Mike Moran and Bill Hunt present a book on search engine marketing for medium sized and large companies.

The search engine marketing community is spoilt for good tutorials, online as well as offline. However, from time to time there arrives a new book that brings in a new dimension to the discussion on how to develop search engine marketing strategies.

Search Engine Marketing Inc. is such a book. What sets it aside from regular search engine 101s is its strong focus on the particular needs of larger companies.

Yes, it does contain everything you need to know about keyword selections, the use of title tags and headline styles, link building tactics, search engine friendly copy, getting your site indexed and the lot.

In fact, it is so comprehensive that you will probably need a couple of days to get through it all.

However, in addition to this Mike Moran and Bill hunt have included chapters on:

• The development of overall search engine marketing strategies
• Setting up your central search team and the division of labor between different teams within the organization
• Measuring the effects of search engine marketing
• Selling your search marketing proposal internally (including how to convince the executives)

Moreover, unlike some tutorials, this book discusses the use of paid search program in parallel with so-called “organic” search marketing techniques, i.e. attempts at getting good rankings in the regular search results.

One of the things we like about this book is the authors’ use of exemplification. We follow their attempts at getting good rankings for “Snap Electronics’” digital cameras, leading to realistic assessments of what is possible and where not to go when you are competing with some of the World’s leading companies.

The book is for beginners and more savvy search engine marketers alike. It is not, however, for anyone looking for the short and snappy idiot’s guide to search engine marketing or for a short introduction to show their boss.

Mike Moran is an engineer from IBM with more than 20 years experience in search engine technology. Bill Hunt has worked with search engine marketing since 1994, is CEO and founder of the SEM company Global Strategies International, and is an active search engine marketing writer and conference speaker.

The book can be bought online from Amazon.com and Amazon.co.uk.