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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).
EAN: 9781398612808
Edition: 1
Format: 234 x 156
304 pages

FREE UK and US delivery

About the book

Increase the power of your marketing budget and enhance customer reach by using the fundamentals of search marketing, SEO and SEM.

Marketers need to know what their target audience is looking for, where they are looking for it and what they are clicking on. As the digital marketing landscape continues to evolve, this work gets more technical and, for those without formal training, time consuming. Discover how to approach search like a digital marketing strategist by reading this book from marketing strategist and search expert Kelly Cutler.

Search Marketing offers insights into high-level strategy and the in-depth application of search. 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 and strategic approach to SEO and SEM.

The book dives into strategies for driving qualified traffic, measuring the success and functionality of SEO, SEM campaigns and advanced techniques 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 and manage SEO, SEM and web analytics on a strategic level.

About the authors

Kelly Cutler is a seasoned entrepreneur, technology executive, educator and business leader based in Chicago, Illinois. She has a technology consulting company called Kona. Cutler has worked with companies across industries and geographies including Johns Hopkins, Zebra Technologies, The Los Angeles Film Festival and Ryland Homes. She teaches search marketing courses at Northwestern University's Medill, Kellogg Executive Education and the School of Professional Studies (SPS).

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