Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site

Search Engine Marketing, Inc., takes you step by step through creating and running a search marketing program for your business. Large company or small, paid search or organic, U.S. or around the world, no matter what your business, this book covers every aspect of search marketing. The techniques described in this book have been analyzed and used by industry experts and by well-known companies as they pursue search marketing success. And Bill and i have used them all ourselves, for our own clients, so we know that they work.

Bill and I have been gratified by the positive feedback for the first edition of the book and are equally happy with what people have told us about the second edition, which completely updates the book and adds two totally new chapters on social media and Web site search. Although we update the book on each printing, it’s still a big deal to have a second edition. Here are what some industry experts have to say, as quoted in the book itself.

Praise for the Second Edition

Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moran’s search industry bible, Search Engine Marketing, Inc., incorporates informative and enlightening sections on optimizing multi-media, improving Web site search, and the emergence of social media and what it really means to a search marketer. There is valuable information in this book to help inform at every level from the beginner who is curious about search to the advanced enterprise search marketer. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable is no easy task, and Search Engine Marketing, Inc. succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.

—Jay Middleton
Senior Manager, WW Search Marketing, Adobe Systems, Inc.

With Search Engine Marketing, Inc., Bill Hunt and Mike Moran have successfully updated what is already known in the industry as “The Search Marketing Bible.” With new content, examples, and insight including social media and Web site search, this is a must read book for marketers at companies of all sizes from startups to the Fortune 100.

—Lee Odden
CEO of TopRank Online Marketing and Author of Online Marketing Blog

Search is the opportunity of our time because of its ability to match up your online presence with relevant customers. It is big, it is small, it is simple, it is complex, but most of all it is deeply monetizable—if done right. That last part is where Search Engine Marketing, Inc. comes in. Mike and Bill have done a fantastic job of updating their bestseller. Any organization that wants to get search needs to get this book.

—Avinash Kaushik
Author, Web Analytics: An Hour a Day

Search Engine Marketing, Inc. is an indispensable book to anyone tasked with managing their company’s search program. The book is easy to understand and implements best practices for maximizing the effectiveness of your search activities.

—Jochen Specht
Director, Web Strategy, Siemens Corporation

Search engine marketing is often complicated. The subject can overwhelm the novice and expert alike. But Mike Moran and Bill Hunt cut through this complexity. They approach search marketing pragmatically with a calm focus on what really matters. If you run a Web site and want to bring in qualified visitors, spend an afternoon talking shop with Mike and Bill. If that isn’t an option, buy their new book!

—Alan Rimm-Kaufman, PhD.
Founder and President, The Rimm-Kaufman Group

Thorough and authoritative, Mike Moran and Bill Hunt chose their title well. They literally wrote the book on search engine marketing. Beginners won’t be lost, experts won’t be bored, and everyone will walk away knowing more about this critical topic.

—Tim Peter
Internet Marketing Executive, Author of the Thinks blog

This book is required reading for anyone involved in marketing online—especially search. It provides precisely the right amount of depth and ideas to either get you off the ground or to optimize a highly complex site to meet your business goals. It’s written in a way to be accessible to both small site owners and mega-site managers, and I’ve found it invaluable to my team.

—Crispin Sheridan
Senior Director, Global Search Team, SAP

When Bill Hunt and Mike Moran wrote the original Search Engine Marketing, Inc., I didn’t think it ever be better. I was wrong. They rewrote it and did just that–made the book even better.

—Andy Beal
Coauthor, Radically Transparent

Mike Moran and Bill Hunt have provided a most comprehensive roadmap to both putting together a search engine marketing program or overhauling an existing one within an enterprise environment. It talks about not only how to build an effective SEM program, but also how to sell it internally to all the internal stakeholders whose buy-in is critical for the SEM program’s long-time success. This book is an invaluable resource with practical advice and should be required reading for all search engine marketers on your team.

—Imran Khan
Chief Marketing Officer, E-Loan

This book is rock solid. It covers all the bases of search engine marketing, including multimedia and social media. Whether you’re a veteran search marketer or a newbie, whether it’s a reference for your bookshelf or a comprehensive primer you’re after, you won’t go wrong with Search Engine Marketing, Inc..

—Stephan Spencer
Founder and President, Netconcepts

Mike Moran and Bill Hunt knowledgeably guide users to all areas of SEO/SEM from basic target keywords, measurement, and optimization to advanced Social Media and Search. Each chapter has clear information, tips, related sites and warning on potential risks. Search Engine Marketing, Inc. is a must read for marketing professional and C-level leaders who want to embrace Social Media and Web 2.0 tools to keep their organization on top.

—Julio Fernandez
Founder, B2BSocialMediaCouncil.com

Everyone will agree content is King on the Internet. However, for content to rule your marketplace, it must be found in the search engines ahead of your competitors. Search Engine Marketing, Inc. is a must for any organization that has plans for global customer domination. Plan on picking up several copies; every member on your team needs it.

—Brian Eisenberg
Author, New York Times bestselling Author of Waiting for Your Cat to Bark?
and Call to Action

If you’re looking to get ahead in Search Marketing and want to read a book, put this one down. This isn’t abook about search marketing, this is the book about search marketing.

—Edgar Valdmanis
MBA, Marketing Director, The Norwegian Computer Society

Praise for the First Edition

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

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.

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

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 havent 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 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

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

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.