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Something subtle yet profound happened in the world of Internet marketing when YouTube became the second most popular search engine. This shift signaled the fact that user-generated content - social media content - had unequivocally and officially become a search engine marketing tool. Wikipedia defines search engine marketing as, "A form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising and paid inclusion."
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