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Search Marketing Strategies: A Marketer's Guide to Objective Driven Success from Search Engines
Focuses on how to make the most from the search engine industry. 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.
Paperback, 227 pages
Published October 1st 2005 by Butterworth-Heinemann
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This is the best Search Engine Marketing (SEM) book I have ever read. I specially like how it makes a clear tie between SEM tactics and business strategy and goals; its never about search, its always about business goals.
The book is somewhat old, specially considering how fast Digital Marketing evolves; nonetheless the principles and campaign/keyword organization proposals remain valid.
I recommend the book to intermediate search marketers with one to two years of experience.