Saturday 1 April 2023
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Mike Moran + Bill Hunt: Chasing the algorithm

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WHO: Bill Hunt + Mike Moran
WHAT: Co-Authors
WHERE: Search Engine Marketing, Inc. (link to book below)


Why is it important for companies to operationalize their search program?

Search has been around a long time, don’t most companies have it dialed in by now?

Mike MoranChanges in search marketing over the last few years, such as the withdrawal of keyword data from analytics, the importance of quality content.

Importance of both technical knowledge and marketing knowledge in search marketing.

Differences in search marketing programs for larger and smaller businesses.

“More marketing than search.”

Google installs between 300 to 500 changes PER year to the algorithm. While you need to keep moving, you will never be perfectly on top of things…

“You don’t necessarily have to get it all right from the beginning (search terms).”

“You need to understand the language of your customer”.

Biggest Mistakes people make:
1. “Chasing algorithms, trying to keep up or ahead of Google, etc.”
2. The opposite “Search is too technical and complex,” so they ignore it.


Bill HuntBILL HUNT is the President of Back Azimuth Consulting, which focuses on helping companies understand the Voice of their Customer by aggregating multiple digital signals into actionable insights, product innovation and messaging strategies. Bill is considered the top thought leader on Global Search Engine Marketing and is an internationally recognized Search Marketing speaker haven spoken at conferences in over 30 countries. Press, industry analysts and corporate leaders frequently seek Bill’s advice to effectively leverage Enterprise and Global Search Marketing and Social Media strategy.

MIKE MORAN has worked on the web since its earliest days, in both marketing and technical roles, including eight years at, IBM’s customer-facing website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as a senior strategist for the digital communications agency Converseon.

Mike is the author of Do It Wrong Quickly and Search Engine Marketing, Inc., Third Edition, and he writes regular articles on digital marketing for, Search Engine Guide, and All Things WOMM. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.

Mike also has a broad technical background, with over 20 years’ experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted 11 patents in search and retrieval technology. He led the integration of’s site search technologies as well as projects in content management, personalization, and web metrics. Mike led the adoption of search marketing at back in 2001 and pioneered product search facilities that dramatically raised conversion rates. He was named an IBM Distinguished Engineer in 2005.

Find the book here:
Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website (3rd Edition) (IBM Press)



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Co-founder of the intrepidNOW Media Network, Todd Schnick is a media + business strategist and talk show host + producer. He is a former marketing strategist, national political operative, and lobbyist. Todd has published five books, writes a business + lifestyle column, is a distance runner, and lives in Chicago with his wife Stephanie + family.

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