Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site
Product Description
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 of The 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, and Search 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.
“With Search 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 of Online 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
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Identify and leverage new search engine marketing opportunities arising from social media
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Align search engine marketing with your company’s evolving strategic and tactical goals
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Implement programs that drive sustainable improvements— not counterproductive quick fixes
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Systematically optimize your existing Web site search programs
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Manage the unique marketing challenges associated with large sites
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Create monthly scorecards and use them to drive improvement
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Provide effective guidance to content developers and designers in language they’ll understand
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Automate checking and reporting for every page on your site
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Choose effective target keywords, optimize your content, and attract links
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Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools
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Measure site-wide success rates across multiple systems and technologies
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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 Edition will 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
From the Back Cover
A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686
–This text refers to the
Paperback
edition.
Buy Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site at Amazon
Buy Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site at Amazon
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September 5th, 2009 at 2:38 am
5.0 out of 5 stars
A Must Read
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.
September 5th, 2009 at 3:22 am
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…
September 5th, 2009 at 4:39 am
5.0 out of 5 stars
Search Engine Marketing Inc. is a very intriguing book
This book has definitly helped me get my website to the first page of Google for my search. The book has very interesting topics that anyone with a website that is trying to get…
September 5th, 2009 at 5:58 am
I have to admit that this was a very difficult book for me to read, not because it isn’t an absolutely great resource or an all-inclusive textbook fore building a search engine marketing campaign from the ground up within your organization, but precisely because it was exactly those things. Because I have the attention span of a gnat, reading anything that doesn’t have a plot is hard for me (some of the most recent John Grisham books are the exception… that guy can make a phone book interesting!).
SEM, Inc is a very dense 500 pages, written out in a small 10 point font. Don’t pick this up looking for some light SEM fluff reading or some easy quick tips. SEM, Inc takes you all the way through the search engine marketing process from start to finish, leaving nothing out. Written more for larger corporations than the mom and pop small business, the information is solid and actionable for businesses of all types, shapes and sizes. Everything from how to get a campaign off the ground (if multiple departments must be involved) to communicating with your team effectively is covered.
If you are serious about understanding search marketing and how to implement a campaign throughout your site, or simply better understand what your search marketing team is doing, this book is a valuable resource and a textbook worthy of the marketing resource shelf.
September 5th, 2009 at 6:20 am
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.
September 5th, 2009 at 6:58 am
2.0 out of 5 stars
A good broad overview of SEM, but not specific.
The short and sweet of it is, that this book speaks largely in general terms, and rarely cites specific examples or case studies.
September 5th, 2009 at 9:35 am
3.0 out of 5 stars
Search Engin Marketing, Inc
At this time, I am only on page 160 of 550 pages total, but, I like it, and am underlining pages along with making a mark on those pages so I can thumb back thru at a later…
September 5th, 2009 at 12:06 pm
5.0 out of 5 stars
A great book for professionals
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…
September 5th, 2009 at 12:56 pm
5.0 out of 5 stars
EXCELLENT
Well written! Easy enough to follow I let my Web clients read. Very well laid out. I very much suggest this book.
September 5th, 2009 at 2:38 pm
5.0 out of 5 stars
The Best Book I’ve Read on Marketing Your Website!
I’ve read a lot of books on marketing your website and drawing business through search, both organic and pay per click.
September 5th, 2009 at 2:59 pm
5.0 out of 5 stars
Ultimate Search Marketng Guide
This is the only book that you ever need to learn about search marketing. Period.
Cheow
SingaporeAffiliateMarketing.com
September 5th, 2009 at 3:08 pm
5.0 out of 5 stars
Search Engine Marketing, Inc. – 5 STARS
“Search Engine Marketing, Inc. second ed. like the first, is an essential must read for anyone in the industry and everyone considering a career in Search Engine Marketing.
September 5th, 2009 at 3:23 pm
5.0 out of 5 stars
Excellent Resource Book for Anyone Doing Business on the Internet
Search Engine Marketing, Inc. is an excellent resource book on how to create and implement a search marketing campaign.