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This brief, non-technical note is aimed at marketing professionals and/or those in training. The note explores the value of search engine optimization (SEO), as well as its key concepts and some of the tactics that can help optimize online search performance. The value of search marketing in targeting key customer segments is discussed. If a brand applies these tactics, customers (and potential customers) using search engines such as Google, Bing, and Baidu will be more likely to find effective information about that brand and its products. Several practical examples are used to highlight these strategies in use, and to illustrate what happens when they are ignored. In this updated (2017) version, greater emphasis is placed on mobile search.

This brief, non-technical note is aimed at marketing professionals and/or those in training. The note explores the value of search engine optimization (SEO), as well as its key concepts and some of the tactics that can help optimize online search performance. If a brand applies these tactics, customers (and potential customers) using search engines such as Google, Bing, Yahoo and Ask.com will be more likely to find effective information about that brand and its products. Several practical examples are used to highlight these strategies in use, and to illustrate what happens when they are ignored.