Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site, 2nd Edition

An IBM Press book

Book details

by Mike Moran, Bill Hunt

Published: 19 Sep 2008
ISBN: 978-0-13-606868-6

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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.


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).

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