Search Engine Marketing, Inc.
Driving Search Traffic to Your Company's Web Site

GSI wrote the definitive book on corporate search engine optimization, and it's due to be available in the coming months. Learn how drive traffic to you enterprise Web site.

by Mike Moran & Bill Hunt
Price: $32.99

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Search Engine Marketing, Inc. is a no-nonsense book about developing and implementing a Search Engine Marketing Program with in your organization. This book offers tips and strategies to help someone just thinking about implementing a program, as well as those currently managing large-scale search marketing programs.

This book walks the marketer through the process of understanding the marketing and sales opportunities of search vehicles. A detailed overview of how to convince management to finance your campaign and reporting on the success of the campaign is included. Additionally, this book offers step-by-step recommendations on how to effectively deploy a large-scale organic search engine optimization program.

Specific Coverage Includes:

• Step by step guide to setting up and managing a search marketing program for your organization
• Written by experts who have actually implemented these practices on corporate Web sites
• A comprehensive review encapsulating both the strategy and the nuts and bolts of an effective search marketing campaign with first-hand recommendations on how to effectively implement and manage an in-house program

More than just quick fixes, this book offers timeless strategies for implementing a program which will generate long-term results. The program focuses on your Web site’s goals (such as sales), not just high rankings in search engines. This book is written so that someone with little technical background or marketing background can understand the subject and become an expert, while still containing enough deep knowledge to satisfy those that already had some expertise before they picked up the book.

Part 1: The Basics Of Search Marketing

1. Why Search Marketing Is Important.And Difficult
• Web Search Basics
• Where Searchers Go
• Search And Your Marketing Mix
• The Challenge Of Search Success
2. How Search Engines Work
• Matching The Search Query
• Ranking The Matches
• Displaying Search Results
• Finding Web Pages For The Organic Index
• Analyzing The Content
• Building The Organic Index
• Search Relationships
3. How Search Marketing Works
• Organic Search
• Directory Listings
• Paid Placement
4. How Searchers Work
• Understanding Visitor Behavior
• Understanding The Searcher's Intent
• Understanding The Searcher's Click
• Understanding The Searcher's Follow-Through

Part 2: Develop Your Search Marketing Program

5. Identify Your Web Site's Goals
• Web Sales
• Offline Sales
• Leads
• Market Awareness
• Information And Entertainment
• Persuasion
6. Measure Your Web Site's Success
• Count Your Conversions
• Count Your Traffic
• Count Your Money
7. Measure Your Search Marketing Success
• Target Your First Search Marketing Campaign
• Assess Your Current Situation
• Calculate Your First Campaign's Opportunity
8. Define Your Search Marketing Strategy
• Choose The Scope Of Your Search Marketing Program
• Divide The Search Marketing Work
• Choose Your Search Marketing Approach
• Project Your Search Marketing Costs
9. Sell Your Search Marketing Proposal
• Assemble Your Search Marketing Proposal
• Sell Your Proposal To The Extended Search Team
• Sell Your Proposal To Executives

Part 3: Execute Your Search Marketing Program

10. Get Your Site Indexed
• What If Your Site Is Not Indexed?
• How Many Pages On Your Site Are Indexed?
• How Can More Pages From Your Site Be Indexed?
11. Choose Your Target Keywords
• The Value Of Keyword Planning
• Your Keyword Planning Philosophy
• Step-By-Step Keyword Planning
12. Optimize Your Content
• Page Attributes
• Keyword Placement
• Keyword Density
• Keyword Prominence
13. Make Search Marketing Operational
• Set Up Your Central Search Team
• Customize For Your Organization
• Integrate Into Your Organization's Development Workflow

Part 4: Advanced Topics In Search Engine Marketing

14. Dynamic Web Sites
• Optimizing Templates
• URL Conversion
• Updating Data Fields
• Session Ids
15. Increase Your Link Popularity
• Internal Linking
• Finding Quality Links
• Link Text
16. Global Search Engine Marketing
• Domain Structure
• Keyword Research
• Localization And Translation Issues
• Navigation
17. Best (And Worst) Practices
• Introduction
• What Exactly Is Spam?
• Types Of Spam
• Common Misconceptions
18. Reputation Management
• How Can You Protect Yourself?
• Deal With Negative Or Hate Sites
19. Paid Placement Advertising
20. The Future Of Search Engine Optimization And Marketing