Search engine marketing [electronic resource] / Lisa Ditlefsen.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. B2B advertising: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (27 min.) : color, sound)Subject(s): Advertising, Industrial | Industrial marketing | Internet marketing | Web search engines -- MarketingOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: Why search engine marketing -- What is SEO (search engine optimization) and PPC (pay per click) advertising -- Organic and paid results -- How search engines work -- The importance in ranking highly in the search engines result pages -- Principles of search engine optimization -- Keyword and competitor research -- Trend analysis tools -- Targeting and mapping -- Content optimization -- Optimizing the title tag -- Meta description tag -- Unethical search engine optimization -- Link building and google PageRank -- Web analytics.
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Mode of access: World Wide Web.