Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have.
You'll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they're looking for. You'll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you'll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You'll learn how to
Focus relentlessly on business value, not tactics
Overcome the obstacles that make search marketing so challenging
Get into your searcher's mind, and discover how her behavior may change based on situation or device
Understand what happens technically when a user searches-and make the most of that knowledge
Create a focused program that can earn the support it will need to succeed
Clarify your goals and link them to specific measurements
Craft search terms and copy that attracts your best prospects and customers
Optimise content by getting writers and tech people working together
Address the critical challenges of quality in both paid and organic search
Avoid overly clever tricks that can destroy your effectiveness
Identify and resolve problems as soon as they emerge
Redesign day-to-day operating procedures to optimise search performance
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