# Author: Tim Ash # Paperback: 384 pages # Publisher: Sybex (January 29, 2008) # Language: English # ISBN-10: 0470174625 # ISBN-13: 978-0470174623 # Format: PDF | 4.1MB
How much money are you losing because of poor landing page design? In this comprehensive, step-by-step guide, you’ll learn all the skills necessary to dramatically improve your bottom line, including identifying mission critical parts of your website and their true economic value, defining important visitor classes and key conversion tasks, gaining insight on customer decision-making, uncovering problems with your page and deciding which elements to test, developing an action plan, and avoiding common pitfalls. Includes a companion website and a detailed review of the Google Website Optimizer tool.
In this comprehensive, step-by-step guide, you will learn all the skills necessary to dramatically improve your bottom line:
* Identify mission critical parts of your website and their true economic value
* Define important visitor classes and key conversion tasks
* Gain insight on customer decision-making and make your page friction-free
* Uncover problems with your page and decide which elements to test
* Understand the power and limitations of common optimization approaches
* Develop an action plan and get buy-in from all key players
* Avoid common real-world pitfalls that can sabotage your test
Packed with case studies, practical strategies, a detailed review of the Google Website Optimizer tool, and a comprehensive companion website, this one-of-a-kind resource will help you make your landing pages more profitable.
"Tim has figured out what so many people don't understand: your website can (and should) get better. Every single day."
—Seth Godin, author of Meatball Sundae
"This book is a must-read for the modern Internet marketer."
—Kevin M. Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch
"This is the best business-focused, measurement-based guide to website design I have seen."
—Don Norman, cofounder of Nielsen Norman Group and author of The Design of Future Things
"Stop guessing at the best landing page designs and embrace true customer centricity. This book shows you how!"
—Avinash Kaushik, Analytics Evangelist and author of Web Analytics: An Hour A Day
"Tim's Landing Page Optimization is a must-have for your bookshelf."
—Bryan Eisenberg, New York Times and Wall Street Journal bestselling author
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Friday, July 11, 2008
Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Tim Ash
Tuesday, July 8, 2008
Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations by Amy Shuen
Amy Shuen | O'Reilly Media, Inc. (April 17, 2008) | Hardcover: 266 pages | Language: English | ISBN-10: 0596529961 # ISBN-13: 978-0596529963 | PDF | 3MB
Web 2.0 makes headlines, but how does it make money? This concise guide explains what's different about Web 2.0 and how those differences can improve your company's bottom line. Whether you're an executive plotting the next move, a small business owner looking to expand, or an entrepreneur planning a startup, Web 2.0: A Strategy Guide illustrates through real-life examples how businesses, large and small, are creating new opportunities on today's Web. This book is about strategy. Rather than focus on the technology, the examples concentrate on its effect. You will learn that creating a Web 2.0 business, or integrating Web 2.0 strategies with your existing business, means creating places online where people like to come together to share what they think, see, and do. When people come together over the Web, the result can be much more than the sum of the parts. The customers themselves help build the site, as old-fashioned "word of mouth" becomes hypergrowth.
Web 2.0: A Strategy Guide demonstrates the power of this new paradigm by examining how: Flickr, a classic user-driven business, created value for itself by helping users create their own value Google made money with a model based on free search, and changed the rules for doing business on the Web-opening opportunities you can take advantage of Social network effects can support a business-ever wonder how FaceBook grew so quickly? Businesses like Amazon tap into the Web as a source of indirect revenue, using creative new approaches to monetize the investments they've made in the Web Written by Amy Shuen, an authority on Silicon Valley business models and innovation economics, Web 2.0: A Strategy Guide explains how to transform yourbusiness by looking at specific practices for integrating Web 2.0 with what you do. If you're executing business strategy and want to know how the Web is changing business, this book is for you.
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Go Google: 20 Ways to Reach More Customers and Build Revenue with Google Business Tools by Greg Holden
# Author: Greg Holden
# Paperback: 320 pages
# Publisher: AMACOM (January 2, 2008)
# Language: English
# ISBN-10: 0814480594
# ISBN-13: 978-0814480595
# Format: PDF | 9.79MB
Google is not only the search engine of choice for millions of users, it is an immensely powerful tool for savvy businesspeople who know how to use its advanced features. Go Google is a comprehensive guide to everything readers need to know about Google's myriad applications, including Google Apps, Google Docs and Spreadsheets, Google SMS, Google Base, and other services that will help businesses get organized and get noticed. Companies will learn how to get their message heard and take their marketing to a new level by:
• Creating and strengthening their business websites with Google Page Creator, Google Analytics, and Google Checkout.
• Improving communication with clients and co-workers using Google Talk, Google SMS, and Google Groups.
• Marketing themselves to prospective customers using Google AdWords, AdSense, and Google directory placement.
• Improving their visibility by creating business blogs with Blogger.
Complete with information on research tools like Google Local, Google News, and Google Alerts, this is the ultimate guide for businesses of every size.
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Saturday, July 5, 2008
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
David Meerman Scott | Wiley | 2007 | ISBN: 0470113456 | 304 pages | PDF | 13 MB 
Starred Review. Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television.
Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.
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Web Analytics For Dummies by Pedro Sostre, Jennifer LeClaire
Pedro Sostre, Jennifer LeClaire | For Dummies | ISBN: 0470098244 | April 30, 2007 | 384 pages | PDF | 6.3MB
Performing your first Web site analysis just got a whole lot easier. Web Analytics For Dummies offers everything you need to know to nail down and pump up the ROI on your Web presence. It explains how to get the stats you need, then helps you analyze and apply that information to improve traffic and click-through rate on your Web site.
Pedro Sostre is a respected Internet business and marketing guru and a columnist for Revenue magazine.
Jennifer LeClaire is a veteran e-commerce journalist and the weekly analytics columnist for newsfactor.com.
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Google Analytics 2.0 by Jerri L. Ledford and Mary E. Tyler
Jerri L. Ledford and Mary E. Tyler | Wiley; Pap/Onl edition | ISBN: 047017501X | 336 pages | September 4, 2007 | PDF | 8 MB
Is your Web site serving its purpose? To find out, you need to analyze factors related to what the site is supposed to do. Site statistics give you raw numbers, but Web analytics are like site stats on steroids. Analytics crunch those raw numbers into meaningful metrics—information you can use.
If you read our first book on Google Analytics, you already know what this tool can do and why that matters. (If you didn't, don't worry; there's an overview here, too.) This edition shows you what's new in version 2.0, helping you uncover specific details and use them like never before.
Site statistics give you raw numbers, but Web analytics crunch those numbers into meaningful metrics you can actually use. Here’s what's new in Google Analytics 2.0, such as cross-segment reporting and drilldown content that enhance analysis. Learn to set up Analytics and choose filters, explore goals and goal-setting, use customizable dashboards and date ranges, and master basic analytics and Web statistics concepts. Examine every aspect of available reports, learn to use those best suited for e-commerce sites, and more.[ICEfile] Download Link
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Web Analytics: An Hour a Day by Avinash Kaushik
# Author: Avinash Kaushik
# Paperback: 480 pages
# Publisher: Sybex; Pap/Cdr edition (June 5, 2007)
# Language: English
# ISBN-10: 0470130652
# ISBN-13: 978-0470130650
# Format: PDF | 4.23MB
Web Analytics: An Hour A Day is the first book by an in-the-trenches practitioner of web analytics. It provides a unique insider’s perspective of the challenges and opportunities that web analytics presents to each person who touches the Web in your organization. Rather than spamming you with metrics and definitions, Web Analytics: An Hour A Day will enhance your mindset and teach you how to fish for yourself.
Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line.
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Saturday, June 21, 2008
Search Engine Advertising: Buying Your Way to the Top to Increase Sales by Catherine Seda
Catherine Seda | New Riders Press (March 5, 2004) | English | 368 Pages | ISBN-10: 0735713995 ISBN-13: 978-0735713994 | PDF | 4MB
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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Monday, June 16, 2008
Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site by Mike Moran, Bill Hunt
Author: Mike Moran, Bill Hunt | Publisher: IBM Press (July 31, 2005) | Language: English | ISBN-10: 0131852922 ISBN-13: 978-0131852921 | CHM | 24MB
Effective search engine optimization (SEO) and search engine marketing (SEM) is now crucial to the success of your business. But it's never been more challenging—especially if you're responsible for a large, complex site. Finally, there's a definitive source for reliable information for implementing an effective search engine optimization and marketing program for your business. In Search Engine Marketing, Inc., ibm.com's site architect and a world-leading enterprise SEO consultant present best practices, step-by-step techniques, and hard-won tips for driving maximum traffic at minimum cost.
The authors begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they're trying to find information.
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. Drawing on their unsurpassed experience, the authors systematically address every issue you're likely to encounter, from enforcing search-engine friendly content standards through hiring consultants. You'lllearn how to:
-Handle the unique optimization and marketing challenges associated with large sites
-Create site standards that codify best SEO/SEM practices
-Align search marketing with your company's strategic and tactical goals
-Automate checking and reporting for every page on your site
-Create monthly scorecards and use them to drive improvement
-Provide effective guidance to content developers and designers, in language they'll understand
-Get your site indexed, choose target keywords, optimize content, and attract links
-Make the most of the leading search engines and specialized and local search
-Ensure that paid search efforts deliver optimal results, cost-effectively
-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, this book will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.
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Thursday, June 12, 2008
Professional Search Engine Optimization with PHP: A Developer's Guide to SEO by Jaimie Sirovich, Cristian Darie
Jaimie Sirovich, Cristian Darie | Wrox (April 16, 2007) | English | ISBN-10: 0470100923 | ISBN-13: 978-0470100929 | PDF | 7MB
Maybe you're a great programmer or IT professional, but marketing isn't your thing. Or perhaps you're a tech-savvy search engine marketer who wants a peek under the hood of a search engine optimized web site. Search engine marketing is a field where technology and marketing are both critical and interdependent, because small changes in the implementation of a web site can make you or break you in search engine rankings. Furthermore, the fusion of technology and marketing know-how can create web site features that attract more visitors.
The mission of this book is to help web developers create web sites that rank well with the major search engines, and to teach search engine marketers how to use technology to their advantage. We assert that neither marketing nor IT can exist in a vacuum, and it is essential that they not see themselves as opposing forces in an organization. They must work together. This book aims to educate both sides in that regard.
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Search Engine Optimization for Dummies by Peter Kent
Peter Kent | For Dummies (April 23, 2004) | English | ISBN-10: 0764567586 | ISBN-13: 978-0764567582 | PDF | 6MB
Unfortunately, in the field of Web sites, that’s an unfulfilled dream. Having a Web site does not automatically guarantee having traffic, even if you register the site with appropriate search engines. Whether you’re an e-tailer who wants customers, a business that wants clients, or an organization that wants to get your message out, Search Engine Optimization For Dummies explains the rules of the game with information on:
* Spiders - not the yucky kind, but the software that grabs Web pages, and then,,reads and indexes the information
* Search indexes or engines, search directories, non-spidered indexes, and pay-per-click systems
* The eight search systems you really need to impress and how to get your pages into them
* Keywords and how to choose them strategically and use them often
* Submitting to the directories, including the biggies (Yahoo! Directory and the Open Director Project) and second-tier directories
Using shopping directories for e-commerce sites, complete with a list of nine popular ones and CPCs (cost per click) for various types of merchandise on various sites
Written by Peter Kent, e-commerce consultant, popular speaker, and critically-acclaimed author, Search Engine Optimization For Dummies helps you build a search engine- friendly site (or fix an existing site) and build traffic, showing you how to:
* Use effective Web site structure and text, including filenames, directory structure, title tags, descriptive meta tags, keyword meta tags, and an HTML navigation system,
* Avoid things search engines avoid, such as frames, invisible navigation systems, including those created with Java applets, Java Scripts and Macromedia Flash, cluttered sites overloaded with HTML unrelated to content, and more
* Bulk up your site with content—original or recycled
* Use specialized search systems to attract valuable, highly targeted traffic
* Use link popularity to boost your position and your PageRank
Complete with a tear-out cheat sheet and information about Web sites you may want to hit for even more information, Search Engine Optimization For Dummies will help you make the Web site hit list.
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Wednesday, June 11, 2008
Search Engine Visibility by Shari Thurow
Shari Thurow | New Riders Press; 1st edition (January 9, 2003) | English | ISBN-10: 0735712565 | ISBN-13: 978-0735712560 | PDF | 3MB
Search Engine Visibility is not about merely obtaining top positions in search search results. Rather, Search Engine Visibility is about designing, writing, and creating a web site primarily for your site's visitors, adn helping them find what they are searching for via the major search engines, directories, and industry-related sites.
This book teaches developers, designers, programmers, and online marketers what pitfalls to avoid from the beginning so they can provide their clients with more effective site designs.
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Tuesday, June 10, 2008
Search Engine Optimization: An Hour a Day by Jennifer Grappone, Gradiva Couzin
Jennifer Grappone, Gradiva Couzin | Sybex (June 13, 2006) | English | ISBN-10: 0471787531 | ISBN-13: 978-0471787532 | PDF | 15MB
Influence search engine results and bring targeted traffic to your Web site with an hour a day of search engine optimization (SEO). Drawing on years of experience as successful SEO consultants, Jennifer Grappone and Gradiva Couzin provide detailed, practical, and often surprisingly simple techniques for improving results. Their simple strategies include setting SEO goals, site optimization, developing and implementing a strategy that might include both free and paid efforts, and tools for monitoring trends, measuring the competition, and tracking results.
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Get to the Top on Google: Tips and Techniques to Get Your Site to the Top of the Search Engine Rankings - and Stay There by David Viney
David Viney | Nicholas Brealey Publishing (May 1, 2008) | English | ISBN-10: 1857885023 | ISBN-13: 978-1857885026 | PDF | 1MB
Written in a clear, non-technical, style by a leading expert in SEO (search engine optimization), Get to the Top on Google explains techniques and strategies proven to return higher search engine rankings and sales. It addresses all aspects of search engine marketing and includes an assessment of the impact of Web 2.0 on Internet search strategies.
keyword: search engine optimization (SEO)
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Friday, June 6, 2008
SEO: Search Engine Optimization Bible by Jerri L. Ledford
Jerri L. Ledford | Wiley (December 17, 2007) | English | ISBN-10: 0470175001 | ISBN-13: 978-0470175002 | PDF | 6MB
SEO: Search Engine Optimization Bible covers the followings:
- This in-depth Bible delivers the holy grail of online marketing: how to influence search engine results to drive online shoppers to specific Web sites; the process is called search engine optimization (SEO) and it is a hot topic
- One-stop resource offers readers what they need to plan and implement a successful SEO program, including useful tips on finding the shortest routes to success, strategy suggestions, and sidebars with more information and additional resources
- Features interviews with executives from top search companies, plus appendices on creating successful listings with Google, MSN, Yahoo!, and others
- Topics include creating an SEO plan; managing keywords; maximizing pay-per-click strategies; understanding the role of links and linking; robots, spiders, and crawlers; maintaining SEO; analyzing success rates; and much more
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