Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site / Edition 2

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For years, Search Engine Marketing, Inc. has been an international best-seller, because it’s the one guide that can help you understand, plan, execute, and operate a successful search marketing program from start to finish, even if you’ve never done it before! Now, Mike Moran and Bill Hunt have rewritten this best-seller from cover-to-cover to help you drive even better results from search marketing.

Search Engine Marketing, Inc., Third Edition does what no other guide or previous edition has done: it shows how to holistically integrate organic search, paid search, and social media, so they all deliver far greater business value.

You’ll learn how today’s search engines and search marketing programs work — and above all, how searchers — your potential customers — work. Moran and Hunt guide you through every step of planning your search marketing program. They cover choosing target market segments, getting your site “found,” optimizing your content, proving your content’s quality, and much more. As in previous editions, they:

  • Focus relentlessly on the business value of search, not just short-term tactics
  • Explain the reasons behind their advice
  • Provide a proven search marketing philosophy that can withstand nonstop industry change
  • Offer 100% practical guidance for managing search programs on a day-to-day basis, even in the largest companies
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Product Details

  • ISBN-13: 9780136068686
  • Publisher: IBM Press
  • Publication date: 9/19/2008
  • Edition description: Includes DVD
  • Edition number: 2
  • Pages: 627
  • Sales rank: 941,419
  • Product dimensions: 6.90 (w) x 9.10 (h) x 1.70 (d)

Meet the Author

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’s customer-facing website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as a senior strategist for the digital communications agency Converseon. Mike is the author of Do It Wrong Quickly and Search Engine Marketing, Inc., Second Edition, and he writes regular articles on digital marketing for Biznology®, Search Engine Guide, and All Things WOMM. 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 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 11 patents in search and retrieval technology. He led the integration of’s site search technologies as well as projects in content management, personalization, and web metrics.

Mike led the adoption of search marketing at back in 2001 and pioneered product search facilities that dramatically raised conversion rates. He was named an IBM Distinguished Engineer in 2005.

Mike can be reached through his website,

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 ( or his blog (

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Table of Contents

Pt. 1 The Basics of Search Marketing 1

Ch. 1 Why Search Marketing Is Important ... and Difficult 3

Ch. 2 How Search Engines Work 31

Ch. 3 How Search Marketing Works 57

Ch. 4 How Searchers Work 81

Pt. 2 Develop Your Search Marketing Program 101

Ch. 5 Identify Your Web Site's Goals 103

Ch. 6 Measure Your Web Site's Success 119

Ch. 7 Measure Your Search Marketing Success 143

Ch. 8 Define Your Search Marketing Strategy 171

Ch. 9 Sell Your Search Marketing Proposal 199

Pt. 3 Execute Your Search Marketing Program 227

Ch. 10 Get Your Site Indexed 229

Ch. 11 Choose Your Target Keywords 267

Ch. 12 Optimize Your Content 293

Ch. 13 Attract Links to Your Site 337

Ch. 14 Optimize Your Paid Search Program 383

Ch. 15 Make Search Marketing Operational 447

Pt. 4 Beyond Search Marketing 477

Ch. 16 Explore New Media and Social Media 479

Ch. 17 Optimize Your Web Site Search 505

Ch. 18 What's Next? 533

Glossary 551

Index 583

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