Search Engine Marketing, Inc

Driving Search Traffic to Your Company's Web Site

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Author: Mike Moran,Bill Hunt

Publisher: Pearson Education

ISBN: 013303917X

Category: Business & Economics

Page: 528

View: 6378

This revamped edition introduces a holistic approach that integrates organic and paid searching. You'll learn how to: focus relentlessly on business value, not tactics; overcome the obstacles that make search marketing so challenging; get into your searcher's mind, and discover how her behavior may change based on situation or device; understand what happens technically when a user searches; create a focused program that can earn the support it will need to succeed; clarify your goals and link them to specific measurements; craft search terms and copy that attracts your best prospects and customers; optimize content by getting writers and tech people working together; address the critical challenges of quality in both paid and organic search; avoid overly clever tricks that can destroy your effectiveness; identify and resolve problems as soon as they emerge; and redesign day-to-day operating procedures to optimize search performance.

Search Engine Marketing, Inc.

Driving Search Traffic to Your Company's Website

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Author: Mike Moran,Bill Hunt

Publisher: IBM Press

ISBN: 0133039218

Category: Business & Economics

Page: 528

View: 4679

The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience. Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it. Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have. You’ll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to Focus relentlessly on business value, not tactics Overcome the obstacles that make search marketing so challenging Get into your searcher’s mind, and discover how her behavior may change based on situation or device Understand what happens technically when a user searches—and make the most of that knowledge Create a focused program that can earn the support it will need to succeed Clarify your goals and link them to specific measurements Craft search terms and copy that attracts your best prospects and customers Optimize content by getting writers and tech people working together Address the critical challenges of quality in both paid and organic search Avoid overly clever tricks that can destroy your effectiveness Identify and resolve problems as soon as they emerge Redesign day-to-day operating procedures to optimize search performance Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly. NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field mikemoran.com whunt.com SEMincBook.com

Encyclopedia of E-Commerce Development, Implementation, and Management

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Author: Lee, In

Publisher: IGI Global

ISBN: 1466697881

Category: Computers

Page: 2375

View: 3925

The convenience of online shopping has driven consumers to turn to the internet to purchase everything from clothing to housewares and even groceries. The ubiquity of online retail stores and availability of hard-to-find products in the digital marketplace has been a catalyst for a heighted interest in research on the best methods, techniques, and strategies for remaining competitive in the era of e-commerce. The Encyclopedia of E-Commerce Development, Implementation, and Management is an authoritative reference source highlighting crucial topics relating to effective business models, managerial strategies, promotional initiatives, development methodologies, and end-user considerations in the online commerce sphere. Emphasizing emerging research on up-and-coming topics such as social commerce, the Internet of Things, online gaming, digital products, and mobile services, this multi-volume encyclopedia is an essential addition to the reference collection of both academic and corporate libraries and caters to the research needs of graduate-level students, researchers, IT developers, and business professionals. .

Introduction to Information Retrieval

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Author: Christopher D. Manning,Prabhakar Raghavan,Hinrich Schütze

Publisher: Cambridge University Press

ISBN: 1139472100

Category: Computers

Page: N.A

View: 6545

Class-tested and coherent, this textbook teaches classical and web information retrieval, including web search and the related areas of text classification and text clustering from basic concepts. It gives an up-to-date treatment of all aspects of the design and implementation of systems for gathering, indexing, and searching documents; methods for evaluating systems; and an introduction to the use of machine learning methods on text collections. All the important ideas are explained using examples and figures, making it perfect for introductory courses in information retrieval for advanced undergraduates and graduate students in computer science. Based on feedback from extensive classroom experience, the book has been carefully structured in order to make teaching more natural and effective. Slides and additional exercises (with solutions for lecturers) are also available through the book's supporting website to help course instructors prepare their lectures.

Planet Google

One Company's Audacious Plan to Organize Everything We Know

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Author: Randall Stross

Publisher: Simon and Schuster

ISBN: 1416546960

Category: Business & Economics

Page: 288

View: 5792

Draws on interviews with Google's CEO and the heads of its newest businesses to trace the story of the company's ambitions and influence, covering such topics as its acquisition of YouTube and its role in reshaping business and culture.

The Data Warehouse Toolkit

The Definitive Guide to Dimensional Modeling

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Author: Ralph Kimball,Margy Ross

Publisher: John Wiley & Sons

ISBN: 1118732286

Category: Computers

Page: 600

View: 6994

Updated new edition of Ralph Kimball's groundbreaking book on dimensional modeling for data warehousing and business intelligence! The first edition of Ralph Kimball's The Data Warehouse Toolkit introduced the industry to dimensional modeling, and now his books are considered the most authoritative guides in this space. This new third edition is a complete library of updated dimensional modeling techniques, the most comprehensive collection ever. It covers new and enhanced star schema dimensional modeling patterns, adds two new chapters on ETL techniques, includes new and expanded business matrices for 12 case studies, and more. Authored by Ralph Kimball and Margy Ross, known worldwide as educators, consultants, and influential thought leaders in data warehousing and business intelligence Begins with fundamental design recommendations and progresses through increasingly complex scenarios Presents unique modeling techniques for business applications such as inventory management, procurement, invoicing, accounting, customer relationship management, big data analytics, and more Draws real-world case studies from a variety of industries, including retail sales, financial services, telecommunications, education, health care, insurance, e-commerce, and more Design dimensional databases that are easy to understand and provide fast query response with The Data Warehouse Toolkit: The Definitive Guide to Dimensional Modeling, 3rd Edition.

Business-to-Business Marketing

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Author: Ross Brennan,Louise Canning,Raymond McDowell

Publisher: SAGE

ISBN: 152641516X

Category: Business & Economics

Page: 416

View: 6328

‘This textbook stands out from others by combining multiple approaches to B2B marketing theory with up-to-date examples from practice. The inclusion of many international examples makes it invaluable for faculty and students worldwide. It is a must read for students and a truly refreshing addition to any marketing course.’ – Catherine Sutton-Brady, Associate Professor of Marketing, The University of Sydney Business School Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth Edition: Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015) Includes new ‘scenario’ boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles. The book is complimented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life. Suitable for all students taking B2B marketing modules.

Social Media Metrics Secrets

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Author: John Lovett

Publisher: John Wiley & Sons

ISBN: 1118149017

Category: Computers

Page: 384

View: 8159

Invaluable advice on analyzing and measuring the effects of social media Do you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media. Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics.

Building Cognitive Applications with IBM Watson Services: Volume 1 Getting Started

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Author: Dr. Alfio Gliozzo,Chris Ackerson,Rajib Bhattacharya,Addison Goering,Albert Jumba,Seung Yeon Kim,Laksh Krishnamurthy,Thanh Lam,Angelo Littera,Iain McIntosh,Srini Murthy,Marcel Ribas,IBM Redbooks

Publisher: IBM Redbooks

ISBN: 073844264X

Category: Computers

Page: 132

View: 6489

The Building Cognitive Applications with IBM Watson Services series is a seven-volume collection that introduces IBM® WatsonTM cognitive computing services. The series includes an overview of specific IBM Watson® services with their associated architectures and simple code examples. Each volume describes how you can use and implement these services in your applications through practical use cases. The series includes the following volumes: Volume 1 Getting Started, SG24-8387 Volume 2 Conversation, SG24-8394 Volume 3 Visual Recognition, SG24-8393 Volume 4 Natural Language Classifier, SG24-8391 Volume 5 Language Translator, SG24-8392 Volume 6 Speech to Text and Text to Speech, SG24-8388 Volume 7 Natural Language Understanding, SG24-8398 Whether you are a beginner or an experienced developer, this collection provides the information you need to start your research on Watson services. If your goal is to become more familiar with Watson in relation to your current environment, or if you are evaluating cognitive computing, this collection can serve as a powerful learning tool. This IBM Redbooks® publication, Volume 1, introduces cognitive computing, its motivating factors, history, and basic concepts. This volume describes the industry landscape for cognitive computing and introduces Watson, the cognitive computing offering from IBM. It also describes the nature of the question-answering (QA) challenge that is represented by the Jeopardy! quiz game and it provides a high-level overview of the QA system architecture (DeepQA), developed for Watson to play the game. This volume charts the evolution of the Watson Developer Cloud, from the initial DeepQA implementation. This book also introduces the concept of domain adaptation and the processes that must be followed to adapt the various Watson services to specific domains.

Optimization and Decision Support Design Guide: Using IBM ILOG Optimization Decision Manager

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Author: Axel Buecker,Yana Ageeva,Veronique Blanchard,Dr. Jeremy Bloom,Dr. Mehmet F. Candas,Joao Chaves,Guang Feng,Abhishek Raman,Dr. Hans Schlenker,IBM Redbooks

Publisher: IBM Redbooks

ISBN: 0738437360

Category: Computers

Page: 368

View: 2098

Today many organizations face challenges when developing a realistic plan or schedule that provides the best possible balance between customer service and revenue goals. Optimization technology has long been used to find the best solutions to complex planning and scheduling problems. A decision-support environment that enables the flexible exploration of all the trade-offs and sensitivities needs to provide the following capabilities: Flexibility to develop and compare realistic planning and scheduling scenarios Quality sensitivity analysis and explanations Collaborative planning and scenario sharing Decision recommendations This IBM® Redbooks® publication introduces you to the IBM ILOG® Optimization Decision Manager (ODM) Enterprise. This decision-support application provides the capabilities you need to take full advantage of optimization technology. Applications built with IBM ILOG ODM Enterprise can help users create, compare, and understand planning or scheduling scenarios. They can also adjust any of the model inputs or goals, and fully understanding the binding constraints, trade-offs, sensitivities, and business options. This book enables business analysts, architects, and administrators to design and use their own operational decision management solution.

The World Is Flat 3.0

A Brief History of the Twenty-first Century

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Author: Thomas L. Friedman

Publisher: Picador

ISBN: 9781429923071

Category: Social Science

Page: 672

View: 4440

This Independence Day edition of The World is Flat 3.0 includes an an exclusive preview of That Used to Be Us: How America Fell Behind in the World It Invented and How We Can Come Back, by Thomas L. Friedman and Michael Mandelbaum, on sale September 5th, 2011. A New Edition of the Phenomenal #1 Bestseller "One mark of a great book is that it makes you see things in a new way, and Mr. Friedman certainly succeeds in that goal," the Nobel laureate Joseph E. Stiglitz wrote in The New York Times reviewing The World Is Flat in 2005. In this new edition, Thomas L. Friedman includes fresh stories and insights to help us understand the flattening of the world. Weaving new information into his overall thesis, and answering the questions he has been most frequently asked by parents across the country, this third edition also includes two new chapters--on how to be a political activist and social entrepreneur in a flat world; and on the more troubling question of how to manage our reputations and privacy in a world where we are all becoming publishers and public figures. The World Is Flat 3.0 is an essential update on globalization, its opportunities for individual empowerment, its achievements at lifting millions out of poverty, and its drawbacks--environmental, social, and political, powerfully illuminated by the Pulitzer Prize--winning author of The Lexus and the Olive Tree.

Building 360-Degree Information Applications

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Author: Whei-Jen Chen,Bruce Adams,Colin Dean,Soma Shekar Naganna,Uday K Nandam,Edward Thorne,IBM Redbooks

Publisher: IBM Redbooks

ISBN: 0738439924

Category: Computers

Page: 240

View: 7468

Today's businesses, applications, social media, and online transactions generate more data than ever before. This data can be explored and analyzed to provide tremendous business value. IBM® WatsonTM Explorer and IBM InfoSphere® Master Data Management (InfoSphere MDM) enable organizations to simultaneously explore and derive insights from enterprise data that was traditionally stored in "silos" in enterprise applications, different data repositories, and in different data formats. This IBM Redbooks® publication provides information about Watson Explorer 9.0, InfoSphere MDM, and IBM InfoSphere MDM Probabilistic Matching Engine for InfoSphere BigInsightsTM (PME for BigInsights). It gives you an overview, describes the architecture, and presents use cases that you can use to accomplish the following tasks: Understand the core capabilities of Watson Explorer, InfoSphere MDM, and PME for BigInsights. Realize the full potential of Watson Explorer applications. Describe the integration and value of the combination of Watson Explorer and InfoSphere MDM. Build a 360-degree information application. Learn by example by following hands-on lab scenarios. /ul>

Social Media Marketing

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Author: Tracy L. Tuten,Michael R. Solomon

Publisher: SAGE

ISBN: 1526424541

Category: Business & Economics

Page: 448

View: 7914

**Winner of the TAA 2017 Textbook Excellence Award** “Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.” TAA Judges Panel Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives: 1. Community 2. Publishing 3. Entertainment 4. Commerce The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. Suitable for modules and courses on social media marketing.

Internet Marketing

An Hour a Day

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Author: Matt Bailey

Publisher: John Wiley & Sons

ISBN: 9781118087220

Category: Computers

Page: 600

View: 5785

Proven, task-based approach to developing winning internet marketing campaigns If you've been seeking a practical, day-by-day, do-it-yourself plan for success in your Internet marketing, this is the book for you. The latest in the very popular Hour a Day series, this book gives you step-by-step instruction and clear action plans for all crucial aspects of successful internet marketing: SEO, website optimization, integration of social media and blogs, and pay-per-click strategies. Above all, it shows you how to use analytics effectively, so you can track and understand your results, then course-correct as you need. Provides step-by-step instruction to help you design, implement, and measure an internet marketing strategy Uses the empowering and winning approach that has made the books in the Hour a Day series top sellers Breaks down intimidating topics into approachable, hour-a-day tasks Covers key topics in step-by-step detail, including SEO, website optimization and usability, analytics, blog integration, social media, and pay-per-click strategies Offers expert guidance from an experienced and well-known internet marketer, Matt Bailey Drive targeted traffic to your site, keep them there, and convert them into happy customers with this refreshingly practical, roll-up-your-sleeves guide!

SEO Made Simple

Strategies for Dominating the World's Largest Search Engine

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Author: Michael H. Fleischner

Publisher: SEO Made Simple

ISBN: 1442169206

Category: Computers

Page: 106

View: 7532

New version available! SEO Made Simple is now in its 4th edition. Visit the SEO Made Simple (fourth edition) page for more information. http: //www.amazon.com/SEO-Made-Simple-4th-Edition/dp/1494892448 More Than 30,000 Copies Sold! The original SEO Made Simple: Strategies for Dominating the World's Leading Search Engine, is a tell-all guide for anyone trying to reach the highly coveted #1 ranking on Google for their Web site or Blog. Learn from a leading Webmaster the specific SEO techniques that deliver top rankings in less than 30 days. Whether you're a search engine optimization expert or new to Web site rankings, the techniques revealed in SEO Made Simple will give you everything you need to dominate the leading search engines. Generate tons of traffic to your website absolutely FREE with top search engine placement on Google, Yahoo! and MSN. SEO Made Simple is the only resource on search engine optimization that you'll ever need.

Zero to One

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Author: Peter Thiel

Publisher: Singapore Books

ISBN: N.A

Category:

Page: 4

View: 7263

If you want to build a better future, you must believe in secrets. The great secret of our time is that there are still uncharted frontiers to explore and new inventions to create. In Zero to One, legendary entrepreneur and investor Peter Thiel shows how we can find singular ways to create those new things. Thiel begins with the contrarian premise that we live in an age of technological stagnation, even if we're too distracted by shiny mobile devices to notice. Information technology has improved rapidly, but there is no reason why progress should be limited to computers or Silicon Valley. Progress can be achieved in any industry or area of business. It comes from the most important skill that every leader must master: learning to think for yourself. Doing what someone else already knows how to do takes the world from 1 to n, adding more of something familiar. But when you do something new, you go from 0 to 1. The next Bill Gates...

Information Architecture for the World Wide Web

Designing Large-Scale Web Sites

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Author: Peter Morville,Louis Rosenfeld

Publisher: "O'Reilly Media, Inc."

ISBN: 9780596553807

Category: Computers

Page: 528

View: 1006

The post-Ajaxian Web 2.0 world of wikis, folksonomies, and mashups makes well-planned information architecture even more essential. How do you present large volumes of information to people who need to find what they're looking for quickly? This classic primer shows information architects, designers, and web site developers how to build large-scale and maintainable web sites that are appealing and easy to navigate. The new edition is thoroughly updated to address emerging technologies -- with recent examples, new scenarios, and information on best practices -- while maintaining its focus on fundamentals. With topics that range from aesthetics to mechanics, Information Architecture for the World Wide Web explains how to create interfaces that users can understand right away. Inside, you'll find: An overview of information architecture for both newcomers and experienced practitioners The fundamental components of an architecture, illustrating the interconnected nature of these systems. Updated, with updates for tagging, folksonomies, social classification, and guided navigation Tools, techniques, and methods that take you from research to strategy and design to implementation. This edition discusses blueprints, wireframes and the role of diagrams in the design phase A series of short essays that provide practical tips and philosophical advice for those who work on information architecture The business context of practicing and promoting information architecture, including recent lessons on how to handle enterprise architecture Case studies on the evolution of two large and very different information architectures, illustrating best practices along the way How do you document the rich interfaces of web applications? How do you design for multiple platforms and mobile devices? With emphasis on goals and approaches over tactics or technologies, this enormously popular book gives you knowledge about information architecture with a framework that allows you to learn new approaches -- and unlearn outmoded ones.

The Referral Engine

Teaching Your Business to Market Itself

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Author: John Jantsch

Publisher: Penguin

ISBN: 9781101429518

Category: Business & Economics

Page: 256

View: 5386

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you. The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company. Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends-it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: -Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening. -The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical. -Educate your customers. Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to. The secret to generating referrals lies in understanding the "Customer Referral Cycle"-the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine. This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.

Insider SEO & PPC

Get Your Website to the Top of the Search Engines

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Author: Andreas Ramos,Stephanie Cota

Publisher: Jain Publishing Company

ISBN: 9780875730882

Category: Computers

Page: 256

View: 7205

"Looking to increase Your Sales? Here is your solution. Through proven, real-life case studies, insider tips and tricks, and informative interviews with the experts at Google, Microsoft, and top SEO companies, we tell you how."--BOOK JACKET.