Pro Marketing and Search Engine Optimization

1. Auflage 2016
ISBN: 978-1-4302-6800-0
Verlag: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

Buch, Englisch, 375 Seiten, Format (B × H): 155 mm x 235 mm

This book provides a full run-down as to how marketing over the Internet works, and how you can use that knowledge to bring visitors and customers to your site. Pro Marketing and Search Engine Optimization begins by defining the essentials of sales and marketing on the Internet. You will get a foundation of the tools that are available, and when to use which tool to improve your business site’s performance. You will learn techniques such as page customization and search engine optimization that you can use for drawing traffic to your site. You will also learn how to use analytics to understand your site's visitors and tune your site to make it more useful for them and more attractive to future visitors.

Using free tools, particularly Google's excellent analytics and webmaster tools, you can research what your site's customer demographic is looking for, link your site into those search subjects, test what they respond to, discover which parts of your site are working, and refine that research over time into a specific marketing and site model that delivers qualified visitors into the sales funnel of the website cost effectively. Pro Marketing and Search Engine Optimization also describes how to get the most from pay-per-click advertising so that you can monetize your website content.

What You Will Learn:

- How to implement SEO

- All about Sales and Marketing strategies on web

- Discover sales funnels and how they are impacted by the web marketing models

- Refine / Define your products or services better to gaining new customers costs effectively

- Perform routine maintenance of your site to ensure many years of smooth riding

Who This Book is For:

Pro Marketing and Search Engine Optimization is for the small business owners or traditional sales and marketing professional confused by the world of Internet marketing. How to build a site is only part of the solution, but knowing how to build it to support growth is key. We know that costs for outside contractors for Search Engine Optimization and Pay Per Click advertising are not cheap. This book educates and demonstrates to those companies with smaller budgets how to approach this cost effectively on their own, or to ask the right questions of those external contractors to get the best value for their investments in contractors or online marketing efforts.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Head, John

Heatherly, Thomas

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung Web Graphik & Design, Web-Publishing

Inhaltsverzeichnis

Part I: Basics of WordPress Sales and Marketing
Chapter 1: Understanding Sales and Marketing
Chapter 2: How Marketing Differs in WordPress
Chapter 3: Defining Your WordPress Site Proposition

Part II: WordPress Marketing Tools
Chapter 4: Keywords, Tags, and Search Engine Optimization
Chapter 5: Pay Per Click Advertising
Chapter 6: Analytics

Part III: The Basic Steps
Chapter 7: Getting Visitors to Your WordPress Site
Chapter 8: Getting Positive Engagement
Chapter 9: Converting from Visitors to Customers
Chapter 10: Getting More Per Sale

Part IV: The Process
Chapter 11: Understanding Your Customer
Chapter 12: Fine-Tuning the WordPress Site Definition
Chapter 13: Getting Analytics Running
Chapter 14: Implementing SEO
Chapter 15: Optimizing Your WordPress Setup
Chapter 16: Updating Site Keywords in Your WordPress Content
Chapter 17: Creating a PPC Campaign

Part V: Testing
Chapter 18: What Works
Chapter 19: What Ads Work
Chapter 20: Testing Variations on Ads and WordPress Pages

Appendix A: Summary Checklists

Über Autor(innen)

John R. Head is a unique blend of Geek and Marketing/Sales professional. Within 6 weeks of seeing his first computer system in 1979, John wrote his first program to solve a manufacturing forecasting problem and discovered his innate skills with computers and software. Since then one of his sales teams grew a company – where he served as marketing and sales director - from $250K to over $5M in less than 30 months while generating over $2.2M himself. He has an on-going passion for developing the means to grow a business easily.John’s perspective on marketing changed due to an education in Statistical Process Control, which taught him that Data is the key to insights into any process. So he studied on how to use data to see how effectively clients are marketing themselves over the web and how to change that in their favor. He loves helping the smaller concerns, as they do not have the marketing and IT resources available to define and implement as Web Marketing Strategy and a means to test its effectiveness. He continues to donate some time every month to disadvantaged clients to help those that need it the most.