Search Marketing Strategies

Overview

Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition.

Search Marketing Strategies focuses on how ...

See more details below
Other sellers (Paperback)
  • All (9) from $1.99   
  • New (4) from $32.00   
  • Used (5) from $1.99   
Search Marketing Strategies

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$59.95
BN.com price

Overview

Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition.

Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition. Focuses on search marketing strategy rather than search optimization

Read More Show Less

Editorial Reviews

From the Publisher
If you're looking at implementing a ppc or seo or paid inclusion search engine marketing program then you'll be wise to have this book in your arsenal. It's full of good information about the elements that really matter to your campaign and breaks it down based on the desired outcome. So whether your looking to implement a branding campaign, generate leads, sell product or just drive traffic, the tactics are there as well as a description of which engines to use for each type of campaign by industry.

Anyway, it's a good book so I say if you're in that market then you should definitely buy it. Even if you think you're too smart to learn anything new about seo or ppc, trust me, nobody's that smart.
Read More Show Less

Product Details

  • ISBN-13: 9780750666183
  • Publisher: Taylor & Francis
  • Publication date: 10/7/2005
  • Series: Emarketing Essentials Series
  • Pages: 208
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.49 (d)

Meet the Author

James Colborn, BA, DipM, has worked in the search engine marketing space for over 5 years and has practiced in North America and Europe. James has worked with companies such as British Airways, Thomas Cook, Comet, B&Q, Cable & Wireless, Best Buy, Thomas Register and eBay.

Read More Show Less

Table of Contents

Chapter 1 – Introduction to search marketing not search optimization!
Learning Outcomes:Introduce the concept of using search engines to achieve a particular objective or aim of an overall marketing, sales or corporate plan. Illustrate how this book isn’t about search engine optimization, a topic that is somewhat exhausted, but is all about using search as tactics in a strategy. Outline how the book will work apply to the search marketer
Topics:What is search marketing.The evolution of the search engine space. What are the typical goals search can achieve and what it can’t!. What is the difference between search engine marketing and optimization

Chapter 2 – Your search ‘tool kit’
Learning Outcomes:Introduce the components of the search engine ‘tool kit’
Topics:List each of the different types of search, paid placement, paid inclusion and organic search and list the major players, landscape and importance of each. Tracking variables will be covered explaining their importance in making a search strategy work. Cookie based and log file based tracking techniques will be listed indicating their appropriate uses. Copywriting skills will be covered explaining the way to getting visitors to click on a listing that appears in a collection of others. Looking at ‘other’search mechanisms such as contextual advertising, local search and specific engines such as Business.com and B2B market

Chapter 3 – Search Engine Techniques
Learning Outcomes:Understand how to optimize content and get it submitted using the different forms of search engine listed in the ‘tools’section
Topics:Describe different techniques needed for all three ‘disciplines’ of search, listing the processes and procedures necessary for success. Looking at how techniques may vary from country to country and what needs to be done to get listed beyond the US and UK

Chapter 4 – The most common ‘successful’ and ‘unsuccessful ‘uses of search
Learning Outcomes:Understand the most common successful uses of search within any marketing plan. Demonstrate the pitfalls and uses of search that yield little or no success

Topics:Successful uses of search using case studies in driving sales, driving leads, increasing awareness and branding. Unsuccessful uses of search using case studies why they failed and what the consequences are for future search activity. Working with and managing affiliates whom are using search engines

Chapter 5 – Research, data gathering and mapping the space
Learning Outcomes:Develop an understanding of how to take the tools available in the space and develop a series of techniques that allow for more accurate modeling of search strategies
Topics:What research tools are available in the space today and how to use them. Which online resources to reach out to for the most up to date information. How to develop models, using business applications, to formulate strategies. How to get the most from learning what your competitors are doing with search

Chapter 6 – Objective 1: Branding & Awareness
Learning Outcomes: Learn how to use search engines to increase brand awareness
Topics: Developing a keyword portfolio for increasing brand awareness. Understanding searcher behaviour decision making process and ensuring that through search an awareness of brand is achieved. Answering questions around ‘buying my brand name’. Measurements and metrics for determining success

Chapter 7 – Objective 2: Sales Fully eCommerce Driven Business
Learning Outcomes:Learn how to use search engines to generate or increase sales
Topics:Developing a keyword portfolio for sales. Understanding searcher behaviour decision making process and ensuring that through search sales are being generated. Measurements and metrics for determining success. Customer retention tactics

Chapter 8 – Objective 3: Lead Generation
Learning Outcomes:Learn how to use search engines to generate leads
Topics:Developing a keyword portfolio for lead generation. Understanding searcher behaviour decision making process and ensuring that through search leads are generated. Measurements and metrics for determining success. Customer retention tactics

Chapter 9 – Formulating a Search Engine Marketing Plan
Learning Outcomes: Taking all of the chapters and learnings and formulating a search engine plan. Integrating the search engine plan into an overall business or marketing plan. All aspects of a plan, including, situational analysis, objectives, options, implementation techniques and control measurements

Topics:Understanding each stage in a search marketing plan. Applying search engine strategy learnings into the plan. Timelines to apply to any search plan and how long should you measure success. Knowing when and where to apply the correct resource to achieving success

Chapter 10 – Staying on top of the game
Learning Outcomes:What to watch out for in the developing search market to ensure that actions are taken to ensure that any search campaign is kept up to date
Topics:Where to look for the next developments such as local and geographic search. What to do if something drastic changes in the space
Where synergies may be developed between media types

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)