Search Engine Marketing, Inc., Second Edition

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Search Engine Marketing, Inc., Second Edition: Driving Search Traffic to Your Company's Web Site
by Mike Moran, Bill Hunt

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The #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD!

In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.

Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. 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.

BONUS DVD Packed with Tools and Resources

DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics

The authors systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to

Identify and leverage new search engine marketing opportunities arising from social media

Align search engine marketing with your company’s evolving strategic and tactical goals

Implement programs that drive sustainable improvements— not counterproductive quick fixes

Systematically optimize your existing Web site search programs

Manage the unique marketing challenges associated with large sites

Create monthly scorecards and use them to drive improvement

Provide effective guidance to content developers and designers in language they’ll understand

Automate checking and reporting for every page on your site

Choose effective target keywords, optimize your content, and attract links

Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools

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, Search Engine Marketing, Inc., Second Edition will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

Publisher: IBM Press
Page Count: 627
ISBN10: 0136068685
ISBN13: 9780136068686
Cover: Paperback
Media: DVD
Pub Date: 09/21/2008