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

by Mike Moran, Bill Hunt

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 wi...

Genres: Business, Technology, Nonfiction

524 pages, Kindle Edition

First published July 21, 2005

About the author

Mike Moran is an expert in digital marketing, search technology, artificial intelligence, and marketing analytics. He is a Certified Speaking Professional™ (CSP®) and recognized keynote speaker worldwide.*

Mike is an independent consultant who also serves as a senior strategist for Converseon, an AI-powered consumer intelligence technology and consulting firm. Until 2022, Mike served for eight years as the Chief Product Officer for SoloSegment, martech software company whose patented customer experience analytics automatically increased engagement and conversions for B2B websites by improving site search and content recommendation.

Previously, Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike has more than 30 years’ experience in search technology, led the IBM product team that developed the first commercial linguistic search engine in 1989, and has been granted 13 patents in artificial intelligence, analytics, and search and retrieval technology. He led the integration of ibm.com's site search technologies and served as product manager for IBM's commercial search and text analytics products.

Mike is the author/co-author of three books: Outside-In Marketing with James Mathewson; best-selling Search Engine Marketing, Inc. with Bill Hunt, now in its Third Edition, and the acclaimed Internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald.

Mike founded and wrote for the Biznology blog. He has also written columns for Revenue Magazine, Internet Evolution, and WebProNews.

In addition to Mike's broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and was a Visiting Lecturer at the University of Virginia's Darden School of Business. He teaches in multiple digital marketing courses for Rutgers Business School Executive Education. He is a Senior Fellow for the Society for New Communications Research (now part of The Conference Board). He was 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.

*Certified Speaking Professional and CSP are trademarks of the National Speakers Association. All rights reserved.

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.