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Excerpt from "The Strategic Marketing Process"

Search Marketing

What’s “search marketing” and why is everyone talking about it?

Search marketing is about gaining visibility when prospects search for terms related to your business. Ranking highly isn’t luck – it’s a result of solid effort in one or both categories of search marketing:

Organic search: Organic results are displayed in the body of the page. When you optimize a website, you can improve your ranking for important terms (“keywords”). You can also optimize a website by building links from other important sites.
Pay per click marketing (PPC) enables you to buy listings in the “sponsored” area.

In search marketing, companies focus on driving more traffic to targeted areas of their website....

Download this article and the rest of "The Strategic Marketing Process," our free e-book that covers 29 sales & marketing subjects in just 96 succinct pages. It's a great introduction or refresher on a wide range of material. Click here to download it now.