| Search Engine Advertising: Buying Your Way to the Top to Increase Sales (VOICES) | 
 enlarge | Author: Catherine Seda
Publisher: New Riders Press
Category: Book
List Price: $34.99
Buy New: $2.36
You Save: $32.63 (93%)
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Avg. Customer Rating:   (22 reviews)
Sales Rank: 538857
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Number Of Items: 1
Pages: 368
Shipping Weight (lbs): 1.2
Dimensions (in): 8.8 x 7 x 0.7
ISBN: 0735713995
Dewey Decimal Number: 659.144
UPC: 752064713999
EAN: 9780735713994
ASIN: 0735713995
Publication Date: March 5, 2004
Availability: Usually ships in 1-2 business days
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Product Description
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.
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| Customer Reviews: Read 17 more reviews...
 Direct and Authoritative September 4, 2006
1 out of 1 found this review helpful
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.
 It's a Good Read for the Money July 6, 2006
2 out of 2 found this review helpful
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.
 Outdated, outdated, outdated April 4, 2006
12 out of 12 found this review helpful
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.
Good writing, but too vague December 14, 2005
6 out of 7 found this review helpful
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.
 Excellent information about search engine advertising October 24, 2005
1 out of 1 found this review helpful
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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