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Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Driving Search Traffic to Your Company's Web Site

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Features

Learn How to

  • Identify and leverage new search engine marketing opportunities arising from social media
  • Align search engine marketing with your company’s evolving strategic and tactical goals
  • Implement programs that drive sustainable improvements— not counterproductive quick fixes
  • Systematically optimize your existing Web site search programs
  • Manage the unique marketing challenges associated with large sites
  • Create monthly scorecards and use them to drive improvement
  • Provide effective guidance to content developers and designers in language they’ll understand
  • Automate checking and reporting for every page on your site
  • Choose effective target keywords, optimize your content, and attract links
  • Make the most of Google, Yahoo!, Live Search, and specialized and local search tools
  • Measure site-wide success rates across multiple systems and technologies
  • Hire the right SEO consultant—and avoid the wrong ones
  • Set your budget with a focus on profitability, customer acquisition, providing lifetime value 

Buy Lessons

DRM-Free Video Downloads. Purchase and immediately download individual lessons from this video. Make your lesson selections below and click on the Buy button.

Videos can be viewed on: Windows 8, Windows XP, Vista, 7, and all versions of Macintosh OS X including the iPad, and other platforms that support the industry standard h.264 video codec. Requires the free QuickTime Player software.

$9.99

Lesson 1

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 1: Why Search Marketing Is Important...and Difficult (Downloadable Version)

Containing 46 minutes of video instruction in this LiveLessons you learn what search marketing is all about. The way search usage is exploding and why search marketing is so valuable to your organization–how it can drive visitors to your Web site. It takes a cold look at why some companies find search marketing so hard to do–and why the larger your Web site, the tougher it is.

Duration: 00:46:34  File Size: 142 MB

$9.99

Lesson 2

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 2: How Search Engines Work (Downloadable Version)

Containing 33 minutes of video instruction in this lesson you learn what happens when someone is looking for a word, where the results on the screen come from, and how your Web site can show up right on that search results page. You will take a guided tour of the leading search engines and learn which ones to pay attention to.

Duration: 00:33:29  File Size: 165 MB

$9.99

Lesson 3

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 3: How Search Marketing Works (Downloadable Version)

Containing 41 minutes of video instruction in this LiveLessons you learn about search marketing methods—the three basic search marketing techniques, pointing out the benefits of each, so you can start thinking about which ones are most important to you. You will learn how each technique works and review which search companies you will work with for each one.

Duration: 00:40:51  File Size: 242 MB

$9.99

Lesson 4

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 4: How Searchers Work (Downloadable Version)

Containing 36+ minutes of video instruction in this Livelessons you take a peek inside the mind of the searcher. Find out what these folks are really looking for when they type in one or two words. Learn to use your knowledge of searchers to your advantage.

Duration: 00:36:56  File Size: 123 MB

$9.99

Lesson 5

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 5: Identify Your Web Site's Goals (Downloadable Version)

Containing 41 minutes of video instruction in this LIveLessons you learn how to figure out your Web site’s basic purpose. Is it an e-commerce site? A site to build brand awareness for higher offline sales? A way to get volunteers for your nonprofit organization? Regardless, your Web site has a purpose, and your search marketing program must help your organization fulfill that purpose.

Duration: 00:41:20  File Size: 131 MB

$9.99

Lesson 6

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 6: Measure Your Web Site's Success (Downloadable Version)

Containing 33+ minutes of video instruction in this LiveLessons you learn how you can check your Web site’s ability to reach its goals. You learn to track Web events that mark successful visits to your site. It also looks at other Web metrics, such as visitor traffic and sales revenue.

Duration: 00:33:38  File Size: 119 MB

$9.99

Lesson 7

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 7: Measure Your Search Marketing Success (Downloadable Version)

Containing 45+ minutes of video instruction in this LiveLessons you learn how to choose the focus area for your first search marketing campaign, assess your current search marketing situation, and calculate the business opportunity of a successful campaign.

Duration: 00:45:59  File Size: 285 MB

$9.99

Lesson 8

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 8: Define Your Search Marketing Strategy (Downloadable Version)

Containing 33+ minutes of video instruction in this LiveLessons you learn about the strategic decisions required for organization-wide success. You will learn how choose your program’s scope, decide which groups will perform various search marketing tasks, and decide whether you will work with a search marketing vendor or run a completely in-house program. Finally, you will learn how to project the cost of your own search marketing program.

Duration: 00:33:35  File Size: 124 MB

$9.99

Lesson 9

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 9: Sell Your Search Marketing Proposal (Downloadable Version)

Containing 32+ minutes of video instruction in this LiveLessons you learn how to assemble your proposal for a search marketing program in your organization. To gain support for that proposal throughout your company, you must persuade numerous technical and business specialists, as well as a host of executives. This lesson shows you how to get that crucial organizational buy-in.

Duration: 00:32:48  File Size: 210 MB

$9.99

Lesson 10

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 10: Get Your Site Indexed (Downloadable Version)

Containing 39 minutes of video instruction in this lesson you how to get your Web site indexed for organic search.

Duration: 00:39:17  File Size: 165 MB

$9.99

Lesson 11

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 11: Choose Your Target Keywords (Downloadable Version)

Containing 40 minutes of video instruction in this LiveLessons you focus on your target market: searchers. What words are they using to find what they want? Which ones should you be targeting in your search marketing campaigns? Your marketers must understand how to identify what searchers are looking for.

Duration: 00:40:13  File Size: 186 MB

$9.99

Lesson 12

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 12: Optimize Your Content (Downloadable Version)

Containing 42 minutes of video instruction in this lesson you learn the importance of having your writers and your technology team work together so that each page is designed and written to please a searcher. Learn how to make your pages rank highly in organic search and drive Web conversions for both organic and paid search.

Duration: 00:42:20  File Size: 242 MB

$9.99

Lesson 13

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 13: Attract Links to Your Site (Downloadable Version)

Containing 42+ minutes of video instruction in this LiveLessons you learn how to draw links from around the Web. Learn why links are important to organic search engines and what you can do to build your site’s link popularity.

Duration: 00:42:10  File Size: 146 MB

$9.99

Lesson 14

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 14A: Optimize Your Paid Search Program (Downloadable Version)

Containing 48+ minutes of video instruction this is Part 1of a 2 part lesson on paid search.  In this LiveLesson you learn how paid search works and how to think about it. Although many search marketing techniques apply equally to organic and paid search, many tasks are specific to paid placement. Find out how to set your budget with a focus on profitability, customer acquisition, and providing lifetime value. manage your campaigns, and make adjustments along the way. 

Duration: 00:48:52  File Size: 148 MB

$9.99

Lesson 15

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 14B: Optimize Your Paid Search Program (Downloadable Version)

Containing 47+ minutes of video instruction this is Part 2 of a 2 part LiveLessons on paid search.  In this lesson you learn how to make paid search operation. Although many search marketing techniques apply equally to organic and paid search, many tasks are specific to paid placement. Find out how to set up your paid search program step-by-step, manage your campaigns, and make adjustments along the way.

Duration: 00:47:14  File Size: 109 MB

$9.99

Lesson 16

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 15: Make Search Marketing Operational (Downloadable Version)

Containing 49 minutes of video instruction in this LiveLessons you learn how to design your operating procedures to manage your search marketing performance each day. Learn the best practices for developing your central search team, measuring your success, and diagnosing the inevitable problems that pop up.

Duration: 00:48:53  File Size: 129 MB

$9.99

Lesson 17

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 16A: Explore New Media and Social Media (Downloadable Version)

Containing 43 minutes of video instruction this is Part 1 of a 2 part LiveLessons on new media and social media.  In this lesson you learn how to understand and think about social media, how to categorize it, and how to focus on those aspects of social media that might apply to your business.

Duration: 00:43:32  File Size: 109 MB

$9.99

Lesson 18

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 16B: Explore New Media and Social Media (Downloadable Version)

Containing 30 minutes of video instruction this is Part 2 of a 2 part lesson on new media and social media.  In this lesson you learn how to measure your success with social media, and how social media and search come together for the implementation of your search marketing strategy.

Duration: 00:30:00  File Size: 88 MB

$9.99

Lesson 19

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 17: Optimize Your Web Site Search (Downloadable Version)

Containing 49+ minutes of video instruction in this LiveLessons you learn about the search facility on your own Web site which goes beyond search marketing. The techniques that optimize your organic search marketing also can be applied to the searchers who’ve already come to your Web site. You’ll learn how to apply these skills (and learn a few needed new ones) to improve the results of your Web site search.

Duration: 00:49:53  File Size: 255 MB

$9.99

Lesson 20

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Lesson 18: What's Next? (Downloadable Version)

Containing 46 minutes of video instruction in this LiveLesson you learn about exciting new developments in search marketing and how to further your education as a search marketer.

Duration: 00:36:23  File Size: 225 MB

Description

  • Copyright 2012
  • Dimensions: 6" x 9"
  • Edition: 1st
  • DVD
  • ISBN-10: 0-13-262045-6
  • ISBN-13: 978-0-13-262045-1

14+ Hours of Video Instruction

Overview

Search Engine Marketing LiveLessons provides all the background needed to be a search engine marketer. You will learn how to systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results.

Description

In this comprehensive LiveLessons Mike Moran a world-class expert presents today's best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. The lessons thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through the basics while providing reliable insights for experienced professionals. This LiveLessons guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You will walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.

About the Instructor

 

Mike Moran has worked on the Web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM’s customer-facing Web site. He was named an IBM Distinguished Engineer in 2005. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as Chief Strategist for the digital communications agency Converseon. Mike is the author of Do It Wrong Quickly and Search Engine Marketing, Inc., and he writes regular columns on search marketing for Revenue magazine, WebProNews, and Search Engine Guide. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on Internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.  Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog.

Skill Level

  • All levels

 What You Will Learn

  • Identify and leverage new search engine marketing opportunities arising from social media
  • Align search engine marketing with your company’s evolving strategic and tactical goals
  • Implement programs that drive sustainable improvements— not counterproductive quick fixes
  • Systematically optimize your existing Web site search programs
  • Manage the unique marketing challenges associated with large sites
  • Create monthly scorecards and use them to drive improvement
  • Provide effective guidance to content developers and designers in language they’ll understand
  • Automate checking and reporting for every page on your site
  • Choose effective target keywords, optimize your content, and attract links
  • Make the most of Google, Yahoo!, Live Search, and specialized and local search tools
  • Measure site-wide success rates across multiple systems and technologies
  • Hire the right SEO consultant—and avoid the wrong ones
  • Set your budget with a focus on profitability, customer acquisition, providing lifetime value 

Who Should Take This Course

  • Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., LiveLessons will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

Course Requirements

  • An interest in understanding search engine marketing and how to implement it.

Table of Contents

General Introduction
Lesson 1:  Why Search Marketing Is Important...and Difficult
Lesson 2:  How Search Engines Work
Lesson 3:  How Search Marketing Works
Lesson 4:  How Searchers Work
Lesson 5:  Identify Your Web Site’s Goals
Lesson 6:  Measure Your Web Site’s Success
Lesson 7:  Measure Your Search Marketing Success
Lesson 8:  Define Your Search Marketing Strategy
Lesson 9:  Sell Your Search Marketing Proposal
Lesson 10:  Get Your Site Indexed
Lesson 11:  Choose Your Target Keywords
Lesson 12:  Optimize Your Content
Lesson 13:  Attract Links to Your Site
Lesson 14A: Optimize Your Paid Search Program
Lesson 14B: Optimize Your Paid Search Program
Lesson 15: Make Search Marketing Operational
Lesson 16A:  Explore New Media and Social Media
Lesson 16B:  Explore New Media and Social Media
Lesson 17:  Optimize Your Web Site Search
Lesson 18:  What’s Next?

LiveLessons Video Training series publishes hundreds of hands-on, expert-led video tutorials covering a wide selection of technology topics designed to teach you the skills you need to succeed. This professional and personal technology video series features world-leading author instructors published by your trusted technology brands: Addison-Wesley, Cisco Press, IBM Press, Pearson IT Certification, Prentice Hall, Sams, and Que. Topics include: IT Certification, Programming, Web Development, Mobile Development, Home & Office Technologies, Business & Management, and more. View all LiveLessons at http://www.ibmpressbooks.com/livelessons 

 

Sample Content

Table of Contents

General Introduction
Lesson 1:  Why Search Marketing Is Important...and Difficult
Lesson 2:  How Search Engines Work
Lesson 3:  How Search Marketing Works
Lesson 4:  How Searchers Work
Lesson 5:  Identify Your Web Site’s Goals
Lesson 6:  Measure Your Web Site’s Success
Lesson 7:  Measure Your Search Marketing Success
Lesson 8:  Define Your Search Marketing Strategy
Lesson 9:  Sell Your Search Marketing Proposal
Lesson 10:  Get Your Site Indexed
Lesson 11:  Choose Your Target Keywords
Lesson 12:  Optimize Your Content
Lesson 13:  Attract Links to Your Site
Lesson 14A: Optimize Your Paid Search Program
Lesson 14B: Optimize Your Paid Search Program
Lesson 15: Make Search Marketing Operational
Lesson 16A:  Explore New Media and Social Media
Lesson 16B:  Explore New Media and Social Media
Lesson 17:  Optimize Your Web Site Search
Lesson 18:  What’s Next?

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