Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website, 3/e (Paperback)

Mike Moran, Bill Hunt

  • 出版商: IBM Press
  • 出版日期: 2014-12-19
  • 售價: $1,680
  • 貴賓價: 9.5$1,596
  • 語言: 英文
  • 頁數: 528
  • 裝訂: Paperback
  • ISBN: 013303917X
  • ISBN-13: 9780133039177
  • 相關分類: 行銷/網路行銷 Marketing
  • 無法訂購

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商品描述

The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value

 

For years, Search Engine Marketing, Inc. has 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.

 

Their 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.

 

Moran 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.

 

You’ll learn how search engines and search marketing work today, 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 execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to

  • Focus relentlessly on business value, not tactics
  • Overcome the obstacles that make search marketing so challenging
  • Get into your searcher’s mind, and discover how her behavior may change based on situation or device
  • Understand what happens technically when a user searches—and make the most of that knowledge
  • Create a focused program that can earn the support it will need to succeed
  • Clarify your goals and link them to specific measurements
  • Craft search terms and copy that attracts your best prospects and customers
  • Optimize content by getting writers and tech people working together
  • Address the critical challenges of quality in both paid and organic search
  • Avoid overly clever tricks that can destroy your effectiveness
  • Identify and resolve problems as soon as they emerge
  • Redesign day-to-day operating procedures to optimize search performance

Whether 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.

 

NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES

SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field

 

mikemoran.com

whunt.com

SEMincBook.com

 

商品描述(中文翻譯)

《搜索引擎行銷成功的第一步驟指南...現已更新和重新組織,以幫助您獲得更多價值》是一本實用指南,多年來一直是從搜索中獲得價值的權威指南。現在,Mike Moran和Bill Hunt完全重寫了他們的暢銷書,介紹了有價值的新策略、最佳實踐和經驗教訓。

他們重新設計和重新組織的第三版引入了一種綜合方法,將有機搜索和付費搜索相結合,並通過社交媒體互補。這種新方法可以改變您對搜索的思考方式,規劃和從中獲利。

Moran和Hunt涵蓋了成功的搜索引擎行銷的每個業務、寫作和技術要素。無論您的背景如何,他們都可以幫助您填補技能差距,並利用您已經擁有的經驗。

您將學習到搜索引擎和搜索行銷的最新工作方式,以及如何根據用戶行為對搜索者進行分段,成功預測他們的需求。您將學習制定自定義計劃的方法:確定目標、評估現狀、估算成本、選擇策略並獲得支持。接下來,您將專注於執行:確定挑戰、診斷和解決問題、測量績效並不斷改進計劃。您將學習如何:

- 無情地關注業務價值,而不是戰術
- 克服使搜索行銷如此具有挑戰性的障礙
- 了解用戶搜索時的技術過程,並充分利用這些知識
- 創建一個專注的計劃,以獲得成功所需的支持
- 明確定義目標並將其與具體的衡量標準相關聯
- 通過使用吸引最佳潛在客戶和客戶的搜索詞和內容
- 通過使作家和技術人員合作來優化內容
- 解決付費和有機搜索中的質量問題
- 避免過於聰明的技巧,可能破壞您的效果
- 盡早識別和解決問題
- 重新設計日常運營程序,以優化搜索性能

無論您是營銷人員、技術專業人員、產品經理還是內容專家,本指南將幫助您確定現實目標,制定實現這些目標的最佳實踐計劃並無瑕地實施。

《SEMincBook.com》是一個包含工具和資源的新伴侶網站,深入探討了關鍵搜索管理技術,並提供了該領域新興趨勢的更新。

mikemoran.com
whunt.com
SEMincBook.com