Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website, Third Edition
Description
The #1 Step-by-Step Guide to Search
Marketing Success...Now Updated and Reorganized to Help You Drive
Even More Value 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 reorganized Third 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
Optimize 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 optimize search performance
Whether you’re a marketer, tech
professional, product manager, or content specialist, this guide
will help you define realistic goals, craft a best-practices
program for achieving them, and implement it flawlessly. NEW COMPANION WEBSITE PACKED WITH TOOLS
AND RESOURCES SEMincBook.com includes exclusive tools,
deeper explorations of key search management techniques, and
updates on emerging trends in the field mikemoran.com whunt.com SEMincBook.com
Books 
IBM Press
Exclusively Paid 
17h 52m 
No Certificate 
528 pages Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website, Third Edition
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TypeBooks
-
ProviderIBM Press
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PricingExclusively Paid
-
Duration17h 52m
-
CertificateNo Certificate
The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value
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 reorganized Third 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
Optimize 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 optimize search performance
Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly.
NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES
SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field
mikemoran.com
whunt.com
SEMincBook.com
