Part 2 Develop Your Search Marketing Program
Search marketing is unlike other marketing programs, because it requires the support of many people within your organization. To gain their support, you need to develop a very clear program whose value can be explained to anyone. Part 2 is where you learn to do that.
First, in Chapter 5, “Identify Your Web Site’s Goals,” we figure out your Web site’s basic purpose. Is it an e-commerce site? A site to build brand awareness for higher offline sales? A way to get volunteers for your nonprofit organization? Regardless, your Web site has a purpose, and your search marketing program must help your organization fulfill that purpose.
With your goals identified, Chapter 6, “Measure Your Web Site’s Success,” ...
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