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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site

ISBN: 9780131852921 | 0131852922
Edition: 1st
Format: Paperback
Publisher: IBM Press
Pub. Date: 1/1/2006

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SummaryTable of Contents
Bill Hunt is the CEO and Founder of Global Strategies International. Mike Moran is an IBM Distinguished Engineer with more than 20 years experience in search technology working at IBM Research, Lotus, and other IBM software units.
Effective search engine optimization (SEO) and search engine marketing (SEM) is now crucial to the success of your business. But it's never been more challenging-especially if you're responsible for a large, complex site. Finally, there's a definitive source for reliable information for i... MORE
Forewordxix
Prefacexxi
Acknowledgmentsxxv
PART 1: THE BASICS OF SEARCH MARKETING
1(100)
... MOREWhy Search Marketing Is Important ... and Difficult
3(28)
Web Search Basics
4(14)
Kinds of Search Results
5(2)
Where Searchers Go
7(11)
Search and Your Marketing Mix
18(4)
Prospective Customers Use Search
20(1)
Search Marketing Is Cost-Effective
20(1)
Search Marketing Is Big Business
21(1)
The Challenge of Search Success
22(7)
Multiple Specialist Teams
23(1)
Multiple Product Sites
23(2)
Multiple Audiences
25(1)
Multiple Countries
26(2)
Multiple Technologies
28(1)
Summary
29(2)
How Search Engines Work
31(26)
Matching the Search Query
33(4)
Analyzing the Query
33(2)
Choosing Matches to the Query
35(2)
Ranking the Matches
37(6)
Ranking Organic Search Matches
37(5)
Ranking Paid Placement Matches
42(1)
Displaying Search Results
43(1)
Finding Web Pages for the Organic Index
43(5)
Following Links
45(1)
Remembering Links
46(1)
Keeping Up with Changes
47(1)
Feeding the Index Without Crawling
47(1)
Analyzing the Content
48(5)
Converting Different Types of Documents
48(1)
Deciding Which Words Are Important
48(1)
Spotting Words You Don't Normally See
48(2)
Deducing Information from the Page
50(1)
What Search Engines Don't See
50(3)
Building the Organic Index
53(1)
Search Relationships
53(2)
Summary
55(2)
How Search Marketing Works
57(24)
Organic Search
58(6)
What It Costs
58(4)
The Benefits and Challenges
62(2)
How to Get Started
64(1)
Directory Listings
64(6)
What It Costs
66(1)
The Benefits and Challenges
67(2)
How to Get Started
69(1)
Paid Placement
70(9)
What It Costs
72(2)
The Benefits and Challenges
74(5)
How to Get Started
79(1)
Summary
79(2)
How Searchers Work
81(20)
Visitor Behavior
82(2)
Buyer Behavior
82(1)
Voter Behavior
83(1)
The Searcher's Intent
84(7)
Navigational Searchers
85(4)
Informational Searchers
89(1)
Transactional Searchers
90(1)
The Searcher's Click
91(4)
How Searchers Look at Results
92(1)
Why Searchers Click Where They Do
93(1)
When Searchers Don't Click Results
93(2)
The Searcher's Follow-Through
95(5)
The Web Conversion Cycle
95(2)
How Visitor Behavior Affects Search Marketing
97(3)
Summary
100(1)
PART 2: DEVELOP YOUR SEARCH MARKETING PROGRAM
101(128)
Identify Your Web Site's Goals
103(18)
Web Sales
104(6)
Online Commerce Versus Pure Online
104(2)
Retailers Versus Manufacturers
106(4)
Offline Sales
110(1)
Leads
111(2)
Market Awareness
113(1)
Information and Entertainment
114(1)
Persuasion
114(4)
Influencing Public Opinion
115(1)
Helping People
116(2)
Summary
118(3)
Measure Your Web Site's Success
121(24)
Count Your Conversions
122(17)
Web Sales
123(3)
Offline Sales
126(6)
Leads
132(2)
Market Awareness
134(1)
Information and Entertainment
135(3)
Persuasion
138(1)
Count Your Traffic
139(3)
Page Views
139(2)
Visits and Visitors
141(1)
Count Your Money
142(1)
Summary
143(2)
Measure Your Search Marketing Success
145(28)
Target Your First Search Marketing Campaign
146(6)
Choose the Target Area of Your Site
146(2)
Focus on the Keywords Searchers Use
148(4)
Assess Your Current Situation
152(10)
Identify Your Search Landing Pages
152(3)
See If Your Existing Landing Pages Are Indexed
155(1)
Check the Search Rankings for Your Landing Pages
156(3)
Check Your Competitors' Search Rankings
159(1)
See What Traffic You Are Getting
160(2)
Calculate Your First Campaign's Opportunity
162(9)
Check Your Keyword Demand
162(1)
Discover Your Missed Opportunities
163(1)
Project Your Future Traffic
164(5)
Project Your Future Conversions
169(2)
Summary
171(2)
Define Your Search Marketing Strategy
173(28)
Choose the Scope of Your Search Marketing Program
174(6)
Size Matters
175(1)
Analyze Your Organizational Structure
176(3)
Finalize Your Search Marketing Program's Scope
179(1)
Divide the Search Marketing Work
180(6)
Search Marketing Tasks
182(1)
Decide Which Search Marketing Tasks to Centralize
183(3)
Different Organizations Centralize Different Tasks
186(1)
Choose Your Search Marketing Approach
186(9)
Select an External Search Marketing Vendor
188(6)
Run a Completely In-House Search Marketing Program
194(1)
Project Your Search Marketing Costs
195(4)
Organic Optimization Costs
195(1)
Paid Placement Costs
196(2)
Personnel Costs
198(1)
Summary
199(2)
Sell Your Search Marketing Proposal
201(28)
Assemble Your Search Marketing Proposal
202(6)
The Business Case for Your Search Marketing Program
202(3)
Your First Search Marketing Campaign's Business Case
205(1)
The Plan for Your First Search Marketing Campaign
206(2)
Sell Your Proposal to the Extended Search Team
208(14)
Business People
210(4)
Writers
214(3)
Technologists
217(3)
Site Operations
220(2)
Sell Your Proposal to Executives
222(5)
Ten Questions Your Executive Might Ask
222(5)
Close the Deal
227(1)
Summary
227(2)
PART 3: EXECUTE YOUR SEARCH MARKETING PROGRAM
229(268)
Get Your Site Indexed
231(38)
What If Your Site Is Not Indexed?
232(6)
Verify Your Site Is Not Banned or Penalized
233(1)
Make Sure the Spider Is Visiting
234(4)
Get Sites to Link to You
238(1)
How Many Pages on Your Site Are Indexed?
238(3)
Determine How Many Pages You Have
238(1)
Check How Many Pages Are Indexed
239(2)
Calculate Your Inclusion Ratio
241(1)
How Can More Pages from Your Site Be Indexed?
241(27)
Eliminate Spider Traps
242(12)
Reduce Ignored Content
254(3)
Create Spider Paths
257(4)
Use Paid Inclusion
261(7)
Summary
268(1)
Choose Your Target Keywords
269(26)
The Value of Keyword Planning
270(3)
Building Brand Awareness
270(2)
Increasing Web Conversions
272(1)
Your Keyword Planning Philosophy
273(5)
Don't Pick Keywords That Are ``Too Hot''
273(3)
Don't Pick Keywords That Are ``Too Cold''
276(1)
Pick Keywords That Are ``Just Right''
277(1)
Step-by-Step Keyword Planning
278(15)
Gather Your Keyword Candidate List
279(4)
Research Each Keyword Candidate
283(5)
Prioritize Your Keyword Candidate List
288(5)
Summary
293(2)
Optimize Your Content
295(44)
What Search Engines Look For
296(12)
Search Filters
296(4)
Search Ranking Factors
300(8)
The Philosophy of Writing for Search
308(2)
Step-by-Step Optimization for Search Landing Pages
310(27)
Choose a Search Landing Page for a Set of Keywords
312(4)
Analyze the Metrics for Your Search Landing Page
316(3)
Audit Your Search Landing Page
319(6)
Improve Your Search Landing Page's Content
325(12)
Summary
337(2)
Attract Links to Your Site
339(46)
Why Search Engines Value Links
340(5)
How Web Sites Link
341(2)
How Link Popularity Works
343(2)
Your Linking Philosophy
345(9)
How Not to Get Links to Your Site
346(3)
Think About Visitors First
349(1)
The Harder a Link Is to Get, the More Valuable It Might Be
350(3)
Think About Links from Your Site
353(1)
Step-by-Step Link Building for Your Site
354(29)
Make Your Site a Link Magnet
354(4)
Perform a Link Audit
358(9)
Identify Sources of Links
367(12)
Negotiate Your Links
379(4)
Summary
383(2)
Optimize Your Paid Search Program
385(64)
Paid Search Opportunities
386(12)
Paid Placement
388(8)
Shopping Search
396(2)
Your Paid Search Philosophy
398(8)
Look for Value
399(1)
Play the Market
400(5)
Iterate, Iterate, and Then Iterate Some More
405(1)
Step-by-Step Paid Search Optimization
406(41)
Set Up Your Paid Search Program
407(13)
Choose Your Targets
420(15)
Attract Searchers' Clicks
435(8)
Optimize Paid Search Landing Pages
443(2)
Measure and Adjust Your Campaigns
445(2)
Summary
447(2)
Make Search Marketing Operational
449(30)
Set Up Your Central Search Team
450(2)
Staff the Central Team
450(1)
Develop the Central Team's Skills
451(1)
Establish Search Marketing Best Practices
452(5)
Change the Standards and Enforce Them
453(1)
Centralize Keyword Management
454(3)
Track Search Marketing Success
457(20)
Assess Your Site's Content
458(5)
Check Your Search Rankings
463(3)
Monitor Search Referrals
466(4)
Calculate Web Conversions from Search
470(4)
Review Your Measurements with Others
474(3)
Summary
477(2)
What's Next?
479(18)
What's Next for Search Marketing?
479(14)
More Content
480(2)
More Technology
482(5)
More Personalized
487(3)
More Competition
490(3)
What's Next for You?
493(3)
Get Experience
493(1)
Keep Learning
493(3)
Summary
496(1)
Glossary497(30)
Index527

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