Marketing Through Search Optimization: How to be found on the web (Paperback)

~ Alex Michael (Author), Ben Salter (Author) "To implement search engine optimization (SEO) effectively on your website you will need to have a knowledge of what people looking for your site are..." (more)
Key Phrases: sprite interactive, density analyser, paid inclusion program, Open Directory, Ask Jeeves, Refresh Home (more...)

Editorial Reviews

Product Description

Search engine placement has become a key task for those engaged in website marketing because:

* Good positioning in search engines/directories dramatically increases visitor traffic.
* Optimizing search engine ranking is the most important and cost effective way of marketing a website.
* Customers use search engines more than any other method to locate websites.

Alex Michael and Ben Salter guide readers through proven techniques for achieving and measuring success, along with a review of the most important search engines and directories. Throughout the book there are numerous real case studies and tips to help the marketer build a world class web presence.

* Explains why and how marketers can and must optimize sites for searchability from the outset
* Describes how to optimize, for both local and international users
* Uses tutorials and walkthroughs to demonstrate how to steadily improve your site rankings

About the Author

Managing Director of Sprite Interactive Ltd, UK a new media agency, and previously Creative Director with Disney and Buena Vista International.

Information Architect, Sprite Interactive.

Product Details

• Paperback: 264 pages
• Publisher: Butterworth-Heinemann; 1 edition (September 18, 2003)
• Language: English
• ISBN-10: 0750659793
• ISBN-13: 978-0750659796
• Product Dimensions: 9.7 x 7.5 x 0.6 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 2.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #1,068,733 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

10 of 10 people found the following review helpful:

1.0 out of 5 stars Great Historical Piece... But Accuracy is Questionable, October 18, 2005

By	Stoney G. deGeyter "President, Pole Position ... (Reno, NV United States) - See all my reviews (REAL NAME)

I wish I had some good things to say about this book, but I really don't. More than anything it reads like a historical document as opposed to offering any fresh ideas on search engine's or search engine marketing. Rife with outdated technologies and solutions, this book is in dire need of an update, not just a republishing.

I spent most of my time skimming through this book looking for anything currently relevant on the search engine landscape. I did find their discussion of the "engine behind Google's search technology".

"PigeonRankTM is a system for ranking web pages developed by Google founders Larry Page and Sergey Brin at Standford University. Brin argued that low-cost pigeon clusters (PCs) could be used to compute the relative value of web pages faster than human editors or machine-based algorithms."

You can read more about PigeonRank on Google's website. Unlike the authors of this book, who appear to take PigeonRank at face value, you might want to read the small print at the bottom of the page:

"Note: This page was posted for April Fool's Day - 2002."

I'll concede that the above note may not have been on the page back when this book was published, it was common knowledge in the SEO community that this was, in fact, an April Fool's prank.

Marketing Through Search Optimization does provide a pretty detailed narrative of the history of search engines, in general. Though one must take that with a grain of salt once you consider the depth of research that was put into the PigeonRank section.

In all, the strategies listed nothing new or that isn't readily available for free online. Some of their methods cross the line into spamming territory, though they also concede that too much of certain practices are likely to get you banned.

Finally, the end of the book lists a number of tools of the trade. Many of them might be helpful tools, on the current SEO landscape, however many of them are simply spam generators, some of which have been singled-out by Google as such.

7 of 8 people found the following review helpful:

4.0 out of 5 stars Good book, has really helped me achieve greater rankings, July 21, 2004

By	Mr R. Vacher "site manager" (London, England) - See all my reviews (REAL NAME)

I bought this book a couple of months ago, and put all the advice into practice on my website. The results have been great and my ranking is continuing to grow. The book is well written and contains a great range of practical advice and information on getting your site ranked highly. The Chapter on Link Strategies is particularly good, this is an area that I had not really considered before reading this book, and it now makes up a considerable part of my search engine strategy.

Buy this book if you want a competitive advantage in your search engine strategy.

6 of 8 people found the following review helpful:

3.0 out of 5 stars Great Starter, falls short for the aspiring professional, July 15, 2004

By A Customer

This book is good for a newcomer to search engine optimization, but anyone who has been working on promoting a website will already know or assume all of the information in this book. If you are brand new to SEO then this book is a good starting point, but otherwise spend your time browsing the web or using SEO descussion forums, because the information will be more current and more in debth.