Search Engine Marketing, Inc.

Acknowledgements

Foreword

Preface

Part 1: The Basics of Search Marketing

1: Why Search Marketing Is Important...and Difficult
Web Search Basics. Search and Your Marketing Mix. The Challenge of Search Success.

2: How Search Engines Work
Matching the Search Query. Ranking the Matches. Displaying Search Results. Finding Web pages for the Organic Index. Analyzing the Content. Building the Organic Index. Search Relationships.

3: How Search Marketing Works
Organic Search. Directory Listings. Paid Placement.

4: How Searchers Work
Visitor Behavior. The Searcher's Intent. The Searcher's Click. The Searcher's Follow-Through.

Part 2: Develop Your Search Marketing Program

5: Identify Your Web Site's Goals
Web Sales. Offline Sales. Leads. Market Awareness. Information and Entertainment. Persuasion.

6: Measure Your Web Site's Success
Count Your Conversions. Count Your Traffic. Count Your Money.

7: Measure Your Search Marketing Success
Target Your First Search Marketing Campaign. Assess Your Current Situation. Calculate Your First Campaign's Opportunity.

8: Define Your Ssearch Marketing Strategy
Choose the Scope of Your Search Marketing Program. Divide the Search Marketing Work. Choose Your Search Marketing Approach. Project Your Search Marketing Costs.

9: Sell Your Search Marketing Proposal
Assemble Your Search Marketing Proposal. Sell Your Proposal to the Extended Search Team. Sell Your Proposal to Executives.

Part 3: Execute Your Search Marketing Program

10: Get Your Site Indexed
What If Your Site Is Not Indexed? How Many Pages on Your Site Are Indexed? How Can More Pages from Your Site Be Indexed?

11: Choose Your Target Keywords
The Value of Keyword Planning. Your Keyword Planning Philosophy. Step-by-Step Keyword Planning.

12: Optimize your content
What Search Engines Look For. The Philosophy of Writing for Search. Step-by-Step Optimization for Search Landing Pages.

13: Attract Links to Your Site
Why Search Engines Value Links. Your Linking Philosophy. Step-by-Step Link Building for Your Site.

14: Optimize Your Paid Search Program
Paid Search Opportunities. Your Paid Search Philosophy. Step-by-Step Paid Search Optimization.

15: Make Search Marketing Operational
Set Up Your Central Search Team. Establish Search Marketing Best Practices. Track Search Marketing Success.

16: What's Next?
What's Next for Search Marketing? What's Next for You?

Glossary

Index

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