A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686

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

Hunt, Bill

MORAN, MIKE

Business & Money

IBM Pr

"What's the one thing companies care about? Conversion. Getting potential customers to convert into real, actual, customers. But how do you do that in a world of Facebook, Google, YouTube, blogs, and Flickr? Mike Moran shows you how—by trying lots of little things, studying the results, learning quickly from your failures, and doing it all over again. He gives you a framework for getting over your fears of talking with your customers without a committee to protect your behind. Great book." –Robert Scoble Video blogger of the Scoble Show and Co-author of the top-selling corporate blogging book, Naked Conversations Start Fast, Fix Fast, and Fix Again: Marketing for Breakthrough Results For decades, marketers have been taught to carefully plan ahead because “you must get it right–it’s too expensive to change.” But, in the age of the Web, you can know in hours whether your strategy’s working. Today, winners don’t get it right the first time: they start fast, change fast, and relentlessly optimize their way to success. They do it wrong quickly…then fix it, just as quickly! In this book, Internet marketing pioneer Mike Moran shows you how to do that–step-by-step and in detail. Drawing on his experience building ibm.com into one of the world’s most successful sites, Moran shows how to quickly transition from “plan then execute” to a non-stop cycle of refinement. You’ll master specific techniques for making the Web’s “two-way marketing conversation” work successfully, productively, and profitably. Next, Moran shows how to choose the right new marketing tools, craft them into an integrated strategy, and execute it…achieving unprecedented efficiency, accountability, speed, and results. <ul>
<li> The indispensable online marketing guide for every CMO, brand marketer, direct marketer, online marketing specialist, strategist, and entrepreneur </li> <li> Learn more from your customers–and learn it faster </li> <li> Systematically measure online marketing results–and improve them </li> <li> Create deeper relationships with your customers on the Web </li> <li> Leverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new tools </li> <li> Build a lean, mean conversion machine </li> <li> Preview new innovations you’ll be implementing next year and the year after </li> <li> Overcome the organizational, political, and personal obstacles that keep marketers doing things the “old-fashioned” way </li> </ul> Foreward xv Preface xvii Acknowledgements xxiii About the Author xxvii Part 1: That Newfangled Marketing 1 Chapter 1: They’re Doing Wonderful Things with Computers 3 Chapter 2: New Wine in Old Bottles 21 Chapter 3: Marketing Is a Conversation 55 Part 2: That Newfangled Direct Marketing 103 Chapter 4: Going Over to the Dark Side 105 Chapter 5: The New Customer Relations 149 Chapter 6: Customers Vote with Their Mice 211 Part 3: That Newfangled You 253 Chapter 7: This Doesn’t Work for Me 255 Chapter 8: This Won’t Work Where I Work 275 Chapter 9: This Stuff Changes Too Fast 315 Glossary 335 Index 365

Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

Marketing & Sales

14+ Hours of Video Instruction       Overview        Search Engine Marketing LiveLessons provides all the background needed to be a search engine marketer. You will learn how to systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results.        Description      In this comprehensive LiveLessons Mike Moran a world-class expert presents today's best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. The lessons thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through the basics while providing reliable insights for experienced professionals. This LiveLessons guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You will walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.      About the Instructor      Mike Moran has worked on the Web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM’s customer-facing Web site. He was named an IBM Distinguished Engineer in 2005. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as Chief Strategist for the digital communications agency Converseon. Mike is the author of  Do It Wrong Quickly  and  Search Engine Marketing, Inc ., and he writes regular columns on search marketing for Revenue magazine, WebProNews, and Search Engine Guide. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on Internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.  Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog.       Skill Level          All levels     What You Will Learn       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 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    Set your budget with a focus on profitability, customer acquisition, providing lifetime value      Who Should Take This Course       Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., LiveLessons will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.     Course Requirements       An interest in understanding search engine marketing and how to implement it.     Table of Contents        General IntroductionLesson 1:  Why Search Marketing Is Important...and DifficultLesson 2:  How Search Engines WorkLesson 3:  How Search Marketing WorksLesson 4:  How Searchers WorkLesson 5:  Identify Your Web Site’s GoalsLesson 6:  Measure Your Web Site’s SuccessLesson 7:  Measure Your Search Marketing SuccessLesson 8:  Define Your Search Marketing StrategyLesson 9:  Sell Your Search Marketing ProposalLesson 10:  Get Your Site IndexedLesson 11:  Choose Your Target KeywordsLesson 12:  Optimize Your ContentLesson 13:  Attract Links to Your SiteLesson 14A: Optimize Your Paid Search ProgramLesson 14B: Optimize Your Paid Search ProgramLesson 15: Make Search Marketing OperationalLesson 16A:  Explore New Media and Social MediaLesson 16B:  Explore New Media and Social MediaLesson 17:  Optimize Your Web Site SearchLesson 18:  What’s Next?      LiveLessons Video Training series publishes hundreds of hands-on, expert-led video tutorials covering a wide selection of technology topics designed to teach you the skills you need to succeed. This professional and personal technology video series features world-leading author instructors published by your trusted technology brands: Addison-Wesley, Cisco Press, IBM Press, Pearson IT Certification, Prentice Hall, Sams, and Que. Topics include: IT Certification, Programming, Web Development, Mobile Development, Home & Office Technologies, Business & Management, and more. View all LiveLessons at http://www.ibmpressbooks.com/livelessons  

Search Engine Marketing, Inc. I, II, III, and IV: Driving Search Traffic to Your Company's Web Site (Livelessons)

Industries

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. You’ll learn how to <ul>
<li> Focus relentlessly on business value, not tactics </li> <li> Overcome the obstacles that make search marketing so challenging </li> <li> Get into your searcher’s mind, and discover how her behavior may change based on situation or device </li> <li> Understand what happens technically when a user searches—and make the most of that knowledge </li> <li> Create a focused program that can earn the support it will need to succeed </li> <li> Clarify your goals and link them to specific measurements </li> <li> Craft search terms and copy that attracts your best prospects and customers </li> <li> Optimize content by getting writers and tech people working together </li> <li> Address the critical challenges of quality in both paid and organic search </li> <li> Avoid overly clever tricks that can destroy your effectiveness </li> <li> Identify and resolve problems as soon as they emerge </li> <li> Redesign day-to-day operating procedures to optimize search performance </li> </ul>
Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly. NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field mikemoran.com whunt.com SEMincBook.com

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (IBM Press)

Ibm Press

Supercharge ROI by Rebuilding Content Marketing Around Your Customer! Marketing has always been about my brand, my product, my company. That’s “inside-out” marketing. Today, customers hate it—and ignore it. What does work? Customized messages they already care about. Marketing that respects their time and gives them immediate value in exchange for their attention. Marketing that’s “outside-in.” Now, two renowned digital marketing thought leaders show how to integrate content marketing with Big Data to create high-ROI, outside-in marketing. James Mathewson and Mike Moran share new practices, techniques, guidelines, and metrics for engaging on your customers’ terms, using their words, reflecting their motivations. Whether you’re a content marketer, marketing executive, or analyst, you’ll learn how to: • Ease your customers’ pain—solve what keeps them up at night—with compelling content experiences • Build content that’s essential to clients and prospects in each step of their buyer journeys • Integrate search and social data into all facets of content development to continually improve its effectiveness • Build evergreen content that is continuously improved to better meet the needs of your clients and prospects • Apply advanced machine learning, text analytics, and sentiment analysis to craft more discoverable, shareable content • Shape your messages to intercept your clients’ and prospects’ information discovery in Google • Transform culture and systems to excel at outside-in marketing

Outside-In Marketing: Using Big Data to Guide your Content Marketing (IBM Press)

Computers & Technology

Mathewson, James

Internet & Social Media

The #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD! “My copy of the first edition of Search Engine Marketing, Inc. is ratty and dog-eared from extensive use. It’s full of coffee stains and my own scribbled notes. Because it so effectively demystifies search engine marketing and provides such practical advice for success, I turn to it again and again and recommend it to audiences worldwide. This book is not academic blather or geeky techno-speak; it’s an approachable and digestible guide chock-full of real-life examples.” —David Meerman Scott, Bestselling Author of The New Rules of Marketing and PR “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 enlightening 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. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable 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 startups to the Fortune 100.” —Lee Odden CEO of TopRank Online Marketing and Author of Online Marketing Blog In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals. Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You’ll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution. BONUS DVD Packed with Tools and Resources DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics 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 <ul>
<li> Identify and leverage new search engine marketing opportunities arising from social media </li> <li> Align search engine marketing with your company’s evolving strategic and tactical goals </li> <li> Implement programs that drive sustainable improvements— not counterproductive quick fixes </li> <li> Systematically optimize your existing Web site search programs </li> <li> Manage the unique marketing challenges associated with large sites </li> <li> Create monthly scorecards and use them to drive improvement </li> <li> Provide effective guidance to content developers and designers in language they’ll understand </li> <li> Automate checking and reporting for every page on your site </li> <li> Choose effective target keywords, optimize your content, and attract links </li> <li> Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools </li> <li> Measure site-wide success rates across multiple systems and technologies </li> <li> Hire the right SEO consultant—and avoid the wrong ones </li> </ul>
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. Foreword xxv Preface xxvii Acknowledgments xxi Part 1: The Basics of Search Marketing 1 Chapter 1: Why Search Marketing Is Important…and Difficult 3 Chapter 2: How Search Engines Work 31 Chapter 3: How Search Marketing Works 57 Chapter 4: How Searchers Work 81 Part 2: Develop Your Search Marketing Program 101 Chapter 5: Identify Your Web Site’s Goals 103 Chapter 6: Measure Your Web Site’s Success 119 Chapter 7: Measure Your Search Marketing Success 143 Chapter 8: Define Your Search Marketing Strategy 171 Chapter 9: Sell Your Search Marketing Proposal 199 Part 3: Execute Your Search Marketing Program 227 Chapter 10: Get Your Site Indexed 229 Chapter 11: Choose Your Target Keywords 267 Chapter 12: Optimize Your Content 293 Chapter 13: Attract Links to Your Site 337 Chapter 14: Optimize Your Paid Search Program 383 Chapter 15: Make Search Marketing Operational 447 Part 4: Beyond Search Marketing 477 Chapter 16: Explore New Media and Social Media 479 Chapter 17: Optimize Your Web Site Search 505 Chapter 18: What’s Next? 533 Glossary 551 Index 583

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

Web Development & Design

A new edition of this title is available, ISBN-10: 0136068685 ISBN-13: 9780136068686

The sound of helicopter blades chopping through the air as they swiftly fly away into the distance, the eerie quietness before the buzzing of bullets zipping past the protective helmets, and the blasts of heavy shelling disturbing the ground. These were the familiar sounds heard once a drop was made leaving American soldiers in unfamiliar terrain to fight and fend off the enemy. The Vietnam War took place between 1955 and 1975. This war saw the communist government of North Vietnam pitted against South Vietnam and its leading ally, the United States. The war was costly and controversial with more than 3 million people losing their lives including over 58,000 Americans and more than half of the total dead being Vietnamese civilians. The Vietnam War was a long and difficult war that caused casualties, impacted families, and created brave heroes who lived to tell their story today. "Welcome Home The Lucky Ones" chronicles the tales of four brave American soldiers who served in the Vietnam War only to return home to the United States to find a bitterly divided opposition. Journey through the lives of Ken Byerly, John Laughlin, Mike Moran, and Colonel Steve Raho as they retell their time spent training in the Army and Air Force, leading up to the experiences and hardships they endured on the ground and in the air over Vietnam, to how the war shaped their lives upon their return back home.

Welcome Home: The Lucky Ones

Biographies & Memoirs

Laughlin, John

Byerly, Ken

Leaders & Notable People

Kenneth W. Byerly

Summary of This Tender Land: A Novel

Education & Teaching

Studying & Workbooks

Independently published

Summary of the life We chose: William “Big Billy” D'Elia and the Last Secrets of America's Most Powerful Mafia Family

See the best price to sell, buy, or rent books by MORAN, MIKE. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by MORAN, MIKE

See the best price to sell, buy, or rent books by MORAN, MIKE. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

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

Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

Search Engine Marketing, Inc. I, II, III, and IV: Driving Search Traffic to Your Company's Web Site (Livelessons)

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (IBM Press)

Outside-In Marketing: Using Big Data to Guide your Content Marketing (IBM Press)

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

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

Welcome Home: The Lucky Ones

Summary of This Tender Land: A Novel

Summary of the life We chose: William “Big Billy” D'Elia and the Last Secrets of America's Most Powerful Mafia Family