- Offers a thorough overview of search marketing concepts, frameworks and initiatives that marketing strategists can use today
- Provides essential guidance for an integrated strategy that includes on-page SEO, off-page SEO and content marketing
- Walks readers through essential SEM elements, including quality score, ad text and ad extensions
- Includes frameworks for building keyword maps using consumer search data and innovative ways to get your teams to enhance the ROI from SEM campaigns
- Brings together two fundamental digital marketing components (SEO and SEM) in terms of strategy, implementation, measurement and optimization
Search Marketing
A Strategic Approach to SEO and SEM
Enhance your knowledge of search marketing and the broader marketing strategy by taking a strategic approach to search engine optimization (SEO) and search engine marketing (SEM).
Key features at a glance
Temporarily Unavailable
EAN: 9781398612808
Edition: 1
Published:
Format: 235x155
312 pages
About the book
Increase the power of your marketing budget and enhance customer reach with fundamental search marketing efforts, SEO and SEM.
This comprehensive guide delves into the dynamic world of both paid and organic search marketing strategies, providing an in-depth understanding of the tactics and techniques that drive successful online visibility and business growth. As the digital marketing landscape continues to evolve, this work gets more technical, time-consuming and costly. Discover how to approach both paid and organic search marketing like a digital strategist by reading this book from digital marketing expert and educator, Kelly Cutler.
Search Marketing offers insights into high-level fundamentals and advanced applications. Designed to help marketers and businesses leaders get more from this essential digital marketing tactic, the book dives into what marketers can do today to help their companies take a more controlled, intentional, and strategic approach to SEO and SEM.
The book delivers techniques for increasing visibility, driving qualified traffic, measuring the success and functionality of SEO, SEM campaigns and advanced methods for campaign optimization. Readers will walk away knowing how to take a more informed approach to the business they bring from sites like Google and Bing, while gaining the insight necessary to effectively oversee search marketing at a strategic level.
About the authors
Kelly Cutler is a seasoned entrepreneur, technology executive, educator and business leader based in Chicago, Illinois. Through her consulting business, she guides companies across sizes and industries in their digital marketing and technology strategies. As a faculty member at Northwestern University, Kelly also teaches marketing and communication courses throughout various programs at Medill, the Kellogg School of Management and the School of Professional Studies (SPS).
Cutler's expertise in search marketing shines through every page of this thoughtful and practical guide to search marketing. This is a book that will help marketers at all levels think strategically about how to apply search to profitably grow their businesses, get the most out of their search marketing spend and enrich their customer interactions. Cutler's writing brings the same energy, enthusiasm and passion to this subject as she does to the classroom and readers will surely be the beneficiaries.
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