Marketer Solutions - Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Ibm Press)
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List Price: $49.99
Mktgs.com Price $31.49
Your Save: $ 18.50 ( 37% )
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Manufacturer: IBM Press
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Average Customer Rating:  
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Binding: Paperback
Dewey Decimal Number: 658.872
EAN: 9780131852921
ISBN: 0131852922
Label: IBM Press
Manufacturer: IBM Press
Number Of Items: 1
Number Of Pages: 592
Publication Date: 2005-07-31
Publisher: IBM Press
Studio: IBM Press
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Editorial Reviews:
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"A very comprehensive, yet light-hearted guide for internet managers that demystifies search engine marketing and provides practical advice for success." -Piers Dickinson, Global Internet Marketing Manager, BP "Outlines every one of the major strategic steps to develop your search marketing initiatives. This book teaches Web marketers what to do from the beginning so they can implement a successful search marketing program-the strategic steps to define the scope and cost of your search marketing program, develop a team, create a proposal, get executive approval, manage, and measure your search marketing program. You have to read it to appreciate it!" -Cynthia Donlevy, Web Marketing & Strategy, Cisco Systems, Inc. "Getting your site indexed is the most fundamental, yet one of the most challenging, aspects to search engine marketing. Search Engine Marketing Inc.: Driving Search Traffic to Your Company's Web Site is a detailed and comprehensive guide through the pitfalls and opportunities of this complicated subject. I started reading Chapter 10, "Get Your Site Indexed," and haven't really put it down since.It is a wonderfully well-written and detailed reference that you will come back to again and again to get more out of your SEO efforts. From price engines to paid placement, Chapter 14, "Optimize Your Paid Search Program," covers everything you need to know about paid search. I have yet to come across a more useful book for SEM pros. From budgeting to bid strategy and optimization, Mike and Bill take you through the steps to create successful paid search campaigns. Whether you are just starting out in paid search or are already a power player, you will learn something new from this book." -David Cook, Search Marketing Manager, Buy.com "This book has no silver bullets or snake-oil potions that will magically propel your site to the top of every search engine. What it offers instead, is the most comprehensive, well-thought-out, and well-motivated treatment to date of all aspects of search engine marketing, from planning to execution to measuring. If you are involved in any way in the economic aspects of Web search technology, you need this book on your shelf." -Dr.Andrei Broder, IBM Distinguished Engineer & CTO, IBM Research Institute for Search and Text Analysis "Mike Moran and Bill Hunt have delivered a masterpiece on enterprise search marketing. Both engaging and results-focused, Search Engine Marketing, Inc. guides the marketer through the basics of why search is important and how search engines work to the more challenging organizational tasks of selling a search marketing proposal to executives and executing on a search marketing plan. Unlike many previous search engine optimization books that have treated search marketing as a guerilla approach disjointed from other organizational needs, Search Engine Marketing, Inc. shows how to incorporate search into the overall marketing mix in order to increase both customer value and business return-on-investment. Full of real examples from other enterprise search marketing organizations and thoughtful treatment of the business issues surrounding search, this book is the reference volume for bringing a successful search marketing program to fruition in the organization." -Jeff Watts, Search & Community Manager, National Instruments "Search Engine Marketing, Inc. is the ultimate source on how to implement a search marketing campaign.The book provides actionable instructions on topics from how to get the finances within your organization to how to make your pages rank well in search engines. Beyond that, the book explains conversion metrics and projecting your success. For anyone within a large organization, looking to make a difference with the corporate Web site; the book is a 'no-brainer.' For any professional SEO or SEM, the book is a must read. The manner in which Bill Hunt and Mike Moran organized the book is both unique and smart. Both Bill and Mike are also extremely professional public speakers on the topic of Search Marketing. I have been to dozens of search marketing conferences and I can honestly say, I am as impressed with this book as I am with their top presentations." -Barry Schwartz CEO, RustyBrick, Inc. "Bill and Mike's book provides an excellent in-depth resource for companies examining their search marketing strategy. In addition to actionable SEO tips, this book outlines how to successfully develop a search strategy, determine what to outsource versus keep in house, and how to precisely outline the business case and 'sell' search to executive decision-makers.If your company is wondering how to enter the search space-or if you're revising your online strategy-read this book." -Heather Lloyd-Martin, Author, Successful Search Engine Copywriting "Required reading for anyone interested in how to apply leading-edge search marketing within large enterprises. With search marketing now of critical importance, the authors provide practical advice and approaches that are both sophisticated and invaluable." -Rob Key, CEO, Converseon, Inc. * Step-by-step guide to setting up and managing a search marketing program for your organization * Best practices, tips, and cost-saving measures from two of the world's premier experts Effective search engine optimization (SEO) and search engine marketing (SEM) is now crucial to the success of your business. But it's never been more challenging-especially if you're responsible for a large, complex site. Finally, there's a definitive source for reliable information for implementing an effective search engine optimization and marketing program for your business. In Search Engine Marketing, Inc., ibm.com's site architect and a world-leading enterprise SEO consultant present best practices, step-by-step techniques, and hard-won tips for driving maximum traffic at minimum cost.The authors begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they're trying to find information. You'll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution. Drawing on their unsurpassed experience, the authors systematically address every issue you're likely to encounter, from enforcing search-engine friendly content standards through hiring consultants.You'lllearn how to: * Handle the unique optimization and marketing challenges associated with large sites * Create site standards that codify best SEO/SEM practices * Align search marketing with your company's strategic and tactical goals * Automate checking and reporting for every page on your site * Create monthly scorecards and use them to drive improvement * Provide effective guidance to content developers and designers, in language they'll understand * Get your site indexed, choose target keywords, optimize content, and attract links * Make the most of the leading search engines and specialized and local search * Ensure that paid search efforts deliver optimal results, cost-effectively * Measure site-wide success rates across multiple systems and technologies * Hire the right SEO consultant-and avoid the wrong ones Whether you're a marketing, Web, or IT professional, product manager, or content specialist, this book will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly. A A(c) Copyright Pearson Education. All rights reserved.
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Spotlight customer reviews:
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Customer Rating: 
Summary: Excellent resource for the dedicated learner
Comment: This is a very comprehensive book that could be used as a text book for teaching Search Engine Marketing. It takes a very dedicated reader to get through the hundreds of pages. I'd give it 5 stars if it was consolidated a bit more so pages and information could be gleaned faster. It leaves no questions unanswered and explains everything in great detail and in an organized fashion.
Customer Rating:
Summary: perfect match for marketing managers
Comment: this book is very complete, going from overall strategy to details in HTML coding.
if you are planning a web campaign in Search and want to go over your website before by optimizing it, this book will give you all the keys to success.
Jean-Marc T.
Customer Rating:
Summary: Accomplishes its title's claim, and does it VERY well.
Comment: 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.
Customer Rating:
Summary: Excellent, practical how-to guide
Comment: This book is great for both the corporate marketer with big resources AND the small business trying to grow big on the cheap (that would be us). Includes explanations of terms, sources for web tools, walks you through how to measure the success of your campaign efforts and even rationale for gaining buy-in in the corporate setting. Yes, it is detailed and comprehensive (off-putting for some) but simply focus on the issues of importance for you. Our website, [...], could be better, but we did avoid many pitfalls of internet marketing thanks to this book. It also helped us in working with our outsourced webmaster, who is not an SEO expert. Also check out Do It Wrong QuicklyDo It Wrong Quickly: How the Web Changes the Old Marketing Rules (IBM Press), which I am reading now.
Customer Rating:
Summary: Hands down the best book available on search engine marketing
Comment: I purchased this book 2 months ago with the intention of trying to move my website up in the search engine rankings. I think every person that is responsible for search engine marketing dreams about what being ranked on the first page of Google would mean to your respective business. When I started this book my website was not ranked within the top 100 results on Google. Now we are on the first page for our targeted keywords. There is no question that optimizing your web site for the search engines is a lot of work and that it takes a very diligent effort to do it the right way. Showing you how to optimize your site the right way is what this book is all about. In truth, to me the book is worth 10 times what I paid for it. If you are interested in setting your web site up for success then this book is a must have.
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