Marketing Through Search Optimization: How to be found on the web / Edition 1

Marketing Through Search Optimization: How to be found on the web / Edition 1

by Alex Michael, Ben Salter
     
 

Search engine placement has become a key task for those engaged in website marketing because:

• Good positioning in search engines/directories dramatically increases visitor traffic.
• Optimizing search engine ranking is the most important and cost effective way of marketing a website.
• Customers use search engines more than any other

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Overview

Search engine placement has become a key task for those engaged in website marketing because:

• Good positioning in search engines/directories dramatically increases visitor traffic.
• Optimizing search engine ranking is the most important and cost effective way of marketing a website.
• Customers use search engines more than any other method to locate websites.

Alex Michael and Ben Salter guide readers through proven techniques for achieving and measuring success, along with a review of the most important search engines and directories. Throughout the book there are numerous real case studies and tips to help the marketer build a world class web presence.

• Explains why and how marketers can and must optimize sites for searchability from the outset
• Describes how to optimize, for both local and international users
• Uses tutorials and walkthroughs to demonstrate how to steadily improve your site rankings

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Product Details

ISBN-13:
9780750659796
Publisher:
Taylor & Francis
Publication date:
08/15/2003
Edition description:
Older Edition
Pages:
264
Product dimensions:
7.48(w) x 9.80(h) x 0.61(d)

Table of Contents

Acknowledgements
Introduction
Ch. 1Introduction to search engine optimization1
Ch. 2Web crawlers17
Ch. 3Directories41
Ch. 4Pay-per-click engines67
Ch. 5Linking strategies and free listings89
Ch. 6Placement tips and page architecture107
Ch. 7Software toolbox129
Case studies187
App. AeStrategy presentation195
App. BOverture and Espotting style guidelines207
App. CSite link campaign management charts211
App. DSEO admin tables213
App. ESearch engine listings217
App. FGlossary of terms225
Index235

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