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Mike Moran and Bill Hunt walk you through a well-grounded methodology in approaching SEM (search engine marketing). They begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they’re trying to find information. Then they walk you 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. The authors systematically address every issue you’re likely to encounter, from enforcing search-engine friendly content standards through hiring consultants.

There are no black-hat or grey-hat tricks here. In fact, the book throughout points out the easy traps you might be tempted to fall into and explains why you should steer clear.

I whole-heartedly recommend this read.

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The process they outline is simple yet very powerful if followed. First you have to identify the goals of your web site. If you don’t know what you are trying to accomplish then you are unlikely to accomplish it. Then you determine how to measure the success of your website. After this you develop a search marketing strategy and how you are going to measure the success of your marketing efforts. If you are in a larger company the authors even include a section on selling your search marketing proposal to your company.

The book includes a lot of the necessary details to implement your plan. This includes how to get your site indexed, choosing your target words, and attracting links to your site. This is some of the best, most detailed information that I have seen anywhere on this subject and shows that the authors are up to date in their understanding of how search engines work and how to get top rankings. Search Engine Marketing, Inc. is highly recommended to anyone trying to market their website.

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SEM, Inc is a very dense 500 pages, written out in a small 10 point font. Don’t pick this up looking for some light SEM fluff reading or some easy quick tips. SEM, Inc takes you all the way through the search engine marketing process from start to finish, leaving nothing out. Written more for larger corporations than the mom and pop small business, the information is solid and actionable for businesses of all types, shapes and sizes. Everything from how to get a campaign off the ground (if multiple departments must be involved) to communicating with your team effectively is covered.

If you are serious about understanding search marketing and how to implement a campaign throughout your site, or simply better understand what your search marketing team is doing, this book is a valuable resource and a textbook worthy of the marketing resource shelf.

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Content:

Part 1 – The Basics of Search Marketing: Why Search Marketing Is Important… And Difficult; How Search Engines Work; How Search Marketing Works; How Searchers Work

Part 2 – Develop Your Search Marketing Program: Identify Your Web Site’s Goals; Measure Your Web Site’s Success; Measure Your Search Marketing Success; Define Your Search Marketing Strategy; Sell Your Search Marketing Proposal

Part 3 – Execute Your Search Marketing Program: Get Your Site Indexed; Choose Your Target Keywords; Optimize Your Content; Attract Links To Your Site; Optimize Your Paid Search Program; Make Search Marketing Operational; What’s Next?

Glossary; Index

First off, this book is really well done. Using a writing style that’s more conversational and readable than I expected from the cover, they go into solid detail about everything related to search engines. This includes how they work, what people are looking for when they search, and how best to understand the types of visitors you’ll get in order to turn them into potential customers. They also spend plenty of time telling you what to avoid in the way of spammy and sleazy tricks to get better rankings (which will probably also get you banned from the engines). As a result, you can read the information with confidence that you’re being useful and ethical information related to improving your visibility on the web.

While most any size business could benefit from this information, I kept thinking of larger organizations during my reading. Marketing Communication (MarCom) departments, at least those who understand the web, absolutely need to know this information and formalize their organizational approach to search engine optimization. A single person business looking to advertise on the web, especially if this is their first foray into the cyberworld, might find themselves a bit overwhelmed by over 500 pages of information. Conversely, a MarCom department would have the time and resources to commit to a focused and planned approach to their search engine results. Both businesses would benefit, but I think the larger companies would benefit more…

Regardless of your organizational size and structure, it’s worth the read. You’ll come away with a much more complete understanding of how you need to position yourself to get noticed in the increasingly crowded world of search…

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After reading your advice on social networking (chapter 9) I did my own research and now agree, the potential that social networking offers is incredible. You have opened up a new channel for me.

If you want to “reach your niche” more effectively than ever before, read Small Business Internet Marketing.