September 2008


Mike Moran and Bill Hunt continue to impress me with the value of their book content.  I just accross the first review of their second edition of their SEM book.  I loved this part of the review – it reminded me of the reviews of the book on Amazon – that discuss how much the book is used and how valuable it has become to the reader’s business.

“The second edition of “Search Engine Marketing, Inc.” doesn’t belong on a dusty old shelf. It belongs on your desk or at your work station, just like any other reference manual that you pull open time and time again.

If you pick up the book, get ready to dog-ear and highlight information that is highly pertinent to your company’s SEM initiatives. Be prepared to read and re-read the portions of the book that help you navigate through the ebbing and flowing waters of search. It doesn’t matter if you’re agency or in-house. Moran and Hunt have done it again — they’ve written a must-read guide to strategic search marketing.”

You can read P.J. Fusco’s full review here.

Finally – here’s the detail their 575+pages

Part 1: The Basics of Search Marketing 1

Chapter 1: Why Search Marketing Is Important…and Difficult 3

Chapter 2: How Search Engines Work 31

Chapter 3: How Search Marketing Works 57

Chapter 4: How Searchers Work 81

Part 2: Develop Your Search Marketing Program 101

Chapter 5: Identify Your Web Site’s Goals 103

Chapter 6: Measure Your Web Site’s Success 119

Chapter 7: Measure Your Search Marketing Success 143

Chapter 8: Define Your Search Marketing Strategy 171

Chapter 9: Sell Your Search Marketing Proposal 199

Part 3: Execute Your Search Marketing Program 227

Chapter 10: Get Your Site Indexed 229

Chapter 11: Choose Your Target Keywords 267

Chapter 12: Optimize Your Content 293

Chapter 13: Attract Links to Your Site 337

Chapter 14: Optimize Your Paid Search Program 383

Chapter 15: Make Search Marketing Operational 447

Part 4: Beyond Search Marketing 477

Chapter 16: Explore New Media and Social Media 479

Chapter 17: Optimize Your Web Site Search 505

Chapter 18: What’s Next? 533

Glossary 551

Index 583


DB2 evangelist Glen Sheffield and Dwaine Snow, co-author of Understanding DB2, discuss DB2 9.5 Extreme Workload Management, highlighting the new capabilities and customer benefits.

To hear the podcast, click here.

Looking for other podcasts?  We’ve got a bunch on ITIL, Data Mining, SOA, Internet Marketing and more.  Go here.

New IBM Press Book

New IBM Press Book


It’s been a few years since IBM Press has put out a book that covers autonomic computing.  It’s an area that IBM has been discussing since 2001.  Hot off the press is,


Policy Technologies for Self-Managing Systems


         By Dakshi Agrawal, Seraphin Calo, Kang-won Lee, Jorge Lobo, Dinesh Verma.





IT policies can be used to guide and automate decision making in the management of computer and network infrastructure, helping IT organizations reduce costs, improve service quality, and enhance business agility. Now, a team of top IBM researchers introduces the latest innovations in policies and autonomic computing and demonstrates how to put them to work in your organization.


The authors cover the entire policy lifecycle: planning, definition, representation in standard policy languages, validation, distribution, enforcement, and more. They identify proven patterns for designing policy-enabled self-managing systems and show how policies can be integrated into a complete framework for system self management. They carefully introduce key technologies such as rules engines and the IBM Policy Management framework, as well as emerging standards such as the DMTF’s Common Information Model. Finally, they offer start-to-finish case studies of policy management in areas ranging from storage and IP networking to security.


Here’s what you will find:


Chapter 1 Policy Definition and Usage Scenarios

1.1. Formal Definition of Policy

    1.1.1. Types, Nature, and Usage of Policies

1.2. Policy-Based Self-Configuration

1.3. Policy-Based Self-Protection in Computer Networks

1.4. Policy-Based Self-Optimization in Computer Systems

1.5. Policy-Based Self-Healing

1.6. Building a Policy-Based Management System

1.7. Summary

Chapter 2 Policy Lifecycle—Creation, Distribution, and Enforcement

2.1. A Holistic View of the Policy Lifecycle

2.2. Instances of Policy-Based Systems

    2.2.1. Network QoS Control

    2.2.2. Privacy Policy Publication

    2.2.3. Policy-Based Management of Enterprise Network Access

2.3. Policy Creation

2.4. Policy Distribution

2.5. Policy Distribution Using Repositories

    2.5.1. Grouping of Policies by System Components Role

    2.5.2. Grouping of Policy Components

2.6. Policy Creation and Distribution for Multiple Administrative Domains

2.7. Policy Enforcement

    2.7.1. Policy Evaluation Trigger

    2.7.2. Policy Enforcement Context

    2.7.3. Data Gathering

    2.7.4. Policy Evaluation

    2.7.5. Decision Execution

2.8. Summary

Chapter 3 Policy Information Model

3.1. How Is an Information Model Described?

3.2. Policy Information Models

    3.2.1. Why Use Information Models

    3.2.2. Condition-Action Information Model

    3.2.3. Event-Condition-Action Information Model

    3.2.4. Mode-Subject-Action-Target Information Model

    3.2.5. Grouping, Scope, and Priorities

3.3. A Standardized Policy Model

    3.3.1. The Common Information Model (CIM)

    3.3.2. The CIM Policy Model

3.4. Summary

Chapter 4 Policy Languages

4.1. Declarative Nature of Policy Languages

4.2. Survey of Policy Languages

    4.2.1. PDL

    4.2.2. Ponder

    4.2.3. CQL

    4.2.4. XACML

    4.2.5. ACPL

4.3. CIM-SPL

    4.3.1. CIM-SPL Policy Rules

    4.3.2. Policy Groups

    4.3.3. An Example of CIM-SPL Policy

4.4. Summary

Chapter 5 Policy Transformation and Analysis

5.1. Policy Transformation

5.2. Design-Time Techniques for Policy Transformation

    5.2.1. Transformation Using Analytical Models

    5.2.2. Transformation Using Static Rules

    5.2.3. Transformation by Policy Table Lookup

    5.2.4. Transformation Using Case-Based Reasoning

5.3. Real-Time Policy Transformation

5.4. Policy Analysis

    5.4.1. Conflict Checking

    5.4.2. Conflict Resolution

    5.4.3. Coverage Checking

    5.4.4. What-If Analysis

5.5. Related Work

5.6. Summary

Chapter 6 Policy-Based Configuration Management

6.1. Configuration Management Overview

6.2. Policy-Based Configuration Management

    6.2.1. Policy-Based Simplification of Configuration Management

    6.2.2. Policy-Based Tuning of System Configuration

    6.2.3. Policy-Based Checking of System Configuration

6.3. Example in Storage Area Networks

    6.3.1. Configuration Checking of Storage Area Networks

    6.3.2. Policy Modeling and Representation

    6.3.3. Architecture of a Policy-Based SAN Configuration Checker

6.4. Example in Hosted Server Environment

    6.4.1. Architecture for Self-Configuration

    6.4.2. Variations on the Architecture

6.5. Summary

Chapter 7 Policy-Based Fault Management

7.1. Fault Management Overview

    7.1.1. Fault Management in Networks

    7.1.2. Fault Management in Web-Based Applications

7.2. Policy-Based Fault Management

    7.2.1. Policy-Based Acquisition of Fault Information

    7.2.2. Policy-Based Format Conversion

    7.2.3. Policy-Based Event Volume Reduction

    7.2.4. Policy-Based Root Cause Analysis

    7.2.5. Policy-Based Remedial Action

7.3. Architecture of a Policy-Based Fault Management System

7.4. Summary

Chapter 8 Policy-Based Security Management

8.1. Overview of Security Management

8.2. Policy Applications in Security

    8.2.1. Policy-Driven Access Control

    8.2.2. Higher-Level Access Policies

    8.2.3. Policy-Based Self-Protection

    8.2.4. Policy-Based Communication Assurance

8.3. Policy-Based Security Assurance for IPsec Protocol

    8.3.1. Business Needs Satisfied by the Security Assurance Tool

    8.3.2. Communication Control Policies for IPsec Protocol

    8.3.3. Generating the Communication Control Policies

8.4. Summary

Chapter 9 Related Topics

9.1. Production Rules

9.2. Business Rules and Processes

9.3. IT Processes

9.4. Event Correlation and Notification Systems

9.5. Service Level Agreements

9.6. Regulatory Compliance

9.7. Proliferation of Policy-Based Technologies