Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site, 3nd Edition

An IBM Press book

Book details

by Mike Moran, Bill Hunt

Published: 9 Dec 2014
ISBN: 978-0-13-303917-7

Learn more and purchase


The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value

For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience.

Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it.

Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have.

You’ll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program.

Podcasts

Mike Moran and Bill Hunt are interviewed by fellow search expert Heather Lloyd-Martin (author ofSuccessful Search Engine Copywriting) on key topics surrounding search engine marketing. In Part 3, they are joined by noted author David Meerman Scott (author of The New Rules of Marketing & PR).

Stay informed

Subscribe to the IBM Press newsletter to be the first to learn about our newest releases.

We're here to help

Save 40% with coupon code IBMEBOOKS40

Easy ways to get the answers you need