The purpose of this book is to provide a simple, focused introduction to
search engine marketing, for interns who may be working at a company or
non-profit organization, for students at a university, or for self-paced learners.
The approach is the same one I’ve taken in most of the books I’ve written,
which is conversational and friendly, with an attempt to make things fun.
The experiment is to help my readers get started with digital marketing in a
way that is fun and helps you strengthen your career at your current employer,
or find new work—through an internship, paid work, volunteer work, free-
lance work, or any other type. The focus is on skills and approaches that will
be immediately useful to a business or non-profit organization. I’m not going
to try to cover everything—just the things that I think are the most helpful.
The other goal is to help you leave your intimidation in the dust. I used to be
intimidated by marketing and now look at me—I’m a marketing strategist and
an assistant professor of marketing! But I remember the feeling of intimida-
tion, so part of my approach is to try to encourage readers who may feel
uncertain about the field.
LinkedIn shows digital/online marketing as a top skill to have year after year,
and search engine marketing is one of the core skills for digital marketing. It
makes Google and other companies tens of billions of dollars a year.