September 18, 2005
Review: Chris Sherman - Search Day
This is an excerpt of Chris Sherman's Search Day review of the book.
Search Engine Marketing, Inc., a new book from Mike Moran and Bill Hunt, addresses the needs of search marketers running large campaigns, and that's what makes the book unique and valuable. Moran and Hunt are responsible for search marketing for one of the largest companies in the world, managing efforts for IBM.com. Their experiences and insights gained from directing search marketing at this global behemoth are infused throughout the book.
Need to assemble and manage a team within your organization to do search marketing? The book shows you how to create a budget, allocate resources and pitch top management to back your efforts. Have a problem with internecine squabbling over turf or performance among different groups in the organization? The book also illustrates management techniques used within IBM itself to get everyone on a large, global team operating from the same playbook.
That's not to say the book isn't useful for individuals wanting to learn more about search marketing—it is. Search Engine Marketing, Inc. is packed with scads of useful tactical information covering all aspects of tuning web sites for search engines and creating effective search advertising campaigns.
The first few chapters offer a basic overview of the fundamentals of search engine marketing. While these chapters are aimed primarily at newcomers to the field, the examples used and some of the market research cited make them a worthwhile read even for experienced search marketers.
There are also a number of chapters that offer step-by-step approaches to crucial activities, such as keyword planning, landing page design, link building and so on. These serve to demystify and objectify activities that many consider to be something of an art.
The book also offers a lot of useful background information not found in similar works. For example, there are sections devoted to understanding searcher behavior, and how best to use persuasion to make your search marketing efforts more effective.
The authors are also well-aware of subtleties that can make or break search marketing efforts. Throughout the book, icons flag sections that deal with two very important concerns: spam and the defacto global implications of search marketing campaigns. Many beginners run into trouble when they push the limits of search engine optimization, often risking spam penalties without even realizing what they're doing. Likewise, the global nature of search marketing has pitfalls that need to be recognized and dealt with.
Skull-and-crossbones icons flag sections where the authors describe techniques that while important for effective rankings can lead to trouble if misused. And globe icons tag content that's especially relevant to international search marketing campaigns. Again, virtually all of this information is drawn from direct experience the authors have had running campaigns in countries throughout the world.
The book also features one of the most comprehensive glossaries of search engine and search marketing terms I've seen, a highly valuable aid for anyone trying to decipher the plentiful jargon you'll invariably encounter as you learn search marketing.
I've just scratched the surface of what's offered in this comprehensive 560 page volume. There's very little in the search marketing arena that the book doesn't touch on in one way or another.
Search Engine Marketing, Inc. sets a new standard for quality in the ever-growing list of books dedicated to a complex and often arcane topic. Regardless of your experience or skill level, you should buy and read this book—and read it again.
Posted by whunt at 02:28 AM | Comments (0) | TrackBack
July 25, 2005
Review - Jeff Watts - National Instruments
Mike Moran and Bill Hunt have delivered a masterpiece on enterprise search marketing. Both engaging and results-focused, Search Engine Marketing, Inc. guides the marketer through the basics of why search is important and how search engines work to the more challenging organizational tasks of selling a search marketing proposal to executives and executing on a search marketing plan.
Unlike many previous search engine optimization books that have treated search marketing as a guerilla approach disjointed from other organizational needs, Search Engine Marketing, Inc. shows how to incorporate search into the overall marketing mix in order to increase both customer value and business return-on-investment.
Full of real examples from other enterprise search marketing organizations and thoughtful treatment of the business issues surrounding search, this book is the reference volume for bringing a successful search marketing program to fruition in the organization.
Jeff Watts, Search & Community Manager, National Instruments
Posted by whunt at 04:29 AM | Comments (0)
Review - Heather Lloyd-Martin - Author "Successful Search Engine Copywriting"
"Bill and Mike's book provides an excellent in-depth resource for companies examining their search marketing strategy. In addition to actionable SEO tips, this book outlines how to successfully develop a search strategy, determine what to outsource versus keep in house, and how to precisely outline the business case and "sell" search to executive decision-makers. If your company is wondering how to enter the search space - or if you're
revising your online strategy - read this book."
- Heather Lloyd-Martin, Author, Successful Search Engine Copywriting
Note: We strongly recommend Heather's new book "Successful Search Engine Copywriting" -- it is full of tips and techniques that will help you develop well optimized pages but more importantly, pages that match the searchers intent and encourage them to convert.
Posted by whunt at 04:20 AM | Comments (0)
Review - Rob Key - Converseon, Inc.
"Required reading for anyone interested in how to apply leading edge search marketing within large enterprises. With search marketing now of critical importance, the authors provide practical advice and approaches are both sophisticated and invaluable."
Rob Key, CEO, Converseon, Inc.
Posted by whunt at 04:18 AM | Comments (0)
Review - Barry Schwartz - Rusty Brick, Inc.
Search Engine Marketing, Inc. is the ultimate source on how to implement a search marketing campaign. The book provides actionable instructions on topics from how to get the finances within your organization to how to make your pages rank well in search engines. Beyond that, the book explains conversion metrics and projecting your success.
For anyone within a large organization, looking to make a difference with the corporate Web site; the book is a 'no-brainer.' For any professional SEO or SEM, the book is a must read. The manner in which Bill Hunt and Mike Moran organized the book is both unique and smart. Both Bill and Mike are also extremely professional public speakers on the topic of Search Marketing. I have been to dozens of search marketing conferences and I can honestly say, I am as impressed with this book as I am with their top presentations.
Barry Schwartz, CEO, RustyBrick, Inc. & Search Engine RoundTable
Posted by whunt at 04:17 AM | Comments (0)
July 23, 2005
Review: Kirkus Reports
"Each day, more consumers are turning to Internet search engines to find the products and services they need and want. If you want those customers, and their dollars, you must get into the game of search engine marketing—Moran and Hunt provide all the information you need. From the mechanics of search engines to an even-handed prediction of the future, this guide will steer tyros and web-nerds alike through the world of search marketing. It will help you develop a web search marketing strategy, get your site indexed and weigh the pros and cons of paid search programs. Perhaps most valuable is the discussion of what web searchers—that is, your potential customers—want when they use a search engine. Though different people have different motivations (some want to buy something, others want information) they all share certain behaviors: they often scan rather than read websites entirely, and they tend to look at the first two or three sites a search engine produces. A clear glossary of terms like "alt text" and "keyword loading" is also very useful. Overall, an indispensable guide for marketing in cyberspace."
Posted by whunt at 03:09 PM | Comments (0)
Review: Dr. Andrei Broder - IBM
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, and well-motivated treatment 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, IBM Distinguished Engineer & CTO, IBM Research Institute for Search and Text Analysis
Posted by whunt at 01:17 AM | Comments (0)
July 22, 2005
Review: David Cook - Buy.com
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 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 a 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
Posted by whunt at 02:05 PM | Comments (0)
Review: Cynthia Donlevy - Cisco Systems
"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.
Posted by whunt at 01:58 PM | Comments (0)
Review: Piers Dickinson - BP
"A very comprehensive, yet light hearted guide for internet managers that demystifies search engine marketing and provides practical advice for success".
Piers Dickinson, global internet marketing manager, BP.
Posted by whunt at 01:52 PM | Comments (0)