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
EAN: 2147483647
Year: 2005
Pages: 138
Pages: 138
Authors: Mike Moran, Bill Hunt
- 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
EAN: 2147483647
Year: 2005
Pages: 138
Pages: 138
Authors: Mike Moran, Bill Hunt