Driving Search Traffic to Your Company's Web Site

Search Engine Marketing, Inc.

Driving Search Traffic to Your Company's Web Site

by Mike Moran, Bill Hunt

Search Engine Marketing, Inc - Driving Search Traffic to Your Company's web site by Mike Moran, Bill Hunt

Search Engine Marketing, Inc. by Mike Moran, Bill Hunt teaches Web marketers what to do from the beginning so they can implement a successful search marketing program, offering the most comprehensive and well motivated treatment to date of all aspects of search engine marketing.

This book is the ultimate resource on how to implement a search marketing campaign, providing actionable instructions on topics from how to get the finances within your organization to how to make your pages rank well in search engines, explaining conversion metrics and other marketing tools.

IBM.com's site architect and a world-leading Search engine Optimization consultant present both the fundamentals - how search engines have evolved, how search marketing works - and the more advanced techniques of creating an effective program: building teams, choosing strategy, selling stakeholders and executives, implementing metrics.

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Mike Moran is an IBM Distinguished Engineer with more than 20 years experience in search technology working at IBM Research, Lotus, and other IBM software projects. He was the leader of the product team that developed the first commercial linguistic search engine in 1989, and has four patents in search and retrieval technology. He led the original search marketing strategy for IBM.com, as well as the integration of ibm.com's site search technologies.

Bill Hunt is the CEO and Founder of Global Strategies International and one of the pioneers of search engine marketing, starting in early 1994. Bill is an internationally recognized search marketing expert, conference speaker, and contributor to numerous marketing books and journals. Over the years, Bill has led numerous large search marketing projects for clients such as AT&T, IBM, The Hartford, Intel, and Zurich Financial.

Costumer reviews:

This is a great book that demystifies search engines, which, at the end of the day, are brutally simple and viciously commercial. Whether you are trying to sift through the jungle of search engine "experts", spinning up your first keyword campaign, or providing search marketing services (or even if you just want your little old site indexed and ranked) this book will provide you with comprehensive how to instructions. Reading this book is well worth the time investment. You will learn how to boost organic search prominence and plan and execute paid keyword marketing campaigns.
I use the principles and tactics in this book for every site I'm involved with.

Search engine marketing is one of the most important parts of Internet Marketing and also one of the most difficult and frustrating. 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 search marketing strategy and how you are going to measure the success of your marketing efforts. If you are in a larger company the authors even include a section on selling your search marketing proposal to your company.
The book includes a lot of the necessary details to implement your plan. This includes how to get your site indexed, choosing your target keywords, and attracting links to your site. This is some of the best, most detailed information that I have seen anywhere on this subject and shows that the authors are up to date in their understanding of how search engines work and how to get top rankings. Search Engine Marketing Inc. is highly recommended to anyone trying to market their website.

Having tried other books and internet articles on the subject, it was a pleasure to finally find a book containing relevant information. So many books on the market today are outdated with no information pertaining to today's most popular search engines and their search methods. It is obvious from the moment of picking up the book that the authors know the material they represent. The book contains hints that help people from all levels of experience in getting search traffic to their site.

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