Chapter 8 Search Marketing: SEO & PPC
This chapter covers the following objectives:
* Discuss the reasons why search marketing is so important
* Explain the difference between a directory and a search engine
* Understand how search engines work and what is a search algorithm
* Define SEM, SEO and PPC
* Understand the basic process of optimizing a website for organic search
* Identify the basic issues in keyword bidding and developing PPC ads