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Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site (2nd Edition)
Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site (2nd Edition)
ISBN: 0136068685
EAN: 2147483647
Year: 2005
Pages: 138
Authors:
Mike Moran
,
Bill Hunt
BUY ON AMAZON
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
Chapter11.Choose Your Target Keywords
The Value of Keyword Planning
Your Keyword Planning Philosophy
Step-by-Step Keyword Planning
Summary
Chapter12.Optimize Your Content
What Search Engines Look For
The Philosophy of Writing for Search
Step-by-Step Optimization for Search Landing Pages
Summary
Chapter13.Attract Links to Your Site
Why Search Engines Value Links
Your Linking Philosophy
Step-by-Step Link Building for Your Site
Summary
Chapter14.Optimize Your Paid Search Program
Paid Search Opportunities
Your Paid Search Philosophy
Step-by-Step Paid Search Optimization
Summary
Chapter15.Make Search Marketing Operational
Set Up Your Central Search Team
Establish Search Marketing Best Practices
Track Search Marketing Success
Summary
Chapter16.What s Next?
What s Next for Search Marketing?
What s Next for You?
Summary
Glossary
Index
SYMBOL
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site (2nd Edition)
ISBN: 0136068685
EAN: 2147483647
Year: 2005
Pages: 138
Authors:
Mike Moran
,
Bill Hunt
BUY ON AMAZON
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