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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 ...
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:
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
Posted August 15, 2005
A reader who is thinking of improving her website's rankings in search engines might consider this book as being about Search Engine Optimisation (SEO). It is most certainly not. SEO has a well deserved reputation as being one of the shady neighbourhoods of the Web. Moran and Hunt are not two smarmy coves wanting to beguile you about 'chasing the algorithm'. Rather, they explain what this SEO thing often boils down to. The many subterfuges that its proponents practise, to gin up their search engine rankings. Or, the SEO 'experts' sell these techniques to naive or complicit customers, under the promise of higher organic rankings. (Organic refers to rankings that are not paid for.) Moran and Hunt describe several common SEO methods. Like having the web server recognise a search engine's spider when it visits the website. Then, the server returns the spider a page different from what a human in a browser would get. More elaborately, another method involves forming a link farm. A set of websites, perhaps run by different owners, that cross link to each other, in the hope of beefing up their page rankings at the search engines. Often, these link farms are characterised by links that do not arise naturally out of the text of a page. Instead, you usually get a set or table of links to 'partners'. Furthermore, these links are typically for very non sequitar topics. The authors strongly urge you not to go down this route. Instead, they advocate something your high school teacher told you. Write text that is as interesting and useful to a reader as you can make it. They discuss many more subsidiary details, but this is the gist. Ultimately, it is these eloquent and useful writings, in the form of your web pages, that will attract links from pages that are themselves highly ranked. Even if you have to manually beseech those other pages' authors to consider adding a link to you. Because they will read your pages, to assess if these are of any interest to their readers. Also, when regular readers read your pages, the better those are written, the more likely a reader might buy what's on sale, for example. Good writing improves your bottom line. En passant, pages 346 and 347 have a lovely summary of the war between the search engines and the search spammers. It succinctly describes the back and forth, point and counterpoint, as each side rallied new innovations.
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