Search Marketing

A Strategic Approach to Seo and Sem
1. Auflage 2023
ISBN: 978-1-3986-1280-8
Verlag: Kogan Page

Buch, Englisch, 312 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 705 g

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.

Autoren/Hrsg.

Cutler, Kelly

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• Section - 01: The fundamentals of search;
• • Chapter - 01: An overview of search;
• Section - 02: SEO;
• • Chapter - 02: Search engines and web traffic ;
  • Chapter - 03: The Functionality of SEO;
  • Chapter - 04: A Winning SEO Framework;
  • Chapter - 05: Publishing SEO-friendly Content;
  • Chapter - 06: Measuring Successful SEO Outcomes;
• Section - 03: SEM;
• • Chapter - 07: Overview of SEM;
  • Chapter - 08: Successful SEM Campaigns;
  • Chapter - 09: Refreshing the SEM Approach;
  • Chapter - 10: Advanced Techniques to Measure and Optimize a Campaign;
• Section - 04: Conclusion;
• • Chapter - 11: Working together with SEO and SEM;
  • Chapter - 12: The Future of Search Marketing;

Über Autor(innen)

Cutler, Kelly
Kelly Cutler is a seasoned entrepreneur, technology executive, educator and business leader based in Chicago, Illinois. She brings over two decades of experience, with previous strategic insights from the early days of AOL and later at Cars.com. Through her technology consulting company Kona, she has consulted with CDW in the areas of leadership, digital transformation and learning development. She has worked with companies across industries and geographies including Johns Hopkins, Zebra Technologies, The Los Angeles Film Festival and Ryland Homes. Cutler holds a Master of Science from Northwestern University's Information, Design and Strategy program where she studied data strategy, leadership and communication.

In her current role at Northwestern University, Cutler teaches at Medill, Kellogg Executive Education and the School of Professional Studies (SPS). Prior to joining Northwestern, Cutler taught at DePaul University Kellstadt Marketing Center for nearly ten years. She has extensive experience in training, running workshops and speaking at industry conferences around the country.

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).