Search Engine Marketing, Inc. by IBM Press is Biblical in nature for two reasons. First, its end to end including the evolution of search, paid search, natural search, etc. Second, its written with the corporate Internet marketer or corporate marketing team in mind. The best part is, if you are one of the little guys, every bit of it still applies its just a little more formal which may benefit you more in the long run.

It can sometimes be hard to find solid Internet marketing information. Theres no lack of volume its finding the good stuff thats the trick. For a variety of reasons many Internet marketing books are written for and aimed at the small online ecommerce shops. They tend to be choc full o good information because theyre usually written by people with hands on end to end experience. They do however lack a corporate perspective and there is something less than formal about the approach.

Here are a few random thoughts (Lessons Learned):

Understand types of searchers and adjust your strategy accordingly:
o Navigational looking for a home page
o Informational doing some research or comparison
o Transactional want to do something and take action
Consumer demand, each type requires a different strategy
o Primary I have issues and need something you need to create awareness
o Selective I prefer a specific brand to satisfy my need it might be you or it might be a competitor
70% of searchers enter a new query if they dont like the page one results, 25% try a different search engine thats a lot of bases to cover
Missed Opportunities once your keyword universe is defined, heavy up on the paid search where your natural rankings are weak. In other words, it you have a finite budget, spend it on the terns where you have no natural coverage and then shift the funds around as your rank improves.
Robot Text Files be sure to use index, nofollow and noindex, follow where appropriate
66% of searchers believe that top companies in search results are the leaders in their field thats big time branding

Aside from these entirely random points there are tons of specific tools, processes and techniques that cant really be covered in a quick bullet list so go buy the book and read it! If youre really into search engine marketing or Internet marketing, it goes under the pillow at night.