Search engine marketing, Inc : driving search traffic to your company's web site (Book, 2015) [WorldCat.org]
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Search engine marketing, Inc : driving search traffic to your company's web site
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Search engine marketing, Inc : driving search traffic to your company's web site

Author: Mike Moran; Bill Hunt
Publisher: Upper Saddle River, NJ : IBM Press/Pearson, [2015]
Edition/Format:   Print book : English : Third editionView all editions and formats
Summary:
This revamped edition introduces a holistic approach that integrates organic and paid searching. 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; create a focused program  Read more...
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Details

Document Type: Book
All Authors / Contributors: Mike Moran; Bill Hunt
ISBN: 9780133039177 013303917X
OCLC Number: 841671909
Notes: Includes index.
Description: xxv, 500 pages : illustrations ; 24 cm
Contents: How search marketing works --
How searchers work --
How search works --
Unlock the business value of search --
Create your search marketing program --
Choose your target marketing segments --
Get your content listed --
Optimize your content --
Prove your content's quality --
Make search marketing operational.
Responsibility: Mike Moran and Bill Hunt.

Abstract:

This revamped edition introduces a holistic approach that integrates organic and paid searching. 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; 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; and redesign day-to-day operating procedures to optimize search performance.

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