Description
Customers discover brands through search results, paid advertisements and answers generated by AI. For marketers, the practical question is how to divide time and budget across those opportunities.
Integrated Search Marketing: SEO, SEM, GEO, and GEM in the Age of AI brings four disciplines into a single planning framework: search engine optimization, search engine marketing, generative engine optimization and generative engine marketing.
Dr. Michael Pettiette and Clark Boyd explain how the customer journey is changing, what each discipline contributes, and how marketers can choose investments that fit a brand's position and objectives. The book moves from the history of search to the work of improving visibility, evaluating paid activity and measuring an integrated strategy. It also examines where evidence about emerging AI-search channels is still developing.
Across seven chapters, readers will learn to:
Relate search and AI-assisted discovery to the customer journey.
Understand the roles of SEO, SEM, GEO and GEM.
Diagnose visibility and performance problems before allocating budget.
Compare investments across channels and time horizons.
Select measures that connect channel activity to marketing decisions.
Learning objectives, worked examples, diagrams, key takeaways and references support classroom teaching and independent study. The appendix, Before You Play, prepares readers to apply the framework in a simulation setting.
With a foreword by Jim Lecinski, this first edition is intended for higher-education students and practitioners developing an integrated approach to search marketing in the age of AI.
Details
Publisher - Novela Limited
Language - English
Perfect Bound
Contributors
By author
Michael Pettiette
Clark Boyd
Published Date - 2026-08-28
ISBN - 9781919278261
Dimensions - 27.9 x 21.6 x 0.6 cm
Page Count - 108
Payment & Security
Your payment information is processed securely. We do not store credit card details nor have access to your credit card information.