Praise for Search Engine Marketing, Inc.
Part 1. The Basics of Search Marketing
Chapter 1. Why Search Marketing Is Important … and Difficult
The Challenge of Search Success
Chapter 2. How Search Engines Work
Finding Web Pages for the Organic Index
Chapter 3. How Search Marketing Works
Part 2. Develop Your Search Marketing Program
Chapter 5. Identify Your Web Site's Goals
Chapter 6. Measure Your Web Site's Success
Chapter 7. Measure Your Search Marketing Success
Target Your First Search Marketing Campaign
Calculate Your First Campaign's Opportunity
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
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
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?
Chapter 11. Choose Your Target Keywords
Your Keyword Planning Philosophy
Chapter 12. Optimize Your Content
The Philosophy of Writing for Search
Step-by-Step Optimization for Search Landing Pages
Chapter 13. Attract Links to Your Site
Why Search Engines Value Links
Step-by-Step Link Building for Your Site
Chapter 14. Optimize Your Paid Search Program
Step-by-Step Paid Search Optimization
Chapter 15. Make Search Marketing Operational
Set Up Your Central Search Team
Establish Search Marketing Best Practices
Track Search Marketing Success