Google and other search engine companies carefully guard their algorithms - the precious crown jewels that compute at least 200 different search factors in mysterious ways. In any company, only a handful of select search engine professionals have access to their firms' "algorithmic string[s]." Such abstruse information incarnates the concealed technical elements of the internet. To succeed online, businesspeople need to understand the internet's arcana. Search engine optimization guru Duane Forrester proves a seasoned and savvy guide. His comprehensive, minutely detailed book will help you knowledgeably navigate online to realize the maximum return from your internet activities and expenditures. Forrester shows you how to convert web page visitors into paying customers, and how to make money with email campaigns, online videos, blogs, online advertising placements, webinars and more. getAbstract finds that his book is ideal for this purpose. Read it and reap!
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More About This Textbook
Overview
You've gone through all the steps of developing a powerful business presence on the Web-but that's only the beginning. Now, you have to make sure your visitors hit the purchase button ... before they start clicking to your competitor's site.
From Duane Forrester, a leading expert in search engine optimization, comes a highly practical guide for using all the online tools available for turning curious visitors into paying customers. Turn Clicks into Customers reveals proven techniques not only for standing out in a crowded market-place but also for reaching customers who are most eager to buy your products or services.
Forrester explains what works and what doesn't for multiple online marketing strategies, including:
E-Mail
Online Searches
Internet Advertising
Webinars
Videos
Social Networking
You'll learn best practices for each strategy at both the local and global levels to reach more paying customers than ever before. Plus, you'll get interviews with experts who reveal the proven tactics they've used to successfully Turn Clicks into Customers!
Product Details
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Meet the Author
Duane Forrester is a senior program manager with Microsoft, where he runs the internal SEO program for MSN. He is a founding co-chair of SEMPO’s in-house SEM committee and author of How to Make Money With Your Blog.
Forrester also writes for SearchEngineLand.com.
Table of Contents
Foreword vii
Acknowledgments ix
Overview xi
Chapter 1 Search Marketing Overview: The Essentials 1
Chapter 2 Performing Organic Search Marketing: Driving Low-Cost Traffic 9
Chapter 3 Converting Organic Search Marketing: The Five Pillars of Trust 29
Chapter 4 Paid Search Marketing: Driving Customers to Your Web Site 41
Chapter 5 Local Search Marketing: Narrowing Your Scope 51
Chapter 6 Videos and Webinars: Profit from Sharing Your Knowledge 59
Chapter 7 Internet Advertising Banners: A Tried and True Method 73
Chapter 8 Social Networking and Blogging: The New Way to Get Conversions 89
Chapter 9 Blogs and Communities: The Predecessors of Social Media 103
Chapter 10 E-mail Marketing: Tread Carefully to Reap Great Rewards 115
Chapter 11 Shopping Carts: Optimizing the Checkout Process 125
Chapter 12 Analytics: Running the Numbers 157
Chapter 13 Industry Expert Interviews: Direct Advice and Insights from Successful People 163
Chapter 14 Case Studies 185
Appendix 1 195
Appendix 2 205
Index 213