Turn Clicks Into Customers: Proven Marketing Techniques for Converting Online Traffic into Revenue

by Forrester, Duane

• ISBN13: 9780071635165
• ISBN10: 0071635165
• Format: Paperback
• Copyright: 2010-04-16
• Publisher: McGraw-Hill

Summary

You've gone through all the steps of developing a powerful business presence on the Web-but that's only the beginning. Now, you have to make sure your visitors hit the purchase button ... before they start clicking to your competitor's site.

Author Biography

Duane Forrester is a senior program managerwith Microsoft, where he runs the internal SEO programfor MSN. He is a founding co-chair of SEMPO’s in-house SEMcommittee and author of How to Make Money With Your Blog.Forrester also writes for SearchEngineLand.com.

Table of Contents

Foreword	p. vii
Acknowledgments	p. ix
Overview	p. xi
Search Marketing Overview: The Essentials	p. 1
Performing Organic Search Marketing: Driving Low-Cost Traffic	p. 9
Converting Organic Search Marketing: The Five Pillars of Trust	p. 29
Paid Search Marketing: Driving Customers to Your Web Site	p. 41
Local Search Marketing: Narrowing Your Scope	p. 51
Videos and Webinars: Profit from Sharing Your Knowledge	p. 59
Internet Advertising Banners: A Tried and True Method	p. 73
Social Networking and Blogging: The New Way to Get Conversions	p. 89
Blogs and Communities: The Predecessors of Social Media	p. 103
E-mail Marketing: Tread Carefully to Reap Great Rewards	p. 115
Shopping Carts: Optimizing the Checkout Process	p. 125
Analytics: Running the Numbers	p. 157
Industry Expert Interviews: Direct Advice and Insights from Successful People	p. 163
Case Studies	p. 185
	p. 195
	p. 205
Index	p. 213
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