Search Engine Marketing, Inc.
Driving Search Traffic to Your Company’s Web Site
Authors: Mike Moran and Bill Hunt
Paperback: 592 pages, $31.49
Published: July, 2005
I have to admit that this was a very difficult book for me to read, not because it isn’t an absolutely great resource or an all-inclusive textbook for building a search engine marketing campaign from the ground up within your organization, but precisely because it was exactly those things. Because I have the attention span of a gnat, reading anything that doesn’t have a plot is hard for me (some of the most recent John Grisham books are the exception… that guy can make a phone book interesting!).
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.