Search Engine Marketing, Inc. Driving Search Traffic to Your Company's Website

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 12/9/2014
  • Publisher: IBM Press
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The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value


For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience.


Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it.


Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have.


You’ll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to

  • Focus relentlessly on business value, not tactics
  • Overcome the obstacles that make search marketing so challenging
  • Get into your searcher’s mind, and discover how her behavior may change based on situation or device
  • Understand what happens technically when a user searches—and make the most of that knowledge
  • Create a focused program that can earn the support it will need to succeed
  • Clarify your goals and link them to specific measurements
  • Craft search terms and copy that attracts your best prospects and customers
  • Optimize content by getting writers and tech people working together
  • Address the critical challenges of quality in both paid and organic search
  • Avoid overly clever tricks that can destroy your effectiveness
  • Identify and resolve problems as soon as they emerge
  • Redesign day-to-day operating procedures to optimize search performance

Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly.



SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field






Author Biography

Mike Moran has worked on the web since its inception, in both marketing and technical roles, including eight years at IBM.com, IBM’s customer-facing website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting at Mike Moran Group, and also serves as a senior strategist for both the social media consultancy Converseon, and its spin-off social analytics company, Revealed Context. He’s twice been named one of the top 50 Internet marketers and regularly consults for Fortune 500 companies around the world.


Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, perhaps the first book on agile marketing. He writes regular columns on digital marketing at WebProNews and Search Engine Guide, and is the founder and senior author at Biznology (www.biznology.com).

He’s a Senior Fellow of the Society for New Communications Research and an Open Group Distinguished IT Specialist. Mike is a frequent keynote speaker on digital marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, works as an instructor for both Rutgers University and the University of California at Irvine, and 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 30 years of 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 11 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 website (www.mikemoran.com).


Bill Hunt has been a pioneer in search marketing, first optimizing pages in 1994. He is considered the top thought leader on enterprise and global search engine marketing and 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 help them effectively leverage enterprise and global search marketing. Bill is the CEO of Back Azimuth Consulting. Through Back Azimuth, Bill provides cutting-edge keyword data-mining models to identify missed opportunities and increase revenue based on understanding consumer needs. Bill is also responsible for Back Azimuth’s search marketing thought leadership and for developing global search marketing strategic roadmaps for multinational corporations such as Absolut Vodka, Cisco, HP, MGM, and Pernod-Ricard.


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 website (www. back-azimuth.com) or his blog (www.whunt.com).



Table of Contents

Part 1. Understand Search Marketing

1. How Search Marketing Works

2. How Search Engines Works

3. How Searchers Work

Part 2. Plan Your Search Marketing Program

4. Unlock the Business Value of Search

6. Plan Your Search Marketing Program

Part 3. Execute Your Search Marketing Program

7. Choose Your Target Market Segments

8. Get Your Site Found

9. Optimize Your Content

10. Prove Your Content’s Quality

11. Make Search Marketing Operational



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