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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website
The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value
For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience.
Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it.
Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have.
You’ll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to
• Focus relentlessly on business value, not tactics
• Overcome the obstacles that make search marketing so challenging
• Get into your searcher’s mind, and discover how her behavior may change based on situation or device
• Understand what happens technically when a user searches—and make the most of that knowledge
• Create a focused program that can earn the support it will need to succeed
• Clarify your goals and link them to specific measurements
• Craft search terms and copy that attracts your best prospects and customers
• Optimize content by getting writers and tech people working together
• Address the critical challenges of quality in both paid and organic search
• Avoid overly clever tricks that can destroy your effectiveness
• Identify and resolve problems as soon as they emerge
• Redesign day-to-day operating procedures to optimize search performance
Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly.
NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES
SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field
mikemoran.com
whunt.com
SEMincBook.com
For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience.
Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it.
Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have.
You’ll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to
• Focus relentlessly on business value, not tactics
• Overcome the obstacles that make search marketing so challenging
• Get into your searcher’s mind, and discover how her behavior may change based on situation or device
• Understand what happens technically when a user searches—and make the most of that knowledge
• Create a focused program that can earn the support it will need to succeed
• Clarify your goals and link them to specific measurements
• Craft search terms and copy that attracts your best prospects and customers
• Optimize content by getting writers and tech people working together
• Address the critical challenges of quality in both paid and organic search
• Avoid overly clever tricks that can destroy your effectiveness
• Identify and resolve problems as soon as they emerge
• Redesign day-to-day operating procedures to optimize search performance
Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly.
NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES
SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field
mikemoran.com
whunt.com
SEMincBook.com
500 pages, ebook
First published July 21, 2005
16 people are currently reading
93 people want to read
About the author
Mike Moran
2 books5 followersMike 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.
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Displaying 1 - 6 of 6 reviews
February 17, 2015
Lots of really good information in this book :)
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September 5, 2020The 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.
August 31, 2011
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.
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.
November 1, 2011
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?
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?
Read
April 4, 2007Driving Search engine traffic to your company website. This book is suitable for those who want to get complete insight on SEM.
January 26, 2008
The bible of search engine marketing. Engagingly and confidently written. It's everything you'd want to know.
Displaying 1 - 6 of 6 reviews