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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site Review by Mark C. Upshaw
the Go to Book for beginners to advanced for SEM
SEM, Inc.: Driving Search Traffic to Your Company's Web Site should be your go to book for everyone from beginner to advanced. For beginners because it sequentially and comprehensively walks you through each step. For the advanced, for the same reasons - from identifying your site's goals, defining your strategy, selling your proposal, to execution.
Written by two experts with "unsurpassed experience", Mike Moran and Bill Hunt. Their writing is logical, lucid, and leads you gently and comfortably. Whether you are a small company outsourcing your search engine marketing or a part of a larger endeavor, the authors provide you with the necessary understanding of the process and the extent of the collaboration needed.
A feature I really like is that Mike Moran gives us a site for updates to the book, tips, and significant industry changes; keeping this book and his services relevant long after making small investment in this book.