Sweeney, S. (2011) 101 Ways to Promote Your Web Site, Eighth Edition, Maximum Press
Companion Web Site: http://www.susansweeney.com/101ways.php
With hundreds of proven tips, tools, and techniques, this freshly updated edition explains how to make the most of the latest Web 2.0 trends and techniques such as RSS, blogs, podcasting, and mobile marketing for online success.
Entrepreneurs, corporate marketing managers, small business owners, consultants, webmasters, individuals, new media professionals, and website designers will find this guidebook invaluable for developing online strategies.
A companion website provides up-to-the-minute internet marketing news and expanded information. From optimizing websites for search engines and incorporating dynamic public relations strategies to offline promotion and ensuring customer satisfaction, this handbook is unbeatable for helpful online promotional resources.
Norman, B. (2007) Getting Noticed on Google, In Easy Steps, Computer Step
Google is an incredibly all-encompassing tool that makes navigating the internet far easier than it ever was. Those sites that reside at the top of any given search result are far more likely to experience heavy traffic. Now, this easy-to-use guide helps those who want their web content to stand out from the millions of sites available. Appropriate for all skill levels, “Getting Noticed on Google in Easy Steps”helps website programmers alter their content to achieve higher prominence on the search engine. By indicating popular keywords, niche markets, and helpingreaders outsmart the competition, this book is a valuable resource for those looking to make their websites more visible and effective.”
Norman, B. (2012) Get to No.1 on Google, Third Edition, In Easy Steps, Computer Step
Author’s Web Site: https://www.ben-norman.co.uk/get-to-number-1-on-google-in-easy-steps/
Now, in its third edition, Get to No.1 on Google in easy steps will show you how to get No.1 ranking on Google. It’ll carefully walk you through the processes of marketing a website on Google. Regardless of your level of skill you will be able to make positive changes to your website enabling it to enter and climb to the top of the rankings of Google. This is essential information for all website owners as 1st page listings in Google are highly sought after. They are responsible for generating huge quantities of targeted traffic and revenue.
This book contains specific information on how to identify the keywords being searched for, and how to identify niche markets with little or no competition. It then goes on to show how to implement the keywords into your website making it highly relevant. There is also extensive information on improving existing Google positions and keeping ahead of your competition.
Viney, D. (2008) Get to the Top on Google: Tips and Techniques to Get Your Site to the Top of Google and Stay There, Nicholas Brealey Publishing
From one of the United Kingdom’s leading search engine optimzation (S.E.O) experts who has worked with major companies like Amazon.com, the most comprehensive, accessible and up-to-date guide to S.E.O available. Written in a readable style for the beginner, but at the same time comprehensive enough for the skilled marketer, Get to the Top on Google will show businesses, both large and small, how to improve their search engine rankings, leads and sales. Get to the Top on Google is the first book to comprehensively address all aspects of modern day search marketing through a genuinely structured methodology, including an assessment of the impact of Web 2.0 on internet marketing strategies. It includes a seven-step approach to search engine optimization and website promotion, tried and tested tips and tricks to achieve top rankings on Google and other search engines Readers will be benefit from a free 6-month membership to the author s S.E.O Expert Services Thinking of search engine optimization is like cooking a meal. Keywords and key phrases are your ingredients. Discovering phrases that pay is all about finding the right key phrases for your business, then deploying the for best effect in your site and campaign. Courting the crawl explains how to help Google find your pages and index all of them appropriately, through building the right technical foundations and structure for your new or existing website. Priming Your Pages covers the S.E.O art of page copy-writing and includes deploying your phrases that pay through your site and manipulating Google search engine results pages. By landing the links in a well-managed link-building campaign you can go from an also-ran to world champion by establishing both the importance and relevance of your site.
David Viney’s book pulls off the difficult trick of both being comprehensible to beginners and offering a level of comprehensive (and up to date) detail that will appeal to older hands. It’s divided into seven steps that broadly follow the time-line of an SEO campaign, with some useful case studies. Put simply, this book delivers what it promises. (.net magazine)
Smith, J. () Be #1 on Google: 52 Fast and Easy Search Engine Optimization Tools to Drive Customers to Your Web Site, McGraw-Hill Education
Google Your Way to the Top of Your Industry!
It’s great to have a punchy Web site, but if you aren’toptimizing your search-engine presence, you’re just anothercompany lost in cyberspace.
With Be #1 on Google, you can instantly put your companyin the top spot of relevant online searches―and dramaticallyincrease sales. An international expert in search-engineoptimization, Jon Smith explains how to draw seriouscustomers―not curious or bored Web surfers―to your site by
- Registering with Google
- Coming up with the best keywords
- Thinking like your customers
- Making your site totally accessible
- Using metadata to your advantage
- Advertising on the Web
- Measuring what works, and what doesn’t
Containing 52 techniques in all, each of which can usedimmediately, Be #1 on Google is the essential guide towinning the battle for first ranking on the world’s most utilizedsearch engine.
Table of Contents
1. What’s so special about Google then? – Is it really all that?
2. I wanna be number 1 – Taking the restricted view
3. It’s not yogurt… – Organic (or natural) versus paid-for
4. View askew – How Google sees your site
5. Uncovering the data – Unleashing your inner Miss Marple
6. Pimp my metadata – The hidden message
7. That keyword is so owned – Satellite sites
8. Analyze this – Google Analytics
9. Destination me – The importance of in-bound links
10. Who’s lookin’? – Keyword bias
11. Who are ya? – It’s all in the detail, so does your Nominet record tally?
12. Open with a joke – Keyword prominence and relevance
13. Laid-back surfers – The Google search
14. Selling out – Accepting Google advertising
15. Say that again? – Keyword proximity
16. Jargon busting – Hits, visitors, page views and uniques…
17. Here, look over here – Registering with search engines
18. Essential code? – Meta robots, etc…
19. Me in France number 113 – Using images correctly
20.Cloaked Content– Being upfront with your intentions
21. Content is king – Building pages the right way round
22. Whose page? My page! – Owning page 1
23. Face/off – Posing as two different brands
24. How y’doin’? – Benchmarking your SEO performance
25. All links are not born equal – PageRank, relevance and are you trustworthy?
26. No DMOZ, no champagne corks – The importance of the open directory project
27. Google pretender? – Competition for the throne
28. Your website under the knife – You at the back, pay attention…
29. Where next? – The site map and Google
30. Rank and file – How are your keywords performing?
31. Number crunching – Stats, stats and more stats
32. IP city – Location management in a virtual world
33. Treating users and Google differently – E-commerce and the session ID curse…
34. Web design #404 – ‘Page cannot be found’ suicide
35. How clean is your house? – Non-smoking, professional, clean code only
36. JavaScript intolerance – Cookies and a lack of appetite
37. The bigger picture – Cash poor, time poor? click here…
38. Deep, deep down – Understanding the long tail
39. Feeding hungry eyes – Forums, communities and RSS
40. Switching on targeting computer… – Good and bad navigation
41. The WORLD wide web – Running a multilingual website marketing campaign
42. No rest for the wicked – Refining, retuning, rediscovering…
43. Naming the child – Web addresses and the importance of first names
44 Knowing Google – Dinner party secrets you can reveal . . .
45. It’s my party – Inviting links, without seeming desperate
46. Yahoo! and industry-specific directories – Entering the World of Other Search Engines
47. Negative press – Being dissed on the web
48. What? Explain! – SEO in a nutshell
49. Google AdWords – Pay to be first
50. I’ll make you number 1! – The dangers of SEO/AdWord ‘specialists’
51. Is this working? – User testing to monitor your search results
52. I am/am not king of the hill – A word of warning
Smith, B. E. (2010) Sams Teach Yourself Google Places in 10 Minutes, Sams Publishing
Sams Teach Yourself Google Places in 10 Minutes
Sams Teach Yourself Google Places in 10 Minutes gives you straightforward, practical answers when you need fast results. By working through its 10-minute lessons, you’ll learn how to claim your free Google Places business page, improve it with everything from video to coupons, and attract more new customers, starting today!
Tips point out shortcuts and solutions
Cautions help you avoid common pitfalls
Notes provide additional information
10 minutes is all you need to learn how to…
- Claim your free Google Places online business directory page
- Publish your basic business information in just minutes
- Help visitors experience your business with video, photos, and more
- Keep your page up-to-date, painlessly
- Add detailed directions to your location with Google Maps
- Generate discount coupons that attract traffic
- Encourage rave reviews on Google Places and Yelp–and respond effectively to online criticism
- Easily create powerful in-store cell phone advertising with QR codes
- Improve your Google Search rankings
- Manage online impressions and get detailed feedback through the Dashboard
- Build a low-cost Adwords campaign that integrates with Google Places
Table of Contents
Introduction 1
1 Introducing Google Places 7
Why Google Places? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Looking at a Google Places Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Google Places, You, and the Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
2 Editing Your Google Places Pages 23
Where Is Google Places?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
Getting to Google Places Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Google Search and Google Places . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Google Maps Search and Google Places . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
Editing Your Google Places Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
3 Using Google Places 41
Taking the Customer’s Point of View. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
The Role of the Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Using Reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45
Getting Directions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Seeing Service Areas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49
4 Signing Up for a Google Account 51
How to Get a Google Account for Your Business . . . . . . . . . . . . . . . . . . . . . .51
Choosing Your Gmail Login Name. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54
Signing Up for Your Gmail Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55
Using Google Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .58
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .60
5 Claiming Your Google Places Page 61
Finding (or Not Finding) Your Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
Deciding What to Add First . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62
Bringing Up Your Business Listing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64
Adding or Editing Basic Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65
Adding In-Depth Information to Your Listing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
Verifying Your Listing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78
6 Improving Your Google Places Page 79
Adding New Features to Your Listing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .79
Google Places Policies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89
7 Adding Photos 91
Adding Photos to Your Places Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91
Taking Good Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93
Following the Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96
Adding a Picture from Your Computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97
Adding a Picture from Picasa Web Albums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99
Removing a Photo from Your Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101
8 Adding Videos 103
Adding Videos to Your Places Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103
Making Good Video Clips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .106
Video-Hosting Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108
Following the Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .111
Adding a Video from YouTube. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112
Removing a Video from Your Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .115
9 Adding Coupons 117
Building Your Business with Coupons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .117
Getting Clicks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119
Creating a Coupon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122
Checking Coupon Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .128
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
10 Posting Real-Time Updates 131
Using Real-Time Updates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .131
Posting and Deleting Real-Time Updates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .139
Entering and Shortening URLs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .142
Using Real-Time Updates with Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .143
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .145
11 Advertising with Tags and AdWords 147
The Value of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .147
Using Different Types of Tags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .150
Signing Up for Tags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .152
Using AdWords to Increase Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .154
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .157
12 Using the Dashboard 159
Tracking Your Google Places Dashboard Results . . . . . . . . . . . . . . . . . . . .159
Using Your Dashboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .162
Tracking Your Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .168
13 Using QR Codes and Getting Better Reviews 169
Understanding QR Codes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .169
Using QR Codes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .171
Making Reviews Work for You . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .173
Leaving Reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .176
Responding to Reviews on Your Places Page . . . . . . . . . . . . . . . . . . . . . . . .177
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179
14 Improving Search Engine Results 181
Becoming a Google Favorite Place . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181
Understanding Search Engine Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .183
Improving Search Engine Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .185
Creating a Basic Website with a Provider . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .187
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189
Appendix A Places Categories 191
Eley, B. and Tilley, S. (2009) Online Marketing Inside Out, SitePoint Pty, Ltd.
Online Marketing Inside Out is an invaluable book for anyone wanting to market products or services online – whether or not marketing is part of your job description. Small-business entrepreneurs and web-site owners will benefit from this information-packed book, as will traditional marketers with little or no experience of online marketing.
With so many potential customers online this book will show you how to reach and interact with them through podcasting, blogs, social networks, video, email, and contextual advertising. This book doesn’t just cover the basics, it is inspiring reading for anyone looking for new ways to reach new and larger customer bases.
You will learn about:
- The changing face of marketing
- The new frontier of PR and media
- Using your web site to generate income
- Getting the most from the search engine crowd
- Promote your message through socializing
- Implementing profitable email marketing campaigns
- Getting others to sell your products for you
- Spreading your message through online advertising.
Meerman Scott, D. (2011) The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, Second Edition, John Wiley & Sons
David Meerman Scotts marketing bible has become a modern day business classic. This is the book every ambitious, forward–thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one–of–a–kind, pioneering guide, offering a step–by–step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time – for a fraction of the cost of a big–budget advertising campaign. This new, updated edition includes: A new introduction discussing recent changes to the world of marketing and PR A brand new chapter on mobile marketing An additional chapter on real–time marketing and PR Updated information on how to measure the success of your campaigns A range of new tools Fresh case studies
Table of Contents
Foreword by Robert Scoble xix Welcome to the Third Edition of The New Rules xxiii Introduction xxvii The New Rules xxix Trying to Write Like a Blog, But in a Book xxix Showcasing Innovative Marketers xxxi I How the Web Has Changed the Rules of Marketing and PR 1 1 The Old Rules of Marketing and PR Are Ineffective in an Online World 3 Advertising: A Money Pit of Wasted Resources 6 One–Way Interruption Marketing Is Yesterday’s Message 7 The Old Rules of Marketing 8 Public Relations Used to Be Exclusively about the Media 8 Public Relations and Third–Party Ink 9 Yes, the Media Are Still Important 10 Press Releases and the Journalistic Black Hole 11 The Old Rules of PR 11 Learn to Ignore the Old Rules 13 2 The New Rules of Marketing and PR 15 The Long Tail of Marketing 17 Tell Me Something I Don’t Know, Please 18 Bricks–and–Mortar News 19 Advice from the Company President 21 The Long Tail of PR 22 The New Rules of Marketing and PR 23 The Convergence of Marketing and PR on the Web 24 3 Reaching Your Buyers Directly 25 The Right Marketing in a Wired World 26 Let the World Know about Your Expertise 27 Develop Information Your Buyers Want to Consume 28 Buyer Personas: The Basics 29 Think Like a Publisher 31 Tell Your Organization’s Story Directly 32 Know the Goals and Let Content Drive Action 33 Content and Thought Leadership 34 II Web–Based Communications to Reach Buyers Directly 35 4 Social Media and Your Targeted Audience 37 What Is Social Media, Anyway? 38 Social Media Is a Cocktail Party 39 Facebook Group Drives 15,000 People to Singapore Tattoo Show 40 The New Rules of Job Search 41 How David Murray Found a New Job via Twitter 43 Insignificant Backwaters or Valuable Places to Connect? 44 Your Best Customers Participate in Online Forums—So Should You 47 Your Space in the Forums 50 Wikis, Listservs, and Your Audience 52 Creating Your Own Wiki 54 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 57 Blogs, Blogging, and Bloggers 59 A Blog (or Not a Blog) 60 Understanding Blogs in the World of the Web 61 The Four Uses of Blogs for Marketing and PR 64 Monitor Blogs—Your Organization’s Reputation Depends on It 65 Comment on Blogs to Get Your Viewpoint Out There 66 Work with the Bloggers Who Talk about You 67 Bloggers Love Interesting Experiences 69 How to Reach Bloggers around the World 70 Do You Allow Employees to Send Email? How about Letting Them Blog? 70 Breaking Boundaries: Blogging at McDonald’s 72 The Power of Blogs 73 Get Started Today 74 6 Audio and Video Drive Action 75 Digging Digg Video 75 What University Should I Attend? 76 The Best Job in the World 77 Have Fun with Your Videos 79 Audio Content Delivery through Podcasting 81 Putting Marketing Back in Musicians’ Control 82 Podcasting: More Than Just Music 84 Grammar Girl Podcast 85 7 The New Rules of News Releases 87 News Releases in a Web World 89 The New Rules of News Releases 89 If They Find You, They Will Come 90 Driving Buyers into the Sales Process 92 Reach Your Buyers Directly 93 8 Going Viral: The Web Helps Audiences Catch the Fever 95 Minty–Fresh Explosive Marketing 95 Monitoring the Blogosphere for Viral Eruptions 97 Creating a World Wide Rave 99 Rules of the Rave 100 Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 101 Using Creative Commons to Facilitate Mashups and Spread Your Ideas 103 Viral Buzz for Fun and Profit 104 The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet 104 Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 105 When You Have Explosive News, Make It Go Viral 106 9 The Content–Rich Website 111 Political Advocacy on the Web 112 Content: The Focus of Successful Websites 114 Reaching a Global Marketplace 115 Putting It All Together with Content 116 Great Websites: More Art Than Science 118 10 Marketing and PR in Real Time 121 Real–Time Marketing and PR 122 Develop Your Real–Time Mind–Set 123 Real–Time Blog Post Drives $1 Million in New Business 124 The Time Is Now 126 Crowdsourced Support 129 III Action Plan for Harnessing the Power of the New Rules 135 11 You Are What You Publish: Building Your Marketing and PR Plan 137 What Are Your Organization’s Goals? 138 Buyer Personas and Your Organization 140 The Buyer Persona Profile 141 Reaching Senior Executives 144 The Importance of Buyer Personas in Web Marketing 145 In Your Buyers’ Own Words 146 What Do You Want Your Buyers to Believe? 148 Developing Content to Reach Buyers 150 Marketing Strategy Planning Template 153 The New Rules of Measurement 157 Asking Your Buyer for a Date 158 Measuring the Power of Free 158 What You Should Measure 159 Registration or Not? Data from an e–Book Offer 160 Educating Your Salespeople about the New Sales Cycle 162 Obama for America 163 Stick to Your Plan 168 12 Online Thought Leadership to Brand Your Organization as a Trusted Resource 169 Developing Thought Leadership Content 169 Forms of Thought Leadership Content 170 How to Create Thoughtful Content 175 Leveraging Thought Leaders Outside of Your Organization 176 How Much Money Does Your Buyer Make? 176 13 How to Create for Your Buyers 179 An Analysis of Gobbledygook 180 Poor Writing: How Did We Get Here? 181 Effective Writing for Marketing and PR 183 The Power of Writing Feedback (from Your Blog) 184 14 How Web Content Influences the Buying Process 187 Segmenting Your Buyers 188 Elements of a Buyer–Centric Website 190 Using RSS to Deliver Your Web Content to Targeted Niches 195 Link Content Directly into the Sales Cycle 196 A Friendly Nudge 198 Close the Sale and Continue the Conversation 198 An Open–Source Marketing Model 199 15 Mobile Marketing: Reaching Buyers Wherever They Are 203 Make Your Site Mobile Friendly 204 Build Your Audience via Mobile 205 Geolocation: When Your Buyer Is Nearby 207 The Mobile Media Room 208 An App for Anything 209 Cyber Graffiti with WiFi Network Names as Advertising 210 16 Social Networking Sites and Marketing 213 Television’s Eugene Mirman Is Very Nice and Likes Seafood 214 Facebook: Not Just for Students 215 Check Me Out on MySpace 219 Tweet Your Thoughts to the World 220 Social Networking and Personal Branding 223 The Horse Twitterer 225 Connecting with Fans 226 How Amanda Palmer Made $11,000 on Twitter in Two Hours 228 Which Social Networking Site Is Right for You? 229 You Can’t Go to Every Party, So Why Even Try? 231 Optimizing Social Networking Pages 232 Integrate Social Media into an Offline Conference or Event 233 Start a Movement 234 Why Participating in Social Media Is Like Exercise 235 17 Blogging to Reach Your Buyers 237 What Should You Blog About? 238 Blogging Ethics and Employee Blogging Guidelines 240 Blogging Basics: What You Need to Know to Get Started 241 Pimp Out Your Blog 244 Building an Audience for Your New Blog 245 Tag, and Your Buyer Is It 247 Fun with Sharpies (and Sharpie Fans) 247 Blogging outside of North America 248 What Are You Waiting For? 250 18 Video and Podcasting Made, Well, as Easy as Possible 251 Video and Your Buyers 251 Business–Casual Video 252 Stop Obsessing over Video Release Forms 253 A Flip Video Camera in Every Pocket 254 Getting Started with Video 255 Video Created for Buyers Generates Sales Leads 257 Podcasting 101 258 19 How to Use News Releases to Reach Buyers Directly 263 Developing Your News Release Strategy 264 Publishing News Releases through a Distribution Service 265 Reaching Even More Interested Buyers with RSS Feeds 266 Simultaneously Publishing Your News Releases to Your Website 267 The Importance of Links in Your News Releases 267 Focus on the Keywords and Phrases Your Buyers Use 268 Include Appropriate Social Media Tags 270 If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 270 20 The Online Media Room: Your Front Door for Much More Than the Media 273 Your Online Media Room as (Free) Search Engine Optimization 274 Best Practices for Online Media Rooms 275 An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees 282 Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room 284 21 The New Rules for Reaching the Media 285 Nontargeted, Broadcast Pitches Are Spam 285 The New Rules of Media Relations 286 Blogs and Media Relations 287 How Blog Mentions Drive Mainstream Media Stories 288 Launching Ideas with the U.S. Air Force 291 How to Pitch the Media 293 22 Search Engine Marketing 297 Making the First Page on Google 299 Search Engine Optimization 300 The Long Tail of Search 301 Carve Out Your Own Search Engine Real Estate 302 Web Landing Pages to Drive Action 303 Search Engine Marketing in a Fragmented Business 306 23 Make It Happen 309 Getting the Help You Need (and Rejecting What You Don’t) 310 Great for Any Organization 315 Now It’s Your Turn 317 Acknowledgments for the Third Edition 319 About the Author 321 Preview: Real–Time Marketing & PR 323 Preview: The New Rules of Social Media Book Series 341 Index 347
Davis, H. and Iwanow, D. (2010) Google Advertising Tools: Cashing in with AdSense and AdWords, Second Edition, , O’Reilly Media, Inc.
With this book, you’ll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google’s advertising programs in particular help you make money.
You’ll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website. Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don’t, and why. Google’s ad programs can help any business with a web presence, and this guide explains precisely how to use them.
- Learn how to create effective campaign plans for your website
- Understand the PageRank algorithm, Search Engine Optimization (SEO), and Search Engine Marketing (SEM)
- Drive traffic to your website and make money as an advertising host
- Add AdSense code and Google search to your site
- Learn how content, search, and referral ads perform
- Create and edit AdWord campaigns
- Monitor AdWords activity and improve your campaign’s performance
Table of Contents
Preface; Organization; Assumptions; About the Examples; Using Code Examples; Conventions Used in This Book; Safari® Books Online; How to Contact Us; Acknowledgments; Part I: Making Money with a Website; Chapter 1: Creating Successful Websites; 1.1 The Taxonomy of Success; 1.2 Tools for Measuring Popularity; 1.3 How Much Content Is Enough?; 1.4 Presenting Content; 1.5 Content Architecture; 1.6 Where Does Content Come From?; 1.7 The Power of Community; 1.8 Action Items; Chapter 2: Creating Effective Marketing Plans; 2.1 Telling a Story; 2.2 Basics of Marketing; 2.3 Creating a Plan; 2.4 Creating a Checklist; 2.5 Naming Your Site; 2.6 Introducing SEM; 2.7 Comparing SEO with SEM; 2.8 Action Items; Chapter 3: Driving Traffic to a Website; 3.1 Submitting Your Sites to Search Engines; 3.2 Working with Google; 3.3 Taking Advantage of Site Mapping; 3.4 Working with Directories; 3.5 Becoming Popular by Generating Inbound Links; 3.6 The Power of the Press Release; 3.7 Unleashing Your Inner Blogger; 3.8 Using Syndication Feeds to Your Benefit; 3.9 Creating Email Lists and Surmounting the Spam Problem; 3.10 Action Items; Chapter 4: Nuts and Bolts of SEO; 4.1 SEO’s Evolution; 4.2 More About How Your Site Appears to a Bot; 4.3 Excluding the Bot; 4.4 Meta Information; 4.5 Design for SEO; 4.6 Using PageRank; 4.7 Linking; 4.8 Avoiding Overly Aggressive SEO; 4.9 Action Items; Chapter 5: Making Money with Affiliate Programs; 5.1 Kinds of Ad Programs; 5.2 Understanding Affiliate Programs; 5.3 Working with an Affiliate Program; 5.4 Action Items; Chapter 6: Making Money by Hosting Advertising; 6.1 Understanding Cost Per Click (CPC); 6.2 Contextual Relevance; 6.3 CPC Vendors Compared; 6.4 Placing Ad Units on Your Site; 6.5 Display and Banner Ads; 6.6 Action Items; Chapter 7: Understanding the Google Behemoth; 7.1 The Parts of Google; 7.2 Content Versus Search; 7.3 Anatomy of a Search Query; 7.4 The Automated Ad Broker: AdWords; 7.5 Action Items; Part II: Cashing in with AdSense; Chapter 8: Working with AdSense; 8.1 Applying for an AdSense Account; 8.2 Setting Account Options; 8.3 AdSense Programs; 8.4 AdSense for Content Ad Settings; 8.5 AdSense for Search Settings; 8.6 AdSense for Feeds; 8.7 AdSense for Domains; 8.8 Video Units; 8.9 Linking Google AdSense to Google Analytics; 8.10 Action Items; Chapter 9: Making Sense of AdSense; 9.1 Fundamentals of Navigation; 9.2 Understanding the Metrics; 9.3 Running Reports; 9.4 Statistics; 9.5 Downloading a CSV File; 9.6 Other Program Performance; 9.7 Optimization Tips; 9.8 Site Diagnostics; 9.9 Your Earnings; 9.10 Tools Beyond AdSense for Tracking; 9.11 Action Items; Part III: Working with AdWords; Chapter 10: Using AdWords; 10.1 Signing Up for an Account; 10.2 Ad Campaigns and Ad Groups; 10.3 Getting a My Client Center Account; 10.4 Action Items; Chapter 11: Improving Performance; 11.1 Monitoring Your AdWords Activity; 11.2 Campaign Management Tools; 11.3 Action Items; Chapter 12: The Zen of AdWords; 12.1 The Customer Life Cycle; 12.2 The Path of Indirection; 12.3 Success via Iteration; 12.4 Targeting the Competition; 12.5 Estimating Traffic; 12.6 Exclusion; 12.7 Action Items; Chapter 13: Advanced Performance Monitoring; 13.1 Using AdWords Reports; 13.2 Conversion Tracking; 13.3 Google Analytics; 13.4 Website Optimizer; 13.5 Action Items; Chapter 14: AdWords beyond CPC; 14.1 Display Ad Builder; 14.2 Mobile Ads; 14.3 Video Ads; 14.4 Advertising on TV; 14.5 Action Items; Colophon;|
- Preface
- Part I: Making Money with a Website
- Chapter 1: Creating Successful Websites
- Chapter 2: Creating Effective Marketing Plans
- Chapter 3: Driving Traffic to a Website
- Chapter 4: Nuts and Bolts of SEO
- Chapter 5: Making Money with Affiliate Programs
- Chapter 6: Making Money by Hosting Advertising
- Chapter 7: Understanding the Google Behemoth
- Part II: Cashing in with AdSense
- Chapter 8: Working with AdSense
- Chapter 9: Making Sense of AdSense
- Part III: Working with AdWords
- Chapter 10: Using AdWords
- Chapter 11: Improving Performance
- Chapter 12: The Zen of AdWords
- Chapter 13: Advanced Performance Monitoring
- Chapter 14: AdWords beyond CPC
Miller, Michael (2011) YouTube for Business: Online Video Marketing for Any Business (Que Biz-Tech), Second Edition, Que Publishing
YouTube’s 120 million viewers are a tempting target for any business, large or small. How can you tap into the potential of YouTube to promote your business and sell your products or services?
YouTube marketing is easy enough that any business can do it. All you need is some low-cost video equipment―and a winning strategy. After you figure out the right type of videos to produce, you can use YouTube to attract new customers and better service existing ones.
That’s where this book comes in. The valuable information and advice in YouTube for Business help you make YouTube part of your online marketing plan, improve brand awareness, and drive traffic to your company’s website―without breaking your marketing budget.
In this updated second edition of YouTube for Business, you learn how to
• Develop a YouTube marketing strategy
• Decide what types of videos to produce
• Shoot great-looking YouTube videos―on a budget
• Edit and enhance your videos
• Create a brand presence with your YouTube channel
• Produce more effective YouTube videos
• Promote your videos on the YouTube site
• Link from your videos to your website with Call-to-Action Overlays
Table of Contents
I. Marketing Your Business Online with YouTube
1. How YouTube Can Help You Market Your Business
2. Developing Your YouTube Marketing Strategy
3. Creating Informative Videos
4. Creating Educational Videos
5. Creating Entertaining Videos
6. Incorporating YouTube Videos in Your Overall Web Marketing Mix
II. Producing Your YouTube Videos
7. Understanding Audio/Video Technology
8. Shooting Webcam Videos
9. Shooting Semi-Pro Videos
10.Shooting Professional Videos
11. Editing and Enhancing Your Videos
12. Tips for Producing More Effective YouTube Videos
III. Managing Your YouTube Videos
13. Uploading Your Videos to YouTube
14. Annotating and Linking Your Videos
15. Managing Comments
16. Establishing Your YouTube Channel
17. Leveraging the YouTube Community
18. Incorporating YouTube Videos on Your Own Website
V. Promotion and Monetization
19. Tracking Performance
20. Marketing Your YouTube Videos
21. Optimizing Your Videos for Search
22. Advertising Your YouTube Videos
23. Using Call-to-Action Overlays on Your Videos
24. Generating Revenues from Your YouTube Videos
25. Using YouTube for B2B Marketing
Standing, C. (2007) The Ultimate Website Promotion Handbook: A Step by Step Guide to Getting Page 1 Rankings with the Major Search Engines and to Making Money with Your Website, Montserrat Publishing
Chris Standring is a highly successful British-born internet entrepreneur and musician who has been living in California for fifteen years. More than just another web design book, The Ultimate Website Promotion Handbook particularly concentrates on web optimisation and will help you gain high rankings in all the major search engines. This amazing book is suitable for both the web-designing fraternity and those with no computing skills whatsoever. If you are new to the Internet world, you might like to skip some of the technical detail in this handbook and focus more on the material relating to marketing and attracting visitors to your site. If, on the other hand, you are already familiar with the aesthetics side of web-design, you should read every word of this book to learn more about the business side and watch your or your clients’ websites grow in popularity.
Table of Contents
Part One: Getting Started,
Part Two: Building the Website,
Part Three: Page Optimisation,
Part Four: Power Linking,
Part Five: Making Money Online.
Parkin, G. (2009) Digital Marketing – Strategies for Online Success, New Holland Publishers Ltd
The force of the internet and the power of online consumers have dramatically altered the face of today’s business world. Understanding and using this resource to its best advantage is essential to the success of every business. “Digital Marketing: Strategies for Online Success” clarifies the complex subject of ecommerce, presenting a simple 8-step strategy for success in internet marketing. This book is essential for anyone seeking success in a business environment altered by the digital revolution. Godfrey Parkin presents fascinating facts about both the history and potential of the internet, as well as providing clear and practical advice on how to make the most of it. Key strategies are outlined on every aspect of ecommerce including a step-by-step guide to developing a low-risk business strategy; the principles of designing a website that works as a successful business tool; guidelines on maximising effectiveness of search engines, email marketing and online advertising, as well as advice on using web 2.0 and social media in order to expand brand awareness and increase sales. This book is indispensable to anyone who wishes his or her company to remain relevant in today’s digital environment.
Townsend, H. (2011) The Financial Times Guides to Business Networking, Prentice Hall
There is a newer edition of this book.
If you’re a busy professional, networking is the fastest and most effective way to build your business or career. Networking is a skill you can’t afford to be without. But what’s the best way to do it? The Financial Times Guide to Business Networking is your definitive introduction to a joined-up networking strategy that really works. Joined-up networking is the most effective way to win more business, climb the career ladder or set up and grow your own business. In this book, professional networker Heather Townsend guides you through everything you need to know to get the most out of both face-to-face and online networking.
Voted Marketing Category Winner in the Small Business Book Awards 2012
Table of Contents
PART I THE JOINED UP APPROACH TO BUSINESS NETWORKING
1. Why network?
2. How to create opportunities via networking
3. Behave like a great networker
PART II ONLINE AND FACE-TO-FACE NETWORKING OPTIONS EXPLORED
4. Face-to-face options
5. Online networking options
6. Blogging
PART III ESSENTIAL NETWORKING SKILLS FOR THE JOINED UP NETWORKER
7. An introduction to the FITTER™ process for successful networking
8. Making the right first impression
9. How to keep conversation going
10. How to work a room
11. How to build your own community
12. Networking across cultural barriers
PART IV PUTTING YOUR JOINED UP APPROACH TO NETWORKING INTO ACTION
13. Building your own successful joined up networking strategy
14. Writing your joined up networking plan
15. How to fit it all in
16. A final word about networking
Glossary
Potts, K. (2007 ) Web Design and Marketing Solutions for Business Websites, FriendsofEd, Apress
Download Source Code (ZIP 11KB)
This book teaches you all you need to know to create effective web sites for businesses of all sizes. It’s packed with useful tips and practical examples. First you are taken through the planning stage, including overall site structure, grouping content, using content and language effectively, and planning for accessibility. Next, you are shown how to effectively design the different parts of your site as well as how to add specialized improvements, including feedback forms and search functionality.
The examples focus largely on CSS and HTML, but the principles are applicable to any site and some useful Flash examples are also provided.
The best business websites serve their readers with strong content, well-architected design, and a focus on usability, readability, and accessibility. This book covers the fundamental aspects of building a website that works for the company, not against it. It covers the essentials of strong copywriting, and then dedicates several chapters to designing user-centric About, Products and Services, and Support sections.
Your visitors come to your site because they are interested in your business and are therefore potential customers. This book covers taking advantage of that traffic by expanding the company’s story through a corporate blog and using testimonials, case studies, and other third-party validation to reinforce the marketing message. With this knowledge, you will be able to create and maintain a highly professional, polished business site.
While a pleasing website is essential for any modern business, creating it is only a small piece of the online strategy. This book also discusses search engine optimization, using e-mail and RSS to communicate with customers and prospects, and advertising the corporate domain with paid search placement, online banners, text links, and more. The primary theme is using your corporate website to market the business effectively, from designing intelligent product pages to writing compelling e-mail newsletters. This book explores those ideas and offers compelling advice on how to take full advantage of the Web as a marketing medium.
What you’ll learn
- Implement best practices in corporate web design, with a focus on common sections such as About, Products and Services, Customer Support, and more
- Use e-mail and RSS marketing to stay in touch with customers and prospects
- Apply simple and effective search engine optimization techniques to push your website higher in search engine results
- Advertise the site through e-mail, paid search placement, banner ads, and more
- Write professional, accessible, and usable pages to make your site available to everyone