is publisher and editor of Web Digest
for Marketers, one of the web's longest established marketing
newsletters. He is also the author of Essential
Business Tactics for the Net.
As Publisher of Web Digest for Marketers, many people ask me to
review their books, in hard copy or digital form. I may review 1
in 30. "Search Engine Marketing" by Mike Grehan was one
I took the time to review.
Inside this electronic book I was impressed and absorbed. The author
obviously performed his due diligence. He spoke to key people at
all the search engines and found exactly how each engine ticks and
how they evolve and why. It took Mr. Grehan the better part of a
year to put this work together. Jill Whalen, Paul J. Bruemmer and
Stephen Mahaney gave glowing endorsements or testimonials for it,
and for Grehan as well. He really "wonked out," as this
volume gets as technical as you can imagine. In fact, he seems to
be a type of "musician's musician" for other Search Engine
Marketing (SEM) gurus.
But it isn't necessary for you to get down into the deepest nuts
and bolts of his exhaustive research if you don't want to. Here
are a few examples from the Table of Contents you might find compelling:
The Monetisation of Search
Pay per Click
Pay for Consideration
Pay for Inclusion
Submitting to the Major Players
Keywords and Writing for Search Engines
Creating the Perfect Page:
Learning from the Blind
Bait and Switch
Fear of Frames
Low Budget, No Budget:
How to Do It for Free.
This ebook is for the "do-it-yourselfer," though if you
do hire a Search Engine expert you may want to have this work on
hand to make sure your expert knows what he's talking about.
"Search Engine Marketing" is not in the ubiquitous pdf
format. Rather you download it along with a special application
called eBook Pro, which you can also download separately. I called
Mr. Grehan in England to ask him why he went this route. He explained
many people pirated his work and even gave it away as a free bonus
to something they were offering. eBook Pro offers protection from
burglary and pirating.
I normally hate anything that makes me work harder than I have to
in order to access that which I've bought, be it a piece of information,
software or clothing. In this case, I must say it was well worth
the extra effort and really not much bother in retrospect.
One more thing: SEM is a rapidly changing field. I asked Mr. Grehan
if people who buy his work are entitled to free upgrades. He said
yes. In fact, he just issued one last week. So, if you've already
purchased this volume, be advised you can get the free update now.
If you're buying it now, know you'll be staying on top of SEM as
you move forward in time. As this issue of WDFM goes to bed, I am
already making plans to make changes to WDFM's website, based on
what I've learned in "Search Engine Marketing".
is publisher of Associate
Programs Newsletter and highly respected online marketing veteran.
"Search Engine Marketing"
earns rave reviews:
A search engine optimization book which
has been getting rave reviews from search engine experts is the
new "Search Engine Marketing" handbook by Mike Grehan.
What makes this second edition special is that Mike grills major
figures in the search engine industry, including scientists who
have created search engine technology.
Instead of just telling you how to construct pages that will be
found in search engines, Mike explains how search engines have evolved,
what they are trying to achieve, and how they do it. The "How
search engines work" section alone is more than 60 pages.
Among those interviewed are:
* Andrei Broder and Chris Kermoian of Alta Vista.
* Brian Pinkerton, WebCrawler/Excite.
* Google's Director of Technology, Craig Silverstein.
* Yahoo!'s Head of Surfing, Marylynne Wrye.
You'll probably also recognize many of the other experts whom Mike
interviews: Ralph Tegtmeier (Fantomaster), Brent Winters of Web
Position Gold, Danny Sullivan of SearchEngineWatch, David Notestine
of Zeus, Detlev Johnson of i-Search, John Heard of Planet Ocean/Beyond
Engineering, and Roberto Grassi of GR Software.
For some readers, the information Mike
provides will be more than they ever expected or wanted to know.
Transcripts of the 14 interviews are included in the 300+ page book,
so you can ponder these experts' exact words and see if you reach
the same conclusions as Mike. For example, I was startled when Mike
told me: "One of the important issues in my guide is dispelling
the myth of 'themed web sites' which has pervaded in SEO circles
for a while now."
This book isn't for someone who's simply
looking for 10 quick tips on how to build a page to be found in
search engines. It's not for someone who ignores off-page factors.
It's for the really serious marketer who's seeking subtle clues
dropped by the people who design search engines. It contains material
you won't find anywhere else.
MarketingSherpa calls Mike's book "the best handbook on the
market today for do-it-yourselfers".
Weil is Publisher of WordBiz
You'll get over 300 pages packed with
information on how to get listed in the top ten results in the major
Mike is the rare techie who also knows how to write. Along with
techie stuff like how search engines and directories really work
and what's wrong with doorway pages and keyword stuffing, he includes
interviews with top execs at Google, Yahoo, etc. and experts like
SearchEngineWatch's Danny Sullivan.
You get step-by-step instructions on how to submit your site plus
copywriting tips "for man and machine," as he calls it.
Sceats, Viz Marketing, leading search
engine marketing firm, New Zealand:
This guide by leading UK search engine
marketer Mike Grehan is truly outstanding. It's factual, refreshingly
free of Internet hype, well written and provides in depth information
you simply won't find elsewhere. In a word.
a lot of mis-information and BS peddled on the Web about search
engine marketing by self-professed 'gurus' and con artists. This
guide arms you with the real facts and includes interviews with
key experts from major search engines and directories. For this
reason it's received numerous accolades from all the leading search
marketing experts and been described universally as the number one
handbook to search engine marketing.
Frankly, if you were to invest in nothing else in search engine
marketing then this is the one investment you should make.
is Principal of Web Merlin Marketing and author of Mastering
"To describe the new second edition of Search Engine Marketing
as the definitive work on the subject would be to risk slighting
its significance. For webmasters and even those who consider themselves
SEO pros, expect something like "biblical" to become the
description of choice. Easily the most sensible and informative
guide to search engines and web directories, its practical value
is exponentially greater than its snap-it-up price tag. Recommended,
to say the very least."
Neil Shearing is owner of Scam
Free Zone and a top online marketer.
"Save time by finding out the *real* scoop on the search engines.
Mike Grehan, a fellow Brit, explains exactly how the search engines
work and how you can use that knowledge to your advantage. Build
pages which get top rankings and get into the engines within weeks
or even days. He's received some incredible reviews from people
*within* the search engine marketing field...that's right... even
his competitors love this book, it's that good!)"
Eva Almeida Bsc(Pharm) is publisher
of eBooks N' Bytes Informer,
nominated for "Best Ezine" in the Independent Ebook Awards
"Your book is fabulous! What a resource! Thanks for writing
the best book on search engines that I have ever read!"
von Speyr is Corporate Marketing Manager of Reed
Exhibitions, the world's largest exhibition and trade show organiser.
"Having seen the proof, I don't envisage using any other company
to get our web sites noticed."
Richard Gay is Senior Lecturer
in Marketing at Newcastle Business School, Northumbria
"Mike Grehan provides his audience with the essential link
between marketing principles and the application of new technology.
His 'up to the minute' presentations for the University and Chartered
Institute of Marketing have drawn record attendance's and have demystified
search engine optimisation for diverse audiences."
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