Customer Reviews

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

5 star:		(1)
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3 star:		(1)
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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

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.

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