Ebook Search Marketing Strategies (Emarketing Essentials), by James Colborn
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Search Marketing Strategies (Emarketing Essentials), by James Colborn
Ebook Search Marketing Strategies (Emarketing Essentials), by James Colborn
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Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition.
- Sales Rank: #5556887 in Books
- Brand: Brand: Routledge
- Published on: 2005-11-04
- Released on: 2005-10-07
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .53" w x 6.00" l, 1.10 pounds
- Binding: Paperback
- 234 pages
- Used Book in Good Condition
Review
If you're looking at implementing a ppc or seo or paid inclusion search engine marketing program then you'll be wise to have this book in your arsenal. It's full of good information about the elements that really matter to your campaign and breaks it down based on the desired outcome. So whether your looking to implement a branding campaign, generate leads, sell product or just drive traffic, the tactics are there as well as a description of which engines to use for each type of campaign by industry.
Anyway, it's a good book so I say if you're in that market then you should definitely buy it. Even if you think you're too smart to learn anything new about seo or ppc, trust me, nobody's that smart.
About the Author
James Colborn, BA, DipM, has worked in the search engine marketing space for over 5 years and has practiced in North America and Europe. James has worked with companies such as British Airways, Thomas Cook, Comet, B&Q, Cable & Wireless, Best Buy, Thomas Register and eBay.
Most helpful customer reviews
7 of 7 people found the following review helpful.
Good overview for starting search marketing. Needs meat.
By Sam Decker
PROS:
- Covers the broad spectrum of topics related tto search marketing. Includes terms, vendors, technology, fraud issues, metrics, and glossary. Mostly focused on paid search strategy, terms and tactics.
- Brings you up to the level of strategy and down to the level of tactical implementation of pay for performance tactics.
- If I were starting a position in Search enginge marketing, this would be the book to read. It's like sitting down with an expert teaching me the job of search engine marketing. Great for newbies or executives to get a comprehensive overview.
- If you need to "speak the language" of search engine marketing and be conversant in strategies and tactics, this is the book for you.
CONS
- Would love to see more `insider' tips and case studies. For that, go to MarketingSherpa.com.
- Could be organized better. Didn't flow for me.
- Good overview, but not a lot of information about natural search engine optimization.
- Overpriced at $37
2 of 2 people found the following review helpful.
concise about branding and bidding for search terms
By W Boudville
This book might be compared to a recent one by Moran and Hunt, "Search Engine Marketing". Colborn's text is a little more concise. He aims it at a marketing reader, whereas the other book was also directed to someone who knew HTML. Colborn skips any discussion of how to write actual HTML pages in a way suited for search engines to rank well. Instead, he talks more on branding your site and isolating useful words and phrases associated with it, that users might ask a search engine about.
There is also a quick runthrough of bidding strategies on various search engines. Well, realistically, only Google and Yahoo matter. The bidding is for those words and phrases that you defined in your branding.
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