Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website

by Mike Moran, Bill Hunt

For years, "Search Engine Marketing, Inc." has been an international best-seller, because it's the one guide that can help you understand, plan, execute, and operate a successful search marketing program from start to finish, even if you've never done it before! Now, Mike Moran and Bill Hunt have rewritten this best-seller from cover-to-cover to help you drive even better results from search marketing. "Search Engine Marketing, Inc., Third Edition" does what no other guide or previous edition has done: it shows how to holistically integrate organic search, paid search, and social media, so they "all" deliver far greater business value. You'll learn how "today's" search engines and search marketing programs work -- and above all, how "searchers" -- your potential customers -- work. Moran and Hunt guide you through every step of planning your search marketing program. They cover choosing target market segments, getting your site "found," optimizing your content, proving your content's quality, and much more. As in previous editions, they:
Focus relentlessly on the business value of search, not just short-term tactics
Explain the reasons behind their advice
Provide a proven search marketing philosophy that can withstand nonstop industry change
Offer 100% practical guidance for managing search programs on a day-to-day basis, even in the largest companies

Genres: Business, Technology, Nonfiction

528 pages, Paperback

First published July 21, 2005

Reviews

[Liz · Rating 5 out of 5]

Lots of really good information in this book :)

[Abdelrahman El-Mawawi]

The business model within this book may be beneficial but as you know the web is changing in a highly fast pace. Keep track of new books. This one is currently outdated.

[Amelia Painter · Rating 5 out of 5]

Search Engine Marketing, Inc. is an excellent resource book on how to create and implement a search marketing campaign.

The book provides step-by-step instructions on topics from how web development team can obtain the finances within an organization, to how to make your improve search engine ranking, to best uses of paid search options. Beyond the basics, the book explains conversion metrics and projecting success.

Individuals working for a large organization, looking to make a difference with the corporate Web site, this book is a "must read." For any Web professional, this book is and its DVD is a "must have."

Both Bill Hunt and Mike Moran organized the book in a unique and user-friendly manner. I especially like the way they refer the reader to other chapters within the text. (This quality fits my style of reading because I can jump to the referenced chapter, read a few pages, then jump back to the original page.)

The use of a skull and cross-bones on techniques that should be avoided makes the pages come alive. And their very straight-to-the-point titles like "stupid content tricks: how to get your site banned in five easy steps" also gets the readers attention! Love it, love it, love it!

Search Engine Marketing, Inc. is a new SEO/Internet Search reference book that I'll keep in my library until the Internet's every changing algorithms change once again.

[Liz · Rating 5 out of 5]

A great reference for anyone interested in search marketing.

My only disappointment was the example of an estimate based on some guesses, anecdotal evidence, and a made up table. How could that possible get a good estimate?

[Tina Johnson]

Driving Search engine traffic to your company website. This book is suitable for those who want to get complete insight on SEM.

[Paul Gillin · Rating 5 out of 5]

The bible of search engine marketing. Engagingly and confidently written. It's everything you'd want to know.