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