Search Marketing Strategies

A Marketer's Guide to Objective Driven Success from Search Engines


  • James Colborn, Search Marketing Strategist (client list includes Bestbuy, Country Home, Pitney Bowes, Verizon Wireless, BlueCross BlueSheild Association)

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.
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Primary: Marketing professionals - those who have started their experiences with search engines or are looking for the hook as to why they should start. E-Marketing professionals looking to expand their knowledge (agency, SEM professionals (not SEO professionals) and eCommerce Managers).Secondary: Final year marketing undergraduates specializing in E-Marketing in their dissertations or final projects. Postgraduate marketing students taking an E-Marketing course or incorporating these strategies into a full interactive marketing plan. Professionals taking CIM or IDM courses (such as the E-Marketing Award).


Book information

  • Published: October 2005
  • ISBN: 978-0-7506-6618-3

Table of Contents

Chapter 1 – Introduction to search marketing (not search optimization!)Learning Outcomes:Introduce the concept of using search engines to achieve a particular objective or aim of an overall marketing, sales or corporate plan. Illustrate how this book isn’t about search engine optimization, a topic that is somewhat exhausted, but is all about using search as tactics in a strategy. Outline how the book will work apply to the search marketerTopics:What is search marketing.The evolution of the search engine space. What are the typical goals search can achieve (and what it can’t!). What is the difference between search engine marketing and optimizationChapter 2 – Your search ‘tool kit’Learning Outcomes:Introduce the components of the search engine ‘tool kit’Topics:List each of the different types of search, paid placement, paid inclusion and organic search and list the major players, landscape and importance of each. Tracking variables will be covered explaining their importance in making a search strategy work. Cookie based and log file based tracking techniques will be listed indicating their appropriate uses. Copywriting skills will be covered explaining the way to getting visitors to click on a listing that appears in a collection of others. Looking at ‘other’ search mechanisms such as contextual advertising, local search and specific engines (such as and B2B market)Chapter 3 – Search Engine TechniquesLearning Outcomes:Understand how to optimize content and get it submitted using the different forms of search engine listed in the ‘tools’ sectionTopics:Describe different techniques needed for all three ‘disciplines’ of search, listing the processes and procedures necessary for success. Looking at how techniques may vary from country to country and what needs to be done to get listed beyond the US and UKChapter 4 – The most common ‘successful’ and ‘unsuccessful ‘uses of searchLearning Outcomes:Understand the most common successful uses of search within any marketing plan. Demonstrate the pitfalls and uses of search that yield little or no successTopics:Successful uses of search (using case studies) in driving sales, driving leads, increasing awareness and branding. Unsuccessful uses of search (using case studies) why they failed and what the consequences are for future search activity. Working with and managing affiliates (whom are using search engines)Chapter 5 – Research, data gathering and mapping the spaceLearning Outcomes:Develop an understanding of how to take the tools available in the space and develop a series of techniques that allow for more accurate modeling of search strategiesTopics:What research tools are available in the space today and how to use them. Which online resources to reach out to for the most up to date information. How to develop models, using business applications, to formulate strategies. How to get the most from learning what your competitors are doing with searchChapter 6 – Objective 1: Branding & AwarenessLearning Outcomes: Learn how to use search engines to increase brand awareness Topics: Developing a keyword portfolio for increasing brand awareness. Understanding searcher behaviour (decision making process) and ensuring that through search an awareness of brand is achieved. Answering questions around ‘buying my brand name’. Measurements and metrics for determining success Chapter 7 – Objective 2: Sales (Fully eCommerce Driven Business)Learning Outcomes:Learn how to use search engines to generate or increase sales Topics:Developing a keyword portfolio for sales. Understanding searcher behaviour (decision making process) and ensuring that through search sales are being generated. Measurements and metrics for determining success. Customer retention tacticsChapter 8 – Objective 3: Lead GenerationLearning Outcomes:Learn how to use search engines to generate leadsTopics:Developing a keyword portfolio for lead generation. Understanding searcher behaviour (decision making process) and ensuring that through search leads are generated. Measurements and metrics for determining success. Customer retention tacticsChapter 9 – Formulating a Search Engine Marketing PlanLearning Outcomes: Taking all of the chapters and learnings and formulating a search engine plan. Integrating the search engine plan into an overall business or marketing plan. All aspects of a plan, including, situational analysis, objectives, options, implementation techniques and control measurements Topics:Understanding each stage in a search marketing plan. Applying search engine strategy learnings into the plan. Timelines to apply to any search plan and how long should you measure success. Knowing when and where to apply the correct resource to achieving successChapter 10 – Staying on top of the gameLearning Outcomes:What to watch out for in the developing search market to ensure that actions are taken to ensure that any search campaign is kept up to date Topics:Where to look for the next developments (such as local and geographic search. What to do if something drastic changes in the spaceWhere synergies may be developed between media types