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- Wiley
More About This Title The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing
- English
English
Readers' Benefits from The Findability Formula:
* A complete step-by-step approach to search engine marketing applicable to any product or service, The Findability Formula will include easy-to-follow instruction from chapter to chapter as well as launch checklists in the appendix.
* The most up-to-date search research and statistics available, including uncommon ways to connect with your online buyer.
* Shows the reader how to avoid common search marketing mistakes that cost big money. How to not be bullied and take control of in-house e-commerce department strategies and SEM agencies.
* A small company can compete successfully in search with larger, well-established competitors. How to work smarter to get even better search engine "findability".
* Maximizes the reader's investment. The reader won't waste money by needlessly paying for "clicks" from customers who have no intention of buying. The investment in this book will be repaid thousands of times over.
* Saves time, money and energy in creating in-house search marketing programs and properly tracking results by keyword. Negates the need to hire outside SEM agencies
- English
English
Heather Lutze is a nationally recognized Internet marketing speaker and consultant on search strategies. She has more than ten years of hands-on management experience in pay per click, search engine optimization, and landing page testing. She is also the founder of Lutze Consulting, a search marketing agency that helps companies improve their results and increase sales through paid search and organic search optimization.
- English
English
Introduction.
Who This Book Is For.
How This Book Is Different.
The Secret Agent Pen Epiphany.
About The Author.
Chapter 1. The Basics.
Chapter 2. First Things First.
Chapter 3. How People Search, Shop and Buy Online.
Chapter 4. The Art of the Keyword.
Chapter 5. Keyword Alignment on the Path to Purchase.
Chapter 6. The Keyword Discovery Process.
Chapter 7. Grouping & Theming To Complete Your Keyword List.
Chapter 8. Location, Location, Location.
Chapter 9. Seasonality.
Chapter 10. Writing Your Ad Text.
Chapter 11. After The Click.
Chapter 12. Bidding and Budgeting.
Chapter 13. Account Deployment.
Chapter 14. The Care and Feeding of Your Search Marketing Campaign.
Chapter 15. Hiring Help.
Chapter 16. SEO.
Appendix I. The Top Five Errors To Avoid.
Appendix II. PPC Keyword Bidding – The Experts Weigh In.
Appendix III. Launch Checklist.
Appendix IV. Resources.