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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (3rd Edition) (IBM Press)
Download PDF Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (3rd Edition) (IBM Press)
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About the Author
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).
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Product details
Series: IBM Press
Paperback: 528 pages
Publisher: IBM Press; 3 edition (December 19, 2014)
Language: English
ISBN-10: 013303917X
ISBN-13: 978-0133039177
Product Dimensions:
6.9 x 1.3 x 9 inches
Shipping Weight: 1.8 pounds (View shipping rates and policies)
Average Customer Review:
4.5 out of 5 stars
95 customer reviews
Amazon Best Sellers Rank:
#835,610 in Books (See Top 100 in Books)
I started a consulting business months ago, and before I created a web site for it I read much of this book. I expected that many of my clients would find me by using Internet search engines, so I minded some of the techniques and principles explained in this book as I designed my web site. And boy did it pay off. Using a simple, forty dollar application, I created and published a web site that quickly jumped to the top of Google's search results for key phrases that prospective clients have been using to find a consultancy like mine. I bet my competitors who had been around much longer than my business must have been P.O.'d big time. But I suppose that's what they get for failing to do their homework!I'd elaborate on the content of the book, but other reviewers have done that; and ultimately it's the results that count, right?I can honestly say that buying this book has been the most profitable investment I've made in my business thus far.
I would argue that this is perhaps the finest, most concise guide to Search Engine Marketing. Developers, Marketers, CopyWriters, Managers and just about anybody else with a stake in search traffic through a website should find this material valuable. Do not expect code, expect sound advice on how to tailor your code. Do not expect copy, expect sound advice on how to focus your copy. After putting into practice what I learned form this book, I saw immediate and impactful results.The book is also very current and is very ethical. Do not hesitate in making a decision to purchase this book. The payoff will be swift.
While I think that search engine marketing is a moving target and it's best to read current articles and journals, this book provides a great foundation for people interested in pursuing or understanding internet marketing, search marketing, or search engine optimization. It provides practical guidance and advice on what to do now but also works as a higher level strategic plan as well. It's written by IBMers, so there is definitely a level of professionalism compared to hackers or other non-corporate authors. Good book to add to your library, as I reference it from time to time.
Great book. Easy to read and very, very informative. Not so much a "how to" but rather an explanation of what's going on u"nder the hood" and behind the scenes. Might be a bit dated and could be obsolete on some points, but still a great read to gather perspective as opposed to "recipes" for getting better search rankings, etc. Recommended for people who what to know what they're doing and not just what to do.
It covers a lot of the search engine marketing areas, however, in a very dry and unnecessary lengthy manner. Very boring to read through, the samples this book uses are also terrible.
A comprehensive reference book on SEM. MIke Moran presents the content in a manner that makes the info easy to understand. This book is a great investment for marketing leaders who need to understand SEM from the inside out.
The book assumes no prior knowledge of Internet marketing, but I think it's best suited for someone who already knows the basics and wants to increase their knowledge and skills.As others have said, there's a lot of information in this book, but it's presented with explanations and examples, so it's easier to understand.I've been an SEO consultant for several years, but I dog-eared a couple of dozen pages of this book so I could refer back to things that were new to me.This is a solid and important resource for anyone wanting to move to the "expert" level.
Could use better referencing and phrasing. Terminology seems a bit thick to consume and apply.
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