Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Driving Search Traffic to Your Company's Web Site

Search Engine Marketing, Inc. I, II, III, and IV LiveLessons (Video Training): Driving Search Traffic to Your Company's Web Site

by Mike Moran
     
 

Containing 14+ hours of video instruction in this comprehensive LiveLessons you will gain all the background needed to be a search engine marketer. You will learn how to systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to

Overview

Containing 14+ hours of video instruction in this comprehensive LiveLessons you will gain all the background needed to be a search engine marketer. You will learn how to systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to

· Identify and leverage new search engine marketing opportunities arising from social media

· Align search engine marketing with your company’s evolving strategic and tactical goals

· Implement programs that drive sustainable improvements– not counterproductive quick fixes

· Systematically optimize your existing Web site search programs

· Manage the unique marketing challenges associated with large sites

· Create monthly scorecards and use them to drive improvement

· Provide effective guidance to content developers and designers in language they’ll understand

· Automate checking and reporting for every page on your site

· Choose effective target keywords, optimize your content, and attract links

· Make the most of Google, Yahoo!, Live Search, and specialized and local search tools

· Measure site-wide success rates across multiple systems and technologies

· Hire the right SEO consultant–and avoid the wrong ones

· Set your budget with a focus on profitability, customer acquisition, providing lifetime value

Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., LiveLessons will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

Product Details

ISBN-13:
9780132620451
Publisher:
IBM Press
Publication date:
08/24/2012
Series:
LiveLessons Series
Product dimensions:
4.87(w) x 5.65(h) x 0.39(d)

Meet the Author

Mike Moran has worked on the web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM’s customer-facing website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as a senior strategist for the digital communications agency Converseon. Mike is the author of Do It Wrong Quickly and Search Engine Marketing, Inc., Second Edition, and he writes regular articles on digital marketing for Biznology®, Search Engine Guide, ChamberofCommerce.com and All Things WOMM. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.

Mike also has a broad technical background, with over 20 years’ experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted 11 patents in search and retrieval technology. He led the integration of ibm.com’s site search technologies as well as projects in content management, personalization, and web metrics.

Mike led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. He was named an IBM Distinguished Engineer in 2005.

Mike can be reached through his website, http://mikemoran.com/.

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