chapter 8

Use search ­marketing to scale your presence

We will now focus on search marketing, particularly how to develop a search engine optimisation approach for your website to rank the search terms that are desirable to your brand.

Four of the most powerful tools in the digital marketing armoury are search marketing, online paid and programmatic advertising, affiliate marketing and e-commerce. It can be said that these techniques have been at the heart of the democratisation of the entire marketing industry, enabling brands of all shapes and sizes to compete effectively with one another. Previously, brands required a very significant advertising ...

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