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