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LEADER 00000cam a2200661 a 4500
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008 051202s2006 njua ob 001 0 eng d
015 GBA572847|2bnb
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049 INap
082 04 658.8/72
082 04 658.8/72|222
099 eBook O’Reilly for Public Libraries
100 1 Moran, Mike.
245 10 Search Engine Marketing, Inc. :|bdriving search traffic to
your company's web site /|cMike Moran and Bill Hunt.
|h[O'Reilly electronic resource]
260 Upper Saddle River, N.J. :|bIBM Press,|c©2006.
300 1 online resource (xxix, 560 pages) :|billustrations
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
500 Title from title screen.
500 Title from book cover on Web Page (viewed December 2,
2005).
504 Includes bibliographical references and index.
505 00 |tForeword --|tPreface --|tAcknowledgments --|gpt. 1.|tThe
basics of search marketing --|gch. 1.|tWhy search
marketing is important ... and difficult --|tWeb search
basics --|tKinds of search results --|tWhere searchers go
--|tSearch and your marketing mix --|tProspective
customers use search --|tSearch marketing is cost-
effective --|tSearch marketing is big business --|tThe
challenge of search success --|tMultiple specialist teams
--|tMultiple product sites --|tMultiple audiences --
|tMultiple countries --|tMultiple technologies --|tSummary
--|gch. 2.|tHow search engines work --|tMatching the
search query --|tAnalyzing the query --|tChoosing matches
to the query --|tRanking the matches --|tRanking organic
search matches --|tRanking paid placement matches --
|tDisplaying search results --|tFinding Web pages for the
organic index --|tFollowing links --|tRemembering links --
|tKeeping up with changes --|tFeeding the index without
crawling --|tAnalyzing the content --|tConverting
different types of documents --|tDeciding which words are
important --|tSpotting words you don't normally see --
|tDeducing information from the page --|tWhat search
engines don't see --|tBuilding the organic index --
|tSearch relationships --|tSummary.
505 00 |gch. 3.|tHow search marketing works --|tOrganic search --
|tWhat it costs --|tThe benefits and challenges --|tHow to
get started --|tDirectory listings --|tWhat is costs --
|tThe benefits and challenges --|tHow to get started --
|tPaid placement --|tWhat it costs --|tThe benefits and
challenges --|tHow to get started --|tSummary --|gch. 4.
|tHow searchers work --|tVisitor behavior --|tBuyer
behavior --|tVoter behavior --|tThe searcher's intent --
|tNavigational searchers --|tInformational searchers --
|tTransactional searchers --|tThe searcher's click --|tHow
searchers look at results --|tWhy searchers click where
they do --|tWhen searchers don't click results --|tThe
searcher's follow-through --|tThe Web conversion cycle --
|tHow visitor behavior affects search marketing --
|tSummary --|gpt. 2.|tDevelop your search marketing
program --|gch. 5.|tIdentify your Web site's goals --|tWeb
sales --|tOnline commerce versus pure online --|tRetailers
versus manufacturers --|tOffline sales --|tleads --
|tMarket awareness --|tInformation and entertainment --
|tPersuasion --|tInfluencing public opinion --|tHelping
people --|tSummary --|gch. 6.|tMeasure your Web site's
success --|tCount your conversions --|tWeb sales --
|tOffline sales --|tLeads --|tMarket awareness --
|tInformation and entertainment --|tPersuasion --|tCount
your traffic --|tpage views --|tVisits and visitors --
|tCount your money --|tSummary.
505 00 |gch. 7.|tMeasure your search marketing success --|tTarget
your first search marketing campaign --|tChoose the target
area of your site --|tFocus on the keywords searchers use
--|tAssess your current situation --|tIdentify your search
landing pages --|tSee if your existing landing pages are
indexed --|tCheck the search rankings for your landing
pages --|tCheck your competitors' search rankings --|tSee
what traffic you are getting --|tCalculate your first
campaign's opportunity --|tCheck your keyword demand --
|tDiscover your missed opportunities --|tProject your
future traffic --|tProject your future conversions --
|tSummary --|gch. 8.|tDefine your search marketing
strategy --|tChoose the scope of your search marketing
program --|tSize matters --|tAnalyze your organizational
structure --|tFinalize your search marketing program's
scope --|tDivide the search marketing work --|tSearch
marketing tasks --|tDecide which search marketing tasks to
centralize --|tDifferent organizations centralize
different tasks --|tChoose your search marketing approach
--|tSelect an external search marketing vendor --|tRun a
completely in-house search marketing program --|tProject
your search marketing costs --|tOrganic optimization costs
--|tPaid placement costs --|tPersonnel costs --|tSummary.
505 00 |gch. 9.|tSell your search marketing proposal --|tAssemble
your search marketing proposal--|tThe business case for
your search marketing program --|tYour first search
marketing campaign's business case --|tThe plan for your
first search marketing campaign --|tSell your proposal to
the extended search team --|tBusiness people --|tWriters -
-|tTechnologists --|tSite operations --|tSell your
proposal to executives --|tTen questions your executive
might ask --|tClose the deal --|tSummary --|gpt. 3.
|tExecute your search marketing program --|gch. 10.|tGet
your site indexed --|tWhat if your site is not indexed? --
|tVerify your site is not banned or penalized --|tMake
sure the spider is visiting --|tGet sites to link to you -
-|tHow many pages on your site are indexed? --|tDetermine
how many pages you have --|tCheck how many pages are
indexed --|tCalculate your inclusion ratio --|tHow can
more pages from your site be indexed? --|tEliminate spider
traps --|tReduce ignored content --|tCreate spider paths -
-|tUse inclusion programs --|tSummary.
505 00 |gch. 11.|tChoose your target keywords --|tThe value of
keyword planning --|tBuilding brand awareness --
|tIncreasing Web conversions --|tYour keyword planning
philosophy --|tDon't pick keywords that are "too hot" --
|tDon't pick keywords that are "too cold" --|tPick
keywords that are "just right" --|tStep-by-step keyword
planning --|tGather your keyword candidate list --
|tResearch each keyword candidate --|tPrioritize your
keyword candidate list --|tSummary --|gch. 12.|tOptimize
your content --|tWhat search engines look for --|tSearch
filters --|tSearch ranking factors --|tThe philosophy of
writing for search --|tStep-by-step optimization for
search landing pages --|tChoose a search landing page for
a set of keywords --|tAnalyze the metrics for your search
landing page --|tAudit your search landing page --
|tImprove your search landing page's content --|tSummary -
-|gch. 13.|tAttract links to your site --|tWhy search
engines value links --|tHow Web sites link --|tHow link
popularity works --|tYour linking philosophy --|tHow not
to get links to your site --|tThink about visitors first -
-|tThe harder a link is to get, the more valuable it might
be --|tThink about links from your site --|tStep-by-step
link building for your site --|tMake your site a link
magnet --|tPerform a link audit --|tIdentify sources of
links --|tNegotiate your links --|tSummary.
505 00 |gch. 14.|tOptimize your paid search program --|tPaid
search opportunities --|tPaid placement --|tShopping
search --|tYour paid search philosophy --|tLook for value
--|tPlay the market --|tIterate, iterate, and then iterate
some more --|tStep-by-step paid search optimization --
|tSet up your paid search program --|tChoose your targets
--|tAttract searchers' clicks --|tOptimize paid search
landing pages --|tMeasure and adjust your campaigns --
|tSummary --|gch. 15.|tMake search marketing operational -
-|tSet up your central search team --|tStaff the central
team --|tDevelop the central team's skills --|tEstablish
search marketing best practices --|tChange the standards
and enforce them --|tCentralize keyword management --
|tTrack search marketing success --|tAssess your site's
content --|tCheck your search rankings --|tMonitor search
referrals --|tCalculate Web conversions from search --
|tReview your measurements with others --|tSummary --|gch.
16.|tWhat's next? --|tWhat's next for search marketing? --
|tMore content --|tMore technology --|tMore personalized -
-|tMore competition--|tWhat's next for you? --|tGet
experience --|tKeep learning --|tSummary --|tGlossary --
|tIndex.
546 English.
550 May be limited to subscribing institutions.
590 O'Reilly|bO'Reilly Online Learning: Academic/Public
Library Edition
650 0 Internet marketing.
650 0 Electronic commerce.
650 0 Search engines.
650 2 Search Engine
650 6 Marketing sur Internet.
650 6 Commerce électronique.
650 6 Moteurs de recherche.
650 7 search engines.|2aat
650 7 Electronic commerce|2fast
650 7 Internet marketing|2fast
650 7 Search engines|2fast
700 1 Hunt, Bill.
776 08 |iPrint version:|aMoran, Mike.|tSearch engine marketing,
Inc.|dUpper Saddle River, NJ : IBM Press, ©2006
|z9780131852921|w(OCoLC)61242457
856 40 |uhttps://ezproxy.naperville-lib.org/login?url=https://
learning.oreilly.com/library/view/~/0131852922/?ar
|zAvailable on O'Reilly for Public Libraries
938 Books 24x7|bB247|nbkb00012239
938 Internet Archive|bINAR|nsearchenginemark0000mora
994 92|bJFN