Landing Page Optimization For Dummies®

Chapter 14. Understanding Search Engine Marketing

In This Chapter

• The basics of search engine marketing

• Working with spiders and bots

• Developing an SEO strategy

• Grading your SEO efforts

You have lots of choices when it comes to getting the word out about your landing page. You can use ad campaigns, blogs, social networking sites, and many offline methods, including radio and magazine ads. Still, when all is said and done, search engine marketing is one of the most effective methods of advertising and visitor recruitment.

Search engines can be a powerful tool for attracting new visitors to your landing page, but search engine marketing isn't always easy and, quite honestly, it doesn't always attract the types of visitors you want. For now — and for a good while to come — search engines are going to remain an important part of your landing page marketing strategy. As such, you're going to need to understand a little of how search engines work and what it takes to get ranked high in search results.

This chapter's all about search engine marketing and optimizing your search engine marketing efforts. Here, you get an overview of search engines — how they work and how you can apply that knowledge to optimizing your landing page.

Understanding Search Engine Marketing

You're probably familiar with online search engines and — directly or indirectly — with search engine marketing (SEM). SEM refers to the various techniques you can use to drive traffic to your web site from search engines. Three common ...