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(More customer reviews)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 Operational; What's Next?
Glossary; Index
First off, this book is really well done. Using a writing style that's more conversational and readable than I expected from the cover, they go into solid detail about everything related to search engines. This includes how they work, what people are looking for when they search, and how best to understand the types of visitors you'll get in order to turn them into potential customers. They also spend plenty of time telling you what to avoid in the way of spammy and sleazy tricks to get better rankings (which will probably also get you banned from the engines). As a result, you can read the information with confidence that you're being useful and ethical information related to improving your visibility on the web.
While most any size business could benefit from this information, I kept thinking of larger organizations during my reading. Marketing Communication (MarCom) departments, at least those who understand the web, absolutely need to know this information and formalize their organizational approach to search engine optimization. A single person business looking to advertise on the web, especially if this is their first foray into the cyberworld, might find themselves a bit overwhelmed by over 500 pages of information. Conversely, a MarCom department would have the time and resources to commit to a focused and planned approach to their search engine results. Both businesses would benefit, but I think the larger companies would benefit more...
Regardless of your organizational size and structure, it's worth the read. You'll come away with a much more complete understanding of how you need to position yourself to get noticed in the increasingly crowded world of search...
Click Here to see more reviews about: Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition)
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
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