Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site, 2/e
Mike Moran, Bill Hunt
- 出版商: IBM Press
- 出版日期: 2008-09-29
- 定價: $1,825
- 售價: 6.0 折 $1,095
- 語言: 英文
- 頁數: 672
- 裝訂: Paperback
- ISBN: 0136068685
- ISBN-13: 9780136068686
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相關分類:
行銷/網路行銷 Marketing
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相關主題
商品描述
—David Meerman Scott, Bestselling Author of The New Rules of Marketing and PR
“Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moran’s search industry bible, Search Engine Marketing, Inc., incorporates informative and enlightening sections on optimizing multimedia, improving Web site search, and the emergence of social media and what it really means to the search marketer. There is valuable information in this book to help inform at every level from the beginner who is curious about search to the advanced enterprise search marketer. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable is no small task, and Search Engine Marketing, Inc. succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.”
—Jay Middleton Senior Manager, WW Search Marketing, Adobe Systems, Inc.
“With Search Engine Marketing, Inc., Bill Hunt and Mike Moran have successfully updated what is already known in the industry as “The Search Marketing Bible.” With new content, examples, and insight including social media and Web site search, this is a must read book for marketers at companies of all sizes from startups to the Fortune 100.”
—Lee Odden CEO of TopRank Online Marketing and Author of Online Marketing Blog
In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.
Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You’ll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.
BONUS DVD Packed with Tools and Resources
DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics
The authors 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 the latest 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
Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., Second Edition will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.
Foreword xxv
Preface xxvii
Acknowledgments xxi
Part 1: The Basics of Search Marketing 1
Chapter 1: Why Search Marketing Is Important…and Difficult 3
Chapter 2: How Search Engines Work 31
Chapter 3: How Search Marketing Works 57
Chapter 4: How Searchers Work 81
Part 2: Develop Your Search Marketing Program 101
Chapter 5: Identify Your Web Site’s Goals 103
Chapter 6: Measure Your Web Site’s Success 119
Chapter 7: Measure Your Search Marketing Success 143
Chapter 8: Define Your Search Marketing Strategy 171
Chapter 9: Sell Your Search Marketing Proposal 199
Part 3: Execute Your Search Marketing Program 227
Chapter 10: Get Your Site Indexed 229
Chapter 11: Choose Your Target Keywords 267
Chapter 12: Optimize Your Content 293
Chapter 13: Attract Links to Your Site 337
Chapter 14: Optimize Your Paid Search Program 383
Chapter 15: Make Search Marketing Operational 447
Part 4: Beyond Search Marketing 477
Chapter 16: Explore New Media and Social Media 479
Chapter 17: Optimize Your Web Site Search 505
Chapter 18: What’s Next? 533
Glossary 551
Index 583
商品描述(中文翻譯)
《搜索引擎行銷成功的第一步驟指南...現已全面更新,包含新技術、工具、最佳實踐和價值豐富的額外DVD!》
「我第一版的《搜索引擎行銷公司》已經破舊不堪,被我大量使用過後,上面滿是咖啡漬和我自己的塗鴉筆記。因為它能有效地揭開搜索引擎行銷的神秘面紗,並提供實用的成功建議,所以我一再翻閱並向全球觀眾推薦。這本書不是學術的廢話或怪異的技術語言,而是一本平易近人且易於理解的指南,充滿了實際的例子。」
— David Meerman Scott,《新市場和公關規則》暢銷書作者
「隨著搜索行銷領域的快速變化,《搜索引擎行銷公司》這本由比爾·亨特和邁克·莫蘭合著的搜索行業聖經最新版,包含了關於優化多媒體、改善網站搜索以及社交媒體的出現以及對搜索行銷人員的真正意義的資訊和啟發性章節。這本書中有寶貴的信息,可以幫助從對搜索感到好奇的初學者到高級企業搜索行銷人員的各個層次。將一個非常複雜、技術性和數據驅動的行業變得易於理解和可操作,這並不是一個小任務,《搜索引擎行銷公司》在各個層面上都取得了成功。如果你只讀一本關於搜索行銷原則和最佳實踐的書,這本就是那本。」
— Jay Middleton,Adobe Systems, Inc.全球搜索行銷高級經理
「比爾·亨特和邁克·莫蘭成功地更新了業界已知的《搜索引擎行銷聖經》。這本書包含了關於社交媒體和網站搜索的新內容、例子和見解,對於各種規模的公司的營銷人員來說,這是一本必讀之書,從初創公司到財富100強。」
— Lee Odden,TopRank Online Marketing首席執行官,《線上營銷博客》作者
在這本書中,兩位世界級專家提供了當今最佳實踐、逐步技巧和經驗豐富的提示,以利用搜索引擎行銷實現您的銷售和營銷目標。邁克·莫蘭和比爾·亨特全面涵蓋了當代搜索引擎行銷的商業和技術方面,從基礎知識開始引導初學者,同時為經驗豐富的專業人士提供可靠且最新的見解。
這本書已全面更新,以充分反映當今最新的搜索引擎行銷機會,指導您從社交媒體營銷、網站搜索、高級關鍵詞工具、混合付費搜索拍賣等方面獲利。您將逐步了解創建有效計劃的每個方面:預測商業價值、向利益相關者和高管銷售、建立團隊、選擇策略、實施度量,最重要的是執行。
額外的DVD內容豐富多樣
DVD包含超過2小時的獨家視頻演示,以及關於尖端搜索引擎行銷主題的音頻訪談和白皮書。
作者系統地解決了您可能遇到的每個問題,同時幫助您實施可持續的優勢策略,以實現卓越的長期效果。您將學習如何:
- 確定並利用社交媒體帶來的新的搜索引擎行銷機會