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Search Engine Marketing, Inc.: Driving Search Traffic to Your Co....pdf
Contents
Foreword
Preface
Acknowledgments
About the Authors
PART 1 THE BASICS OF SEARCH MARKETING
Chapter 1: Why Search Marketing Is Important . . . and Difficult
Web Search Basics
Search and Your Marketing Mix
The Challenge of Search Success
Summary
Chapter 2: How Search Engines Work
Matching the Search Query
Ranking the Matches
Displaying Search Results
Finding Web Pages for the Organic Index
Analyzing the Content
Building the Organic Index
Search Relationships
Summary
Chapter 3: How Search Marketing Works
Organic Search
Directory Listings
Paid Placement
Summary
Chapter 4: How Searchers Work
Visitor Behavior
The Searcher's Intent
The Searcher's Click
The Searcher's Follow-Through
Summary
PART 2: DEVELOP YOUR SEARCH MARKETING PROGRAM
Chapter 5: Identify Your Web Site's Goals
Web Sales
Offline Sales
Leads
Market Awareness
Information and Entertainment
Persuasion
Summary
Chapter 6: Measure Your Web Site's Success
Count Your Conversions
Count Your Traffic
Count Your Money
Summary
Chapter 7: Measure Your Search Marketing Success
Target Your First Search Marketing Campaign
Assess Your Current Situation
Calculate Your First Campaign's Opportunity
Summary
Chapter 8: Define Your Search Marketing Strategy
Choose the Scope of Your Search Marketing Program
Divide the Search Marketing Work
Choose Your Search Marketing Approach
Project Your Search Marketing Costs
Summary
Chapter 9: Sell Your Search Marketing Proposal
Assemble Your Search Marketing Proposal
Sell Your Proposal to the Extended Search Team
Sell Your Proposal to Executives
Summary
PART 3: EXECUTE YOUR SEARCH MARKETING PROGRAM
Chapter 10: Get Your Site Indexed
What If Your Site Is Not Indexed?
How Many Pages on Your Site Are Indexed?
How Can More Pages from Your Site Be Indexed?
Summary
Chapter 11: Choose Your Target Keywords
The Value of Keyword Planning
Your Keyword Planning Philosophy
Step-by-Step Keyword Planning
Summary
Chapter 12: Optimize Your Content
What Search Engines Look For
The Philosophy of Writing for Search
Step-by-Step Optimization for Search Landing Pages
Summary
Chapter 13: Attract Links to Your Site
Why Search Engines Vlue Links
Your Linking Philosophy
Step-by-Step Link Building for Your Site
Summary
Chapter 14: Optimize Your Paid Search Program
Paid Search Opportunities
Your Paid Search Philosophy
Step-by-Step Paid Search Optimization
Summary
Chapter 15: Make Search Marketing Operational
Set Up Your Central Search Team
Establish Search Marketing Best Practices
Track Search Marketing Success
Summary
PART 4: BEYOND SEARCH MARKETING
Chapter 16: Explore New Media and Social Media
What's Web 2.0?
New Media
Social Media
Summary
Chapter 17: Optimize Your Web Site Search
The Disappointment of Web Site Search
The Importance of Web Site Search
The State of Your Web Site Search
Improve Your Web Site Search
Summary
Chapter 18: What's Next?
What's Next for Search Marketing?
What's Next for You?
Summary
Glossary
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Index
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Praise for Search Engine Marketing, Inc., 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 enlighten-
ing sections on optimizing multimedia, improving Web site search, and the emergence of social media and
what it really means to the 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. Tak-
ing a very complicated, technical, and data-driven industry and making it easily understandable and action-
able is no small 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 start-
ups 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 of 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 effective-
ness 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, Ph.D.
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 pre-
cisely 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 for my team.”
—Crispin Sheridan
Senior Director, Global Search Strategy, SAP
“When Bill Hunt and Mike Moran wrote the original Search Engine Marketing, Inc., I didn't think it could
ever be better. I was wrong. They rewrote it and did just that—made the book even better!”
—Andy Beal
Coauthor of Radically Transparent
“Mike Moran and Bill Hunt have provided a most comprehensive roadmap to both putting together a new
search engine marketing program or overhauling an existing one within the 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-term 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 key-
words, measurement, and optimization to advanced Social Media and Search. Each chapter has clear infor-
mation, 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 content domination. Plan on picking up several copies; every member
on your team needs it.”
—Bryan Eisenberg
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 a
book about search marketing, this is the book about search marketing.”
—Edgar Valdmanis
MBA, Marketing Director, The Norwegian Computer Society
Praise for Search Engine Marketing, Inc., First Edition
“A very comprehensive, yet light-hearted guide for internet managers that demystifies search engine mar-
keting 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 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 success-
ful 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 treat-
ment 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
Yahoo! Research Fellow and Vice President of Emerging Search Technology
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