How is your website doing on the search engines? Need a little help?
Well, you’re holding the right book in your hands. This book will
walk you through the steps to achieve a targeted, compelling presence
on the major search engines. There are no secrets or tricks here, just
down-to-earth, real-world advice and a clear program to get you
where you want to be. And, with luck, you’ll even have a little fun
along the way!
If you could think of the person that you would most want visiting your website,
who would that person be? Traditional advertisers (TV, magazines, newspaper, direct
mail) might describe this person in terms of their demographics: 18 to 24 years old? Male
or female? Wealthy or not so wealthy? But in the world of search, our focus is very differ-
ent. This is how we think:
Who could be a more perfect target audience than someone who is already looking
for your company, your product or service, or just the sort of information you’ve got on
your website? The trick, of course, is to figure out who those people are, develop an
extremely targeted message for them, and put it where they will notice it.
Search Engine Optimization (SEO)
encompasses a wide variety of tasks that
improve a website’s presence on search engines. Maybe you’ve heard a few SEO catch-
—but you don’t know exactly how to
tie them all together into a meaningful package. That’s where this book comes in!
There are many good reasons to pursue SEO for your website. If you’re a numbers per-
son, you may find these stats compelling:
• A 2004 survey found that in business-to-business (B2B) purchasing decisions,
63.9 percent of respondents stated that a search engine would be the first place
they would go to research a product or service. (Source: Enquiro/MarketingSherpa)
Pearl of Wisdom:
The person you
want to find your website is the person who is
searching for you!
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