| 1. Search Engine Marketing, Inc.: Driving Search Traffic to Your Company s Web Site |
| 2. Table of Contents |
| 3. Copyright | Copyright Dedications |
| 4. Praise for Search Engine Marketing, Inc. | Praise for Search Engine Marketing Inc. |
| 5. IBM Press | IBM Press |
| 6. On Demand Computing Books | On Demand Computing Books |
| 7. Rational | Rational |
| 8. WebSphere Books | WebSphere Books |
| 9. More Books from IBM Press | More Books from IBM Press |
| 10. DB2 Books | DB2 Books |
| 11. Foreword | Foreword |
| 12. Preface | Preface |
| 13. Acknowledgments from Mike | Acknowledgments from Mike |
| 14. Acknowledgments from Bill | Acknowledgments from Bill |
| 15. About the Authors | About the Authors |
| 16. About Mike Moran | About Mike Moran |
| 17. About Bill Hunt | About Bill Hunt |
| 18. Part1.The Basics of Search Marketing |
| 19. Chapter1.Why Search Marketing Is Important and Difficult | Chapter 1. Why Search Marketing Is Important and Difficult |
| 20. Web Search Basics | Web Search Basics |
| 21. Search and Your Marketing Mix | A BRIEF HISTORY OF WEB SEARCH Search and Your Marketing Mix |
| 22. The Challenge of Search Success | The Challenge of Search Success |
| 23. Summary | Summary |
| 24. Chapter2.How Search Engines Work | Chapter 2. How Search Engines Work |
| 25. Matching the Search Query | EVALUATING ORGANIC SEARCH RESULTS: WHAT ARE PRECISION AND RECALL? Matching the Search Query |
| 26. Ranking the Matches | Ranking the Matches |
| 27. Displaying Search Results | Displaying Search Results |
| 28. Finding Web Pages for the Organic Index | Michael Bergman posited the Web contains 550 billion pages and search engines see only 0.03 percent of them. |
| 29. Analyzing the Content | Analyzing the Content |
| 30. Building the Organic Index | Building the Organic Index |
| 31. Search Relationships | Search Relationships |
| 32. Summary | Summary |
| 33. Chapter3.How Search Marketing Works | Chapter 3. How Search Marketing Works |
| 34. Organic Search | Organic Search |
| 35. Directory Listings | CASE STUDY: GETTING MULTIPLE DIRECTORY LISTINGS Directory Listings |
| 36. Paid Placement | MANAGING YOUR BIDS WITHOUT GOING CRAZY CASE STUDY: THE RIGHT TITLES AND DESCRIPTIONS QUALIFY YOUR CUSTOMERS KEYWORD BATTLES: HOW TO BLOW YOUR BUDGET IN ONE EASY LESSON Paid Placement |
| 37. Summary | Summary |
| 38. Chapter4.How Searchers Work | Chapter 4. How Searchers Work |
| 39. Visitor Behavior | Visitor Behavior |
| 40. The Searcher s Intent | AFFILIATE SPAM FRUSTRATES NAVIGATIONAL SEARCHERS CASE STUDY: IS THE SEARCHER S INTENT INFORMATIONAL OR TRANSACTIONAL? The Searcher s Intent |
| 41. The Searcher s Click | ENHANCING YOUR PAGE S CURB APPEAL The Searcher s Click |
| 42. The Searcher s Follow-Through | CASE STUDY: USING THE WEB CONVERSION CYCLE IN YOUR SEARCH STRATEGY The Searcher s Follow-Through |
| 43. Summary | Summary |
| 44. Part2.Develop Your Search Marketing Program |
| 45. Chapter5.Identify Your Web Site s Goals | Chapter 5. Identify Your Web Site s Goals |
| 46. Web Sales | THE SEISMIC SHIFT TO IMPULSE PURCHASES Web Sales |
| 47. Offline Sales | Offline Sales |
| 48. Leads | LEADS R US: ARE YOU AN AFFILIATE MARKETER? Leads |
| 49. Market Awareness | Market Awareness |
| 50. Information and Entertainment | Information and Entertainment |
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Authors: Moran M. Hunt B ISBN: 0136068685 Current page: 1 from 138 This World book online are presented on flylib.comOur library present to you materials from book Search Engine Marketing, Inc. Driving Search Traffic to Your Company's Web Site. Warning! The page Table of content from this book is informational only! Do not print out this page! Do NOT SUBMIT this page as part of your website or work without confirmation from the authors. You can read the contents of the book, but we strongly recommend that you purchase. or example, you can Buy this book on Amazon.com |