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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

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About

Features

What search engine optimization (SEO) is, how it works and how it can be implemented to increase profits!

  • Step-by-step coverage walks you through what is SEO?  Why is SEO important? and how to implement it...
  • Tips and best practices show cost-cutting measures to help increase traffic
  • Authors considered premier experts on SEO -- techniques shared in book are in practice at most successful sites globally

This book will explain the major difference for corporate Web sites -- how the most successful distinguish themselves from others by scale--the number of pages, the number of people, the number of different systems that work together.  This book contains numerous techniques to cope with this scale:

  • How to create standards that codify best SEO practices
  • How to enforce compliance with those standards by automating, checking and reporting on every page on the site to create monthly scorecards for executives to review for improvement
  • How to provide SEO training to each type of specialist in a way they will understand
  • How to ensure paid search efforts don't bid against each other
  • How to measure success across the site despite multiple systems and technologies
  • How to hire an SEO consultant if you need one

Description

  • Copyright 2006
  • Dimensions: 7x9-1/4
  • Pages: 592
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-185292-2
  • ISBN-13: 978-0-13-185292-1

A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686

Sample Content

Online Sample Chapter

Why Search Marketing Is Important

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Table of Contents

Preface.

Acknowledgments.

I. THE BASICS OF SEARCH MARKETING.

 1. Why Search Marketing Is Important and Difficult.

 2. How Search Engines Work.

 3. How Search Marketing Works.

 4. How Searchers Work.

II. DEVELOP YOUR SEARCH MARKETING PROGRAM.

 5. Identify Your Web Site’s Goals.

 6. Measure Your Web Site’s Success.

 7. Measure Your Search Marketing Success.

 8. Define Your Search Marketing Strategy.

 9. Sell Your Search Marketing Proposal.

III. EXECUTE YOUR SEARCH MARKETING PROGRAM.

10. Get Your Site Indexed.

11. Choose Your Target Keywords.

12. Optimize Your Content.

13. Attract Links to Your Site.

14. Optimize Your Paid Search Program.

15. Make Search Marketing Operational.

16. What’s Next?

Glossary.

Index.

Foreword

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Index

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