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

by Mike Moran, Bill Hunt

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 projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.

Genres: Business, Technology, Nonfiction

627 pages, Paperback

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.