by Catherine Seda (Author)
You don't have to have the biggest name or the most dazzling graphics to lure customers to your Web site. These days, all you really need is prominent search-engine placement. This book shows you how to get it! With searching one of the most popular Internet activities, a top spot on a major search engine virtually ensures a high volume of visitors--though converting them to buyers is another story. In these pages, top Internet marketer and strategist Catherine Seda tackles both parts of that equation. First, she outlines the strategy involved in buying the specific keyword positions that will lead users directly to the page you want. Then, she describes how you can turn poor-performing ad copy into targeted sales-getters, and how you can evaluate and correct low visitor-to-buyer conversions. Beginning marketers will find the info they need to implement a Web strategy quickly, while advanced marketers will find all kinds of tips for analyzing and improving current results.
Format: Paperback
Pages: 368
Edition: 1
Publisher: New Riders A few years ago, getting a top ranking within a search engine was solely basedon search engine optimization, where web site design had to have elements thatappealed to the search engines. While good web site design remains key toattaining listings in certain search engines, most search engines allow marketersto buy specific keyword positions in addition to, or instead of, programmingtheir way to the top. This new advertising opportunity means that smallbusinesses can compete directly with large corporations without having bigger,better web sites. Paid search engine listings can point to any page within a website. So today, a top keyword position is less about luck and more aboutstrategy and businesses with out a strategy are losing sales.Second only to e-mail, the most common activity for U.S. Internet users issearching for information. Fortunately, with a little education and preplanning,any company can launch a search engine advertising program - withindays. This book reveals how to effectively buy a top position on the majorsearch engines and directories. Readers will discover how to avoid commonpitfalls such as poor-performing ad copy and low visitor-to-buyer conversions.This book teaches novices how to immediately market their web sites in searchengines. It also offers tips for advanced marketers to evaluate and improvetheir current results.AUTHBIO = With over seven years of Internet business experience in the United States and Europe, Catherine Seda has helped companies plan, execute, track and improvethe effectiveness of their Web marketing strategy. She led the OnlinePromotions division at SiteLab International Inc., a top U.S. Web agency, forfive years. Catherine is a highly sought after speaker on subjects includingsearch engine strategies, effective Web site design, online marketing, andevaluating return on investment from online advertising.
Published: 24 Feb 2004
ISBN 10: 0735713995
ISBN 13: 9780735713994
Book Overview:
Catherine Seda is a popular speaker on the topics of search engine marketing, affiliate management, and low-cost web site promotion. She's known for sharing practical tips and tools in her dynamic sessions at leading search engine, marketing, and industry association conferences.
Since 1995, Catherine has worked with organizations in the U.S. and Europe to leverage the Internet as a marketing tool. As the marketing executive of a web agency for five years, she championed client online promotions that included search engine optimization, pay-per-click media buys, opt-in email, banner advertising, link popularity campaigns, custom sweepstakes, and ROI tracking. She also designed the search engine program, which included co-creating an affiliate trademark protection strategy, for a direct response TV agency's clients.
Through her agency, Seda Communication, Catherine offers open workshops and onsite training for search engine marketing. Additionally, she leads a team of search engine specialists in managing corporate client campaigns.
Catherine shares revenue-generating techniques in her articles as a regular columnist for Entrepreneur magazine, editor of the Search Engine Sales e-zine, and freelance writer for industry publications including Response magazine, SearchDay (Search Engine Watch), LookSmart, Pay Per Click Analyst, FindWhat.com, and others. She's also a contributing author of Search Engine Positioning.
Catherine believes in a test before you invest Internet marketing strategy for immediate and long-term success.
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