10. Search Engine Marketing...................247
10.2 key terms and concepts ................249
10.3 the importance of search to
a marketer ............................................250
10.4 universal search............................254
10.6 references .....................................255
11. Search Engine Optimisation ...............257
11.1 introduction...................................258
11.2 history............................................258
11.3 key terms and concepts ................260
11.4 how it works ..................................261
11.5 tools of the trade...........................276
11.6 pros and cons................................277
11.7 summary .......................................278
11.8 the bigger picture..........................279
11.9 case study: City Lofts ...................279
11.10 references ...................................282
further reading......................................283