Overview

Increase the power of your marketing budget and enhance customer reach by using the fundamentals of search marketing, SEO and SEM. Marketers need to know what their target audience is looking for, where they are looking for it and what they are clicking on. As the digital marketing landscape continues to evolve, this work gets more technical and, for those without formal training, time consuming. Discover how to approach search like a digital marketing strategist by reading this book from marketing strategist and search expert Kelly Cutler. Search Marketing offers insights into high-level strategy and the in-depth application of search. Designed to help marketers and businesses leaders get more from this essential digital marketing tactic, the book dives into what marketers can do today to help their companies take a more controlled and strategic approach to SEO and SEM. The book dives into strategies for driving qualified traffic, measuring the success and functionality of SEO, SEM campaigns and advanced techniques for campaign optimization. Readers will walk away knowing how to take a more informed approach to the business they bring from sites like Google and Bing, while gaining the insight necessary to effectively oversee and manage SEO, SEM and web analytics on a strategic level.

Full Product Details

Author:   Kelly Cutler (Founder and CEO)
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 16.40cm , Height: 2.30cm , Length: 24.20cm
Weight:   0.635kg
ISBN:  

9781398612822

ISBN 10:   1398612820
Pages:   312
Publication Date:   03 December 2023
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Reviews

"""Cutler's expertise in search marketing shines through every page of this thoughtful and practical guide to search marketing. This is a book that will help marketers at all levels think strategically about how to apply search to profitably grow their businesses, get the most out of their search marketing spend and enrich their customer interactions. Cutler's writing brings the same energy, enthusiasm and passion to this subject as she does to the classroom and readers will surely be the beneficiaries."" * Jonathan Copulsky, co-author of 'The Technology Fallacy' and 'The Transformation Myth'; author of 'Brand Resilience' * ""In Search Marketing, marketing expert Kelly Cutler unveils a groundbreaking guide that will transform the way you navigate the digital landscape. Whether you're a seasoned marketer or just dipping your toes into the world of search marketing, this book is your go-to resource for mastering the art of SEO and SEM."" * Jim Lecinski, Associate Professor of Marketing at the Kellogg School of Management, Former Vice President Sales and Services, Google, Inc. * ""In essence, this book is a distillation of everything one would need to plunge headfirst into the world of SEO and SEM. It doesn't merely instruct; it guides you through the process with an ease that makes learning not only straightforward but also empowering. For marketers who have longed for an accessible, all-in-one package to truly comprehend and master the dynamics of SEO and SEM, your pursuit ends here. With this book, you'll find yourself not just understanding but confidently leading your business's digital marketing efforts. In the world of digital marketing, this book is not just an accessory; it's a necessity."" * Sabine Gutsche, Head of Marketing, Deutsche Leibrenten Grundbesitz AG * ""Kelly Cutler's Search Marketing is the new must-read guide for all marketers. Search marketing remains the strongest results-driver of all digital marketing strategies. Kelly distills the complexity of SEO and SEM as only a successful veteran entrepreneur of the dot com boom turned highly respected digital marketing professor at one of the country's top universities could. This book truly cements her guru status."" * Karrie Sullivan, Founder, Culminate Strategy Group * ""From beginning steps to full integration, Kelly unmasks the mystery of the digital marketing sphere. Using her detailed map of SEO and SEM, she gives you a blueprint to develop your strategy seamlessly. Kelly, being an entrepreneur and a professor, is the insider you have been looking for."" * Steve Tullar, Managing Director, JonesTrading * ""Kelly Cutler's innovative Three-Pronged approach offers a fresh perspective on SEO. Her book serves as a valuable guide, providing essential foundations for a comprehensive and effective SEO strategy suitable for experts and newcomers alike. It's a must-read for anyone looking to understand the art and science of digital marketing."" * Herman Bulls, Marketing Professional, 2015 MBA Duke’s Fuqua School of Business * ""Cutler injects her engaging and effective teaching style by starting each chapter with clear objectives and key results you can expect to achieve by implementing these best practices in your organization today. You'll leave each chapter empowered with confidence and knowledge to incrementally improve your Search Marketing strategy and drive key business results."" * Mara Sackfield, Global Product Manager, Stryker * ""Whether you have been around since the early days or are brand new to search marketing, Kelly offers fresh perspectives, tactical tools and real-world examples to help you better optimize SEO and SEM strategies and stay one step ahead of the latest trends."" * Jennifer McGinn, Senior Director Marketing, Informatica * ""Kelly Cutler has been my go-to expert for all things SEO for 15 years and she's finally sharing her knowledge with the world in this book. A must-read for both SEO newbies and experts looking to fine-tune their craft."" * Ajay Goel, CEO of Gmass * ""Kelly Cutler has masterfully crafted a comprehensive guide that demystifies the multifaceted world of Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Her expertise shines through as she breaks down the intricate strategies and techniques that drive online success in this space. This book is a must-read for entrepreneurs, marketers and business owners looking to maximize their online visibility and drive results."" * Tanya Norwood, Chief Officer, Marketing and Membership, ASCP *"

Author Information

Kelly Cutler is a seasoned entrepreneur, technology executive, educator and business leader based in Chicago, Illinois. Through her consulting business, she guides companies across sizes and industries in their digital marketing and technology strategies. As a faculty member at Northwestern University, Kelly also teaches marketing and communication courses throughout various programs at Medill, the Kellogg School of Management and the School of Professional Studies (SPS).

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