{"product_id":"9780133039177","title":"Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website","description":"\u003cp\u003e \u003cb\u003eThe #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eFor years, \u003ci\u003eSearch Engine Marketing, Inc. \u003c\/i\u003ehas been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eTheir revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eMoran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eYou’ll learn how search engines and search marketing work \u003ci\u003etoday\u003c\/i\u003e, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on \u003ci\u003eexecution\u003c\/i\u003e: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003e Focus relentlessly on business value, not tactics \u003c\/li\u003e \u003cli\u003e Overcome the obstacles that make search marketing so challenging \u003c\/li\u003e \u003cli\u003e Get into your searcher’s mind, and discover how her behavior may change based on situation or device \u003c\/li\u003e \u003cli\u003e Understand what happens technically when a user searches—and make the most of that knowledge \u003c\/li\u003e \u003cli\u003e Create a focused program that can earn the support it will need to succeed \u003c\/li\u003e \u003cli\u003e Clarify your goals and link them to specific measurements \u003c\/li\u003e \u003cli\u003e Craft search terms and copy that attracts your best prospects and customers \u003c\/li\u003e \u003cli\u003e Optimize content by getting writers and tech people working together \u003c\/li\u003e \u003cli\u003e Address the critical challenges of quality in both paid and organic search \u003c\/li\u003e \u003cli\u003e Avoid overly clever tricks that can destroy your effectiveness \u003c\/li\u003e \u003cli\u003e Identify and resolve problems as soon as they emerge \u003c\/li\u003e \u003cli\u003e Redesign day-to-day operating procedures to optimize search performance \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWhether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eNEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eSEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003emikemoran.com\u003c\/p\u003e\u003cp\u003ewhunt.com\u003c\/p\u003e\u003cp\u003eSEMincBook.com\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"IBM Press","offers":[{"title":"Default Title","offer_id":47022093730032,"sku":"9780133039177","price":44.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780133039177_p0.jpg?v=1763642137","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780133039177","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}