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Search Engine Marketing, Inc. : driving search traffic to your company's web site / Mike Moran and Bill Hunt.

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Bibliographic Details
Online Access: Full Text (via O'Reilly/Safari)
Main Author: Moran, Mike
Other Authors: Hunt, Bill
Format: eBook
Language:English
Published: Upper Saddle River, N.J. : IBM Press, ©2006.
Subjects:
Internet marketing.
Electronic commerce.
Search engines.
Electronic commerce
Internet marketing
Search engines

MARC

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245 1 0 |a Search Engine Marketing, Inc. :  |b driving search traffic to your company's web site /  |c Mike Moran and Bill Hunt. 
260 |a Upper Saddle River, N.J. :  |b IBM Press,  |c ©2006. 
300 |a 1 online resource (xxix, 560 pages) :  |b illustrations 
336 |a text  |b txt  |2 rdacontent 
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338 |a volume  |b nc  |2 rdacarrier 
500 |a Title from title screen. 
500 |a Title from book cover on Web Page (viewed December 2, 2005). 
550 |a May be limited to subscribing institutions. 
505 0 0 |t Foreword --  |t Preface --  |t Acknowledgments --  |g pt. 1.  |t The basics of search marketing --  |g ch. 1.  |t Why search marketing is important ... and difficult --  |t Web search basics --  |t Kinds of search results --  |t Where searchers go --  |t Search and your marketing mix --  |t Prospective customers use search --  |t Search marketing is cost-effective --  |t Search marketing is big business --  |t The challenge of search success --  |t Multiple specialist teams --  |t Multiple product sites --  |t Multiple audiences --  |t Multiple countries --  |t Multiple technologies --  |t Summary --  |g ch. 2.  |t How search engines work --  |t Matching the search query --  |t Analyzing the query --  |t Choosing matches to the query --  |t Ranking the matches --  |t Ranking organic search matches --  |t Ranking paid placement matches --  |t Displaying search results --  |t Finding Web pages for the organic index --  |t Following links --  |t Remembering links --  |t Keeping up with changes --  |t Feeding the index without crawling --  |t Analyzing the content --  |t Converting different types of documents --  |t Deciding which words are important --  |t Spotting words you don't normally see --  |t Deducing information from the page --  |t What search engines don't see --  |t Building the organic index --  |t Search relationships --  |t Summary. 
505 0 0 |g ch. 3.  |t How search marketing works --  |t Organic search --  |t What it costs --  |t The benefits and challenges --  |t How to get started --  |t Directory listings --  |t What is costs --  |t The benefits and challenges --  |t How to get started --  |t Paid placement --  |t What it costs --  |t The benefits and challenges --  |t How to get started --  |t Summary --  |g ch. 4.  |t How searchers work --  |t Visitor behavior --  |t Buyer behavior --  |t Voter behavior --  |t The searcher's intent --  |t Navigational searchers --  |t Informational searchers --  |t Transactional searchers --  |t The searcher's click --  |t How searchers look at results --  |t Why searchers click where they do --  |t When searchers don't click results --  |t The searcher's follow-through --  |t The Web conversion cycle --  |t How visitor behavior affects search marketing --  |t Summary --  |g pt. 2.  |t Develop your search marketing program --  |g ch. 5.  |t Identify your Web site's goals --  |t Web sales --  |t Online commerce versus pure online --  |t Retailers versus manufacturers --  |t Offline sales --  |t leads --  |t Market awareness --  |t Information and entertainment --  |t Persuasion --  |t Influencing public opinion --  |t Helping people --  |t Summary --  |g ch. 6.  |t Measure your Web site's success --  |t Count your conversions --  |t Web sales --  |t Offline sales --  |t Leads --  |t Market awareness --  |t Information and entertainment --  |t Persuasion --  |t Count your traffic --  |t page views --  |t Visits and visitors --  |t Count your money --  |t Summary. 
505 0 0 |g ch. 7.  |t Measure your search marketing success --  |t Target your first search marketing campaign --  |t Choose the target area of your site --  |t Focus on the keywords searchers use --  |t Assess your current situation --  |t Identify your search landing pages --  |t See if your existing landing pages are indexed --  |t Check the search rankings for your landing pages --  |t Check your competitors' search rankings --  |t See what traffic you are getting --  |t Calculate your first campaign's opportunity --  |t Check your keyword demand --  |t Discover your missed opportunities --  |t Project your future traffic --  |t Project your future conversions --  |t Summary --  |g ch. 8.  |t Define your search marketing strategy --  |t Choose the scope of your search marketing program --  |t Size matters --  |t Analyze your organizational structure --  |t Finalize your search marketing program's scope --  |t Divide the search marketing work --  |t Search marketing tasks --  |t Decide which search marketing tasks to centralize --  |t Different organizations centralize different tasks --  |t Choose your search marketing approach --  |t Select an external search marketing vendor --  |t Run a completely in-house search marketing program --  |t Project your search marketing costs --  |t Organic optimization costs --  |t Paid placement costs --  |t Personnel costs --  |t Summary. 
505 0 0 |g ch. 9.  |t Sell your search marketing proposal --  |t Assemble your search marketing proposal--  |t The business case for your search marketing program --  |t Your first search marketing campaign's business case --  |t The plan for your first search marketing campaign --  |t Sell your proposal to the extended search team --  |t Business people --  |t Writers --  |t Technologists --  |t Site operations --  |t Sell your proposal to executives --  |t Ten questions your executive might ask --  |t Close the deal --  |t Summary --  |g pt. 3.  |t Execute your search marketing program --  |g ch. 10.  |t Get your site indexed --  |t What if your site is not indexed? --  |t Verify your site is not banned or penalized --  |t Make sure the spider is visiting --  |t Get sites to link to you --  |t How many pages on your site are indexed? --  |t Determine how many pages you have --  |t Check how many pages are indexed --  |t Calculate your inclusion ratio --  |t How can more pages from your site be indexed? --  |t Eliminate spider traps --  |t Reduce ignored content --  |t Create spider paths --  |t Use inclusion programs --  |t Summary. 
505 0 0 |g ch. 11.  |t Choose your target keywords --  |t The value of keyword planning --  |t Building brand awareness --  |t Increasing Web conversions --  |t Your keyword planning philosophy --  |t Don't pick keywords that are "too hot" --  |t Don't pick keywords that are "too cold" --  |t Pick keywords that are "just right" --  |t Step-by-step keyword planning --  |t Gather your keyword candidate list --  |t Research each keyword candidate --  |t Prioritize your keyword candidate list --  |t Summary --  |g ch. 12.  |t Optimize your content --  |t What search engines look for --  |t Search filters --  |t Search ranking factors --  |t The philosophy of writing for search --  |t Step-by-step optimization for search landing pages --  |t Choose a search landing page for a set of keywords --  |t Analyze the metrics for your search landing page --  |t Audit your search landing page --  |t Improve your search landing page's content --  |t Summary --  |g ch. 13.  |t Attract links to your site --  |t Why search engines value links --  |t How Web sites link --  |t How link popularity works --  |t Your linking philosophy --  |t How not to get links to your site --  |t Think about visitors first --  |t The harder a link is to get, the more valuable it might be --  |t Think about links from your site --  |t Step-by-step link building for your site --  |t Make your site a link magnet --  |t Perform a link audit --  |t Identify sources of links --  |t Negotiate your links --  |t Summary. 
505 0 0 |g ch. 14.  |t Optimize your paid search program --  |t Paid search opportunities --  |t Paid placement --  |t Shopping search --  |t Your paid search philosophy --  |t Look for value --  |t Play the market --  |t Iterate, iterate, and then iterate some more --  |t Step-by-step paid search optimization --  |t Set up your paid search program --  |t Choose your targets --  |t Attract searchers' clicks --  |t Optimize paid search landing pages --  |t Measure and adjust your campaigns --  |t Summary --  |g ch. 15.  |t Make search marketing operational --  |t Set up your central search team --  |t Staff the central team --  |t Develop the central team's skills --  |t Establish search marketing best practices --  |t Change the standards and enforce them --  |t Centralize keyword management --  |t Track search marketing success --  |t Assess your site's content --  |t Check your search rankings --  |t Monitor search referrals --  |t Calculate Web conversions from search --  |t Review your measurements with others --  |t Summary --  |g ch. 16.  |t What's next? --  |t What's next for search marketing? --  |t More content --  |t More technology --  |t More personalized --  |t More competition--  |t What's next for you? --  |t Get experience --  |t Keep learning --  |t Summary --  |t Glossary --  |t Index. 
504 |a Includes bibliographical references and index. 
546 |a English. 
650 0 |a Internet marketing. 
650 0 |a Electronic commerce. 
650 0 |a Search engines. 
650 7 |a Electronic commerce  |2 fast 
650 7 |a Internet marketing  |2 fast 
650 7 |a Search engines  |2 fast 
700 1 |a Hunt, Bill. 
758 |i has work:  |a Search Engine Marketing, Inc (Text)  |1 https://id.oclc.org/worldcat/entity/E39PCGvGKDRQWWg73CF8hb4JtC  |4 https://id.oclc.org/worldcat/ontology/hasWork 
776 0 8 |i Print version:  |a Moran, Mike.  |t Search engine marketing, Inc.  |d Upper Saddle River, NJ : IBM Press, ©2006  |z 9780131852921  |w (OCoLC)61242457 
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