Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition) | 
 enlarge | Authors: Mike Moran, Bill Hunt
Publisher: IBM Press
Category: Book
List Price: $49.99
Buy New: $30.82
You Save: $19.17 (38%)
New (29) Used (9) from $29.85
Rating:  44 reviews
Sales Rank: 23702
Media: Paperback
Edition: 2
Pages: 672
Number Of Items: 1
Shipping Weight (lbs): 2.2
Dimensions (in): 9 x 7 x 1.7
ISBN: 0136068685
Dewey Decimal Number: 658.872
EAN: 9780136068686
ASIN: 0136068685
Publication Date: September 29, 2008
Availability: Usually ships in 1-2 business days
Condition: All orders ship same business day via standard shipping (USPS Media Mail) if received by 1 PM CST.
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Product Description
bThe #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD!/bp style="margin: 0px;"br/pldquo;My copy of the first edition of Search Engine Marketing, Inc. is ratty and dog-eared from extensive use. Itrsquo;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; itrsquo;s an approachable and digestible guide chock-full of real-life examples.rdquo;br?David Meerman Scott, Bestselling Author of iThe New Rules of Marketing and PR/i brp style="margin: 0px;"br/pp style="margin: 0px;"ldquo;Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moranrsquo;s search industry bible, iSearch Engine Marketing, Inc./i, 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 iSearch Engine Marketing, Inc./i succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.rdquo;/p p style="margin: 0px;"?Jay Middleton Senior Manager, WW Search Marketing, Adobe Systems, Inc./p p style="margin: 0px;" /p p style="margin: 0px;"ldquo;With iSearch Engine Marketing, Inc./i, Bill Hunt and Mike Moran have successfully updated what is already known in the industry as ldquo;The Search Marketing Bible.rdquo; 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.rdquo;/p p style="margin: 0px;"?Lee Odden CEO of TopRank Online Marketing and Author of iOnline Marketing Blog/i/p p style="margin: 0px;" /pp style="margin: 0px;"In this book, two world-class experts present todayrsquo;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./p p style="margin: 0px;" /p p style="margin: 0px;"Thoroughly updated to fully reflect todayrsquo;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. Yoursquo;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./p p style="margin: 0px;" /p p style="margin: 0px;"buBONUS DVD Packed with Tools and Resources/u/b/p p style="margin: 0px;"DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics/p p style="margin: 0px;" /p p style="margin: 0px;"The authors systematically address every issue yoursquo;re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. Yoursquo;ll learn how to /p p style="margin: 0px;" /p ul li div style="margin: 0px;" Identify and leverage new search engine marketing opportunities arising from social media/div/li li div style="margin: 0px;" Align search engine marketing with your companyrsquo;s evolving strategic and tactical goals/div/li li div style="margin: 0px;" Implement programs that drive sustainable improvements? not counterproductive quick fixes/div/li li div style="margin: 0px;" Systematically optimize your existing Web site search programs/div/li li div style="margin: 0px;" Manage the unique marketing challenges associated with large sites/div/li li div style="margin: 0px;" Create monthly scorecards and use them to drive improvement/div/li li div style="margin: 0px;" Provide effective guidance to content developers and designers in language theyrsquo;ll understand/div/li li div style="margin: 0px;" Automate checking and reporting for every page on your site/div/li li div style="margin: 0px;" Choose effective target keywords, optimize your content, and attract links/div/li li div style="margin: 0px;" Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools/div/li li div style="margin: 0px;" Measure site-wide success rates across multiple systems and technologies/div/li li div style="margin: 0px;" Hire the right SEO consultant?and avoid the wrong ones/div/li/ul p style="margin: 0px;"Whether yoursquo;re a marketing, Web, or IT professional, product manager, or content specialist, iSearch Engine Marketing, Inc., Second Edition/i will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly. /p p style="margin: 0px;" /p p style="margin: 0px;" /p p style="margin: 0px;"Foreword xxv/p p style="margin: 0px;"Preface xxvii/p p style="margin: 0px;"Acknowledgments xxi/p p style="margin: 0px;"bPart 1: The Basics of Search Marketing 1/b/p p style="margin: 0px;"Chapter 1: Why Search Marketing Is Important?and Difficult 3/p p style="margin: 0px;"Chapter 2: How Search Engines Work 31/p p style="margin: 0px;"Chapter 3: How Search Marketing Works 57/p p style="margin: 0px;"Chapter 4: How Searchers Work 81/p p style="margin: 0px;"bPart 2: Develop Your Search Marketing Program 101/b/p p style="margin: 0px;"Chapter 5: Identify Your Web Sitersquo;s Goals 103/p p style="margin: 0px;"Chapter 6: Measure Your Web Sitersquo;s Success 119/p p style="margin: 0px;"Chapter 7: Measure Your Search Marketing Success 143/p p style="margin: 0px;"Chapter 8: Define Your Search Marketing Strategy 171/p p style="margin: 0px;"Chapter 9: Sell Your Search Marketing Proposal 199/p p style="margin: 0px;"bPart 3: Execute Your Search Marketing Program 227/b/p p style="margin: 0px;"Chapter 10: Get Your Site Indexed 229/p p style="margin: 0px;"Chapter 11: Choose Your Target Keywords 267/p p style="margin: 0px;"Chapter 12: Optimize Your Content 293/p p style="margin: 0px;"Chapter 13: Attract Links to Your Site 337/p p style="margin: 0px;"Chapter 14: Optimize Your Paid Search Program 383/p p style="margin: 0px;"Chapter 15: Make Search Marketing Operational 447/p p style="margin: 0px;"bPart 4: Beyond Search Marketing 477/b/p p style="margin: 0px;"Chapter 16: Explore New Media and Social Media 479/p p style="margin: 0px;"Chapter 17: Optimize Your Web Site Search 505/p p style="margin: 0px;"Chapter 18: Whatrsquo;s Next? 533/p p style="margin: 0px;"Glossary 551/p p style="margin: 0px;"Index 583/p p style="margin: 0px;" /p
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| Customer Reviews: Read 39 more reviews...
 Great Book that helped me from getting ripped off by synapse communications November 19, 2008
John Halloran (San Juan, Puerto Rico)
I read this great book at a time when Synapse Communications also known as Synapse India was causing my company brand damage and lost revenue due to an unfulfilled agreement to build several websites for my investment firm. The book was a real eye opener to the very poor website design and PHP work performed by Synapse Communications. Without this easy to read, wonderful resource, I could have never determined that the building of my 10 new websites by Synapse Communications was so poorly designed and was a search engine disaster. The authors Mike Moran and Bill Hunt were a big help in uncovering the projects flaws delivered by this Synapse Communications team. The book is four hundred and ninety six power packed pages not counting the glossary. The authors offer a very impressive list of search engine marketing links and reference for ongoing education that are well worth the purchase price. The Meta and tag building information is clearly displayed and easy to read. br /Buy this book today because you won't know if those you hire are competent and there are other good books on the subject as well including br / br /To help other entrepreneurs choose an Indian SEO firm or using local talents for any outsourcing. I have outlined the almost criminal delivery of my 10 website disaster at synapsecommunications.org and the site will be updated regularly at the website address above so my new team I will show how this should be done correctly. br /If you have a PHP or SEO project outsourced to India this will be a great example of what to avoid when hiring a website builder of search engine optimization firm in India. Before you doing any outsourcing read this valuable and complete reference before you send payment. br /You can also see good examples of what to avoid when setting up a SEO contract at synapseindia.tv and youtube or ripoffreport official websites. br /
 Excellent resource for the dedicated learner October 30, 2008
Steve Wolgemuth
1 out of 1 found this review helpful
This is a very comprehensive book that could be used as a text book for teaching Search Engine Marketing. It takes a very dedicated reader to get through the hundreds of pages. I'd give it 5 stars if it was consolidated a bit more so pages and information could be gleaned faster. It leaves no questions unanswered and explains everything in great detail and in an organized fashion.
perfect match for marketing managers August 27, 2008
Thomas Jean Marc (france, paris)
1 out of 2 found this review helpful
this book is very complete, going from overall strategy to details in HTML coding. br /if you are planning a web campaign in Search and want to go over your website before by optimizing it, this book will give you all the keys to success. br / br / br /Jean-Marc T.
Accomplishes its title's claim, and does it VERY well. July 1, 2008
Spidey (Massachusetts United States)
4 out of 4 found this review helpful
I started a consulting business months ago, and before I created a web site for it I read much of this book. I expected that many of my clients would find me by using Internet search engines, so I minded some of the techniques and principles explained in this book as I designed my web site. And boy did it pay off. Using a simple, forty dollar application, I created and published a web site that quickly jumped to the top of Google's search results for key phrases that prospective clients have been using to find a consultancy like mine. I bet my competitors who had been around much longer than my business must have been P.O.'d big time. But I suppose that's what they get for failing to do their homework! br /I'd elaborate on the content of the book, but other reviewers have done that; and ultimately it's the results that count, right? br /I can honestly say that buying this book has been the most profitable investment I've made in my business thus far.
Excellent, practical how-to guide June 2, 2008
Susan Robbins (Carpinteria, CA)
1 out of 2 found this review helpful
This book is great for both the corporate marketer with big resources AND the small business trying to grow big on the cheap (that would be us). Includes explanations of terms, sources for web tools, walks you through how to measure the success of your campaign efforts and even rationale for gaining buy-in in the corporate setting. Yes, it is detailed and comprehensive (off-putting for some) but simply focus on the issues of importance for you. Our website, [...], could be better, but we did avoid many pitfalls of internet marketing thanks to this book. It also helped us in working with our outsourced webmaster, who is not an SEO expert. Also check out Do It Wrong QuicklyDo It Wrong Quickly: How the Web Changes the Old Marketing Rules (IBM Press), which I am reading now.
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