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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)
 Google
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)
 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)
 (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)
 In
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.
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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
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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
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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.
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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. |
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"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. |
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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.
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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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