Search Engine Marketing Inc. Driving Search Traffic To Your Company's Web Site

"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 Siteis 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 suMoran, Mike is the author of 'Search Engine Marketing Inc. Driving Search Traffic To Your Company's Web Site', published 2005 under ISBN 9780131852921 and ISBN 0131852922.