From DM News Essential Guide to Search Engine Marketing: Editor’s Note

Search engine marketing grows more complicated by the day, more expensive by the hour and more critical to a marketer’s cross-channel success by the minute.

That’s where this year’s edition of DM News’ Essential Guide to Search Engine Marketing can help with your customer acquisition and retention efforts.

Packed within these pages are articles from executives at the nation’s leading search engine marketing firms, agencies and consultancies. Also inside is commentary from two of the top three search engines, Yahoo and Microsoft. These experts offer tips, best practices, case studies and research on almost every topic under the search sun.

Subjects covered include finding your SEM niche, organic rankings, search’s role in the overall marketing mix, similarities between the search and list businesses, press release optimization, campaign creation, site optimization, search engine optimization, keyword selection and honing, and targeting.

The book also gives advice on pay-per-click bidding strategies, measurement, vertical search, natural search, internal search on e-commerce sites, blogs, click fraud, optimizing comparison-shopping engine campaigns, local search, creative testing and optimization, integrating search into online catalogs and the science behind search creative.

Finally, there are opinions on rising keyword prices, optimizing keyword search buys to retail success metrics, search behavior analysis, Amazon’s Alexa, the case for tier-two engines, rich media search marketing, pay per call and pay per text, the need for relevance, paid search’s role in incremental sales, search and emerging technologies and the shifting SEO landscape.

The guide contains research from the Search Engine Marketing Professional Organization and case studies from marketers like United Airlines, Levenger, West Marine, Get Lower, AAA Auto Club South, J.G. Wentworth, Hoovers, MotoSport Online, American Financial Services, Anytime Costumes,, Box Office Mojo, Pacific Security Capital and WildBlue.

We thank all contributors for their time and help. This Essential Guide – like those from DM News on e-mail and lists and database marketing – has become an indispensable reference tool for marketers and service providers. It is ideal not just for thought leadership on search, but also which SEM and SEO firms to call when you need to implement these best practices. Everything you need to know about search engine marketing is here. Please begin your search.

Click here for a PDF of the guide.

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