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Several good books on SEO are available, the authors of which understand the technical issues in SEO. The following recommended books are listed alphabetically by author:
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Search Engine Optimization for Dummies, Second Edition, by Peter Kent (Wiley, 2006). A straightforward what to do list for SEO. Peter Kent covers the technical points. Search Engine Marketing, Inc.: Driving Search Traffic to Your Company s Web Site, by Mike Moran and Bill Hunt (IBM Press, 2006). Mike Moran is an IBM Distinguished Engineer. Bill Hunt is CEO of an SEO company that services Fortune 500 clients. Their 560-page book is a solid presentation on how to create and manage SEM strategies for large corporate websites. It includes chapters on how to successfully present SEM campaigns to upper management.
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Search Engine Visibility, by Shari Thurow (New Riders Press, 2003). Shari approaches SEO as a complete strategy. She explains how to build a website that will have high visibility in the search engines. It s not just a matter of tweaks to the code. The overall design of the website combines usability, search engine compatibility, and useful content.
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Enquiro s studies are also interesting. See the Eyetracking Study (2005) and Inside the Mind of the Searcher (2004) at http:// www .enquiroresearch.com/. We ve reviewed more books on SEM and SEO. See Insider-SEM.com for these reviews.
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This chapter covers the pay-per-click (PPC) services that allow you to place your ad in a search engine. We discuss strategies and tips for managing your PPC accounts, including the use of analytics with PPC. We show you how to evaluate the different channels to get the best results.
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Pay-per-click (PPC) started out as the placement of small text ads in the search engines, beginning with GoTo.com and Yahoo! In 2002, Google added PPC to their search engine, and Microsoft added PPC to their search engine a few years later. PPC became an interesting form of advertising because for the first time, you could track the displays, clicks, and conversions. Better yet, you could keep track of these down to the penny. You knew precisely how much each click cost and how much you had spent to get a conversion. PPC grew up among technical users who were good at the technical issues, but knew little about general business methods. Even today, many PPC users and agencies don t know how to calculate cost-per-lead (CPL) or cost-per-acquisition (CPA). PPC is moving beyond that initial phase and turning into an essential business tool, which means business people and MBAs are applying their financial methods to PPC. Because PPC shows you the number of ad displays and clicks on your ads, you can use it for research. For only a few hundred dollars, you can test to find the headings for e-mails and slogans for ad campaigns that produce the best response. You can test a list of keywords and find which ones get the most traffic. You can use A/B split testing and quickly find the optimal selling price for your products. Because PPC lets you place your ad at the top of the search engines, you can compete against established, large corporations. You can launch campaigns literally in minutes as markets change. You can place ads to counteract negative publicity. You can create ads for product recalls. In spring 2007, Google released a useful version of analytics. Using analytics you can find keywords that produce sales via search engine optimization (SEO) and add them to PPC; you can find successful keywords and ads in PPC and use them for SEO. Analytics lets you use PPC as another channel, alongside traditional advertising channels, and compare the costs and results. Analytics lets you tie PPC and SEO together. The widespread consensus among the leaders in the analytics industry is that things have only just begun. Omniture turned their analytics tool into a platform that can manage the PPC. It will eventually manage all other forms of advertising. Unica offers a complete marketing management platform.
CHAPTER 6:
Google Analytics and Google AdWords will evolve into a unified tool, where you can add, delete, and manage bids in the analytics. In mid-2007, Google began to turn into an ad delivery platform, which uses its methods from PPC to deliver advertising in other media, including radio, TV, newspaper, and mobile devices. This becomes possible because media is turning into IP-based digital media. The next ten years will see revolutionary changes in advertising.
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