Search engine optimization this and search engine optimization that. You read and hear about it all day, but what about your site? While there are plenty of articles providing useful information, this book shows you how a real world example met with success. The point of this book is to emphasize creativity when approaching tough optimization situations, shows you step-by-step to setting up and managing a search marketing program for your organization, several tips as well, and cost-saving measures from two of the world’s premier experts, Mike Moran and Bill Hunt.

Mike Moran is an IBM Distinguished Engineer with more than 20 years experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989, and has been granted four patents in search and retrieval technology. He led the original search marketing strategy for ibm.com, as well as the integration of ibm.com’s site search technologies.

Mike has worked on IBM’s Web site for the past seven years and is currently the Manager of ibm.com Site Architecture. In addition to his search work, Mike has spearheaded ibm.com projects in Content Management, Personalization, and Web Metrics.

In addition to Mike’s broad technical background, he also holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing, helping bridge the gap between technology and marketing concepts.

Bill Hunt is the CEO and Founder of Global Strategies International and one of the pioneers of search engine marketing, getting his start in early 1994. Bill is an internationally recognized search marketing expert, conference speaker, and contributor to numerous marketing journals and books. Over the years, Bill has led numerous large search marketing projects for clients such as AT&T, IBM, Intel, The Hartford, and Zurich Financial.

GSI specializes in helping Fortune 500 companies develop, implement and manage their global enterprise search marketing programs. With offices in the United States, Japan, the United Kingdom, and Switzerland, GSI has the experience to help companies execute their search marketing programs “from the inside out.”

Reviews

“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 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

Search Engine Marketing, Inc.

Effective search engine optimization (SEO) and search engine marketing (SEM) is now crucial to the success of your business. But it’s never been more challenging—especially if you’re responsible for a large, complex site. This Book is the key to unlocking your website’s full potential.

Find out more about this book or buy it Here

Customers who bought this item also bought

Search Engine Optimization: An Hour a Day
Search Engine Optimization
Pay-Per-Click Search Engine Marketing Handbook
Pay Per Click Search Engine Marketing For Dummies