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E-book
Author Moran, Mike, 1958-

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