Book description
A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686
Table of contents
- Copyright
- Praise for Search Engine Marketing, Inc.
- IBM Press
- Foreword
- Preface
- Acknowledgments from Mike
- Acknowledgments from Bill
- About the Authors
-
1. The Basics of Search Marketing
- 1. Why Search Marketing Is Important … and Difficult
- 2. How Search Engines Work
- 3. How Search Marketing Works
- 4. How Searchers Work
-
2. Develop Your Search Marketing Program
- 5. Identify Your Web Site's Goals
- 6. Measure Your Web Site's Success
- 7. Measure Your Search Marketing Success
- 8. Define Your Search Marketing Strategy
-
9. Sell Your Search Marketing Proposal
- Assemble Your Search Marketing Proposal
- Sell Your Proposal to the Extended Search Team
-
Sell Your Proposal to Executives
-
Ten Questions Your Executive Might Ask
- What Is Search Marketing and Why Do I Care?
- How Does This Help Me Achieve My Corporate Goals?
- Where Do We Stand Today?
- What Are Our Competitors Doing?
- What Are You Proposing to Do?
- What Business Value Do You Expect to Achieve?
- How Much Does It Cost?
- How Long Will It Take?
- Why Should I Fund This Project over Current Projects?
- What Are the Risks?
- Close the Deal
-
Ten Questions Your Executive Might Ask
- Summary
-
3. Execute Your Search Marketing Program
- 10. Get Your Site Indexed
- 11. Choose Your Target Keywords
- 12. Optimize Your Content
- 13. Attract Links to Your Site
- 14. Optimize Your Paid Search Program
- 15. Make Search Marketing Operational
- 16. What's Next?
- Glossary
Product information
- Title: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site
- Author(s):
- Release date: July 2005
- Publisher(s): IBM Press
- ISBN: 9780131852921
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