Stop guessing, start testing, and enjoy greater success with your website.

If you’re looking for more leads, sales, and profit from your website, then look no further than this expert guide to Google’s free A/B and multivariate website testing tool, Google Website Optimizer. Recognized online marketing guru and New York Times bestselling author, Bryan Eisenberg, and his chief scientist, John Quarto-vonTivadar, show you how to test and tune your site to get more visitors to contact you, buy from you, subscribe to your services, or take profitable actions on your site. This practical and easy-to-follow reference will help you:

• Develop a testing framework to meet your goals and objectives
• Improve your website and move more of your customers to action
• Select and categorize your products and services with a customer-centric view
• Optimize your landing pages and create copy that sells
• Choose the best test for a given application
• Reap the fullest benefits from your testing experience
• Increase conversions with over 250 testing ideas
• Save $25 on Google AdWords with coupon included in the book

Take the guesswork out of your online marketing efforts. Let Always Be Testing: The Complete Guide to Google Website Optimizer show you why you should test, how to test, and what to test on your site, and ultimately, help you discover what is best for your site and your bottom line. ....read more

The #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD!

“My copy of the first edition of Search Engine Marketing, Inc. is ratty and dog-eared from extensive use. It’s full of coffee stains and my own scribbled notes. Because it so effectively demystifies search engine marketing and provides such practical advice for success, I turn to it again and again and recommend it to audiences worldwide. This book is not academic blather or geeky techno-speak; it’s an approachable and digestible guide chock-full of real-life examples.”
—David Meerman Scott, Bestselling Author of The New Rules of Marketing and PR

“Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moran’s search industry bible, Search Engine Marketing, Inc., incorporates informative and enlightening sections on optimizing multimedia, improving Web site search, and the emergence of social media and what it really means to the search marketer. There is valuable information in this book to help inform at every level from the beginner who is curious about search to the advanced enterprise search marketer. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable is no small task, and Search Engine Marketing, Inc. succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.”

—Jay Middleton Senior Manager, WW Search Marketing, Adobe Systems, Inc.

 

“With Search Engine Marketing, Inc., Bill Hunt and Mike Moran have successfully updated what is already known in the industry as “The Search Marketing Bible.” With new content, examples, and insight including social media and Web site search, this is a must read book for marketers at companies of all sizes from startups to the Fortune 100.”

—Lee Odden CEO of TopRank Online Marketing and Author of Online Marketing Blog

 

In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.

 

Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You’ll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.

 

BONUS DVD Packed with Tools and Resources

DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics

 

The authors systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to

 

•   Identify and leverage new search engine marketing opportunities arising from social media
•   Align search engine marketing with your company’s evolving strategic and tactical goals
•   Implement programs that drive sustainable improvements— not counterproductive quick fixes
•   Systematically optimize your existing Web site search programs
•   Manage the unique marketing challenges associated with large sites
•   Create monthly scorecards and use them to drive improvement
•   Provide effective guidance to content developers and designers in language they’ll understand
•   Automate checking and reporting for every page on your site
•   Choose effective target keywords, optimize your content, and attract links
•   Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools
•   Measure site-wide success rates across multiple systems and technologies
•   Hire the right SEO consultant—and avoid the wrong ones

Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., Second Edition will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

 

 

Foreword xxv

Preface xxvii

Acknowledgments xxi

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

 

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Managing online marketing requires a variety of skills which are not directly related to the work being performed. As a manager your job is to measure, budget, and prioritize this work. Understanding the benefits of different types of marketing, the metrics to measure those benefits and the risk reward for each type of marketing campaign is essential to managing online marketing. You can't count on the consultants you are working with, to tell you which methods will work best for you as most will favor whatever they specialize in, so you need the solid understand of how Social Media, Search Engine Marketing, Search Engine Optimization, and Affiliate Marketing work together, and how to balance the limitations of each. This book provides guidance, insight and strategies for managers, marketers, and executives in plain English. While this book is useful for a developer or engineer to understand what the end result of their efforts should be, it does not explain in technical terms how analytics are processed or provide code examples for creating reports. Instead this book focuses on understanding the output of tools, ROI's from different methodologies, and strategies for successfully marketing online. Through simple examples from familiar companies, Brandon walks you through how to use tools from Google, Alexa, Yahoo, Microsoft, and more to keep track of your presence on the web. Illustrations, and sample data let you see real world examples which demonstrate how other companies are approaching online marketing with and without success. Questions included in this text help you to ask your SEO, SEM, and Social Media Experts the right things to find someone who honest, qualified, and with the skill balance you need. ....read more

Increase your sales and profits with expert tips on SEO, Marketing, Design, Selling Strategies, etc.

• Turn your e-commerce site into a money-making enterprise
• Full of practical tips and tricks to improve profit with osCommerce
• Professional advice on choosing the best contributions

In Detail

If you have an osCommerce-based online business, you need this book. Packed with expert guidance on all aspects of building a better online, this book will make your store stand out from the crowd.

All approaches and techniques described here are proven to have worked well for successful osCommerce-based online businesses among the, over 650, all around the globe with which the author has been actively involved as developer, project manager, or online business consultant.

osCommerce is an open-source e-commerce solution written in PHP and MySQL that can be set up on various platforms. More than 10,000 businesses and sole traders all around the world benefit from its features and flexibility. The importance of the osCommerce community consisting of over 100,000 can not be stressed enough as this is where both online merchants and web developers can communicate and find solutions. There are many contributions -- modules for osCommerce that further extend its functionality -- making it suitable for almost every business's requirements.

What you will learn from this book?

• Calculate and monitor profits
• Monitor and track efficiency of advertising campaigns
• Optimize your osCommerce online store for search engines
• Internal and External Search Engine Optimization (SEO):
• Getting popular on search engines
• Web page optimization
• Structure and dynamic content
• Keyword selection
• Back-linking strategies
• Make your SEO campaigns pay off
• Superb ideas for appealing store design
• Reach profitable new markets by fine-tuning your product catalog
• Best practices for product listing and product information pages
• Build and maintain customer confidence
• Run a properly planned promotion campaign
• Use and extend the reporting facility of osCommerce
• Practical insights on creating custom reports
• Improve your process and efficiency while maintaining business profitability
• Convert customers into repeat customers

Approach

Packed with expert advice and practical examples of effective store design and report creation to help you make better decisions, formulate more effective strategies, and measure your success.

Who this book is written for?

This book is for anyone administering an osCommerce site, including webmasters, content managers, store owners, and marketing managers, who do not need to understand PHP or MySQL to benefit from this book. The tips and techniques described in this book can be applied to any small, medium sized e-commerce site.

This is not an implementation guide; developers implementing osCommerce-based e-commerce sites would benefit from reading Deep Inside osCommerce: The Cookbook. ....read more

In Detail

Blogging has been part of the web landscape for over a decade and has matured into a ubiquitous mode of live communication. The power of blogging has been recognized by the business community, and canny marketers view it as a powerful weapon in their digital arsenal. Done well, blogging can bring myriad benefits to businesses of any size. Done badly, it can cause more harm than good. Central to the success of any business blog is a thorough understanding of the technology. This book will give you a competitive advantage by helping you to create an engaging, effective, and well polished business blog.

WordPress allows users to easily create dynamic blogs with many outstanding features. Its versatility and ease of use has attracted a large, enthusiastic, and helpful community of users, who have created a large and diverse collection of plug-ins. It has various features that can help business bloggers to boost their business strategy.

This book will take you beyond the basics of WordPress, helping you take full advantage of its rich and powerful features to transform your basic blog into a more advanced and professional blog as quickly and painlessly as possible. You will learn everything you need to know to extend and grow your business blog. You will learn to mange the content including images and videos, which will make your blog more appealing. You'll also learn how to market and measure the success of your blog using Google web applications and other popular tools. So, if want to transform your business blog to give a kick start to your business this book is for you.

This book deals with using WordPress and third-party tools to manage and optimize your blog, focusing on the business aspects of blogging. It is not an introduction to WordPress and does not cover the basics such as installation or how to post. Most readers will already have an established WordPress blog or will at least be in the advanced stages of planning one.

What you will learn from this book?

• Develop a `blogging business plan': clarify your blogging goals and sketch out a process for achieving them in WordPress
• Build a custom theme: so that the look of your blog immediately communicates your brand to visitors
• Engage with the blogosphere: create beneficial relationships with other bloggers, making the most of each other's traffic and customers
• Optimize your site for search: incorporate good SEO practices into your blog posting and planning
• Use social media marketing such as Digg, Reddit, Facebook, and Del.icio.us to drive traffic to your blog
• Monitor visitors and analyze their activity using WordPress.com stats, Feedburner for your RSS feeds, and Google Analytics
• Manage adverts and implement revenue-generating features using Google AdSense with the Adsense Manager plugin
• Incorporate multimedia on your blog, including video and image galleries
  
  

Approach

This is a practical, hands-on book based around a fictitious case study blog, which you will build on a development server using WordPress. The case study grows chapter by chapter, from installing your local development server, right up to the finished blog.

The book starts by looking at the important features that make a successful business blog: adding value to your products and services, providing proper customer service and support, driving traffic to your website, and so on. It then shows how to implement these features in WordPress. It provides clear instructions and detailed screenshots, so you can see exactly what to do at each step of the build. You will install and configure a selection of WordPress plug-ins to improve the functionality of the case-study blog.

When you have completed the case study, you will have the knowledge and confidence to apply all the techniques you have learned to your own WordPress business blog.

Who this book is written for?

This book is for anybody running or starting a business blog using WordPress. Whether you plan to use your blog for PR and marketing, or want to profit directly from blogging, this book offers you everything you need.

As we want to get into the specifics of business blogging as quickly as possible, we don't cover the WordPress basics. So it's best to have some experience with WordPress before you start with this book.

The book mainly focuses on a self-hosted WordPress installation, but most of the advice also applies to blogs hosted on WordPress.com.

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Rank high in search engines with professional SEO tips, modules, and best practices for Drupal web sites

• Concise, actionable steps for increasing traffic to your Drupal site
• Learn which modules to install and how to configure them for maximum SEO results
• Create search engine friendly and optimized title tags, paths, sitemaps, headings, navigation, and more
• A practical, step-by-step guide that takes the mystery out of Drupal SEO

In Detail

The earlier a site appears in the search results list, the more visitors it will receive from the search engine. Despite several advantages, many Drupal sites suffer with poor search engine standings. Perhaps you are aware of the importance of SEO for increasing traffic to your site, but do you know how to apply it to your Drupal site? Here comes the first book about search engine optimization for Drupal sites.

This practical, step-by-step guide takes the mystery out of Drupal search engine optimization (SEO) by showing you the tricks of today's top marketing pros to achieve top ranking in the search engines. This isn't a book of Drupal SEO theory - it's a practical guide showing you which modules to install, which settings to use, and dozens of the most closely guarded tricks of the trade to get your web site optimized, higher in the search engines, and more profitable.

With this book and basic Drupal 6 knowledge - how to log in, create content, and install modules - you can build a perfectly search engine optimized web site. Each chapter uses easy, step-by-step instructions to walk you through the Drupal SEO modules, configurations, and content you will need to increase traffic on your web site. You start by reviewing the modules and tools that you should use to optimize your site, how to set up your analytics, and so on. Each subsequent chapter gives detailed instructions on implementing these features in Drupal. Later chapters cover topics like site organization, A/B testing, and automatic content tagging to maximize SEO and increase the conversion rate of your web site. When you have completed the book, you will have implemented the changes to your site required to rank well in the search engines. If you want to maximize the return on investment of your Drupal 6 web site and gain a significant advantage over competitors who are not using Drupal, then this book is for you. Imagine how great you'll feel when your site is optimized to increase the number of visitors and convert them into paying customers.

What you will learn from this book?

Working through this book you will:

• Explore 10 SEO mistakes you must avoid to achieve top ranking and increase traffic on your site
• Get to grips with all the Drupal modules that are essential for SEO and may help your site rank well
• Create page titles and paths that search engines (and users) will love
• Learn about the 3 critical SEO problems that plague most Drupal sites and how to fix them
• Optimize video, images, and other media in your Drupal site so that search engine spiders can read their content
• Write content that users and the search engines will love and fix problems with duplicate content, robots.txt files, and .htaccess
• Set up systems in Drupal to automatically tag and organize your content
• Maximize the value of RSS, site speed, and Page rank in your Drupal site
• Implement usability testing, A/B testing, and conversions best practices to turn visits into revenue for your business
• Keep your site on a path of constant and never-ending improvement

Approach

This is a practical, hands-on book based around sound SEO techniques specifically applied to Drupal. Each chapter starts with a brief overview of the important concepts then quickly moves into practical step-by-step actions you can take immediately. Throughout the book, you'll get clear instructions and detailed screenshots, so you can see exactly what to do each step of the way. You will install and configure a selection of Drupal modules - each of which will move you one step closer to optimization. Chapter-by-chapter, your Drupal site will become more optimized so that by the end of the book, your site is 100% ready for Google.

Who this book is written for?

This book is written for Drupal site owners and those who create Drupal sites including themers, developers, programmers, and consultants. A basic understanding of Drupal will be helpful: what a node is, how to create nodes, how to log in to the admin sections of your Drupal site, and how to properly install and enable a module. No knowledge of SEO will be assumed but a basic knowledge of search engines is expected.

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Improve the search engine friendliness of your web site

• Improve the rankings of your Joomla! site in the search engine result pages such as Google, Yahoo, and Bing
• Improve your web site SEO performance by gaining and producing incoming links to your web site
• Market and measure the success of your blog by applying SEO
• Integrate analytics and paid advertising into your Joomla! blog

In Detail

Some sites always appear at the top of a search result while others fail to even make it to the top ten. Wouldn't you want to see your site on the first page of any search result? This is not easily feasible if you are depending solely on the marketing guys whom you hire for SEO.

Joomla! SEO will help you to attract more visitors and improve the way you rank in search engines by giving you the techniques and knowledge to work your site into higher visitor numbers. It will help you to create and improve your site in an easy way. Joomla! is great, and you can make it perform even better by using the guidelines and ideas in this book.

Search Engine Optimization is becoming a must for every web site. As the competition on the Internet grows you need to make sure your site is among the top results on the major search engines. More and more people use search engines to find the information they are looking for, so you need to make sure you show up in those search result pages to get those visitors to your web site.

Joomla! SEO will provide you with a lot of information, ranging from keywords strategies through technical improvements and content creation. All this information and the tutorials provided are targeted to give you the best base for gaining higher rankings.

In the book, you will learn how to build a keyword strategy and create a better site structure for SEO. You will read about technical improvements that will give you better options for SEO. There is a separate chapter that helps you create search-engine friendly and keyword-rich URLs.
In the end, you will have a web site that is ready to outperform your competitors and a manual to refer to for improving every step you take.

What you will learn from this book?

• Set up your SEO and Keyword strategy
• Develop and implement a plan to improve the ranking of your web site
• Organize your content in a search engine-friendly and user-friendly way
• Get more SEO improvement possibilities with an SEF patch
• Impress the search engines and your visitors by writing titles and articles
• Set up a Joomla! blog and run its RSS feed using Google's FeedBurner service
• Install and use sh404SEF, an SEF component to improve your URLs
• Pick a good SEO template for speed and SEO techniques
• Speed up your site with better images and cache settings
• Monitor visitors and keep a track of the visits to your site using Statcounter stats and Google Analytics

Approach

This is a practical, hands-on book that will lead you through the process of search engine optimization of your Joomla!-based web site. It provides clear instructions and detailed screenshots, so you can see exactly what to do at each step in the SEO process.
Once you have finished reading the book and gone through the detailed plans from each chapter, you will have the knowledge to improve the rankings and visitor numbers of almost any Joomla!-based web site.

Who this book is written for?

This book is written for anyone using Joomla! ranging from owners of business sites to web site developers and personal web site owners. Any Joomla! web site owner who wants to sell products or services, or send out a message to the world will find that getting better rankings in the search engines will help them reach their goal.

Some prior knowledge of Joomla! is expected but no prior knowledge of search engine optimization is needed for this book. The reader will get a deeper level of knowledge on how to make their web site rank better and attract more visitors to their site.

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Stop pushing your message out and start pulling your customers in

Traditional outbound marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.

Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.

    • Improve your rankings in Google to get more traffic
    • Build and promote a blog for your business
    • Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
    • Measure what matters and do more of what works online

The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.
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Most online business owners are getting nowhere figuring out how to get traffic from search engines. It is a known fact that to have visitors to your websites - one needs greater visibility within the search engines. But exactly how do you do it? Since 2010 is here, you want your website to be growing with traffic rather than with few visitors. Gary E. Haffer's new book, Online Marketing Terms Exposed: Understand the Lingo of Online Search Marketing Experts will help achieve website visibility, traffic and more. Online Marketing Terms Exposed: Understand the Lingo of Online Search Marketing Experts is a useful how-to explanation book designed to help those new to Search Engine Optimization (SEO), managers, online marketers, as well as the more seasoned veterans. Readers will find information ranging from understanding the lingo of online marketing to enhancing a website's visibility to generate traffic. Open the book and you'll discover step-by-step examples that demonstrate key search engine optimization techniques, including analyzing your competition, researching and analyzing keywords, developing meta tags, and setting up social networks that help super-size your website, and over 450 terms used in online marketing. One business owner states, Our website was basically invisible on the Internet and after reading only two chapters of Haffer's book and creating effective keywords, we are on page one and prospects are calling me that otherwise would have never found me. If you were wondering how to: * Increase your website's visibility (rank) on Google * How to list your website on the search engines * How to see what the competition is doing and beat them * Avoid Search Engine roadblocks * Develop keywords that produce traffic * Use online press releases to increase customers * Get the most from social sites * Make people find what they want on your website - This is the book that can help! ....read more