Introduction to Search Marketing

The document provides an introduction to search marketing. It discusses how search marketing offers marketers the best opportunity to engage with intent-driven prospects who have identified their interest in a specific category, brand, or product. It then covers typical paid and organic search results. The rest of the document outlines typical search marketing steps including increasing inclusion, page ranking and consideration, and traffic. It also discusses keyword management, effective keyword planning, keyword research tools, and keyword phrase segmentation. Finally, it touches on developing content to satisfy searcher needs, search engine optimization, how search engines work, common SEO problems, and on-site and off-site optimization best practices.