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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site (2nd Edition)

by Jaxrolo on February 9, 2010

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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition)
 
Manufacturer: IBM Press
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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!


“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

 

  •   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

 

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Required reading for marketing communication departments...
 
Review Date: September 4, 2005
Reviewer: Thomas Duff, Portland, OR United States
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...
Where was this book when I was developing my search enging marketing
 
Review Date: September 17, 2005
Reviewer: Harold McFarland, Florida
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.
I couldn't put this book down
 
Review Date: August 21, 2005
Reviewer: R. Blythe, Paris, Ontario Canada
I have just finished reading the book Search Engine Marketing Inc. from IBM Press and have to say it was one of those page-turners that I just couldn't put down.

Mike Moran and Bill Hunt walk you through a well-grounded methodology in approaching SEM (search engine marketing). They begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they're trying to find information. Then they walk you 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. The authors systematically address every issue you're likely to encounter, from enforcing search-engine friendly content standards through hiring consultants.

There are no black-hat or grey-hat tricks here. In fact, the book throughout points out the easy traps you might be tempted to fall into and explains why you should steer clear.

I whole-heartedly recommend this read.
A must-have for a web developer's bookshelf
 
Review Date: July 2, 2006
Reviewer: Kathy Long, Santa Cruz, CA
I'm a web designer branching out into search engine optimization and marketing so that I can provide my clients the full package. This is just the book I need. The material is current, proven reliable, and covers everything I need to know to create a winning site, from design to dollars. I can't recommend it enough. Many thanks to the authors.
don't chase the algorithm; but write eloquent web pages
 
Review Date: August 15, 2005
Reviewer: W Boudville, Terra, Sol 3
A reader who is thinking of improving her website's rankings in search engines might consider this book as being about Search Engine Optimisation (SEO). It is most certainly not. SEO has a well deserved reputation as being one of the shady neighbourhoods of the Web. Moran and Hunt are not two smarmy coves wanting to beguile you about "chasing the algorithm".

Rather, they explain what this SEO thing often boils down to. The many subterfuges that its proponents practise, to gin up their search engine rankings. Or, the SEO "experts" sell these techniques to naive or complicit customers, under the promise of higher organic rankings. (Organic refers to rankings that are not paid for.)

Moran and Hunt describe several common SEO methods. Like having the web server recognise a search engine's spider when it visits the website. Then, the server returns the spider a page different from what a human in a browser would get. More elaborately, another method involves forming a link farm. A set of websites, perhaps run by different owners, that cross link to each other, in the hope of beefing up their page rankings at the search engines. Often, these link farms are characterised by links that do not arise naturally out of the text of a page. Instead, you usually get a set or table of links to "partners". Furthermore, these links are typically for very non sequitar topics.

The authors strongly urge you not to go down this route. Instead, they advocate something your high school teacher told you. Write text that is as interesting and useful to a reader as you can make it. They discuss many more subsidiary details, but this is the gist.

Ultimately, it is these eloquent and useful writings, in the form of your web pages, that will attract links from pages that are themselves highly ranked. Even if you have to manually beseech those other pages' authors to consider adding a link to you. Because they will read your pages, to assess if these are of any interest to their readers. Also, when regular readers read your pages, the better those are written, the more likely a reader might buy what's on sale, for example.

Good writing improves your bottom line.

En passant, pages 346 and 347 have a lovely summary of the war between the search engines and the search spammers. It succinctly describes the back and forth, point and counterpoint, as each side rallied new innovations.

Tagged as: companys, driving, edition, engine, inc., marketing, search, site, traffic, your

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