Search engine marketing, Inc. driving search traffic to your company's website
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 beh...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
Upper Saddle River, NJ
IBM Press
2015
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| Edition: | Third edition |
| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
| 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 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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| Item Description: | Includes index |
| Physical Description: | 1 volume illustrations |
| ISBN: | 9780133039191 9780133039214 0133039196 |