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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition) Paperback – September 29, 2008

ISBN-13: 978-0136068686 ISBN-10: 0136068685 Edition: 2nd

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Product Details

  • Paperback: 672 pages
  • Publisher: IBM Press; 2 edition (September 29, 2008)
  • Language: English
  • ISBN-10: 0136068685
  • ISBN-13: 978-0136068686
  • Product Dimensions: 7 x 1.7 x 9 inches
  • Shipping Weight: 2.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #261,622 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

The #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD!


“My copy of the first edition of Search Engine Marketing, Inc. is ratty and dog-eared from extensive use. It's full of coffee stains and my own scribbled notes. Because it so effectively demystifies search engine marketing and provides such practical advice for success, I turn to it again and again and recommend it to audiences worldwide. This book is not academic blather or geeky techno-speak; it's an approachable and digestible guide chock-full of real-life examples.
—David Meerman Scott, Bestselling Author ofThe New Rules of Marketing and PR


“Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moran's search industry bible,Search Engine Marketing, Inc., incorporates informative and enlightening sections on optimizing multimedia, improving Web site search, and the emergence of social media and what it really means to the search marketer. There is valuable information in this book to help inform at every level from the beginner who is curious about search to the advanced enterprise search marketer. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable is no small task, andSearch Engine Marketing, Inc.succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.

—Jay Middleton Senior Manager, WW Search Marketing, Adobe Systems, Inc.

 

“WithSearch Engine Marketing, Inc., Bill Hunt and Mike Moran have successfully updated what is already known in the industry as “The Search Marketing Bible. With new content, examples, and insight including social media and Web site search, this is a must read book for marketers at companies of all sizes from startups to the Fortune 100.

—Lee Odden CEO of TopRank Online Marketing and Author ofOnline Marketing Blog

 

In this book, two world-class experts present today's best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.

 

Thoroughly updated to fully reflect today's latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You'll walk step-by-step 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.

 

BONUS DVD Packed with Tools and Resources

DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics

 

The authors systematically address every issue you're likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You'll learn how to

 

  •   Identify and leverage new search engine marketing opportunities arising from social media
  •   Align search engine marketing with your company's evolving strategic and tactical goals
  •   Implement programs that drive sustainable improvements— not counterproductive quick fixes
  •   Systematically optimize your existing Web site search programs
  •   Manage the unique marketing challenges associated with large sites
  •   Create monthly scorecards and use them to drive improvement
  •   Provide effective guidance to content developers and designers in language they'll understand
  •   Automate checking and reporting for every page on your site
  •   Choose effective target keywords, optimize your content, and attract links
  •   Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools
  •   Measure site-wide success rates across multiple systems and technologies
  •   Hire the right SEO consultant—and avoid the wrong ones

Whether you're a marketing, Web, or IT professional, product manager, or content specialist,Search Engine Marketing, Inc., Second Editionwill help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

 

 

Foreword xxv

Preface xxvii

Acknowledgments xxi

Part 1: The Basics of Search Marketing 1

Chapter 1: Why Search Marketing Is Important…and Difficult 3

Chapter 2: How Search Engines Work 31

Chapter 3: How Search Marketing Works 57

Chapter 4: How Searchers Work 81

Part 2: Develop Your Search Marketing Program 101

Chapter 5: Identify Your Web Site's Goals 103

Chapter 6: Measure Your Web Site's Success 119

Chapter 7: Measure Your Search Marketing Success 143

Chapter 8: Define Your Search Marketing Strategy 171

Chapter 9: Sell Your Search Marketing Proposal 199

Part 3: Execute Your Search Marketing Program 227

Chapter 10: Get Your Site Indexed 229

Chapter 11: Choose Your Target Keywords 267

Chapter 12: Optimize Your Content 293

Chapter 13: Attract Links to Your Site 337

Chapter 14: Optimize Your Paid Search Program 383

Chapter 15: Make Search Marketing Operational 447

Part 4: Beyond Search Marketing 477

Chapter 16: Explore New Media and Social Media 479

Chapter 17: Optimize Your Web Site Search 505

Chapter 18: What's Next? 533

Glossary 551

Index 583

 

About the Author

About Mike Moran

 

Mike Moran has worked on the web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM’s customer-facing website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as a senior strategist for the digital communications agency Converseon. Mike is the author of Do It Wrong Quickly and Search Engine Marketing, Inc., Second Edition, and he writes regular articles on digital marketing for Biznology®, Search Engine Guide, ChamberofCommerce.com and All Things WOMM. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.

 

Mike also has a broad technical background, with over 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 11 patents in search and retrieval technology. He led the integration of ibm.com’s site search technologies as well as projects in content management, personalization, and web metrics.

 

Mike led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. He was named an IBM Distinguished Engineer in 2005.

 

Mike can be reached through his website, http://mikemoran.com/.

 

 

About Bill Hunt

 

Bill has been a pioneer in search marketing and is considered the top thought leader on enterprise and global search engine marketing. He is an internationally recognized search marketing expert who has spoken at conferences in over 30 countries. Press, industry analysts, and corporate leaders frequently seek Bill’s advice to effectively leverage enterprise and global search marketing.

               

Bill has a dual role as CEO of Global Strategies International and Director of Global Search Strategy for Neo@Ogilvy. As CEO, Bill is responsible for developing and executing GSI’s corporate strategy and global expansion while ensuring stellar results and client satisfaction for all clients. In his role of Global Search Strategist for Neo@Ogilvy, Bill is responsible for Ogilvy’s search marketing thought leadership and for developing global search marketing strategic roadmaps integrated into Ogilvy’s 360° integrated communications programs.

               

Bill is currently on the board of directors of the Search Engine Marketing Professional Organization and is active in growing SEMPO’s international base of members. Bill has also been named by BtoB Magazine one of the Top 100 Marketers for 2007.

              

Bill is a veteran of the U.S. Marine Corps, and he earned a B.A. in Asian Studies/Japanese from the University of Maryland, Tokyo Campus, and a B.S. in international business from California State University, Los Angeles. Bill can be reached through his company Web site (www.globalstrategies.com) or his blog (www.enterprisesem.com).


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Customer Reviews

This one beats all of the others hands down.
D. Michael Elkins
In addition to the book, there also is a DVD that is extremely informative.
Bruce B. Razban
Search Engine Marketing, Inc. is my new SEO/Internet Search Bible!
Amelia A. Painter

Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Steven on October 30, 2008
Format: Paperback
This is a very comprehensive book that could be used as a text book for teaching Search Engine Marketing. It takes a very dedicated reader to get through the hundreds of pages. I'd give it 5 stars if it was consolidated a bit more so pages and information could be gleaned faster. It leaves no questions unanswered and explains everything in great detail and in an organized fashion.
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4 of 4 people found the following review helpful By Alton J. Duderstadt on August 25, 2009
Format: Kindle Edition
This book, by far, is the best I have read on search engine marketing. This is a must read for all of us in the profession and those seeking an eduaction in online marketing.
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2 of 2 people found the following review helpful By Amelia A. Painter on February 18, 2009
Format: Paperback
Search Engine Marketing, Inc. is an excellent resource book on how to create and implement a search marketing campaign.

The book provides step-by-step instructions on topics from how web development team can obtain the finances within an organization, to how to make your improve search engine ranking, to best uses of paid search options. Beyond the basics, the book explains conversion metrics and projecting success.

Individuals working for a large organization, looking to make a difference with the corporate Web site, this book is a "must read." For any Web professional, this book is and its DVD is a "must have."

Both Bill Hunt and Mike Moran organized the book in a unique and user-friendly manner. I especially like the way they refer the reader to other chapters within the text. (This quality fits my style of reading because I can jump to the referenced chapter, read a few pages, then jump back to the original page.)

The use of a skull and cross-bones on techniques that should be avoided makes the pages come alive. And their very straight-to-the-point titles like "stupid content tricks: how to get your site banned in five easy steps" also gets the readers attention! Love it, love it, love it!

Search Engine Marketing, Inc. is my new SEO/Internet Search Bible!

Amelia Painter
Opening and Operating a Bed & Breakfast in the 21st Century: Your Step-By-Step Guide to Inn Keeping Success with Professional Online Marketing Strategies
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2 of 2 people found the following review helpful By S.G. on September 8, 2009
Format: Paperback
Pretty much everything you ever need to and want to know about SEO / SEM. I use this book as a reference and always recommend it to my clients ([...]). Highly recommend!
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3 of 4 people found the following review helpful By Robert T. Nicholson on April 21, 2009
Format: Paperback Verified Purchase
The book assumes no prior knowledge of Internet marketing, but I think it's best suited for someone who already knows the basics and wants to increase their knowledge and skills.

As others have said, there's a lot of information in this book, but it's presented with explanations and examples, so it's easier to understand.

I've been an SEO consultant for several years, but I dog-eared a couple of dozen pages of this book so I could refer back to things that were new to me.

This is a solid and important resource for anyone wanting to move to the "expert" level.
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1 of 1 people found the following review helpful By D. Norton on July 26, 2011
Format: Paperback
This book is Brilliant! I've often referred to it as the bible of SEO. Bill Hunt & Mike Moran have taken the complicated subject of SEO and put forth explanations that are comprehensive and right on target! I make it a prerequisite to my clients to buy this book!
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Format: Paperback
SEM, Inc.: Driving Search Traffic to Your Company's Web Site should be your go to book for everyone from beginner to advanced. For beginners because it sequentially and comprehensively walks you through each step. For the advanced, for the same reasons - from identifying your site's goals, defining your strategy, selling your proposal, to execution.

Written by two experts with "unsurpassed experience", Mike Moran and Bill Hunt. Their writing is logical, lucid, and leads you gently and comfortably. Whether you are a small company outsourcing your search engine marketing or a part of a larger endeavor, the authors provide you with the necessary understanding of the process and the extent of the collaboration needed.

A feature I really like is that Mike Moran gives us a site for updates to the book, tips, and significant industry changes; keeping this book and his services relevant long after making small investment in this book.
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2 of 3 people found the following review helpful By D. Michael Elkins VINE VOICE on March 17, 2009
Format: Paperback
I've read a lot of books on marketing your website and drawing business through search, both organic and pay per click. This one beats all of the others hands down.

So many other books on this subject try too hard to be humorous, include too many stories about what other websites have done that usually bear little resemblance to your own site, or they over-promise what you will be legitimately be able to accomplish in just a short period of time. This one doesn't.

There is so much good info here that you'll want to keep your highlighter handy. I'm almost finished with the book and plan upon reading it again cover to cover once I'm finished.
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