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Step-by-step guide to setting up and managing a search marketing program for your organization

Best practices, tips, and cost-saving measures from two of the world's premier experts

Effective search engine optimization (SEO) and search engine marketing (SEM) is now crucial to the success of your business. But it's never been more challenging¡ªespecially if you're responsible for a large, complex site. Finally, there's a definitive source for reliable information for implementing an effective search engine optimization and marketing program for your business. In Search Engine Marketing, Inc., ibm.com's site architect and a world-leading enterprise SEO consultant present best practices, step-by-step techniques, and hard-won tips for driving maximum traffic at minimum cost.

The authors begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they're trying to find information. You'll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution. Drawing on their unsurpassed experience, the authors systematically address every issue you're likely to encounter, from enforcing search-engine friendly content standards through hiring consultants. You'lllearn how to:

Handle the unique optimization and marketing challenges associated with large sites

Create site standards that codify best SEO/SEM practices

Align search marketing with your company's strategic and tactical goals

Automate checking and reporting for every page on your site

Create monthly scorecards and use them to drive improvement

Provide effective guidance to content developers and designers, in language they'll understand

Get your site indexed, choose target keywords, optimize content, and attract links

Make the most of the leading search engines and specialized and local search

Ensure that paid search efforts deliver optimal results, cost-effectively

Measure site-wide success rates across multiple systems and technologies

Hire the left SEO consultant¡ªand avoid the wrong ones

Whether you're a marketing, Web, or IT professional, product manager, or content specialist, this book will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

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