| Description |
xxix, 560 pages : illustrations ; 24 cm |
| Note |
Includes index. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Foreword -- Preface -- Acknowledgments -- pt. 1. The basics of search marketing -- ch. 1. Why search marketing is important ... and difficult -- Web search basics -- Kinds of search results -- Where searchers go - Search and your marketing mix -- Prospective customers use search -- Search marketing is cost-effective -- Search marketing is big business -- The challenge of search success -- Multiple specialist teams -- Multiple product sites -- Multiple audiences -- Multiple countries -- Multiple technologies -- Summary -- ch. 2. How search engines work -- Matching the search query -- Analyzing the query -- Choosing matches to the query -- Ranking the matches -- Ranking organic search matches -- Ranking paid placement matches -- Displaying search results -- Finding Web pages for the organic index -- Following links -- Remembering links -- Keeping up with changes -- Feeding the index without crawling -- Analyzing the content -- Converting different types of documents -- Deciding which words are important -- Spotting words you don't normally see -- Deducing information from the page -- What search engines don't see -- Building the organic index -- Search relationships -- Summary -- |
|
ch. 3. How search marketing works -- Organic search -- What it costs -- The benefits and challenges -- How to get started -- Directory listings -- What is costs -- The benefits and challenges -- How to get started -- Paid placement -- What it costs -- The benefits and challenges -- How to get started -- Summary -- ch. 4. How searchers work -- Visitor behavior -- Buyer behavior -- Voter behavior -- The searcher's intent -- Navigational searchers -- Informational searchers -- Transactional searchers -- The searcher's click -- How searchers look at results -- Why searchers click where they do -- When searchers don't click results -- The searcher's follow-through -- The Web conversion cycle -- How visitor behavior affects search marketing -- Summary -- pt. 2. Develop your search marketing program -- ch. 5. Identify your Web site's goals -- Web sales -- Online commerce versus pure online -- Retailers versus manufacturers -- Offline sales -- leads -- Market awareness -- Information and entertainment -- Persuasion -- Influencing public opinion -- Helping people -- Summary -- ch. 6. Measure your Web site's success -- Count your conversions -- Web sales -- Offline sales -- Leads -- Market awareness -- Information and entertainment -- Persuasion -- Count your traffic -- page views -- Visits and visitors -- Count your money -- Summary -- |
|
ch. 7. Measure your search marketing success -- Target your first search marketing campaign -- Choose the target area of your site -- Focus on the keywords searchers use -- Assess your current situation -- Identify your search landing pages -- See if your existing landing pages are indexed -- Check the search rankings for your landing pages -- Check your competitors' search rankings -- See what traffic you are getting -- Calculate your first campaign's opportunity -- Check your keyword demand -- Discover your missed opportunities -- Project your future traffic -- Project your future conversions -- Summary -- ch. 8. Define your search marketing strategy -- Choose the scope of your search marketing program -- Size matters -- Analyze your organizational structure -- Finalize your search marketing program's scope -- Divide the search marketing work -- Search marketing tasks -- Decide which search marketing tasks to centralize -- Different organizations centralize different tasks -- Choose your search marketing approach -- Select an external search marketing vendor -- Run a completely in-house search marketing program -- Project your search marketing costs -- Organic optimization costs -- Paid placement costs -- Personnel costs -- Summary -- |
|
ch. 9. Sell your search marketing proposal -- Assemble your search marketing proposal-- The business case for your search marketing program -- Your first search marketing campaign's business case -- The plan for your first search marketing campaign -- Sell your proposal to the extended search team -- Business people -- Writers -- Technologists -- Site operations -- Sell your proposal to executives -- Ten questions your executive might ask -- Close the deal -- Summary -- pt. 3. Execute your search marketing program -- ch. 10. Get your site indexed -- What if your site is not indexed? -- Verify your site is not banned or penalized -- Make sure the spider is visiting -- Get sites to link to you -- How many pages on your site are indexed? -- Determine how many pages you have -- Check how many pages are indexed -- Calculate your inclusion ratio -- How can more pages from your site be indexed? -- Eliminate spider traps -- Reduce ignored content -- Create spider paths -- Use inclusion programs -- Summary -- |
|
ch. 11. Choose your target keywords -- The value of keyword planning -- Building brand awareness -- Increasing Web conversions -- Your keyword planning philosophy - Don't pick keywords that are "too hot" -- Don't pick keywords that are "too cold" -- Pick keywords that are "just right" -- Step-by-step keyword planning -- Gather your keyword candidate list -- Research each keyword candidate -- Prioritize your keyword candidate list -- Summary -- ch. 12. Optimize your content -- What search engines look for -- Search filters -- Search ranking factors -- The philosophy of writing for search -- Step-by-step optimization for search landing pages -- Choose a search landing page for a set of keywords -- Analyze the metrics for your search landing page -- Audit your search landing page -- Improve your search landing page's content -- Summary -- ch. 13. Attract links to your site -- Why search engines value links -- How Web sites link -- How link popularity works -- Your linking philosophy -- How not to get links to your site -- Think about visitors first -- The harder a link is to get, the more valuable it might be -- Think about links from your site -- Step-by-step link building for your site -- Make your site a link magnet -- Perform a link audit -- Identify sources of links -- Negotiate your links -- Summary -- |
|
ch. 14. Optimize your paid search program -- Paid search opportunities -- Paid placement -- Shopping search -- Your paid search philosophy -- Look for value -- Play the market -- Iterate, iterate, and then iterate some more -- Step-by-step paid search optimization -- Set up your paid search program -- Choose your targets -- Attract searchers' clicks -- Optimize paid search landing pages -- Measure and adjust your campaigns -- Summary -- ch. 15. Make search marketing operational -- Set up your central search team -- Staff the central team -- Develop the central team's skills -- Establish search marketing best practices -- Change the standards and enforce them -- Centralize keyword management -- Track search marketing success -- Assess your site's content -- Check your search rankings -- Monitor search referrals -- Calculate Web conversions from search -- Review your measurements with others -- Summary -- ch. 16. What's next? -- What's next for search marketing? -- More content -- More technology -- More personalized -- More competition-- What's next for you? -- Get experience -- Keep learning -- Summary -- Glossary -- Index. |
| Subject |
Web search engines.
|
|
Web sites -- Internet marketing.
|
| Added Author |
Hunt, Bill.
|
| ISBN |
0131852922 paperback |
|
9780131852921 paperback |
|
