Like most marketers nowadays, I understand the importance of both organic and paid search as key components of the digital media plan but (confession time) I don't have even half a clue about how SEO or SEM really work -- or how to optimize either to deliver maximum results. Sure, I know enough to hire someone who knows more than I do when my clients ask me for help with search. And I've somehow managed to dominate the first page of Google results for my own name but don't ask me to tell you how. I don't know.
But I'd like to learn more.
Enter Clickable's Max Kalehoff, an innovative program he has been spearheading to help marketers get the most out of their search initiatives, and a free e-book that presents some best-in-class thinking about search.
In Max's own words (from the Clickable blog):
When I joined Clickable in late 2007, we began assembling a team of experts dedicated to public service - to help struggling marketers succeed in search advertising. We named them "the Clickable Gurus." For over a year, they've contributed expertise directly to hundreds of marketers in popular online communities, face-to-face, and on this blog. They've indirectly helped tens of thousands of marketers by leaving a permanent record of their wisdom and teachings on the Web. Indeed, the Clickable Gurus have been one of Clickable's most valuable investments to listen and connect with the search-marketing community. As a result, we've made better products for our customers. We all thank the Gurus for their great work, including: Andrew Bernero, Hanny Hindi, Trace Johnson, Ehren Reilly and Tony Soric...
To commemorate the Clickable Gurus' debut after one year of undercover service, we've released the first anthology of their teachings... The Guru's Guide To Better Search Engine Marketing is full of practical tips and best practices that demystify search and help marketers succeed. Just like Clickable's award-winning products, the Guru's Guide is simple and accessible to beginners, yet equally valuable for advanced search-marketing professionals.
If you're all geeked-out on digital you can download the free electronic version of the Guru's Guide. If you prefer good old fashioned wood pulp, Clickable offers a $10 hard copy through LuLu.com. They're also offering free hard copies to blogger who promise to write reviews -- not the reason for this post by the way. This isn't a review and I haven't read the book yet, but if you blog and think you'd like to review it you can get the details from Max's post.
To extend a great-sounding program and promising book, they also offer online forums where you can interact with the Gurus, ask questions, get answers and add your own advice. And they're running a contest that gives search experts an opportunity to vie for their own place in Clickable's Guru gang.
And finally, like all good content marketing efforts, this one supports Clickable's own brand positioning as "a trusted advisor" that helps clients make better search marketing decisions, is bound to generate enough social media buzz to fill at least a few big plastic cups with some extra Google juice, and (the clincher) actually intriques me enough to make me want to find out what that actually means.
I hope you find The Guru's Guide useful. Feel free to drop a comment with your own thoughts.