A Compilation of Search Marketing Book Reviews

Looking for a book to help you sharpen your search marketing skills? Look no further—here’s a compilation of reviews published in SearchDay over the past several years.

This is the second installment of a list of all search-related book reviews published in SearchDay. This particular list covers books about search marketing. The first installment covered reviews of books about general web search tactics and techniques. I’ll also be publishing a list of reviews of specialized searching techniques and guides to search related technology. Once I’ve got everything pulled together I’ll also publish a Big List of search-related book reviews that I’ll continue to update as new reviews are added.

Search Marketing Book Reviews

Use the alphabetically arranged links below to go directly to a review. Scroll down the page for a reverse-chronological listings and a brief description of each book review.

The Buyer’s Guide to Search Advertising Agencies, Marketing Sherpa
The Buyer’s Guide to Search Engine Optimization Firms, Marketing Sherpa
Call to Action, Bryan & Jeffrey Eisenberg
The Keyword Research Guide, Wordtracker
Maximizing Search Engine Visibility, Shari Thurow
Search Engine Advertising, Catherine Seda
Search Engine Marketing, Inc., Mike Moran & Bill Hunt
Successful Search Engine Copywriting, Heather Lloyd-Martin
The Search Engine Marketing Kit, Dan Thies
Winning Results with Google AdWords, Andrew Goodman

Reverse Chronological Listings

Everything You Ever Wanted to Know About Google AdWords
SearchDay, October 4, 2005

Andrew Goodman’s Winning Results with Google AdWords is an outstanding guide to the company’s advertising program. The book distills Andrew’s years of experience helping clients create and manage successful search advertising campaigns into a 352 page handbook that you’ll refer to often.

But the book goes beyond being merely a hands-on AdWords tutorial. Andrew also weaves in the insights and observations he’s well known for writing on Traffick. It’s this combination of pragmatism and thoughtful insight that makes the book a compelling read for just about anyone.

An Experts’ Guide to Keyword Research
SearchDay, Sept. 20, 2005

How would you handle the search marketing challenge of selecting appropriate keywords for a campaign to market vegetarian dog food? The creators of Wordtracker, a popular keyword research tool, asked some of the most respected search marketing experts in the world to tackle this challenge.

The result is a 75 page eBook called The Keyword Research Guide that’s packed with useful tips and insights. Of course, the guide is ultimately a sales pitch for Wordtracker. Nonetheless, it’s relatively easy to filter out the “pitchy” aspects of the book and garner a lot of useful advice, strategy and tips.

The Business of Search Engine Marketing
SearchDay, Sept. 7, 2005

An excellent new book focuses both on tactics as well as the managerial and organizational tasks required for effective large-scale search marketing campaigns.

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.

A Buyer’s Guide to Paid Search Advertising Agencies
SearchDay, July 20, 2005

Who are the key players in the paid search arena? The Buyer’s Guide to Search Advertising Agencies covers the basics of paid search campaigns and how they are typically priced. It also offers general advice on selecting a paid search agency.

The bulk of the guide, just like the companion Buyer’s Guide to SEO reviewed last week, is a directory of 61 paid search agencies, detailing the services they offer.

Choosing a Search Engine Optimization Firm
SearchDay, July 14, 2005

Marketing Sherpa has released the 4th edition of its Buyer’s Guide to Search Engine Optimization Firms, a comprehensive look at the players in the industry.

The guide was developed for individuals and organizations who hire SEO firms. Originally published in 2001 and covering just 24 firms, the current guide has expanded to include profiles of 127 search engine optimization firms. The guide also offers an excellent overview of the process of selecting a search engine optimization firm.

Search Marketing in a Box
SearchDay, June 8, 2005

Looking for a comprehensive guide to search marketing that’s filled with tons of practical, no-nonsense tips and techniques? The Search Engine Marketing Kit may be just the ticket.

The “kit” is really a book, printed in three-ring binder format, and it’s one of the most comprehensive guides to all aspects of search marketing I’ve seen yet.

Converting Searchers to Buyers
SearchDay, May 9, 2005

One of the most popular sessions at our Search Engine Strategies conferences is Measuring Success, which focuses on the techniques and strategies for optimizing a web site for post-search visitors, and the tools that can be used to track whether your efforts are effective.

Bryan Eisenberg is a regular speaker on the panel, who advocates taking a holistic approach to all aspects of selling online, getting inside the mind of the user from the moment before the first search all the way through to the ultimate conversion event. Bryan calls this whole process “persuasion architecture,” and together with his brother Jeffrey Eisenberg he’s mapped out this approach in a new book called Call to Action. It’s an excellent, eminently readable tutorial that anyone involved with search marketing should buy and read immediately.

Mastering Search Engine Advertising
SearchDay, April 22, 2004

Buying your way to the top of search results may seem easy, but managing an effective search engine advertising campaign requires a thoughtful approach with more than a little elbow grease.

Search Engine Advertising, a new book by SearchDay guest writer Catherine Seda, offers a wealth of information about the entire process of creating and running an effective search advertising campaign. It’s an excellent book, written by a pro who understands the mechanics of search engine advertising and has the ability to describe sometimes difficult concepts with ease and skill.

Writing for Search Engines
SearchDay, March 23, 2005

Success with search engine ranking almost always means striking a delicate balance between applying search optimization techniques to web pages and creating high-quality, meaningful content. Effective writing for search engines is one of the crucial key elements to achieving this balance.

Writing for a computer that’s looking for patterns that can be detected by an algorithm, while simultaneously crafting the same language for a human being who’s looking for meaningful information is not an easy task. In Successful Search Engine Copywriting, Heather Lloyd-Martin offers a comprehensive guide to creating search-friendly web pages that also satisfy the information needs of human users.

Maximizing Search Engine Visibility
SearchDay, March 5, 2003

This definitive guide to search engine optimization and marketing offers solid fundamental advice for creating search engine friendly sites, at the same time debunking myths and snake oil “techniques” that can bedevil the unwary webmaster.

Shari Thurow is one of the world’s foremost authorities in the field of search engine optimization and marketing, and shares her knowledge about creating search friendly web sites in her new book, Search Engine Visibility.

Search Headlines

NOTE: Article links often change. In case of a bad link, use the publication’s search facility, which most have, and search for the headline.

Blinkx hooks up with broadband TV firm
Netimperative Oct 26 2005 10:29PM GMT
Link Exchange – a Power Play
Search Engine Guide Oct 26 2005 10:27PM GMT
Behavioral: Fewer Clicks, Higher Conversions
ClickZ Today Oct 26 2005 10:26PM GMT
Search vs. the Splogosphere
ClickZ Today Oct 26 2005 10:24PM GMT
SearchTHIS: Answering the Cattle Call
iMedia Connection Oct 26 2005 10:23PM GMT
Google Paves Way For Classifieds
Media Post Oct 26 2005 10:20PM GMT
Plan a Trip in a Single Search with Yahoo Travel Trip Planner
Yahoo Search Blog Oct 26 2005 10:19PM GMT
New Google Travel Teaser
Searchblog Oct 26 2005 10:18PM GMT
MSN Says IM Ads Not Based on User Chats
dmnews.com Oct 26 2005 10:16PM GMT
The Google-brary in 2020
Into Today Blog Oct 26 2005 10:01PM GMT
Microsoft Announces MSN Book Search; Joins Open Content Alliance
Search Engine Watch Oct 26 2005 9:56PM GMT
Open Source Gets All Googly; Google Invests $350K in University OSS Program
SYS-CON Media Oct 26 2005 9:55PM GMT
Award Winning Jux2 Meta Engine Sells on eBay for over $100,000
Search Engine Watch Oct 26 2005 9:55PM GMT
Google Base and Google’s Better Late Than Never Arrival Into Real Estate
Search Engine Round Table Oct 25 2005 4:02PM GMT
Google Scholar and The Scientist
Peter Jacso Oct 25 2005 3:57PM GMT

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