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

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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

Audience: Practitioners and students of emarketing; IDM and CIM students.

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Product Details

  • ISBN-13: 9780750659796
  • Publisher: Taylor & Francis
  • Publication date: 8/15/2003
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 264
  • Product dimensions: 7.48 (w) x 9.80 (h) x 0.61 (d)

Meet the Author

Managing Director of Sprite Interactive Ltd, UK a new media agency, and previously Creative Director with Disney and Buena Vista International.

Information Architect, Sprite Interactive.

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Table of Contents

Acknowledgements
Introduction
Ch. 1 Introduction to search engine optimization 1
Ch. 2 Web crawlers 17
Ch. 3 Directories 41
Ch. 4 Pay-per-click engines 67
Ch. 5 Linking strategies and free listings 89
Ch. 6 Placement tips and page architecture 107
Ch. 7 Software toolbox 129
Case studies 187
App. A eStrategy presentation 195
App. B Overture and Espotting style guidelines 207
App. C Site link campaign management charts 211
App. D SEO admin tables 213
App. E Search engine listings 217
App. F Glossary of terms 225
Index 235
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