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Search Engine Marketing, Inc. : driving search traffic to your company's web site /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Upper Saddle River, N.J. :
IBM Press,
©2006.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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.