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Buyers' guide to search engine optimization firms [[electronic resource] ] : who should you hire? how much should you pay? / / Alexis D. Gutzman, managing editor ; Anthony Muller, editor ; Donna Pfledderer, Tim Gibbons, interviewers
| Buyers' guide to search engine optimization firms [[electronic resource] ] : who should you hire? how much should you pay? / / Alexis D. Gutzman, managing editor ; Anthony Muller, editor ; Donna Pfledderer, Tim Gibbons, interviewers |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Portsmouth, R.I., : MarketingSherpa, 2002 |
| Descrizione fisica | 206 p |
| Altri autori (Persone) |
GutzmanAlexis D
MullerAnthony PfleddererDonna GibbonsTim |
| Collana | Practical know-how & case studies |
| Soggetto topico |
Web search engines
Web sites - Marketing Internet marketing |
| ISBN | 1-932353-00-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910786739503321 |
| Portsmouth, R.I., : MarketingSherpa, 2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Buyers' guide to search engine optimization firms : who should you hire? how much should you pay? / / Alexis D. Gutzman, managing editor ; Anthony Muller, editor ; Donna Pfledderer, Tim Gibbons, interviewers
| Buyers' guide to search engine optimization firms : who should you hire? how much should you pay? / / Alexis D. Gutzman, managing editor ; Anthony Muller, editor ; Donna Pfledderer, Tim Gibbons, interviewers |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Portsmouth, R.I., : MarketingSherpa, 2002 |
| Descrizione fisica | 206 p |
| Altri autori (Persone) |
GutzmanAlexis D
MullerAnthony PfleddererDonna GibbonsTim |
| Collana | Practical know-how & case studies |
| Soggetto topico |
Web search engines
Web sites - Marketing Internet marketing |
| ISBN | 1-932353-00-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- TABLE OF CONTENTS -- INTRODUCTION FROM THE MANAGING EDITOR, ALEXIS D. GUTZMAN -- ABOUT THE GUIDE -- RESEARCH FOR THIS EDITION -- CHAPTER 1: WHAT THE SEARCH ENGINES TOLD US -- FIGURE 1-1: SEARCH ENGINES BY AUDIENCE REACH -- CONTENT IS KING -- HIRE AN EXPERT YOU CAN TRUST -- EVERYONE IS AN INFORMANT: YOU WILL BE CAUGHT SPAMMING -- CLOAKING: MOSTLY NOT FORBIDDEN -- PAID SUBMIT BUYS YOU "BENEFIT OF THE DOUBT -- CHAPTER 2: SEO BUSINESS BACKGROUNDER: WHAT YOU NEED TO KNOW BEFORE YOU BEGIN THE SELECTION PROCESS -- 3 REASONS YOU NEED TO GET HIGH RANKINGS -- 1. MAKE SURE PEOPLE SEARCHING FOR YOUR BRAND, COMPANY, OR DOMAIN NAME FIND IT -- 2. HELP PEOPLE SEARCHING FOR ITEMS DEEP WITHIN YOUR SITE, SUCH AS PRODUCTS, SERVICES, OR ARTICLES -- 3. GET YOUR WEB SITE TO APPEAR WHEN PEOPLE SEARCH BY RELATED TERMS AND PHRASES -- WHAT IS OPTIMIZATION, AND HOW IT IS DIFFERENT FROM PAY-PER-CLICK (PPC)? -- OPTIMIZATION: AN INTERNAL PROCESS -- WHAT ABOUT PAID-SUBMISSION SEARCH ENGINES? -- WHAT ABOUT DIRECT FEEDS? -- PAY-PER-CLICK (PPC) SERVICES -- FIGURE 2-1: SEARCH ENGINE OPTIMIZATION AND PAY-PER-CLICK COMPARED -- WHAT SEO MEANS TO YOUR BOTTOM LINE -- FIGURE 2-2: SEVEN STEPS TO CALCULATING THE DOLLAR VALUE OF SEO -- 7 REASONS WHY YOU NEED TO HIRE A PRO -- 1. BECAUSE DO-IT-YOURSELF SOFTWARE DOESN'T DO A GOOD ENOUGH JOB -- 2. BECAUSE YOUR IN-HOUSE EXPERT PROBABLY ISN'T AS EXPERT AS HE THINKS -- 3. BECAUSE EVERYONE WHO WRITES CONTENT THAT APPEARS ON YOUR SITE NEEDS OPTIMIZATION TRAINING -- 4. BECAUSE IT DEPARTMENT OR IN-HOUSE WEBMASTER MAY BE TOO BUSY -- 5. BECAUSE THE COST OF DOING IT WRONG IS TOO HIGH -- 6. TO PARTICIPATE IN DIRECT FEED PROGRAMS -- 7. BECAUSE PICKING THE RIGHT TERMS IS HARDER THAN IT LOOKS -- 8 (OR 10) THINGS YOU CAN YOU EXPECT FROM AN SEO FIRM -- 1. RESULTS MEASURED IN ONE OF SEVERAL WAYS -- 2. TRAFFIC, CONVERSION, AND ROI REPORTS.
3. NEED TO MODIFY CODE ON MANY/MOST PAGES OF YOUR SITE -- 4. NEED TO CREATE ADDITIONAL PAGES TO INCREASE RELEVANCE FOR SPIDERS -- 5. NEED TO CREATE SITE MAP TO INCREASE NAVIGABILITY FOR SPIDERS -- 6. NEED TO PURSUE RECIPROCAL LINKS TO ELEVATE YOUR LINK POPULARITY -- 7. RESPONSIVE CUSTOMER SERVICE -- 8. A LONG-TERM RELATIONSHIP -- 9. POSSIBLE NEED FOR ACCESS TO YOUR CONTENT DATABASE FOR PARTICIPATION IN DIRECT FEED PROGRAMS -- 10. PPC MANAGEMENT -- 8 WAYS TO WORK MORE EFFECTIVELY WITH YOUR SEO FIRM -- 1. MAKE SURE THEY UNDERSTAND YOUR REVENUE MODEL, AND MEASURE CAMPAIGN SUCCESS BASED ON THAT -- 2. MAKE SURE THEY UNDERSTAND WHAT MAKES YOU MONEY AND WHAT COSTS YOU MONEY -- 3. GIVE THEM SPECIFICS -- 4. KEEP THEM AWARE OF CHANGES AND SITE FREEZES -- 5. MAKE SURE YOUR IN-HOUSE WRITERS LEARN FROM THEM -- 6. HAVE SALES, MARKETING, PR, AND CUSTOMER SERVICE USE KEYWORDS IN COMMUNICATING WITH THE WORLD -- 7. GET A COMMITMENT FROM IT TO MEET THEIR DEADLINES -- 8. PLAN ON REGULAR MEETINGS WITH STAKEHOLDERS -- 9 STEPS TO CALCULATING ROI ON SEO -- FIGURE 2-3: WORKSHEET FOR CALCULATING ROI ON SEO -- FIGURE 2-4: EXAMPLE OF CALCULATING ROI ON SEO -- CHAPTER 3: HOW TO PICK THE RIGHT SEO FIRM FOR YOU -- 5 (OR 7) THINGS TO LOOK FOR IN AN SEO FIRM -- 1. GOOD TRACK RECORD WITH COMPARABLE KEYWORDS/CLIENTS -- 2. GOOD REFERENCES -- 3. PRICING YOU CAN LIVE WITH -- 4. REPORTING ON USEFUL INFORMATION -- 5. TACTICS THAT DON'T EXCEED THE RISK YOU'RE WILLING TO TAKE -- 6. PARTICIPATION IN DIRECT FEED PROGRAMS -- 7. ABILITY TO DO INTERNATIONAL SUBMISSIONS -- 2 THINGS NOT TO LOOK FOR IN AN SEO FIRM -- 1. RANKING REPORTS WITH MONEY-BACK GUARANTEES -- 2. GUARANTEES OF SO-MANY CLICKS -- GUIDELINES FOR DECIDING WHAT YOU NEED FROM AN SEO FIRM -- 5 RISKS OF SELECTING THE WRONG SEO FIRM -- 1. BEING BANNED FROM ONE OR MORE SEARCH ENGINE -- 2. HAVING YOUR LINK POPULARITY ELIMINATED. 3. HAVING ALL YOUR SEARCH-ENGINE TRAFFIC RE-ROUTED TO YOUR COMPETITOR OVERNIGHT -- 4. MISSING TRAFFIC THAT YOU DESERVE -- 5. GIVING UNETHICAL PEOPLE ACCESS TO YOUR WEB SERVER -- CHAPTER 4: THE QUESTIONNAIRE EXPLAINED -- COMPANY INFORMATION -- PRICING -- MAINTENANCE -- CONTRACTS AND CONSULTING -- OWNERSHIP -- PAGE CREATION -- REPORTING -- INTERNATIONAL -- KEYWORD RESEARCH -- TACTICS: SAFE AND EFFECTIVE -- TACTICS: POTENTIALLY PROBLEMATIC -- SIDEBAR: HAVE YOU HEARD FROM SOMEONE LIKE CHRISTINE HALL? -- OTHER SEARCH-ENGINE-MARKETING SERVICES -- CLIENT RESULTS -- CLIENT COMMENTS -- CHAPTER 5: THE SCORING EXPLAINED -- SCORING CLIENT SUCCESS -- ASSIGNING SPECIALTIES -- OPTIMIZATION (O) -- PAY-PER-CLICK (P) -- METRICS (M) -- DIRECT FEED (D) -- INTERNATIONAL (I) -- PRICING -- CHAPTER 6: COMPANY PROFILES OF 55 SEARCH ENGINE OPTIMIZATION FIRMS IN THE US AND CANADA -- @WEB SITE PUBLICITY, INC. -- 1ST ON THE LIST PROMOTION INC. -- 360TRAFFIC -- 6S MARKETING INC. -- ACKLEY'S CUSTOM SITE SUBMISSION -- ASPENSITES -- ATTACH -- BACKBONE MEDIA -- BRUCE CLAY, LLC -- CENTRIC -- COASTAL SITES, INC. -- ECOMBUFFET.COM LLC -- ELAUNCHES.COM -- GET CUSTOMER TRAFFIC.COM -- GRANTASTIC DESIGNS, INC. -- HIGH RANKINGS -- IHELPYOU, INC. -- INFUSE CREATIVE -- INTELECTIVE COMMUNICATIONS, INC. -- INTRAPROMOTE, LLC -- IPROSPECT -- KEYWORDRANKING.COM -- MARKET MY SITE! -- MARKETLEAP -- MARKETTRIX INCORPORATED -- METAMEND -- MY MARKETING PRO -- NETPATHS.NET -- NETSETGO MARKETING -- NEXUS INTERACTIVE -- OUTRIDER -- PAGE ZERO MEDIA -- PAGEVIEWS -- PLATINUM WEB SITE SERVICES -- POSITION RESEARCH -- PRIME VISIBILITY -- PRIORITY PLACEMENT WORLDWIDE -- PROMINENT PLACEMENT, INC. -- PROMOTEWEBS -- SAGEROCK -- SEARCHENGINEPOSITION INC. -- SEARCHINTELLIGENCE -- SHARPNET SOLUTIONS INC. -- SITELAB INTERNATIONAL INC. -- SPECTRACOM INC. -- SUBMIT360 -- TRAFFICBOSS -- TRAFFICLEADER. TRANSCENDIGITAL LTD -- UNREAL MARKETING SOLUTIONS -- VKI STUDIOS -- WEB IGNITE CORPORATION -- WEBADVANTAGE.NET -- WEBMAMA.COM -- YOUNG & -- ROEHR GROUP -- THE EDITORIAL AND RESEARCH TEAM -- APPENDIX A: TRANSCRIPT OF YAHOO INTERVIEW -- APPENDIX B: TRANSCRIPT OF GOOGLE INTERVIEWS -- APPENDIX C: TRANSCRIPT OF FAST INTERVIEW -- APPENDIX D: TRANSCRIPT OF TEOMA INTERVIEW -- APPENDIX E: TRANSCRIPT OF OPEN DIRECTORY PROJECT INTERVIEW. |
| Record Nr. | UNINA-9910810738903321 |
| Portsmouth, R.I., : MarketingSherpa, 2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Convert! [[electronic resource] ] : designing Web sites to increase traffic and conversion / / Ben Hunt
| Convert! [[electronic resource] ] : designing Web sites to increase traffic and conversion / / Ben Hunt |
| Autore | Hunt Benjamin |
| Pubbl/distr/stampa | Indianapolis, Ind., : Wiley Pub., Inc., 2011 |
| Descrizione fisica | 1 online resource (314 p.) |
| Disciplina |
658.8/72
658.872 |
| Soggetto topico |
Web sites - Design
Web sites - Marketing |
| ISBN |
1-282-99008-X
9786612990083 1-118-25582-8 1-118-03692-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. 1. Designing for traffic -- pt. 2. Designing for conversion. |
| Record Nr. | UNINA-9910141041203321 |
Hunt Benjamin
|
||
| Indianapolis, Ind., : Wiley Pub., Inc., 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Convert! : designing Web sites to increase traffic and conversion / / Ben Hunt
| Convert! : designing Web sites to increase traffic and conversion / / Ben Hunt |
| Autore | Hunt Benjamin |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Indianapolis, Ind., : Wiley Pub., Inc., 2011 |
| Descrizione fisica | 1 online resource (314 p.) |
| Disciplina |
658.8/72
658.872 |
| Soggetto topico |
Web sites - Design
Web sites - Marketing |
| ISBN |
1-282-99008-X
9786612990083 1-118-25582-8 1-118-03692-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. 1. Designing for traffic -- pt. 2. Designing for conversion. |
| Record Nr. | UNINA-9910807788603321 |
|
Hunt Benjamin
|
||
| Indianapolis, Ind., : Wiley Pub., Inc., 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
