This book guides readers through proven techniques for achieving and measuring success in search engine marketing (i.e. how to be the top of the rank), along with a review of the most important search engines and directories. . Explains why and how marketers can and must optimize their sites for searchability from the outset . Describes how to optimize, for both local and international users using tutorials and walkthroughs to demonstrate how to steadily improve your site rankings . Completely revised and updated this new edition focuses on the key aspects of how people search, the mobile Internet and pay per click adverting