Hunt Bill - 2005;2006;

Mike Moran
Bill Hunt

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ISBN-0-13-185292-2

Text printed in the United States on recycled paper at Courier located in Stoughton, MA.

First printing, July, 2005

To my wife, Linda, and my children, David, Madeline, Marcella, and Dwight, with great appreciation for their support for me.
Mike Moran To my wonderful wife, Motoko, and my children, Mariko and William, for their tremendous patience, encouragement, and support.
Bill Hunt "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"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 programthe 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 , "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"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 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"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 "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."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 spaceor if you're revising your online strategyread this book."
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