Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site [Electronic resources] نسخه متنی

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