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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition)
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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!
—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
- 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 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
Product Details
- Amazon Sales Rank: #26462 in Books
- Published on: 2008-09-29
- Original language: English
- Number of items: 1
- Binding: Paperback
- 672 pages
Features
- ISBN13: 9780136068686
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
- Click here to view our Condition Guide and Shipping Prices
Editorial Reviews
From the Back Cover
A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686
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 Web site. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as Chief Strategist for the digital communications agency Converseon.
Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, and he writes regular columns on search marketing for Revenue magazine, WebProNews, and Search Engine Guide. 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 he 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 four 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. Mike was named an IBM Distinguished Engineer in 2005.
Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog.
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).
Customer Reviews
Required reading for marketing communication departments...
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...
The Text book for SEM
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.
Where was this book when I was developing my search enging marketing
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.
