Search Engine Marketing

Revolutionise Your Internet Marketing

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