Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition. * Focuses on search marketing strategy rather than search optimization * Acts as a toolkit for adapting tactical techniques into search strategies * Written for marketers, therefore the consideration of the topic of search is wholly relevant for the marketing function.

Introduction to search marketing ; Your search 'toolkit'; Search engine techniques; The most common successful and unsuccessful uses of search; Research, data gathering and mapping the space; Objective 1-branding and awareness; Objective 2-sales (fully eCommerce driven business); Objective 3-lead generation; Formulating a search engine marketing plan; Staying on top of the game.

Includes bibliographical references (pages 214-217) and index.

"Search Marketing Strategies: A Marketer's Guide to Objective-Driven Success from Search Engines has been written specifically for marketing professionals who want to focus on how to gain awareness, leads and sales from the billions of searches completed each day as people seek information online about products and suppliers." "Concentrating on the strategic element, the author demonstrates how to adapt the tactical techniques, such as paid search, site-side optimization and analytics packages into search engine strategies which maximize organisations' visibility to achieve marketing or corporate objectives such as branding, sales and customer acquisition."--Jacket.

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