I finished reading this book today titled “Insider SEO & PPC” by Andreas Ramos and Stephanie Cota. It talks about “How to Get Your Website to the Top of the Search Engines.” I liked this book. It is an easy and a quick read. The authors explain well the concepts in clear and easy to understand terms. They use very practical case studies and interviews throughout the book. Topics discussed in the book range from Search Engine Marketing (SEM), best Search Engine Optimization (SEO) practices, using Per-Per-Click (PPC), using web analytics to tools for SEO and PPC. Each topic includes to-the-point case studies often with real life examples. The book is peppered with humor and eye-catching graphics.
They say do not judge the book by its cover. Well, this one you can. It is as good on the inside as it looks cool on the outside. I love the colors on the cover!
I agree with the authors that the well balanced blend of SEO and PPC will provide you with the most effective search marketing strategy.
The authors conclude their book with this point:
By understanding how your customers are using search engines, you can build SEM strategies that work. Consumers are using search engines to research their interests. Your visitors should be able to find you in their favorite search engine at any point in the buying cycle, whether they are researching or ready to buy:
- Users are gathering information before they make a purchase. (…)
- When they have decided to buy, they are looking for the right vendor. Be there with the right offer.
Use SEO to get on the left side (unpaid search results) and PPC to get on the right side (paid placement) in the search engines.
- Use SEO to get the search engines to index and rank your web page. (…)
- Use PPC to place your ad at the top of search engines. Develop a campaign with PPC, landing pages, CRM to handle the leads, and web analytics to study the results.
I recommend this book for all who are interested at all levels, especially for those who are new to this subject.
Andreas and Stephanie thank you for your contribution on the matter and for the “Insider SEO & PPC.” You are true experts!
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