Search Marketing Strategies

Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition. Written specifically for marketing professionals, topics are dealt with from the point of view of the marketing function rather than the technical department, thereby assisting in the strategic aim of the company. Search engines are developing rapidly, leading marketers to realise the opportunity they create, and as a consequence they wish to utilise this opportunity as much as possible. The author helps to capture the imagination of the marketer and help channel this into producing success for the company through sea