EFFECTIVE SEARCH ENGINE OPTIMIZATION (SEO) AND SEARCH ENGINE MARKETING (SEM) IS NOW CRUCIAL TO THE SUCCESS OF YOUR BUSINESS. BUT IT'S NEVER BEEN MORE CHALLENGING-ESPECIALLY IF YOU'RE RESPONSIBLE FOR A LARGE, COMPLEX SITE. FINALLY, THERE'S A DEFINITIVE SOURCE FOR RELIABLE INFORMATION FOR IMPLEMENTING AN EFFECTIVE SEARCH ENGINE OPTIMIZATION AND MARKETING PROGRAM FOR YOUR BUSINESS. IN SEARCH ENGINE MARKETING, INC., IBM.COM'S SITE ARCHITECT AND A WORLD-LEADING ENTERPRISE SEO CONSULTANT PRESENT BEST PRACTICES, STEP-BY-STEP TECHNIQUES, AND HARD-WON TIPS FOR DRIVING MAXIMUM TRAFFIC AT MINIMUM COST.

FOREWORDP. XIXPREFACEP. XXIACKNOWLEDGMENTSP. XXVTHE BASICS OF SEARCH MARKETINGP. 1WHY SEARCH MARKETING IS IMPORTANT...AND DIFFICULTP. 3WEB SEARCH BASICSP. 4KINDS OF SEARCH RESULTSP. 5WHERE SEARCHERS GOP. 7SEARCH AND YOUR MARKETING MIXP. 18PROSPECTIVE CUSTOMERS USE SEARCHP. 20SEARCH MARKETING IS COST-EFFECTIVEP. 20SEARCH MARKETING IS BIG BUSINESSP. 21THE CHALLENGE OF SEARCH SUCCESSP. 22MULTIPLE SPECIALIST TEAMSP. 23MULTIPLE PRODUCT SITESP. 23MULTIPLE AUDIENCESP. 25MULTIPLE COUNTRIESP. 26MULTIPLE TECHNOLOGIESP. 28SUMMARYP. 29HOW SEARCH ENGINES WORKP. 31MATCHING THE SEARCH QUERYP. 33ANALYZING THE QUERYP. 33CHOOSING MATCHES TO THE QUERYP. 35RANKING THE MATCHESP. 37RANKING ORGANIC SEARCH MATCHESP. 37RANKING PAID PLACEMENT MATCHESP. 42DISPLAYING SEARCH RESULTSP. 43FINDING WEB PAGES FOR THE ORGANIC INDEXP. 43FOLLOWING LINKSP. 45REMEMBERING LINKSP. 46KEEPING UP WITH CHANGESP. 47FEEDING THE INDEX WITHOUT CRAWLINGP. 47ANALYZING THE CONTENTP. 48CONVERTING DIFFERENT TYPES OF DOCUMENTSP. 48DECIDING WHICH WORDS ARE IMPORTANTP. 48SPOTTING WORDS YOU DON'T NORMALLY SEEP. 48DED...(하략)