Search Engine Advertising : Buying Your Way to the Top to Increase Sales (Voices That Matter)
Search Engine Advertising : Buying Your 0735713995

Search Engine Advertising : Buying Your Way to the Top to Increase Sales (Voices That Matter)
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Search Engine Advertising : Buying Your Way to the Top to Increase Sales (Voices That Matter) Specs:
Product NameSearch Engine Advertising : Buying Your Way to the Top to Increase Sales (Voices That Matter)
ManufacturerNew Riders
Product Number MPN0735713995
Retail Price $29.99
EAN-1409780735713994
UPC978073571399
Specifications 
TitleSearch Engine Advertising : Buying Your Way to the Top to Increase Sales, Search Engine Advertising : Buying Your Way to the Top to Increase Sales (Voices That Matter)
ISBN0735713995
Author(s)Catherine Seda
Release Date27 February, 2004, 2004-02-24
FormatPaperback
Num of Pages368
Num. of Items1
EAN9780735713994
Weight0.5 lbs.
Deal first added on:19-January-2004

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Latest 6 Reviews
Here is what people are saying about the Search Engine Advertising : Buying Your Way to the Top to Increase Sales (Voices That Matter)
5 Star Rating  "Recommended for any business library"2009-08-13
- Reviewed By mwbookrevw
SEARCH ENGINE ADVERTISING: BUYING YOUR WAY TO THE TOP TO INCREASE SALES appears in its second updated edition to show how to obtain top positions in the major search engines, increase conversations that lead visitors to purchase, and use paid search advertising even if you're a novice. Learn the difference between profitable and unprofitable clicks and structure campaigns for concrete results with this powerful guide, recommended for any business library.
 
4 Star Rating  "Direct and Authoritative"2006-09-04
- Reviewed By jph948
The SEO proces can seem daunting and Ms Seda recognizes that fact. She gives a methodical, if not also logical trail to follow and has obviously done laborious research; which pays off. It may appear technical and dry, but the details are necessary to convey the ins and outs of SEO. Bravo and it will remain a part of my business reference library.
 
3 Star Rating  "It's a Good Read for the Money"2006-07-06
- Reviewed By User: A23P5XJEPW0NVT
It's not a bad overview of Search Engine Marketing, but I wouldn't recommend stopping with this read.

Some of the things Catherine covers are good and don't change. As an example, the chapters that provide Copyrighting Tips and that talk about how to improve conversions on Landing Pages. Even though they are only providing a glimpse as to what you need to know, many of those things do not change from year to year.

Other things however are going to require the reader further study. What one needs to focus on today to get good rankings is quite different from the day this book was written.

An example is paid inclusion; someone reading this should know that you don't need to pay to get indexed now. Sitemaps, getting backlinks from ranked sites that get regularly crawled, directories, blogs etc..

But it's good to absorb whatever one can. Even if someone comes away with a few ideas they didn't have before to improve their bottom line, it's worth the small price of this book.
 
2 Star Rating  "Outdated, outdated, outdated"2006-04-04
- Reviewed By User: A1P72LALOSNY1X
I'm sure this book was cutting edge when it was first published in February of 2004, but now it's for the most part outdated. For the absolute beginner to this area, there are some good general points, but references to long-since defunct or consolidated web companies (Urchin, Inktomi,etc) make it difficult to understand just what's still relevant. Google and Yahoo (and soon Microsoft) are defining the new landscape of this field as we speak...Try the new book from IBM press, "Search Engine Marketing"....chock full of the latest (as late as can be in this field) info.
 
3 Star Rating  "Good writing, but too vague"2005-12-14
- Reviewed By xlanza
This book is fairly well-written, but ultimately, it's frustrating because it doesn't tell the reader how to deal with specific search engine ad programs. Instead, Catherine Seda talks about categories of search engine advertising like "Fixed Placement," "Pay for Placement," "Submit URL," and "Trusted Feed." I keep reading these categories and wondering, "Is the model she's referring to here like Google? If so, how is Google different? How do all these programs rate for popularity, bang for the buck, etc.?" I guess Ms. Seda avoided these specifics so that her book didn't look outdated too quickly. I'd rather have a book that was extremely valuable at one point than one that tries to dance around the specific facts I'm craving.
 
5 Star Rating  "Excellent information about search engine advertising"2005-10-24
- Reviewed By internetmarketingexpert
This is an excellent book on search and pay per click advertising. I have read plenty of books, courses and e-books on the subject and find myself consistently going back to this book for advice. Take plenty of notes and a highlighter when you go through this book because you will learn tested strategies that you hope your competition will not know.

Chapter 4 on "Copywriting tips to improve your click-through rate" is a good chapter to help you boost your ad campaigns. Catherine takes the fundamentals of direct marketing and applies it to search advertising. For example, "state a benefit", "offer an incentive", "create a sense of urgency" and "provide a call to action" are necessary to differentiate yourself from the rest.
 
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