Basics of Search Engine Marketing

• Foreword
• 1 Search Engines
  • 1.1 Introduction
  • 1.2 Short History of Search Engines
  • 1.3 Search Providers
    • 1.3.1 Search Entities
    • 1.3.2 Connections Between Search Engines
    • 1.3.3 Market Shares of Search Engines
  • 1.4 Future of Search Engines
    • 1.4.1 Local Search
    • 1.4.2 Personalized Search
    • 1.4.3 Digital Convergence
    • 1.4.4 Indexing of content
    • 1.4.5 Desktop search
• 2 Website in Search Engine Marketing
  • 2.1 Types of Websites
    • 2.2.1 Web Design Rule: Easy to Read
    • 2.2.2 Web Design Rule: Easy to Navigate
    • 2.2.3 Web Design Rule: Easy to Find
    • 2.2.4 Web Design Rule: Consistent in Layout and Design
    • 2.2.5 Web Design Rule: Quick to Download
  • 2.2 Basic Rules of Web Design
  • 2.3 Website and Search Engine Marketing
  • 2.4 Search Marketing Without a Website
    • 2.4.1 Internet Yellow Pages
    • 2.4.2 Pay per Call
    • 2.4.3 Online Directories
• 3 Introduction to Search Engine Marketing
  • 3.1 Overview of Pay per Click
  • 3.2 Overview of Search Engine Optimization
  • 3.3 Pay for Inclusion
  • 3.4 Search Marketing as a Marketing Channel
  • 3.5 Targeted Traffic
  • 3.6 Search Engine Marketing Statistics
• 4 Search Engine Optimization
  • 4.1 Keywords and phrases
    • 4.1.1 Keyword Research Process
    • 4.1.2 Keyword Theming
    • 4.1.3 Semantics
  • 4.2 Black Hat vs. White Hat
    • 4.2.1 High-Risk Search Engine Optimization
    • 4.2.2 Link Popularity Spam
  • 4.3 On-site Search Engine Optimization
    • 4.3.1 Attributes with a Negative Impact
    • 4.3.2 On-site Optimization Elements
  • 4.4 Off-site Search Engine Optimization
    • 4.4.1 Hyperlinks
    • 4.4.2 Types of Links
    • 4.4.3 Google PageRank™
    • 4.4.4 Theming
    • 4.4.5 Authorities and Hubs
    • 4.4.6 Link Building Techniques
    • 4.4.7 Anchor Text
    • 4.4.8 Deep Linking
  • 4.5 Pros and Cons of SEO
• 5 Pay per Click Advertising
  • 5.1 Tier 1 PPC Providers
    • 5.1.1 Overture
    • 5.1.2 Google Adwords
    • 5.1.3 MSN
  • 5.2 Tier 2 PPC Providers
  • 5.3 Tier 3 PPC Providers
  • 5.4 Conversion
    • 5.4.1 Conversion Rates
    • 5.4.2 Conversion Tracking
  • 5.5 In-house or Outsourced PPC Management
  • 5.6 Pros and Cons of PPC Compared to SEO
• 6 Conclusion
• Bibliography