SEO & PPC : better together / Melanie Mitchell.

Format:

Book

Author/Creator:

Mitchell, Melanie.

Language:

English

Subjects (All):

Internet marketing.

Internet advertising.

Web search engines.

Web sites--Design.

Web sites.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Other Title:

SEO and PPC

Search engine optimization & pay-per-click

Search engine optimization and pay-per-click

Place of Publication:

Upper Saddle River, N.J. : FT Press, c2012.

System Details:

text file

Summary:

In SEO & PPC: Better Together , Melanie Mitchell shows how to use search engine optimization (SEO) and pay-per-click (PPC) together to achieve better results than either can deliver alone. You’ll learn how to integrate SEO and PPC in campaigns that engage more consumers and use data from both to improve the performance of each. Mitchell begins by comparing the paid and organic search marketing “pathways,” reviewing applications, overlaps, differences, strengths, weaknesses, and tradeoffs. Next, Mitchell shows how paid search data can be a gold mine when figuring out where to focus your SEO efforts, and understanding what content to optimize or build based on your actual ROI rather than relying on indirect traffic estimates from keyword research tools. She presents the latest research on synergies between SEO and PPC, shows how to handle new analytical complexities introduced by changes in Google’s search privacy policies, and offers practical, step-by-step guidance for building a KPI-linked dashboard that organizes your data and makes it more usable. From start to finish, Mitchell’s techniques and guidance are designed to help marketers become smarter about focusing their time and budgets, evaluating current returns, and optimizing the value of every campaign they create.

Notes:

Includes bibliographical references.

Description based on online resource; title from PDF title page (Safari, viewed Sept. 10, 2012).

OCLC:

810071481