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Libri sui motori di ricerca e il search engine marketing

web marketing - motori di ricerca - Google


Come si fa a promuovere con Google

di Marco Fontebasso, Tecniche nuove (2006)
googleGoogle serve anche per vendere: milioni di utenti utilizzano i motori di ricerca ogni giorno in Italia e nel mondo per cercare informazioni e notizie su servizi e prodotti.

Questa guida permette a imprese, imprenditori, liberi professionisti, ma anche a utenti semplicemente interessati al fenomeno, di utilizzare Google per promuovere la propria attività o il proprio sito nel modo più efficace e conveniente, utilizzando al meglio il sito come strumento di marketing.

Un utile percorso per chi vuole capirci qualcosa di più nell'intricato mondo del SEO e del SEM, con consigli e risorse utili per operare autonomamente a ottimizzare e posizionare un sito web, e a gestire campagne di keyword advertising.

 


AL TOP NEI MOTORI DI RICERCA
di Andrea Cappello
 (2003)
al top nei motori di ricerca
Finalmente, dopo tante richieste, è uscito il libro...
Un adeguato posizionamento sui motori di ricerca, alla base di un’azione di Web Promotion, normalmente costituiscono un vantaggio competitivo nei confronti dei concorrenti poiché meno del 10% dei siti Internet attua una strategia coerente a questo fine. Ma il vero lavoro da svolgere, quello che vi permetterà di riuscire ad acquisire il maggior numero di riferimenti, è da compiere prima dell'inserimento (indicizzazione), ossia nella vera e propria realizzazione della pagina Web del Sito.Nel libro (SEO oriented) consigli e tecniche per ottimizzare al meglio i siti web per ottenere posizionamenti ai primi posti nei motori di ricerca a seguito di ricerca su parole chiave specifiche.
>>> Purtroppo il libro è esaurito. Si sta valutando una nuova uscita nei prossimi mesi... Per ricevere la precedente versione elettronica clicca qui

WEB METRICS
by Jim Sterne
Paperback (2002)
(commento by Gold Software) Whether you're a small business owner, a corporate manager, or someone just starting a business venture, Web Metrics is a must-read. For small and new business entrepreneurs who cannot afford a marketing department, Web Metrics gives an inside look into how experts in leading industries improve their online marketing strategies.
Web Metrics is an important book for those of us on the business side. Why? It is a great basic introduction to the technical side of Web analytics, without being a
textbook and with a good dose of framing business practices and objectives. That means that it helps focus technical people on business goals as they develop their analytics.
As a basic introduction to the ins and outs of Web analytics this book is great. Sterne leads you through what you get, how it gets there, and some of the angles on measuring. Web design and usability are discussed along with the array of patterns, formulas, and ratings when you add users in the mix. At every step of the way it is always related back to business needs and objectives.

WEB SEARCH GARAGE
di Tara Calishain
Prentice-Hall (2004)

Web Search Garage(recensione by Pandia) Her new book, called Web Search Garage, takes a new approach to web search tutorial writing.  This is not primarily an introduction to the ins and outs of the various search engines (although she will tell you how to use them), but a book with a wider scope.
She goes beyond the traditional search engines and tells us about a lot of tools and techniques that will let you harvest the information you need on the World Wide Web.
To give you a few examples: The book includes an excellent chapter on the use of online tools and gadgets, including toolbars, bookmark organizers and browsers. Another one introduces you to the art of using online communities as a source of information, including tips on searching the Usenet.
Regular search engines may be used to find news, jobs, images, lyrics, definitions, old friends and relatives, but there are better tools out there that are fine tuned for this kind of information retrieval.
We like this book very much, not only for the fact that she has introduced us to online resources even we at Pandia didn't know about, but for the fact that she gives us such useful hands-on advice on how to use these various tools.
Moreover she also tells you have to make the most out of the regular search engines. For instance: She not only tells you about how to use Boolean search syntax (see our Goalgetter tutorial), she also explains how to use special syntaxes for restricting searches to specific domains, finding inbound links, using shortcuts for financial information and much more.
In Part II of the book, "Principles of Web Searching", Tara tells you what vocabulary to use to target your searches. In her words: " sometimes you'll need to at least be aware of a certain kind of vocabulary even if you're not an expert, in order to be able to do effective searches." This applies to scholarly and scientific terms, but also to nicknames and other synonyms.

SEARCH ENGINE ADVERTISING
di
Catherine Seda (2003)
Search Engine AdvertisingIn the book, author Catherine Seda reveals how to achieve immediate web site visibility, and shows you the tools and techniques you can use to increase sales at the lowest cost-per-customer. The major challenges and benefits of search engine advertising programs and tools are also covered.

Key features in this book include:

  • Developing an effective keyword list, ad copy, and landing pages
  • How to use paid placement and paid inclusion programs
  • Reaching new customers through specialized search engines
  • Tracking your return on investment to boost profit margins
  • How to create an affiliate strategy that maximizes revenue
  • Protecting your profits from click fraud and trademark infringement

LAVAPIUBIANCO
di lorenzo Montagna
Euro 19.90 - Hops Libri (MI) 2003
Pubblicita' e web non vanno d'accordo. Il banner e'  morto, con lui la new economy. Questo e' cio' che pensano nel 2002 molti manager  che si occupano di comunicazione, marketing e vendite. Ma non e' vero. Questo libro, ricco di case history e interventi di manager, dati e  riferimenti al mercato italiano di oggi, immagini pubblicitarie, stimoli critici  per la web community, vi dimostrera' il contrario.
Insieme all'autore,  professionisti di aziende molti importanti e differenti tra loro (Alitalia, BMW, Doimo, Ducati, Nielsen//NetRatings, Procter&Gamble/Digibrands, The Media Edge), dimostreranno l'efficacia di internet come mezzo di comunicazione commerciale e le sue caratteristiche distintive rispetto agli altri  media. Perche' investire sulla rete? Con quali strumenti? Come valutare le  campagne online? Come integrare la rete nel marketing mix? Chi naviga e chi  costituisce il mercato dell'offerta? Queste alcune delle domande a cui  troverete risposta.


I MOTORI DI RICERCA NEL CAOS DELLA RETE
Kit di sopravvivenza tecnico-esistenziale.
di Parrini Claudio
Euro. 9,30 Shake 2001
Poiche' i Motori di Ricerca sono indubbiamente una delle principali porte di accesso ai saperi disseminati in Rete, e' di stretta attualita' analizzarne funzionamento e limiti. Cosa sono gli spider? Cosa realmente vedono? Cosa cercano i motori di ricerca? Esiste un kit di sopravvivenza per i profani e gli esperti che si affacciano su questo magma  fluttuante di informazioni? Esiste un reale pericolo di "censura" dell'  informazione, o c' e'parita' di visibilita' per tutti su Internet?
Gli autori ci Invitano chi vuole appprofondire il discorso partendo e partecipando alla matrice che l' ha generata: la
mailing-list cyber-rights - a sfogliare il documento orginale di partenza su Chaos vs. Business
 


ALTRI LIBRI

Shari Thurow's "Search Engine Visibility" puts SE Optimization in perspective. If you've been looking at the web sites of search engine optimization firms and not been able to figure out what it is they do, this book will explain what you should expect to hear from a reputable company. It may also be an eye opener if you think attaining top rankings in the main search results on engines like Google is as simple as breaking out the checkbook and paying some company to "do optimization" without making any changes to your website (although there are some SEO companies that can pull this off for long periods of time).

Quick, concise book, and to the point. One might not imagine a book like "Search Engine Optimization on an Extreme Budget" could be so useful to an experienced SE optimizer, but it's right on the money, with optimization tactics that are economical and effective. It is full of great tips, and some warnings, too, that you will find invaluable, with clear examples of how something should be coded. The challenge for a book like this is that tactics become outmoded very quickly but what is presented in this book seems very current. The author probably could say a lot more about the subject but he is true to his charter of providing a quick and practical guide.
 

Few people realize that the search engines and directories they use have a direct impact on how information is accessed on the world wide web. An understanding of how search engines operate will make it easier to locate needed information. Explaining how search engines work and how they locate and display information, this introductory guide for high school age and up gives information on where and how to do research on the Internet, provides information about specific directories, describes the features of specific search engines, and offers insight into the future of search engines

This book contains many useful tips for new webmasters - how to submit keywords to various search engines so as to be high on the hit list, how to work with affiliates, becoming an affiliate, and so on. These people really know search engine optimization. Written by two web marketing experts to help website owners effectively market their sites on the world wide web. The book provides technical information in an easy to understand format and is currently being used by thousands of website owners around the world.

"Maximize Web Site Traffic" is surprising in it's scope. Obtaining good position in the engines and directories is like surfing a large powerful wave; if you are not in the perfect position you either miss the wave or are buried beneath it.... In this business we have to have the best information and one needs to see the whole picture. The book works, and this reviewer is using it for training inexperienced employees as well as giving more experienced analysts very interesting techniques to use.

What a great book! It is essential reading for anyone who uses the web to find information. It explains, clearly and concisely, what the invisible web is (the 80% of the web that is not indexed by search engines) and why that material is 'invisible'. In addition, the book has 19 chapters with descriptions of invisible web resources on topics ranging from health/medicine to news to science. This book should be on every web searcher's desk. Its always risky to buy a web guide, when by its own omission, half of the web sites will be dead in two years. As search engines get better the current "invisible webs" becomes more visible.

Randolph Hock's "The Extreme Searcher's Guide to Web Search Engines" provides us with helpful insight into how existing search engines can be put to use to help researchers find specific information online. A number of these search engines have been around for a while and have seen much use. Time, effort, and money can be saved by becoming more familiar with the major ones and using those that will get the job done! This book covers the operation and use of major search engines and readers will find out that there are not only search engines that search the 'Net, but search engines that search multiple search engines themselves! Screen shots and information about special functions are also provided.

 

Unlike many of the long and ponderous books on search engine optimization, "Internet Marketing And Search Engine Positioning" is a slender volume that manages to hit all the key points that web masters should know to increase search engine placement. Easy to read, concise and direct, it is all you need to know in 60 minutes or less. Though there is not much text, what is here is the meat and potatoes of what optimizing and website marketing is about. On top of giving a good overview of how search engines work, this book focuses on practical advice for increasing web traffic. The book is a must read for anyone who administers a web site and is desperate for increasing traffic

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