Search Marketing: A Strategic Approach to SEO and SEM
In today’s fast-paced digital world, mastering search marketing isn’t optional—it’s essential. Search Marketing: A Strategic Approach to SEO and SEM is your go-to guide for unleashing the full potential of your marketing budget through smart, strategic, and scalable search tactics. Written by renowned digital marketing expert Kelly Cutler, this book demystifies both organic (SEO) and paid (SEM) strategies, offering a powerful roadmap to help businesses thrive online.
Whether you're a business leader, marketer, or entrepreneur, you'll learn how to elevate your online presence, attract qualified traffic, and convert clicks into customers. From foundational principles to advanced campaign optimization, Cutler equips you with actionable insights and proven techniques used by today’s top digital strategists.
Discover how to take control of your company’s visibility on platforms like Google and Bing, measure your campaign success with confidence, and implement cutting-edge methods that maximize ROI. Packed with real-world applications and strategic guidance, Search Marketing helps you go beyond guesswork and take a truly intentional approach to online growth.
If you're ready to make smarter marketing moves and lead with impact in the digital space, this is the playbook you’ve been waiting for.
Author
With over 20 years at the forefront of digital transformation, Kelly Cutler brings a rare blend of strategic insight, entrepreneurial grit, and academic leadership to the world of marketing. From early roles at digital pioneers like AOL, Cars.com, and Classified Ventures, Kelly quickly rose to become a leading voice in SEO and digital strategy. Her entrepreneurial journey took off when she launched and scaled a successful SEO agency, culminating in a high-value sale in 2014.
As the founder of Kona Company, Kelly has helped global clients harness the power of integrated digital solutions, most recently collaborating with a top B2B tech firm to leverage generative AI for marketing innovation. A sought-after educator and thought leader, she teaches at Northwestern University across Kellogg, Medill, SPS, and McCormick, shaping future digital leaders through hands-on courses in AI, marketing strategy, and communication.
Kelly is also Associate Director of Research at Medill’s Spiegel Research Center, where she drives cutting-edge research in digital engagement. Her debut book, Search Marketing: A Strategic Approach to SEO and SEM, published by Kogan Page, reflects her deep expertise and forward-thinking vision. Beyond the boardroom and classroom, she’s a world traveler, philanthropist, and lifelong learner who inspires innovation wherever she goes.