Opis: Search Engine Marketing, Inc. - Mike Moran, Bill Hunt

The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience. Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it. Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have. You'll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they're looking for. You'll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you'll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. 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-and make the most of that knowledge * 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 * Redesign day-to-day operating procedures to optimize search performance Whether you're a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly. NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field mikemoran. com whunt.com SEMincBook.comPreface xvii Acknowledgements xx About the Authors xxiv Part I: Understand Search Marketing Chapter 1 How Search Marketing Works 3 Why Search Marketing Is Important 4 Searchers Are Highly Qualified Prospects 4 Search Marketing Is Cost-Effective 5 Search Marketing Is Big Business 6 Why Search Marketing Is Difficult 6 You Need Flexibility 6 You Need Coordination 7 You Need Name Recognition 7 You Need Resources 8 You Have Lots of Competition 9 What Search Marketing Is 10 How to Get Started in Search Marketing 18 Getting Started with Organic Search 18 Getting Started with Paid Search 23 The Steps to Search Success 29 Chapter 2 How Searchers Work 31 Visitor Behavior 32 Buyer Behavior 33 Other Visitor Behavior 34 The Searcher's Intent 34 Navigational Searchers 35 Informational Searchers 38 Transactional Searchers 39 The Searcher's Device 41 The Searcher's Typing 42 The Searcher's Click 44 How Searchers Look at Results 45 Why Searchers Click Where They Do 46 When Searchers Don't Click Results 46 The Searcher's Follow-Through 48 Customer Behavior and the Buyer's Journey 49 Search Marketing and the Buyer's Journey 51 How to Work the Searcher 54 Don't Pick Keywords That Are "Too Hot" 54 Don't Pick Keywords That Are "Too Cold" 57 Pick Keywords That Are "Just Right" 59 Chapter 3 How Search Works 61 How Search Engines Work 61 Analyzing the Search Keyword 62 Choosing Matches to the Keyword 66 Ranking the Matches 70 Displaying Search Results 81 Finding Content for the Organic Index 82 Analyzing the Content 85 Spotting Words You Don't Normally See 86 Building the Organic Index 88 How to Work the Search Engines 89 Your Organic Search Writing Philosophy 89 Your Paid Search Bidding Philosophy 92 Your Content Quality Philosophy 98 Part II: Plan Your Search Marketing Program Chapter 4 Unlock the Business Value of Search 105 Identify Your Website's Goals 105 Web Sales 107 Offline Sales 112 Leads 113 Market Awareness 115 Information and Entertainment 116 Persuasion 117 Measure Your Website's Success 120 Count Your Conversions 120 Count Your Traffic 137 Count Your Money 139 Measure Your Search Marketing Success 141 Target Your First Search Marketing Campaign 142 Assess Your Current Situation 147 See Whether Your Existing Landing Pages Are Indexed 150 Calculate Your First Campaign's Opportunity 157 Chapter 5 Create Your Search Marketing Program 167 Define Your Search Marketing Strategy 167 Choose the Scope of Your Search Marketing Program 168 Divide the Search Marketing Work 173 Choose Your Search Marketing Approach 180 Project Your Search Marketing Costs 188 Sell Your Search Marketing Proposal 194 Assemble Your Search Marketing Proposal 195 Sell Your Proposal to the Extended Search Team 202 Sell Your Proposal to Executives 216 Set Up Your Search Marketing Program 222 Organize Paid Search 222 Organize Organic Search 226 Organize Local Search 228 Part III: Execute Your Search Marketing Program Chapter 6 Choose Your Target Market Segments 235 Understand the Value of Targeting 236 Building Brand Awareness 236 Increasing Web Conversions 238 Choose Your Primary Targets 239 Brainstorm with Your Team 240 Check Your Current Search Referrals 244 Consult Your Site Search Facility 244 Use Keyword Research Tools 245 Check Out Your Competition 246 Deepen Your Targeting 247 Use Your Buyer's Journey 247 Decide a Match Type for Each Paid Search Keyword 248 Localize Your Targets 250 Organize Your Targets 254 Understand the Need to Prioritize 255 Choose Your Keyword Tiers 257 Prioritize Keywords by Your Buyer's Journey 259 Structure Your Paid Search Keywords 262 Optimize Your Keyword Models 263 Segment Your Keywords by Categories 264 Use Searcher Interests for Content Development 266 Use Social Data to Improve Keywords 266 Chapter 7 Get Your Content Listed 269 Get Your Pages Listed in Organic Search Indexes 269 Assess How Many Pages Are Indexed 270 Increase the Number of Indexed Pages 278 Get Social Content Listed in Organic Search Indexes 301 Get Your Blog Indexed 301 Get Your Videos Indexed 302 Getting Your Images Indexed 302 Getting Your Social Network Content Indexed 303 Get Your Merchandise Listed in Product Search Databases 304 Feeding Your Data to Product Search Engines 304 Making the Most of Product Feeds 306 Chapter 8 Optimize Your Content 309 Choose Your Search Landing Pages 310 How Not to Choose a Search Landing Page 311 Landing Pages for Multiple Keywords 312 When You Can't Find the Right Landing Page 313 Analyze Your Metrics 315 Measure Your Search Referrals 317 Calculate Your Search Conversions 317 Improve Your Content 318 Improve Your Search Results 319 Improve Your Landing Pages 334 Chapter 9 Prove Your Content's Quality 351 Organic Search Quality Factors 352 Links as Quality Factors 352 Social Media as Quality Factors 378 Human Ratings as Quality Factors 386 Paid Search Quality Factors 390 Using Your Quality Score 391 Understanding Product Search Quality 392 Improve Quality with Co-Optimization 393 Chapter 10 Make Search Marketing Operational 397 Why Is Operating a Search Program So Hard? 398 Multiple Specialist Teams 398 Multiple Product Sites 399 Multiple Audiences 400 Multiple Countries 402 Multiple Technologies 403 Set Up Your Search Center of Excellence 404 Staff the Team 405 Develop the Team's Skills 406 Establish Search Marketing Best Practices 407 Monitor Your Search Metrics 413 Assess Your Site's Content 413 Check Your Search Rankings 421 Monitor Search Referrals 425 Calculate Search Conversions 430 Review Your Measurements with Others 434 Monitor Your Search Health 437 Your Organic Page Inclusion 437 Site-Wide Organic Search Problems 439 Your Paid Search Program 441 The Companion Website 445 Glossary 447 Index 487

Szczegóły: Search Engine Marketing, Inc. - Mike Moran, Bill Hunt

Tytuł: Search Engine Marketing, Inc.
Autor: Mike Moran, Bill Hunt
Producent: IBM Press
ISBN: 9780133039177
Rok produkcji: 2014
Ilość stron: 528
Oprawa: Miękka
Waga: 0.81 kg

Recenzje: Search Engine Marketing, Inc. - Mike Moran, Bill Hunt