Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (3e) : 9780133039177

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (3e)

Published by
Pearson Higher Ed USA
Available on demand
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This book shows how to holistically integrate organic search, paid search, and social media, so they all deliver far greater business value. The reader will  learn how today’s search engines and search marketing programs work — and above all, how searchers — potential customers — work. Moran and Hunt guide students through every step of planning a search marketing program. They cover choosing target market segments, getting the website “found,” optimizing content, proving content’s quality, and much more.
Table of contents

Preface    xvii

Acknowledgements    xx

About the Authors    xxiv

Part I: Understand Search Marketing

Chapter 1  How Search Marketing Works    3

Why Search Marketing Is Important    4

Searchers Are Highly Qualified Prospects    4

Search Marketing Is Cost-Effective    5

Search Marketing Is Big Business    6

Why Search Marketing Is Difficult    6

You Need Flexibility    6

You Need Coordination    7

You Need Name Recognition    7

You Need Resources    8

You Have Lots of Competition    9

What Search Marketing Is    10

How to Get Started in Search Marketing    18

Getting Started with Organic Search    18

Getting Started with Paid Search    23

The Steps to Search Success    29

Chapter 2  How Searchers Work    31

Visitor Behavior    32

Buyer Behavior    33

Other Visitor Behavior    34

The Searcher’s Intent    34

Navigational Searchers    35

Informational Searchers    38

Transactional Searchers    39

The Searcher’s Device    41

The Searcher’s Typing    42

The Searcher’s Click    44

How Searchers Look at Results    45

Why Searchers Click Where They Do    46

When Searchers Don’t Click Results    46

The Searcher’s Follow-Through    48

Customer Behavior and the Buyer’s Journey    49

Search Marketing and the Buyer’s Journey    51

How to Work the Searcher    54

Don’t Pick Keywords That Are “Too Hot”    54

Don’t Pick Keywords That Are “Too Cold”    57

Pick Keywords That Are “Just Right”    59

Chapter 3  How Search Works    61

How Search Engines Work    61

Analyzing the Search Keyword    62

Choosing Matches to the Keyword    66

Ranking the Matches    70

Displaying Search Results    81

Finding Content for the Organic Index    82

Analyzing the Content    85

Spotting Words You Don’t Normally See    86

Building the Organic Index    88

How to Work the Search Engines    89

Your Organic Search Writing Philosophy    89

Your Paid Search Bidding Philosophy    92

Your Content Quality Philosophy    98

Part II: Plan Your Search Marketing Program

Chapter 4  Unlock the Business Value of Search    105

Identify Your Website’s Goals    105

Web Sales    107

Offline Sales    112

Leads    113

Market Awareness    115

Information and Entertainment    116

Persuasion    117

Measure Your Website’s Success    120

Count Your Conversions    120

Count Your Traffic    137

Count Your Money    139

Measure Your Search Marketing Success    141

Target Your First Search Marketing Campaign    142

Assess Your Current Situation    147

See Whether Your Existing Landing Pages Are Indexed    150

Calculate Your First Campaign’s Opportunity    157

Chapter 5  Create Your Search Marketing Program    167

Define Your Search Marketing Strategy    167

Choose the Scope of Your Search Marketing Program    168

Divide the Search Marketing Work    173

Choose Your Search Marketing Approach    180

Project Your Search Marketing Costs    188

Sell Your Search Marketing Proposal    194

Assemble Your Search Marketing Proposal    195

Sell Your Proposal to the Extended Search Team    202

Sell Your Proposal to Executives    216

Set Up Your Search Marketing Program    222

Organize Paid Search    222

Organize Organic Search    226

Organize Local Search    228

Part III: Execute Your Search Marketing Program

Chapter 6  Choose Your Target Market Segments    235

Understand the Value of Targeting    236

Building Brand Awareness    236

Increasing Web Conversions    238

Choose Your Primary Targets    239

Brainstorm with Your Team    240

Check Your Current Search Referrals    244

Consult Your Site Search Facility    244

Use Keyword Research Tools    245

Check Out Your Competition    246

Deepen Your Targeting    247

Use Your Buyer’s Journey    247

Decide a Match Type for Each Paid Search Keyword    248

Localize Your Targets    250

Organize Your Targets    254

Understand the Need to Prioritize    255

Choose Your Keyword Tiers    257

Prioritize Keywords by Your Buyer’s Journey    259

Structure Your Paid Search Keywords    262

Optimize Your Keyword Models    263

Segment Your Keywords by Categories    264

Use Searcher Interests for Content Development    266

Use Social Data to Improve Keywords    266

Chapter 7  Get Your Content Listed    269

Get Your Pages Listed in Organic Search Indexes    269

Assess How Many Pages Are Indexed    270

Increase the Number of Indexed Pages    278

Get Social Content Listed in Organic Search Indexes    301

Get Your Blog Indexed    301

Get Your Videos Indexed    302

Getting Your Images Indexed    302

Getting Your Social Network Content Indexed    303

Get Your Merchandise Listed in Product Search Databases    304

Feeding Your Data to Product Search Engines    304

Making the Most of Product Feeds    306

Chapter 8  Optimize Your Content    309

Choose Your Search Landing Pages    310

How Not to Choose a Search Landing Page    311

Landing Pages for Multiple Keywords    312

When You Can’t Find the Right Landing Page    313

Analyze Your Metrics    315

Measure Your Search Referrals    317

Calculate Your Search Conversions    317

Improve Your Content    318

Improve Your Search Results    319

Improve Your Landing Pages    334

Chapter 9  Prove Your Content’s Quality    351

Organic Search Quality Factors    352

Links as Quality Factors    352

Social Media as Quality Factors    378

Human Ratings as Quality Factors    386

Paid Search Quality Factors    390

Using Your Quality Score    391

Understanding Product Search Quality    392

Improve Quality with Co-Optimization    393

Chapter 10  Make Search Marketing Operational    397

Why Is Operating a Search Program So Hard?    398

Multiple Specialist Teams    398

Multiple Product Sites    399

Multiple Audiences    400

Multiple Countries    402

Multiple Technologies    403

Set Up Your Search Center of Excellence    404

Staff the Team    405

Develop the Team’s Skills    406

Establish Search Marketing Best Practices    407

Monitor Your Search Metrics    413

Assess Your Site’s Content    413

Check Your Search Rankings    421

Monitor Search Referrals    425

Calculate Search Conversions    430

Review Your Measurements with Others    434

Monitor Your Search Health    437

Your Organic Page Inclusion    437

Site-Wide Organic Search Problems    439

Your Paid Search Program    441

The Companion Website    445

Glossary    447

Index    487


New to this edition
  • A complete cover-to-cover rewrite
  • The first guide to holistically integrate coverage of organic search, paid search, and social media
  • Will change the way people think about search!
Features & benefits
  • Covers everything students need to know to plan, execute, and manage a modern search marketing program -- even if they've never done anything like it before
  • Revamped to help students learn to fully integrate organic search, paid search, and social content
  • Focuses first and foremost on the business value of search, not just tactics
  • Explains the reasons behind its recommendations, giving the reader a philosophy and approach that will withstand non-stop change
Author biography

Mike Moran has worked on the web since its inception, in both marketing and technical roles, including eight years at, IBM’s customer-facing website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting at Mike Moran Group, and also serves as a senior strategist for both the social media consultancy Converseon, and its spin-off social analytics company, Revealed Context. He’s twice been named one of the top 50 Internet marketers and regularly consults for Fortune 500 companies around the world.


Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, perhaps the first book on agile marketing. He writes regular columns on digital marketing at WebProNews and Search Engine Guide, and is the founder and senior author at Biznology (

He’s a Senior Fellow of the Society for New Communications Research and an Open Group Distinguished IT Specialist. Mike is a frequent keynote speaker on digital marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, works as an instructor for both Rutgers University and the University of California at Irvine, and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.


Mike also has a broad technical background, with over 30 years of experience in search technology, working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted 11 patents in search and retrieval technology. He led the integration of’s site search technologies as well as projects in content management, personalization, and web metrics. Mike led the adoption of search marketing at back in 2001 and pioneered product search facilities that dramatically raised conversion rates. Mike was named an IBM Distinguished Engineer in 2005.


Mike can be reached through his website (


Bill Hunt has been a pioneer in search marketing, first optimizing pages in 1994. He is considered the top thought leader on enterprise and global search engine marketing and is an internationally recognized search marketing expert who has spoken at conferences in over 30 countries.


Press, industry analysts, and corporate leaders frequently seek Bill’s advice to help them effectively leverage enterprise and global search marketing. Bill is the CEO of Back Azimuth Consulting. Through Back Azimuth, Bill provides cutting-edge keyword data-mining models to identify missed opportunities and increase revenue based on understanding consumer needs. Bill is also responsible for Back Azimuth’s search marketing thought leadership and for developing global search marketing strategic roadmaps for multinational corporations such as Absolut Vodka, Cisco, HP, MGM, and Pernod-Ricard.


Bill is a veteran of the U.S. Marine Corps, and he earned a B.A. in Asian Studies/Japanese from the University of Maryland, Tokyo Campus, and a B.S. in International Business from California State University, Los Angeles. Bill can be reached through his company website (www. or his blog (



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