About The Book
Search Engine Marketing Demystified
The Internet offers amazing access to a world of customers, BUT…
- You have an amazing website but low sales… NOW WHAT?
- What are the perfect keywords to drive sales through search engines?
- If you are not on 1st page results YOU DON’T EXIST
- Search results are NO ACCIDENT
If they can’t find you, they can’t buy from you. Hundreds of millions of online search happen every day. ARE THEY FINDING YOU?
This high-energy, irreverent and wildly-informative book is not for you IT staff! It is for everyone who is responsible for attracting customers and driving sales. You will leave with PUT TO WORK strategies and a great understanding of how search engines find you. You will learn the steps you need to take to direct a successful, online marketing effort.
Topics featured include:
1. The Basics on Search Engine Marketing
This chapter offers insights into the strategy of Search Engine Marketing, as well as defines key industry terms including Findability, Keywords, Search Engines, Search Engine Results, Search Engine Marketing, Paid Search, Natural Search, Search Engine Optimization, Organic and PPC Placement, Internet Ad and Conversions. Additionally Chapter 1 provides a landscape of the industry, outlines the market share of each of the major Search Engine players, and debunks some common myths regarding Search Engine Marketing.
Click Here to Listen to an Excerpt from Chapter 1
2. First Things First- Conducting your Paid Search Campaign
This chapter provides introductory information regarding running a Pay-Per-Click campaign. Chapter two give a comprehensive overview to what you need to be aware of before conducting a Paid Search campaign, including insights into tightening your focus, as well strategies to target good clicks and prevent bad clicks.
Click Here to Listen to an Excerpt from Chapter 2
3. How People Search, Shop and Buy Online
Chapter three gives one of the most crucial descriptions in the book. This chapter categorizes Internet users into three categories on the Path to Purchase, details which category businesses should target, and gives readers tools and tactics to target those key consumers.
Click Here to Listen to an Excerpt from Chapter 3
4. The Art of the Keyword
Selecting the right keywords is as much of an art as it is a science. This book gives provides readers an excellent scientific process to follow to select keywords and run a successful campaign, however Chapter 4 dives into the art of how to indentify your consumer’s path to purchase, indentify the best keyword string, and know what you should be giving customers at each step (as they keep adding variables to their search).
Click Here to Listen to an Excerpt from Chapter 4
5. Keyword Alignment on the Path to Purchase
Chapter 5 provides strategies to being clear about your customers’ intent at each stage of the buying cycle and understanding their keyword tails and search strings. Chapter 5 also goes in-depth regarding the difference between Information Gathering, Shopping and Purchasing keyword trails, and why that is significant for your Search Engine Marketing efforts.
Click Here to Listen to an Excerpt from Chapter 5
6. The Keyword Discovery Process
Chapter 6 gives readers tools and tactics for researching and developing solid keyword lists. Chapter 6 provides details into how website owners should map their keyword strategy, including strategies to refining your positioning statement for an online audience, advice for conducting a successful brainstorming session, instructions and links for free and low-cost keyword research tools, and an outline on how to build an excellent negative keyword list.
Click Here to Listen to an Excerpt from Chapter 6
7. Grouping and Themeing to Complete the Keyword List
Chapter 7 provides a landscape on how to group your keywords, including details on how to organize and refine your keywords based on customer experience. This chapter also gives insights into why grouping and themeing is critical to a successful campaign, and how to combine keywords to focus on your customers’ buying cycle.
Click Here to Listen to an Excerpt from Chapter 7
8. Location, Location, Location- Targeting a Geographic Audience
Chapter 8 asks readers to take an in-depth look at their target audience and gives tactics and strategies which could save a company thousands of dollars each year. This chapter outlines how to geographically target consumers, defines the difference between Geotargeting and Geographic Modifiers, and explains how to select a targeting method based on your business model.
Click Here to Listen to an Excerpt from Chapter 8
9. Seasonality
Chapter 9 gives businesses tactics and strategies for adjusting your paid search campaign for seasonal searches. In addition, this chapter provides surprising insights for businesses that are not typically considered seasonal, yet still may be affected by seasonality online.
Click Here to Listen to an Excerpt from Chapter 9
10. Writing your Ad Text
As one of the longer chapters, Chapter 10 dives into the strategies and tactics of writing compelling and successful ad text. This chapter outlines the rules and regulations for ad text in each search engine, as well as gives a step-by-step set of instructions for developing ad text, including little-known tips and tricks that will go a long way to improving your click rate.
Click Here to Listen to an Excerpt from Chapter 10
11. After the Click
Chapter 11 defines one of the biggest make-or-break elements of a successful Paid Advertising campaign- the Google Quality Score. This chapter gives strategies and tactics website owners can implement to improve their quality score, including how to design a landing page that will dramatically improve the user experience.
Click Here to Listen to an Excerpt from Chapter 11
12. Bidding and Budgeting
Chapter 12 gives readers great perspective into one of the most complex and individualized elements of paid search advertising- bidding on the right keywords and setting your budget to succeed without wasting money and resources. Chapter 12 gives tools which allow website owners to research the costs of potential keywords as well as measure traffic for each keyword, advice on setting a bid and budget, and an ongoing bid strategy.
Click Here to Listen to an Excerpt from Chapter 12
13. Account Deployment
After spending the time developing a successful paid advertising strategy, Chapter 13 gives readers a checklist for launching their campaign. This chapter gives advice for selecting strategic search engines to begin with, cautions on common mistakes such as account defaults, and provides an easy to follow 9-step account launch process.
Click Here to Listen to an Excerpt from Chapter 13
14. The Care and Feeding of Your Search Engine Marketing Campaign
Chapter 14 gives excellent strategies on how to manage your paid advertising campaign. This chapter provides timelines for campaign adjustments, keyword patterns to watch for, and negative keyword list management tactics.
Click Here to Listen to an Excerpt from Chapter 14
15. Hiring Help
Chapter 15 is a guide for companies who are trying to determine whether to hire an agency or keep your Internet Marketing in-house. This chapter provides an extensive list of guidelines for selecting an agency, including the certifications and credentials you should expect from an agency.
Click Here to Listen to an Excerpt from Chapter 15
16. Search Engine Optimization (SEO)
One you have implemented a successful Paid Search campaign for a sufficient length of time, Chapter 16 provides the “how-to” guide of transferring those learnings into your website. This chapter explains how PPC and SEO combine, as well as provides tools you can use to make the transition easy and seamless. In addition, Chapter 16 provides an easy to follow, 7-step roadmap on optimizing your website for natural listings. This chapter also gives linking strategies and explains the difference between good and bad links and why that matters to the Search Engines.
