Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site [Paperback]

Mike Moran (Author), Bill Hunt (Author)

Book Description

ISBN-10: 0131852922 | ISBN-13: 978-0131852921 | Publication Date: July 31, 2005 | Edition: 1

A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686

Editorial Reviews

From the Back Cover

A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686

--This text refers to an out of print or unavailable edition of this title.

About the Author

About the Authors

Mike Moran is an IBM Distinguished Engineer with more than 20 years experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989, and has been granted four patents in search and retrieval technology. He led the original search marketing strategy for ibm.com, as well as the integration of ibm.com's site search technologies.

Mike has worked on IBM's Web site for the past seven years and is currently the Manager of ibm.com Site Architecture. In addition to his search work, Mike has spearheaded ibm.com projects in Content Management, Personalization, and Web Metrics.

In addition to Mike's broad technical background, he also holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing, helping bridge the gap between technology and marketing concepts. Mike can be reached through his Web site (http://www.mikemoran.com).

Bill Hunt is the CEO and Founder of Global Strategies International (http://www.globalstrategies.com) and one of the pioneers of search engine marketing, getting his start in early 1994. Bill is an internationally recognized search marketing expert, conference speaker, and contributor to numerous marketing journals and books. Over the years, Bill has led numerous large search marketing projects for clients such as AT&T, IBM, Intel, The Hartford, and Zurich Financial.

GSI specializes in helping Fortune 500 companies develop, implement and manage their global enterprise search marketing programs. With offices in the United States, Japan, the United Kingdom, and Switzerland, GSI has the experience to help companies execute their search marketing programs "from the inside out."

© Copyright Pearson Education. All rights reserved.

Product Details

• Paperback: 592 pages
• Publisher: IBM Press; 1 edition (July 31, 2005)
• Language: English
• ISBN-10: 0131852922
• ISBN-13: 978-0131852921
• Product Dimensions: 9.2 x 7.1 x 1.1 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (46 customer reviews)
• Amazon Best Sellers Rank: #605,595 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

44 of 46 people found the following review helpful:

5.0 out of 5 stars Required reading for marketing communication departments..., September 4, 2005

By 

Thomas Duff "Duffbert" (Portland, OR United States) - See all my reviews
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This review is from: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Paperback)

With the ever-increasing attention paid to the search engine space, it pays to know how best to design your web site and plan your marketing campaigns to optimize this resource. A recent book I received fills that space nicely... Search Engine Marking, Inc. - Driving Search Traffic to Your Company's Web Site by Mike Moran and Bill Hunt.

Content:
Part 1 - The Basics of Search Marketing: Why Search Marketing Is Important... And Difficult; How Search Engines Work; How Search Marketing Works; How Searchers Work
Part 2 - Develop Your Search Marketing Program: Identify Your Web Site's Goals; Measure Your Web Site's Success; Measure Your Search Marketing Success; Define Your Search Marketing Strategy; Sell Your Search Marketing Proposal
Part 3 - Execute Your Search Marketing Program: Get Your Site Indexed; Choose Your Target Keywords; Optimize Your Content; Attract Links To Your Site; Optimize Your Paid Search Program; Make Search Marketing Operational; What's Next?
Glossary; Index

First off, this book is really well done. Using a writing style that's more conversational and readable than I expected from the cover, they go into solid detail about everything related to search engines. This includes how they work, what people are looking for when they search, and how best to understand the types of visitors you'll get in order to turn them into potential customers. They also spend plenty of time telling you what to avoid in the way of spammy and sleazy tricks to get better rankings (which will probably also get you banned from the engines). As a result, you can read the information with confidence that you're being useful and ethical information related to improving your visibility on the web.

While most any size business could benefit from this information, I kept thinking of larger organizations during my reading. Marketing Communication (MarCom) departments, at least those who understand the web, absolutely need to know this information and formalize their organizational approach to search engine optimization. A single person business looking to advertise on the web, especially if this is their first foray into the cyberworld, might find themselves a bit overwhelmed by over 500 pages of information. Conversely, a MarCom department would have the time and resources to commit to a focused and planned approach to their search engine results. Both businesses would benefit, but I think the larger companies would benefit more...

Regardless of your organizational size and structure, it's worth the read. You'll come away with a much more complete understanding of how you need to position yourself to get noticed in the increasingly crowded world of search...

13 of 14 people found the following review helpful:

5.0 out of 5 stars Where was this book when I was developing my search enging marketing, September 16, 2005

By 

Harold McFarland (Florida) - See all my reviews
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This review is from: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Paperback)

Search engine marketing is one of the most important parts of Internet marketing and also one of the most frustrating and difficult. While there are lots of people and businesses that are glad to tell you the secrets of how to get into one of the top positions on a search engine most of them are old techniques that don't work any more. In this book the authors examine the details of how a search engine really works and basic search marketing methods. One of the most interesting parts of the book is a section on understanding how a person thinks when they are issuing a search query. There is also a great graphic on the relationships between many of the search engines.

The process they outline is simple yet very powerful if followed. First you have to identify the goals of your web site. If you don't know what you are trying to accomplish then you are unlikely to accomplish it. Then you determine how to measure the success of your website. After this you develop a search marketing strategy and how you are going to measure the success of your marketing efforts. If you are in a larger company the authors even include a section on selling your search marketing proposal to your company.

The book includes a lot of the necessary details to implement your plan. This includes how to get your site indexed, choosing your target words, and attracting links to your site. This is some of the best, most detailed information that I have seen anywhere on this subject and shows that the authors are up to date in their understanding of how search engines work and how to get top rankings. Search Engine Marketing, Inc. is highly recommended to anyone trying to market their website.

12 of 13 people found the following review helpful:

5.0 out of 5 stars I couldn't put this book down, August 21, 2005

By 

R. Blythe "feedbuzzard.com" (Paris, Ontario Canada) - See all my reviews
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This review is from: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Paperback)

I have just finished reading the book Search Engine Marketing Inc. from IBM Press and have to say it was one of those page-turners that I just couldn't put down.

Mike Moran and Bill Hunt walk you through a well-grounded methodology in approaching SEM (search engine marketing). They begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they're trying to find information. Then they walk you through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution. The authors systematically address every issue you're likely to encounter, from enforcing search-engine friendly content standards through hiring consultants.

There are no black-hat or grey-hat tricks here. In fact, the book throughout points out the easy traps you might be tempted to fall into and explains why you should steer clear.

I whole-heartedly recommend this read.