Magnificent companion to "Search Engine Visibility"
Catherine Seda's excellent book "Search Engine Advertising" is the perfect complement to Shari Thurow's "Search Engine Visibility" from which includes an excerpt toward the end. Where Thurow's book, the best one in terms of accomplishing high rankins in 'organic' (read unpaid) search results, Seda's book brings along the whole other side of the equation: that of paid options to accomplish high rankings. In doing so, one of her key points is that Search Engine Advertising doesn't end when the customer arrives at your site (visits), but it really is about conversions (getting the customer to make a purchase, subscribe or whatever your web site's purpose is when s/he arrives to it).
The book is very well structured around six parts:
i) Planning: the key (yet sometimes overlooked) part of the process, to ensure you know who you are targetting and how, before jumping into the paid options.
ii) Paid Placement Programs: she presents the differences (pros and cons) of the most important fixed placement and pay-for-placement programs available.
iii) Paid Inclusion Programs: directories are presented here in all their splendor, along with what you can do to enhance your possibilities before submitting your site, and how to manage a large number of simultaneous submissions. Web site optimization is touched upon briefly at this point, but in no way substituting Thurow's book on the topic: you simply have to have both, if you're serious about Online Marketing at all.
iv) Specialized Search Engines: comparison shopping engines, vertical market search engines and international search engines are discussed in some detail, to get you started with them.
v) Tracking ROI: normally just as overlooked as the planning stage, the tracking of the results of paid advertising campaigns are discussed in extensive detail to ensure that you are able to steer the boat in the right direction if your ROI data shows that you're putting money on the wrong key terms, your copy is not doing what it should to engage customers, or your landing pages are not taking customers where you want them to go once they get to your site.
vi) Protecting profits: topics such as click fraud, trademark infringement and affilate networks are discussed, as things to keep an eye on.
All in all, this is not a book you'd want to sit down and read in one afternoon (nor would you be able to). This is a hands-on book to work through and use as a reference as you're getting your feet wet with this whole other animal that is paid advertising on the Web. It has done a ton for me in the two months I've been applying the concepts contained in it, since it summarizes very well all the options available to you, their pros/cons and how to best take advantage of them, considering your size and budget. I highly recommend it without reserves for eMarketers that have not had too much exposure to paid options, as well as those who have some experience in the area, since it provides a wealth of tips and insights that most people in the field can benefit from.
Update (04/21/2007): Catherine published another highly recommendable book titled "How to Win Sales & Influence Spiders" in early 2007.
31 May, 2004
Magnificent companion to "Search Engine Visibility"
27 May, 2004
Casi que tengo ganas de ir a ver la pelicula, para poder confirmar todas las mentiras que la componen. Que lamentable... :(
Posted by manny hernandez @ 18:41
Can't get it off of my player!
Ever since I first played 'In Search Of...' by N.E.R.D. I have not been able to put it down. I'd heard of Pharrell Williams and Chad Hugo as The Neptunes, this super-team of producers that had turned into the Midas Kings of the music business in the past few years, but N.E.R.D. (No one Ever Really Dies) I only accidentally ran into, as I walked by a colleague's office and these sweet, funky waves of music would ooze out of there... I turned to ask, and there it was: 'In Search Of...' at its best.
The album takes the listener through a Neptunes-stamped blend of tracks, which accomplishes a perfect crossover of rap, R&B and rock, courtesy of the backing instrumentation provided by Spymob, which also happens to be arranged by the dynamic duo of music production. As you get to track #5 ("Truth Or Dare") you stay at a solid musical high point all through "Baby Doll", which consists of the best four tracks the album has to offer, in spite of how strong the rest of the music is.
Though, lyrically, they are not the best thing around, their musical Midas touch resides in their ability to blend musical styles in a seamless and contagious way that tears down cultural barriers and plays very well across most markets and preferences. I've been told their follow-up work to 'In Search Of...' didn't accomplish the same level of genius, but still I will give it a shot: I can't help it by now. ;)
25 May, 2004
Posted by manny hernandez @ 19:20
24 May, 2004
Bill Gates' discovery
I am curious to learn what you guys think about Bill Gates' comment about blogs and their business importance. This comes at an interesting time, it seems to me, with all the semblance of a Microsoft-backed blogging tool or application coming soon...
Posted by manny hernandez @ 17:02
19 May, 2004
"He's my brother!"
Henkel, que es como el hermano que nunca tuve, comenzo su blog (finalmente!), asi que poco a poco se esta contagiando la blog-fever entre los panas.
Los invito a que lo visiten, en Un Rincon para la Expresion (que esta mañana decia, "Un Rincon para Compartir" -a lo mejor se arrepentio del nombre luego). ;)
Posted by manny hernandez @ 18:30
13 May, 2004
SIZE 12 WEDDING DRESS/GOWN NO RESERVE
One of the funniest items I´ve seen on eBay in a long time! :)
Posted by manny hernandez @ 11:22
12 May, 2004
Chiste de Jaimito
>En el primer día de clase, la maestra le dice a los alumnos...
>"Levántense, díganme como se llaman, y a que se dedica su papá..." Se
>levanta los niños y dicen:
>"Yo me llamo Luisito y mi papá es policía".
>"Yo me llamo Juanito, y mi papá es Abogado".
>"Yo me llamo Jorgito, y mi papá es Médico".
>"Yo me llamo Pedrito, y mi papá es Contador".
>Y en esto Jaimito dice:
>"Yo me llamo Jaimito, y mi papá trabaja de bailarín de Strip-tease en un
>La maestra se apresura a cambiar de tema, y durante el recreo los niños de
>acercan a Jaimito y le preguntan:
>-"¿De verdad tu papá es marico y se desnuda por dinero delante de otros
>Y dice el niño:
>- "No, noooo, en realidad trabaja con Chávez, pero me daba vergüenza
Posted by manny hernandez @ 16:57
11 May, 2004
NIN coming back!
Finally... 5 years after the release of "The Fragile", Trent Reznor is preparing for the recording of a new album, to come out later this year. The title for it, 'Bleed'. I can't wait.
Posted by manny hernandez @ 11:06
09 May, 2004
My Amazon.com review of the day:
Death By Meeting: Lencioni Scores Another Hit
[**** - 4 stars]
His previous book, "The Five Disfunctions of a Team" is by far the best work Lencioni has written to date, so "Death By Meeting" had quite a challenge to match when it came out. Although it falls a little short, still it accomplishes a task that cannot be diminished: it shows executives (and managers at large, I'd argue) how to make meetings more effective for once, and (are you ready for this?) he advocates for more, not less, meetings, in order to enhance the performance of companies and positively impact the lives of those who work in them.
The book, like his previous ones, is cleverly structured in two large parts: The Fable and The Model. The first part lays out a sort of novel, where the characters could pretty much be you and me, taking part in management meetings in our own companies, and tells the story of how implementing his methodology (brought about by a "consultant in disguise", impersonated by the CEO's personal assistant) helped put the company's steering team out of its meeting "misery", by turning their meetings into a satisfactory and productive experience that they started looking forward to from then on.
The second part summarizes the methodology presented in The Fable, in a more general context, by introducing the four types of meeting he advocates:
-Monthly Strategic (or Ad Hoc Strategic)
-Quarterly Off-site Review
Even if you think you are effective at managing your meetings, I highly recommend that you give "Death By Meeting" a read. It won't take more than 2 hours of your time, and it will provide you and your team with benefits to reap for life. Disregard at your own managerial risk!
08 May, 2004
Dice el refran: "Cuando veas las barbas de tu vecino arder, pon las tuyas en remojo." Eso fue lo que me vino a la mente, cuando lei este articulo sobre la vaticinada quiebra tecnica de la empresa de petroleos mexicana, PEMEX. No creo en realidad que a la gente de PPTSA (ex-PDVSA, Petroleos de Venezuela) le importe mucho, en cualquier caso, pero es para considerar...
Posted by manny hernandez @ 06:29
06 May, 2004
Un Venezolano de nacimiento
(me lo mando Gilberto hoy... muy bueno!) :D
Posted by manny hernandez @ 19:44
04 May, 2004
Los invito a disfrutar de un excelente thread acerca de la fecha en que ocurrio el concierto HECHO EN AMERICA con Fito Paez, Charly Garcia y Sentimiento Muerto. Basicamente un grupo de panas estamos tratando de determinar la fecha exacta del concierto. Si la saben, pasen por ahi y ayuden! :)
Por cierto, a proposito de Sentimiento Muerto, aqui tienen un link de una pagina sobre el grupo que tenia yo en la epoca "dark" de Internet (algunos la recordaran, ciertamente Rafa, quien colaboro con el contenido). Aun hoy, 7 años despues, sale de #2 en Google cuando se busca "Sentimiento Muerto": NO TE LLEVO NA'!!! ;)
Posted by manny hernandez @ 18:09
03 May, 2004
A very tough worm is on the loose on the Web again. It's called SASSER. Please take the time to read this document put together by Microsoft:
What You Should Know About the Sasser Worm and Its Variants
Posted by manny hernandez @ 20:02
Welcome to the world of blogs, Bob!
[pictures removed for now, because they were causing the new blog template to break]
My friend from primary school has started his blog! Along with my buddy Henkel, he is actually is the oldest person I know... no, I take that back: the person I've known from back when... not quite... I meant to say I've known him for the longest time!!! :)
Bob and I know each other since we both were in what? 3rd grade in Colegio La Salle-La Colina, in Caracas? Here's a picture of him:
and since it's only fair, here's a pic of me, at about the same time (1985-86, at the peak of the eighties... oh, those were the days!!!) :P
(and I had a lot of hair...)
I cannot forget eating at his home once. His mom and his dad were awesome!!! She cooked some bad-ass pasta, that you'd love... you just had to eat lots and lots of it. I wasn't quite ready for it, but that day (our dear friend Sergio was also with us too, I am almost sure, because he was always there when there was food, the bastard...) I ate pasta like a pig. Not used to the italian way, I thought that was it. Well, no! That was just the beginning! The tip of the iceberg (of food), so to speak. That was followed by steak, and more food, and desert... I was ready to explode by the time we were done. A few years later in college, having forgotten the episode, I made the SAME mistake again and ate loads of pasta thinking that was "it", and I think Bob was there to see me fall once more: must mean something, I guess! MA, CUESTO!!! ;)
Posted by manny hernandez @ 19:39