Part 1. The Basics of Search Marketing

You are ready to go. You are motivated. You are just itching to dive into search marketing. But where do you start? The basics, that's where.

First, in Chapter 1, “Why Search Marketing Is Important … and Difficult,” we examine what search marketing is all about. We look at the way search usage is exploding and why search marketing is so valuable to your organization—how it can drive visitors to your Web site. You will be convinced that your Web site cannot ignore Web searchers any longer. But before being overcome by irrational exuberance, we also take a cold look at why some companies find search marketing so hard to do—and why the larger your Web site, the tougher it is.

Building on that overview, Chapter ...

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