Search Engine Marketing Inc

Author: Mike Moran
Publisher: Pearson Education
ISBN: 9780133039177
Release Date: 2014-12-09
Genre: Business & Economics

This revamped edition introduces a holistic approach that integrates organic and paid searching. 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; 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; and redesign day-to-day operating procedures to optimize search performance.

Search Engine Marketing Inc

Author: Mike Moran
Publisher: IBM Press
ISBN: 9780133039214
Release Date: 2014-12-09
Genre: Business & Economics

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

Encyclopedia of E Commerce Development Implementation and Management

Author: Lee, In
Publisher: IGI Global
ISBN: 9781466697881
Release Date: 2016-03-31
Genre: Computers

The convenience of online shopping has driven consumers to turn to the internet to purchase everything from clothing to housewares and even groceries. The ubiquity of online retail stores and availability of hard-to-find products in the digital marketplace has been a catalyst for a heighted interest in research on the best methods, techniques, and strategies for remaining competitive in the era of e-commerce. The Encyclopedia of E-Commerce Development, Implementation, and Management is an authoritative reference source highlighting crucial topics relating to effective business models, managerial strategies, promotional initiatives, development methodologies, and end-user considerations in the online commerce sphere. Emphasizing emerging research on up-and-coming topics such as social commerce, the Internet of Things, online gaming, digital products, and mobile services, this multi-volume encyclopedia is an essential addition to the reference collection of both academic and corporate libraries and caters to the research needs of graduate-level students, researchers, IT developers, and business professionals. .

Internet Marketing

Author: Matt Bailey
Publisher: John Wiley & Sons
ISBN: 1118087224
Release Date: 2011-04-27
Genre: Computers

Proven, task-based approach to developing winning internet marketing campaigns If you've been seeking a practical, day-by-day, do-it-yourself plan for success in your Internet marketing, this is the book for you. The latest in the very popular Hour a Day series, this book gives you step-by-step instruction and clear action plans for all crucial aspects of successful internet marketing: SEO, website optimization, integration of social media and blogs, and pay-per-click strategies. Above all, it shows you how to use analytics effectively, so you can track and understand your results, then course-correct as you need. Provides step-by-step instruction to help you design, implement, and measure an internet marketing strategy Uses the empowering and winning approach that has made the books in the Hour a Day series top sellers Breaks down intimidating topics into approachable, hour-a-day tasks Covers key topics in step-by-step detail, including SEO, website optimization and usability, analytics, blog integration, social media, and pay-per-click strategies Offers expert guidance from an experienced and well-known internet marketer, Matt Bailey Drive targeted traffic to your site, keep them there, and convert them into happy customers with this refreshingly practical, roll-up-your-sleeves guide!

Social Media Metrics Secrets

Author: John Lovett
Publisher: John Wiley & Sons
ISBN: 9781118149010
Release Date: 2011-07-07
Genre: Computers

Invaluable advice on analyzing and measuring the effects of social media Do you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media. Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics.

Planet Google

Author: Randall Stross
Publisher: Simon and Schuster
ISBN: 9781416546962
Release Date: 2009-09-22
Genre: Business & Economics

Draws on interviews with Google's CEO and the heads of its newest businesses to trace the story of the company's ambitions and influence, covering such topics as its acquisition of YouTube and its role in reshaping business and culture.

Website Visibility

Author: Melius Weideman
Publisher: Elsevier
ISBN: 9781780631790
Release Date: 2009-09-22
Genre: Computers

The quest to achieve high website rankings in search engine results is a prominent subject for both academics and website owners/coders. Website Visibility marries academic research results to the world of the information practitioner and contains a focused look at the elements which contribute to website visibility, providing support for the application of each element with relevant research. A series of real-world case studies with tested examples of research on website visibility elements and their effect on rankings are reviewed. Written by a well-respected academic and practitioner in the field of search engines Provides practical and real-world guidance for real-world situations Based on actual research in the field, which is often used to confirm or refute beliefs in the industry

Social Media Marketing

Author: Tracy L. Tuten
Publisher: SAGE
ISBN: 9781526424549
Release Date: 2017-11-25
Genre: Business & Economics

**Winner of the TAA 2017 Textbook Excellence Award** “Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.” TAA Judges Panel Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives: 1. Community 2. Publishing 3. Entertainment 4. Commerce The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. Suitable for modules and courses on social media marketing.

Inbound Marketing Revised and Updated

Author: Brian Halligan
Publisher: John Wiley & Sons
ISBN: 9781118896709
Release Date: 2014-08-06
Genre: Business & Economics

Attract, engage, and delight customers online Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online is a comprehensive guide to increasing online visibility and engagement. Written by top marketing and startup bloggers, the book contains the latest information about customer behavior and preferred digital experiences. From the latest insights on lead nurturing and visual marketing to advice on producing remarkable content by building tools, readers will gain the information they need to transform their marketing online. With outbound marketing methods becoming less effective, the time to embrace inbound marketing is now. Cold calling, e-mail blasts, and direct mail are turning consumers off to an ever-greater extent, so consumers are increasingly doing research online to choose companies and products that meet their needs. Inbound Marketing recognizes these behavioral changes as opportunities, and explains how marketers can make the most of this shift online. This not only addresses turning strangers into website visitors, but explains how best to convert those visitors to leads, and to nurture those leads to the point of becoming delighted customers. Gain the insight that can increase marketing value with topics like: Inbound marketing – strategy, reputation, and tracking progress Visibility – getting found, and why content matters Converting customers – turning prospects into leads and leads into customers Better decisions – picking people, agencies, and campaigns The book also contains essential tools and resources that help build an effective marketing strategy, and tips for organizations of all sizes looking to build a reputation. When consumer behaviors change, marketing must change with them. The fully revised and updated edition of Inbound Marketing is a complete guide to attracting, engaging, and delighting customers online.

Insider SEO PPC

Author: Andreas Ramos
Publisher: Jain Publishing Company
ISBN: 0875730884
Release Date: 2006
Genre: Computers

"Looking to increase Your Sales? Here is your solution. Through proven, real-life case studies, insider tips and tricks, and informative interviews with the experts at Google, Microsoft, and top SEO companies, we tell you how."--BOOK JACKET.

Digital Marketing Analytics

Author: Chuck Hemann
Publisher: Que Publishing
ISBN: 9780134998657
Release Date: 2018-04-23
Genre: Business & Economics

Distill Maximum Value from Your Digital Data! Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize—because you can’t measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem “Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.” —Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

Designing Great Data Products

Author: Jeremy Howard
Publisher: "O'Reilly Media, Inc."
ISBN: 9781449333683
Release Date: 2012-03-23
Genre: Computers

In the past few years, we’ve seen many data products based on predictive modeling. These products range from weather forecasting to recommendation engines like Amazon's. Prediction technology can be interesting and mathematically elegant, but we need to take the next step: going from recommendations to products that can produce optimal strategies for meeting concrete business objectives. We already know how to build these products: they've been in use for the past decade or so, but they're not as common as they should be. This report shows how to take the next step: to go from simple predictions and recommendations to a new generation of data products with the potential to revolutionize entire industries.

Business to Business Marketing

Author: Ross Brennan
Publisher: SAGE
ISBN: 9781526415172
Release Date: 2017-05-15
Genre: Business & Economics

‘This textbook stands out from others by combining multiple approaches to B2B marketing theory with up-to-date examples from practice. The inclusion of many international examples makes it invaluable for faculty and students worldwide. It is a must read for students and a truly refreshing addition to any marketing course.’ – Catherine Sutton-Brady, Associate Professor of Marketing, The University of Sydney Business School Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth Edition: Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015) Includes new ‘scenario’ boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles. The book is complimented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life. Suitable for all students taking B2B marketing modules.

An Introduction to Search Engines and Web Navigation

Author: Mark Levene
Publisher: John Wiley & Sons
ISBN: 1118060342
Release Date: 2011-01-14
Genre: Computers

This book is a second edition, updated and expanded to explain the technologies that help us find information on the web. Search engines and web navigation tools have become ubiquitous in our day to day use of the web as an information source, a tool for commercial transactions and a social computing tool. Moreover, through the mobile web we have access to the web's services when we are on the move. This book demystifies the tools that we use when interacting with the web, and gives the reader a detailed overview of where we are and where we are going in terms of search engine and web navigation technologies.

Optimization and Decision Support Design Guide Using IBM ILOG Optimization Decision Manager

Author: Axel Buecker
Publisher: IBM Redbooks
ISBN: 9780738437361
Release Date: 2012-10-10
Genre: Computers

Today many organizations face challenges when developing a realistic plan or schedule that provides the best possible balance between customer service and revenue goals. Optimization technology has long been used to find the best solutions to complex planning and scheduling problems. A decision-support environment that enables the flexible exploration of all the trade-offs and sensitivities needs to provide the following capabilities: Flexibility to develop and compare realistic planning and scheduling scenarios Quality sensitivity analysis and explanations Collaborative planning and scenario sharing Decision recommendations This IBM® Redbooks® publication introduces you to the IBM ILOG® Optimization Decision Manager (ODM) Enterprise. This decision-support application provides the capabilities you need to take full advantage of optimization technology. Applications built with IBM ILOG ODM Enterprise can help users create, compare, and understand planning or scheduling scenarios. They can also adjust any of the model inputs or goals, and fully understanding the binding constraints, trade-offs, sensitivities, and business options. This book enables business analysts, architects, and administrators to design and use their own operational decision management solution.