Search Engine Marketing, Inc. : driving search traffic to your company's web site / Mike Moran and Bill Hunt.

By: Moran, Mike, 1958-Contributor(s): Hunt, BillMaterial type: TextTextLanguage: English Publication details: Upper Saddle River, NJ : IBM Press/Pearson, 2009Edition: 2nd edDescription: xxxvi, 627 p. : ill. ; 23 cm. + 1 DVD-ROM (4 3/4 in.)ISBN: 0136068685 (pbk. : alk. paper); 9780136068686Subject(s): Internet marketing | Internet advertising | Electronic commerceLOC classification: HF5415.1265 | .M665 2009
Contents:
Why search marketing is important and difficult -- How search engines work -- How search marketing works -- How searchers work -- Identify your web site's goals -- Measure your web site's success -- Measure your search marketing success -- Define your search marketing strategy -- Sell your search marketing proposal -- Get your site indexed -- Choose your target keywords -- Optimize your content -- Attract links to your site -- Optimize your paid search program -- Make search marketing operational -- Explore new media and social media -- Optimize your web site search -- What's next?.
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Includes index.

Why search marketing is important and difficult -- How search engines work -- How search marketing works -- How searchers work -- Identify your web site's goals -- Measure your web site's success -- Measure your search marketing success -- Define your search marketing strategy -- Sell your search marketing proposal -- Get your site indexed -- Choose your target keywords -- Optimize your content -- Attract links to your site -- Optimize your paid search program -- Make search marketing operational -- Explore new media and social media -- Optimize your web site search -- What's next?.

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