Driving Search Traffic to Your Company’s WebSite
The best-selling step-by-step guide to Search Engine Marketing Success based on proven best practices for managing Search marketing in the enterprise.
The 3rd edition has been completely rewritten with an easier-to-follow flow and new strategies, best practices, and lessons from experience. Mike Moran and Bill Hunt are actual practitioners of all things Search and Management and wrote this book based on their experiences developing the first and one of the most successful enterprise search programs at IBM.
From the first edition, Search Engine Marketing, Inc. has been lauded as the definitive practical guide to driving value from search. Beyond gimmicks and hacks, the book is for those tasked with setting up and managing a Search Marketing Program. This book will reshape how you think about search, plan it, and profit from it. Whatever your background, the authors help you fill your skills gaps and leverage your experience.
The book will guide you through a logical and holistic thought process that combines how search engines work and why your website may not perform. They detail how to think about how to integrate the best practices into the content and web creation workflow to achieve gains.
Radical thinking at the time Mile and Bill walk you through how to segment searchers based on their behavior, successfully anticipating what they’re looking for and aligning content to the different phases of the buying cycle to move them to conversion.
You will be guided through the process of creating your custom program: identifying goals, assessing where you stand, estimating costs, choosing a strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program.
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.