The Truth About Search Engine Optimization

Que Publishing
2
Free sample

In this book, leading search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement. The Truth About Search Engine Optimization doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and even small business owners can actually use, no matter what kind of sites you're running, or what your goals are.

You will learn how to set realistic goals for search optimization... attract qualified traffic, not just "any" site visitors... incorporate search engine optimization into both new sites and redesigns... write for users... implement search-friendly content management... avoid problems with rich content technologies such as Flash and AJAX... create metatags that actually work... use public relations, blogging, and other techniques to drive traffic... budget and manage search optimization projects... and much more.

This book reveals 51 PROVEN SEARCH ENGINE OPTIMIZATION TECHNIQUES and bite-size, easy-to-use advice that gets results including

  • The truth about page rankings
  • The truth about best SEO practices and SEO no-no’s
  • The truth about link love, keywords, and tags
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About the author

Rebecca Lieb is a digital content and SEO consultant, as well as a writer, author, and editor. For almost eight years, she was Vice President and Editor-in-Chief of the ClickZ Network, the largest source of interactive marketing and advertising news, opinion, commentary, and resources in the world, online or off. She has held executive marketing and communications positions at strategic e-services consultancies, and worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann’s German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, including The New York Times and The Wall Street Journal, and spent five years as Variety’s Berlin-based German/Eastern European bureau chief. Until recently, she was a member of the graduate faculty at New York University’s Center for Publishing, where she also served on the Electronic Publishing Advisory Group. She frequently speaks on interactive marketing, advertising, and search worldwide.

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Additional Information

Publisher
Que Publishing
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Published on
Feb 13, 2009
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Pages
224
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ISBN
9780768687965
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Language
English
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Genres
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Eligible for Family Library

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Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for

• The truth about the search tax

• The truth about competitive and network click fraud

• The truth about testing and expansion

The Truth About Pay-Per-Click Search Advertising is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, Microsoft, and other engines looks easy, competing successfully against competitors in a real-time auction for consumer's attention, clicks and dollars is no simple task. There are two kinds of PPC search marketers at the top of the paid placement results: brilliant marketers and irrational clueless amateurs. This book is designed to make sure that the reader becomes one of the brilliant marketers and learns how outmaneuver the competition. This book arms the reader with proven tactics and strategies that ensure success.

This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book.

To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media.

In a net-savvy world, there is no question of whether or not digital marketing should play a role in a companys overall marketing strategy. But how do the rules of the online playground affect such traditional institutions as the Church? How can church ministries learn and adapt to these popular new models? Author Kevin W. Shorter delivers an upbeat, easy-to-implement guide to search engine optimization for churches in his new book, Church Search: How to Get Your Ministry to Show Up in Search Engines. The theory of if you build it, they will come does not work online, writes Shorter on the motivation behind writing his new guide. Potential visitors to the website need to be able to find it. Most prospective visitors to a church will go online to research the choices before walking through the door. Realizing a hole in the outreach programs of most churches, Shorter set to work to educate readers about the importance of an online presence. Among other lessons, Church Search instructs readers on how to: * Leverage the power of search engines * Determine whether your website is user-friendly * Uncover how new users are finding your site and how to generate more users * Utilize keyword analysis, blogs and customized web-material Ideally used as a complement to the work of traditional ministries, Church Search offers readers a tool to reach both non-believers and Christians new to a particular area. As Shorter writes: Remember, you never get a second chance to make a first impression. If you are not thinking with regards to search engine traffic, you might be leaving it up to other people to tell your story.
The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!

In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.

You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:

Reciprocation: The internal pull to repay what another person has provided us. Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.  Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise.Scarcity: We want more of what is less available or dwindling in availability.

Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others. 

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