Part III: Execute Your Search Marketing Program
Search marketing is at the convergence of business and technology. To successfully execute a search marketing program, you’ll need to tame the technology while sticking with sound business procedures across your team. That’s what Part III is all about.
We begin in Chapter 6, “Choose Your Target Market Segments,” with your target market: searchers. What words are they using to find what they want? Which ones should you be targeting in your search marketing campaigns? Your marketers must understand how to identify what searchers are looking for.
Chapter 7, “Get Your Content Listed,” focuses on getting your content listed in search engines. For organic search, your technologists must ensure that your ...
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