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Author Biography
About Mike Moran
Mike Moran has worked on the Web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM’s customer-facing Web site. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as Chief Strategist for the digital communications agency Converseon.
Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, and he writes regular columns on search marketing for Revenue magazine, WebProNews, and Search Engine Guide. He’s 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. Mike is a frequent keynote speaker on Internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.
Mike also has a broad technical background, with over 20 years experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted four patents in search and retrieval technology. He led the integration of ibm.com’s site search technologies as well as projects in content management, personalization, and web metrics. Mike led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. Mike was named an IBM Distinguished Engineer in 2005.
Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog.
About Bill Hunt
Bill has been a pioneer in search marketing and is considered the top thought leader on enterprise and global search engine marketing. He is an internationally recognized search marketing expert who has spoken at conferences in over 30 countries. Press, industry analysts, and corporate leaders frequently seek Bill’s advice to effectively leverage enterprise and global search marketing.
Bill has a dual role as CEO of Global Strategies International and Director of Global Search Strategy for Neo@Ogilvy. As CEO, Bill is responsible for developing and executing GSI’s corporate strategy and global expansion while ensuring stellar results and client satisfaction for all clients. In his role of Global Search Strategist for Neo@Ogilvy, Bill is responsible for Ogilvy’s search marketing thought leadership and for developing global search marketing strategic roadmaps integrated into Ogilvy’s 360° integrated communications programs.
Bill is currently on the board of directors of the Search Engine Marketing Professional Organization and is active in growing SEMPO’s international base of members. Bill has also been named by BtoB Magazine one of the Top 100 Marketers for 2007.
Bill is a veteran of the U.S. Marine Corps, and he earned a B.A. in Asian Studies/Japanese from the University of Maryland, Tokyo Campus, and a B.S. in international business from California State University, Los Angeles. Bill can be reached through his company Web site (www.globalstrategies.com) or his blog (www.enterprisesem.com).
Table of Contents
| The Basics of Search Marketing | p. 1 |
| Why Search Marketing Is Important ... and Difficult | p. 3 |
| How Search Engines Work | p. 31 |
| How Search Marketing Works | p. 57 |
| How Searchers Work | p. 81 |
| Develop Your Search Marketing Program | p. 101 |
| Identify Your Web Site's Goals | p. 103 |
| Measure Your Web Site's Success | p. 119 |
| Measure Your Search Marketing Success | p. 143 |
| Define Your Search Marketing Strategy | p. 171 |
| Sell Your Search Marketing Proposal | p. 199 |
| Execute Your Search Marketing Program | p. 227 |
| Get Your Site Indexed | p. 229 |
| Choose Your Target Keywords | p. 267 |
| Optimize Your Content | p. 293 |
| Attract Links to Your Site | p. 337 |
| Optimize Your Paid Search Program | p. 383 |
| Make Search Marketing Operational | p. 447 |
| Beyond Search Marketing | p. 477 |
| Explore New Media and Social Media | p. 479 |
| Optimize Your Web Site Search | p. 505 |
| What's Next? | p. 533 |
| Glossary | p. 551 |
| Index | p. 583 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
Supplemental Materials
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