Search Marketing.

The most dangerous sentence in marketing often begins with two innocent words: “I think.” There is nothing wrong with having an idea. The mistake is treating that idea as if it were already a fact. Never make a marketing decision based only on taste, belief, or assumption. Research first.

Marketing is not an exact science, but it should be approached scientifically: observe, ask, form a hypothesis, execute, measure, adjust, and repeat. This book is that method applied to search — written from thousands of articles, years of agency work, client campaigns, mistakes, experiments and wins.