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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site by Bill Hunt, Mike Moran

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Chapter 3. How Search Marketing Works

Now that you know how search engines work, it's time to learn how to work them. How do you get your site prominently shown? What are your options? What does it all cost? How fast can it start working? In this chapter, we show you what is on the search menu and help you decide what to order. This chapter covers the following topics:

  • Organic searchSearch engines find the most relevant match for the searcher's query. You, the search marketer, optimize your pages, wait for the spiders to come (or pay to send your content), and see your pages in the organic listings. Google and Yahoo! are the best-known organic search engines, but many local and shopping search engines also provide results based on query relevance. ...

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