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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site
- By Mike Moran, Bill Hunt
- Published Jul 21, 2005 by IBM Press.
- Copyright 2006
- Dimensions: 7x9-1/4
- Pages: 592
- Edition: 1st
- Book
- ISBN-10: 0-13-185292-2
- ISBN-13: 978-0-13-185292-1
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A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686
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44 of 46 people found the following review helpful
Required reading for marketing communication departments..., By
This review is from: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Paperback)
With the ever-increasing attention paid to the search engine space, it pays to know how best to design your web site and plan your marketing campaigns to optimize this resource. A recent book I received fills that space nicely... Search Engine Marking, Inc. - Driving Search Traffic to Your Company's Web Site by Mike Moran and Bill Hunt.Content: Part 1 - The Basics of Search Marketing: Why Search Marketing Is Important... And Difficult; How Search Engines Work; How Search Marketing Works; How Searchers Work Part 2 - Develop Your Search Marketing Program: Identify Your Web Site's Goals; Measure Your Web Site's Success; Measure Your Search Marketing Success; Define Your Search Marketing Strategy; Sell Your Search Marketing Proposal Part 3 - Execute Your Search Marketing Program: Get Your Site Indexed; Choose Your Target Keywords; Optimize Your Content; Attract Links To Your Site; Optimize Your Paid Search Program; Make Search Marketing... Read more
13 of 14 people found the following review helpful
Where was this book when I was developing my search enging marketing, By
This review is from: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Paperback)
Search engine marketing is one of the most important parts of Internet marketing and also one of the most frustrating and difficult. While there are lots of people and businesses that are glad to tell you the secrets of how to get into one of the top positions on a search engine most of them are old techniques that don't work any more. In this book the authors examine the details of how a search engine really works and basic search marketing methods. One of the most interesting parts of the book is a section on understanding how a person thinks when they are issuing a search query. There is also a great graphic on the relationships between many of the search engines.The process they outline is simple yet very powerful if followed. First you have to identify the goals of your web site. If you don't know what you are trying to accomplish then you are unlikely to accomplish it. Then you determine how to measure the success of your website. After this you develop a... Read more
12 of 13 people found the following review helpful
I couldn't put this book down, By
This review is from: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Paperback)
I have just finished reading the book Search Engine Marketing Inc. from IBM Press and have to say it was one of those page-turners that I just couldn't put down.Mike Moran and Bill Hunt walk you through a well-grounded methodology in approaching SEM (search engine marketing). They begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they're trying to find information. Then they walk you 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. The authors systematically address every issue you're likely to encounter, from enforcing search-engine friendly content standards through hiring consultants. There are no black-hat or grey-hat tricks here. In fact, the book throughout points out the easy traps... Read more |
Online Sample Chapter
Why Search Marketing Is Important
Index
Foreword
Table of Contents
Preface.
Acknowledgments.
I. THE BASICS OF SEARCH MARKETING.
1. Why Search Marketing Is Important and Difficult.
2. How Search Engines Work.
3. How Search Marketing Works.
4. How Searchers Work.
II. DEVELOP YOUR SEARCH MARKETING PROGRAM.
5. Identify Your Web Site’s Goals.
6. Measure Your Web Site’s Success.
7. Measure Your Search Marketing Success.
8. Define Your Search Marketing Strategy.
9. Sell Your Search Marketing Proposal.
III. EXECUTE YOUR SEARCH MARKETING PROGRAM.
10. Get Your Site Indexed.
11. Choose Your Target Keywords.
12. Optimize Your Content.
13. Attract Links to Your Site.
14. Optimize Your Paid Search Program.
15. Make Search Marketing Operational.
16. What’s Next?
Glossary.
Index.
Downloadable Sample Chapter
Book
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