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About the Author
Jennifer Laycock has been involved in Internet marketing since 1995 and with search engine optimization (SEO) since 2001.
After spending seven years working for a variety of digital marketing agencies and serving as an in-house SEO for a mid-size e-commerce company, she left the world of traditional agencies to serve as an independent search marketing consultant for small to mid-size businesses throughout the United States.
Jennifer specializes in search engine friendly design and effective organic listings and also serves as a consultant on search engine optimization issues for both digital and full service agencies in the central Ohio area. Her clients have included companies like Verizon and Highlights for Children.
Recognized in the online forum communities as "thejenn," she served as the Forum Administrator for the JimWorld Search Engine Marketing forums and as the Web Search Guide at About.com. Jennifer is also known for her writings on search engine optimization and consumer search issues. Her work has been featured at JimWorld, About.com, Search Engine Watch and other industry sites. She has also been interviewed and quoted by several publications including The Financial Times, The San Francisco Chronicle and Entrepreneur magazine.
Jennifer is a requested speaker and has served as both a panelist and a moderator of several interactive site clinics at Jupiter Media's popular Search Engine Strategies conferences along with speaking at the virtual trade show eComXpo and serving as a keynote speaker for the 2005 MIVA Small Business Conference. You can also catch Jennifer sharing the stage with Matt Bailey at the Search Engine Marketing and Online Marketing seminars put on by The Karcher Group.
Jennifer has been interviewed by or featured in publications including:
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Looking for a Practical, Easy to Understand Guide to Driving More Customers to Your Online Business?
 Jennifer Laycock Editor-in-Chief Search Engine Guide |
Everyone knows that no matter how great your product or services are, you can't sell what people can't find. That's why driving more traffic, especially TARGETED traffic to your web site is essential.
Building incoming links to your site, buying pay per click ads, and helping your site show up better in search engines are just a few of the many ways to drive quality traffic to your site. The problem is, most small business owners don't have the time or money to sift through the mountains of facts and fiction telling them how to accomplish that goal.
That's why we've created the Small Business Guide to Search Engine Marketing.
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"After reading the Search Engine Guide I realized a lot of the mistakes I was making in regard to search engine placement. I also realized how effective proper placement can be. Your clients are looking online to study their options and if you show up in their search results, you instantly have an advantage over your competition. I would definitely recommend this Guide if you are serious about marketing your company." -Sean Adams |
For the first time, there's a search marketing primer written specifically for small business owners. Forget about all those thick manuals that assume you already know what the authors are talking about. The Small Business Guide to Search Engine Marketing teaches you proven techniques to drive targeted visitors to your site and does it in a way that won't leave you wondering what we're talking about.
In less than one hundred pages, author Jennifer Laycock will tell you:
- What search marketing is and how it can increase your bottom line
- How to run a pay-per-click campaign without breaking the bank
- How to get your site in front of potential buyers when they are ready to buy
- How to build solid links without relying on reciprocal link requests
- The simple changes you can make that can double your conversion rate
- Why submission programs are a rip-off
- How to find and hire a professional search marketer you can trust
But it goes beyond that!
We know that no matter how easy a book is to read, there will always be questions about how to implement the ideas on your own site. That's why when you buy the Small Business Guide to Search Engine Marketing, you also get free access to a private discussion forum where you can ask the author questions.
The book purchase also includes FREE Lifetime Updates so you don't have to worry about whether the information you're reading is up to date or not. When you buy the Small Business Guide to Search Engine Marketing, we'll put you on a special mailing list so that we can let you know when we've updated the book with new information, new examples, or new techniques.
With FREE Lifetime Updates and a private support forum you will have the ideal search engine marketing guide.
Purchase your copy for only $79 by clicking one of the buttons below.
60 Day 100% Money Back Guarantee. If you aren't totally satisfied with your purchase just let us know and we'll provide a full refund.
Table of Contents
INTRODUCTION: What is Search Engine Marketing?
Chapter One: Search Engine Optimization- Improving Organic Listings
- The Number One Rule of Organic Search Marketing
- The Language of the Search Buying Cycle
- Understanding the Long Tail
- Selecting Your Keyword Terms
- Keyword or Keyword Phrase?
- Getting Started with Keyword Research
- Keyword Research Tools
- Testing Your Research
- How Many Keyword Phrases Should You Target?
- Selecting the Phrases for Your Site
- Matching Phrases to Your Content
- How to Create Keyword Rich Page Copy
- Understanding Keyword Density
- Understanding How Keywords Fit into Copy
- A Word of Warning About Keyword Density
- Understanding Semantics and Search Engines
- The Importance of Having Enough Page Copy
- How Search Engines Recognize Words
- Domain Names
- Hosting Issues
- Site Maps
- The Importance of Clean Code
- The Impact of Tables on Search Friendly Design
- Using CSS Positioning
- Framed Content
- Getting Around Flash
- Javascript Files
- Optimizing Dynamic Content
- Other File Formats
- The Title Tag
- Meta Keyword Tags
- Meta Description
- Heading Tags
- ALT Attribute
- Understanding Site Submission
- How Will the Search Engines Find My Site?
- Paid Inclusion
- Submitting to Directories
- Locate the Proper Category for Your Web Site
- Write an Appropriate Description
- Submit Your Site
- Major Directories
- Smaller Directories
- What is Link Popularity?
- Why Build Links?
- Understanding the Importance of Link Text
- What Makes for Good Link Text
- The Extreme Power of Link Text
- Getting Links to Your Site
- Asking for Links
- Reciprocal Linking
- Incoming Links
- Gaining Links Naturally
- Press Releases
- Building a Community
- Other Free Tools
- Offer Product Reviews
- Affiliate Programs
- Buying Links
- Outgoing Links
- What Not to Do
- Why Use Pay-Per-Click Advertising
- The Number One Rule of Pay-Per-Click Advertising
- Essential Points to Consider in a Pay-Per-Click Campaign
- Finding the Phrases That Convert
- Deciding Which Phrases to Use
- Knowing What Your Conversion Rates Are
- Setting a Pay-Per-Click Budget
- Cost of Generating Business Leads
- Cost of Generating Product Sales
- Testing and Analyzing to See What Works
- Tracking Your Results
- Writing Effective Pay-Per-Click Ads
- The Importance of Landing Pages
- Which Engines Offer Pay-Per-Click Programs
- Deciding to Hire Out Your Search Marketing
- Reviewing Service Offerings and Prices
- Finding a Reputable Company or Consultant
- What Size Company Should You Hire?
- Individual Consultants
- SEM-Only Specialist Firms
- Large Marketing Firms
- Finding Free Search Marketing Help
Purchase your copy for only $79 by clicking one of the buttons below.