Search Marketing Strategies: A Marketer's Guide to Objective Driven Success from Search Engines (Emarketing Essentials) [Paperback]

James Colborn (Author)

Book Description

ISBN-10: 0750666188 | ISBN-13: 978-0750666183 | Publication Date: November 18, 2005

Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition.

* Focuses on search marketing strategy rather than search optimization
* Acts as a toolkit for adapting tactical techniques into search strategies
* Written for marketers, therefore the consideration of the topic of search is wholly relevant for the marketing function

Editorial Reviews

Review

If you're looking at implementing a ppc or seo or paid inclusion search engine marketing program then you'll be wise to have this book in your arsenal. It's full of good information about the elements that really matter to your campaign and breaks it down based on the desired outcome. So whether your looking to implement a branding campaign, generate leads, sell product or just drive traffic, the tactics are there as well as a description of which engines to use for each type of campaign by industry.

Anyway, it's a good book so I say if you're in that market then you should definitely buy it. Even if you think you're too smart to learn anything new about seo or ppc, trust me, nobody's that smart.

Book Description

Apply strategic focus to your search marketing to gain competitive advantage.

See all Editorial Reviews

Product Details

• Paperback: 208 pages
• Publisher: Butterworth-Heinemann (November 18, 2005)
• Language: English
• ISBN-10: 0750666188
• ISBN-13: 978-0750666183
• Product Dimensions: 9.2 x 6.3 x 0.6 inches
• Shipping Weight: 13.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,859,102 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

3.0 out of 5 stars Good overview for starting search marketing. Needs meat., December 1, 2005

By 

Sam Decker - See all my reviews
(REAL NAME)   

This review is from: Search Marketing Strategies: A Marketer's Guide to Objective Driven Success from Search Engines (Emarketing Essentials) (Paperback)

PROS:

- Covers the broad spectrum of topics related tto search marketing. Includes terms, vendors, technology, fraud issues, metrics, and glossary. Mostly focused on paid search strategy, terms and tactics.
- Brings you up to the level of strategy and down to the level of tactical implementation of pay for performance tactics.
- If I were starting a position in Search enginge marketing, this would be the book to read. It's like sitting down with an expert teaching me the job of search engine marketing. Great for newbies or executives to get a comprehensive overview.
- If you need to "speak the language" of search engine marketing and be conversant in strategies and tactics, this is the book for you.

CONS

- Would love to see more `insider' tips and case studies. For that, go to MarketingSherpa.com.
- Could be organized better. Didn't flow for me.
- Good overview, but not a lot of information about natural search engine optimization.
- Overpriced at $37

2 of 2 people found the following review helpful:

4.0 out of 5 stars concise about branding and bidding for search terms, January 18, 2006

By 

W Boudville (Terra, Sol 3) - See all my reviews
(VINE VOICE)    (TOP 1000 REVIEWER)    (HALL OF FAME REVIEWER)    (REAL NAME)   

This review is from: Search Marketing Strategies: A Marketer's Guide to Objective Driven Success from Search Engines (Emarketing Essentials) (Paperback)

This book might be compared to a recent one by Moran and Hunt, "Search Engine Marketing". Colborn's text is a little more concise. He aims it at a marketing reader, whereas the other book was also directed to someone who knew HTML. Colborn skips any discussion of how to write actual HTML pages in a way suited for search engines to rank well. Instead, he talks more on branding your site and isolating useful words and phrases associated with it, that users might ask a search engine about.

There is also a quick runthrough of bidding strategies on various search engines. Well, realistically, only Google and Yahoo matter. The bidding is for those words and phrases that you defined in your branding.

5.0 out of 5 stars Very beneficial, June 7, 2008

By 

D. Ved (wa) - See all my reviews
(REAL NAME)   

This review is from: Search Marketing Strategies: A Marketer's Guide to Objective Driven Success from Search Engines (Emarketing Essentials) (Paperback)

Great book to understand the intricacies of search marketing. Very clear and concise. Most terms are explained very well and it gives you a very strong explanation of the search marketing landscape