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Search Engine Advertising: Buying Your Way to the Top to Increase Sales (VOICES)
vBulletin Book Store > vBulletin books beginning with S
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Search Engine Advertising: Buying Your Way to the Top to Increase Sales (VOICES) |
Author: Catherine Seda
Published: 2004-03-05 |
List price: $34.99
Our price: $23.09
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Usually ships in 24 hours
As of: December 04th, 2008 08:33:56 PM
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Customer comments on this selection.
 Direct and Authoritative
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
It's not a bad overview of Search Engine Marketing, but I wouldn't recommend stopping with this read.
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br /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.
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br /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.
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br /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..
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br /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.
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 Outdated, outdated, outdated
I'm sure this book was cutting edge when it was first published in February of 2004, but now it's for the most part outdated.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
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
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.
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br /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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