosophy
				Step-by-Step Paid Search Optimization
				Summary
			Chapter 15.  Make Search Marketing Operational
				Set Up Your Central Search Team
				Establish Search Marketing Best Practices
				Track Search Marketing Success
				Summary
			Chapter 16.  What's Next?
				What's Next for Search Marketing?
				What's Next for You?
				Summary
		Glossary
		Index