Free shipping on orders over $99
Search Engine Marketing, Inc.

Search Engine Marketing, Inc.

Driving Search Traffic to Your Company's Website

by Bill Hunt and Mike Moran
Paperback
Publication Date: 09/12/2014

Share This Book:

 
$59.80
For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience. Their revamped and reorganised edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it.

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
ISBN:
9780133039177
9780133039177
Category:
Sales & marketing
Format:
Paperback
Publication Date:
09-12-2014
Language:
English
Publisher:
Pearson Education (US)
Country of origin:
United States
Edition:
3rd Edition
Pages:
528
Dimensions (mm):
231x181x27mm
Weight:
0.81kg

Click 'Notify Me' to get an email alert when this item becomes available

Reviews

Be the first to review Search Engine Marketing.