Resources

The following resources are ones that I refer to when managing clients' campaigns, teaching seminars, or writing articles on search engine marketing. A majority of the search engines and industry vendors mentioned in this book also offer free newsletters.

There are additional resources that don't specifically focus on search engines, but can help you with your campaigns. I've included resources on related topics such as web usability, online copywriting, and customer acquisition/retention.

Web Sites

ClickZ
Experienced marketers can read and subscribe to a variety of marketing columns: email, advertising technology, customer relationships, search engine marketing, and a few others. Each column contains articles from a variety of industry experts.

CNET News.com
This news site covers technology and its impact on enterprise computing, e-business, ?nance, communications, personal technology, and entertainment. Search engines' signi?cant business deals and ?nancial reviews can be found here.

eMarketer
If you appreciate Internet statistics, then subscribe to eMarketer's free daily newsletter. Information speci?c to search engines is frequently included among the research studies, charts, and interviews.

Entrepreneur Media Inc.
Business owners and managers looking to grow their companies can turn to Entrepreneur magazine and the extensive resources on the Entrepreneur.com site. Both cover Internet marketing topics, including search engines, periodically.

GrokDotCom
This free, twice-monthly newsletter focuses on improving conversion rates from subscriptions, sweepstake entries, phone inquires, and other sales efforts. The tips can usually be applied to search engine advertising.

High Rankings Advisor
This is a free, weekly e-zine published by Jill Whalen that focuses on search engine optimization. Each issue contains her detailed responses to readers' speci?c questions about their own optimization efforts.

Internet Retailer
Companies engaged in multi-channel marketing can read related articles from the current Internet Retailer magazine issue, plus search industry news updates from the web site. The online Buyer's Guide helps companies connect with vendors within speci?c retailing categories.

Pay Per Click Analyst
Pay Per Click Analyst offers the latest news about the top pay-per-click search engines. This site contains product and service reviews plus articles from a variety of paid listing experts. You can receive monthly industry updates via email.

Microsoft's bCentral
Small business web solutions, news, and how-to advice can be found on this site. There's a free weekly newsletter with tips, product information, and special offers for running a business.

Nielsen/NetRating
NetRatings provides Internet and digital media measurement and analysis, offering technology-driven Internet information solutions to companies. Check their press releases for new research, and their Top Rankings for updates in the Internet industry.

Search Engine Watch
Undoubtedly, this is the educational hub for all levels of search engine marketers, both optimizers and advertisers. Created by Danny Sullivan, this site offers an extensive library of articles and several newsletter subscription options. It's a comprehensive collection of search engine news, tips, business deals, guest articles, and other industry updates.

SearchDay
SearchDay is a free daily newsletter from Search Engine Watch featuring web search news, reviews, tools, tips, and search engine headlines from across the web. For those marketers who can't wait to receive the Search Engine Watch newsletters, subscribe to this publication, too.

Webmaster World
This is an online forum for advanced web professionals to share experiences, ask questions, post tips, and discuss industry rumors. There are separate forums for the worlds of search engines, marketing, and Webmasters.



Books

Don't Make Me Think: A Common
Sense Approach to Web Usability
Steve Krug, New Riders Publishing
By revealing how people use web sites, Steve Krug explains how companies can reduce online visitor confusion and frustration. This book describes approaches and exercises for team members responsible for their company's web site: designers, programmers, project managers, and marketers. Readers are also taught how to run their own usability tests and evaluate the results. Krug's examples are entertaining as well as educational.


The Invisible Web: Uncovering Information
Sources the Search Engines Can't See
Chris Sherman and Gary Price, CyberAge Books
Most search engines can't crawl valuable information that is stored inside a web site's database. This means that free content offered by libraries, universities, organizations, and businesses may never be found by online searchers. This book describes how to find and use hidden web resources. The authors include informational resources by particular categories to assist a wide range of searchers.


Net Words: Creating High-Impact Online Copy
Nick Usborne, McGraw-Hill
This book explains how to write effective copy for web sites, online newsletters, and email campaigns. Nick Usborne discusses why online copywriting is different from standard copywriting, and how marketers can use words to set them apart from their competitors, increase online sales, and improve customer service as well as customer loyalty. In addition to providing examples of good and bad copy to demonstrate his points, he offers a 10-step starting point for overwhelmed copywriters.


Search Engine Visibility
Shari Thurow, New Riders Publishing
This book is a guide for creating a web site that appeals to the site's visitors, and helps users ?nd the site in the search engines and directories. It teaches designers, programmers, and online marketers the foundation of a successful search engine optimization strategy. Shari Thurow's book can be used as a roadmap for developing new web sites, or it can be used as a reference guide for web sites that already exist, but with modification can boost their visibility in search engines.


The Unusually Useful Web Book
June Cohen, New Riders Publishing
As a reference guide and a do-it-yourself workbook, June Cohen's book outlines the principles of successful web sites. She covers the site development process in four phases: planning, designing, building, and maintaining. Additionally, project leaders can turn to Cohen's "Managing a Web Project and Team" chapter to keep their team on schedule and within budget. Lessons from nearly 50 web veterans are included in this book, providing valuable ideas to large and small companies.