By Heather F. Lutze – review by Mary O’Brien, Founder of PPC Summit
Many small (and larger) businesses put up a website and assume that the “If you build it, they will come” concept applies. Unfortunately, this wasn’t true when the internet started and it’s even less so now. Successful businesses get the fact that your website is now a critical part of your marketing campaign. It needs to be designed to attract search engines AND customers to be successful and Heather does a great job in this book of explaining why.
“Findability” in the title of the book refers to the critical need of every business to be visible on the internet (and particularly in search engines) at that crucial time when their prospect is ready to buy from them. Basically, it’s so competitive now that if you are not on the first page of search engine results you are wasting your time. And - if you’re NOT there you can be sure your competition will be.
Heather has a great ability to translate quite technical marketing concepts in to terms that beginners and experienced users alike can relate to. I have seen her explain these concepts accepted time and time again, in training she has given at our Pay-Per-Click Summits, and I’m delighted to see that she has used this same relatable quality to get her points across in the book.
Search Engine Marketing can be a complicated subject, particularly for the beginning marketer, and this book does a great job in translating the technical jargon into actionable concepts that you can follow.
Heather describes it as a non-technical guide, but the basics are all covered in an easily readable way that allows a beginner to easily implement a successful Search Engine Marketing campaign. Readers will learn the basics of Pay-Per-Click and also how Pay-Per-Click and Organic Search work together to give you better search engine visibility for your business.
Advanced users might find it a bit basic, but that’s not who this book is designed for. This book is designed for those new to internet marketing who also know that Search Engine Marketing is an important web traffic driver for their business, need to get up to speed fast, and want someone to explain it sequentially.
There are more advanced books out there for those who need to delve into the nitty-gritty, but if you are just getting started, and are a non-technical person who wants easy to follow instructions, then this book is a must read.
You will learn:
• A complete step-by-step approach to search engine marketing applicable to any product or service, in an easy-to-follow instructional style.
• How to avoid common search marketing mistakes that cost big money.
• How to set up campaigns in a smarter way to get better search engine visibility.
• How search engines work, how search engine marketing works, and how to take advantage of both.
• The online tools to use that make campaign management easier
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