Maybe you’re a great programmer or IT professional, but
marketing isn’t your thing. Or perhaps you’re a
tech-savvy search engine marketer who wants a peek under the hood
of a search engine optimized web site. Search engine marketing is a
field where technology and marketing are both critical and
interdependent, because small changes in the implementation of a
web site can make you or break you in search engine rankings.
Furthermore, the fusion of technology and marketing know-how can
create web site features that attract more visitors.
The mission of this book is to help web developers create web
sites that rank well with the major search engines, and to teach
search engine marketers how to use technology to their advantage.
We assert that neither marketing nor IT can exist in a vacuum, and
it is essential that they not see themselves as opposing forces in
an organization. They must work together. This book aims to
educate both sides in that regard.