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Search Engine Marketing

Revolutionise Your Internet Marketing

Search Engine Marketing, by Andreas Ramos and Stephanie Cota
By Andreas Ramos and Stephanie Cota

Published by McGraw Hill (2009)
Paperback, 267 pages
ISBN: 978-0-07-159733-3

This book is one of the few search engine marketing books that provides a wide-ranging view of all the main factors that can help companies take advantage of today's Internet marketing strategies to reach customers, increase sales, and establish 'performance-based marketing'. It explains how to use web analytics, key performance indicators (KPIs), search engine optimisation (SEO), and pay-per-click (PPC) search marketing as the critical tools for success.

Multi-channel marketing is also covered - using radio, TV, and print to broadcast a message, plus it includes revealing interviews with industry experts as well as valuable tips on vendor selection tchniques.

Topics covered in the book include ways to:

• track and measure both digital and traditional marketing with analytics
• define and use KPIs to manage campaigns and channels for maximum profitability
• employ SEO strategies to increase leads, conversions and sales
• understand how website architecture, keywords, tags, and sitemaps affect search results
• use PPC to place ads in search engines, radio, TV and newspapers
• get hands-on strategies for maximising Google Analytics and Google Adwords.

Overall the book provides an up-to-date guide on the best ways to implement an effective, integrated marketing program for a business website, using all the tools and techniques currently available.

Buy this book at a discount from Amazon.com or from Fishpond