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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website, Third Edition by Bill Hunt, Mike Moran

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Chapter 1. How Search Marketing Works

Search marketing. Perhaps you’ve heard this term kicked around, but you don’t know what it means. Or, if you do know, you don’t know where to start. As with anything new, if you take it step by step, you can learn it. A systematic approach can lead to search marketing success in any organization.

When someone types a word into Google (or another search engine), sees a page listed from your site, and clicks through to visit your site, you have attracted a searcher. If you do nothing at all, searchers will still find your site—sometimes. To maximize the number of searchers coming to your site, however, you must take specific actions to attract visitors to your site from search sites. That’s search engine marketing ...

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