[...]... be quantified and optimized Part I Part I, Search Engine Marketing Optimization, explains how to use best-practice techniques to boost the search engine visibility and conversion rate of your website It consists of the following: Introduction to Part I, Search Engine Marketing Optimization Briefly explores the behavior of users as they interact with search engine result pages, and how tight, front-loaded... people behave when using search engines Search Behavior To best optimize your website, it is important to understand how users interact with search engines As you’ll discover, searchers are selective in their viewing of search engine result pages (SERPs) and spend little time on each page browsing results SERP Viewing Statistics Good search result placement is important because most searchers (92.5%) don’t... examples Preface | xxiii PART I I Search Engine Marketing Optimization Search engine marketing (SEM) is the process of using natural search engine optimization (SEO) and pay-per-click (PPC) advertising to increase the visibility of your website To convert your newfound browsers into buyers and make the most of your advertising budget, SEM also includes conversion rate optimization (CRO) The chapters... bandwidth bills, and even improve potential search engine rankings, while search- friendly sites built with standards-based CSS are faster and more accessible xv Taken as a whole, WSO is a discipline of efficiency Optimal search marketing makes the most of advertising budgets by boosting rankings, click-through rates (CTRs), and landing-page conversion rates Optimum website performance makes the most efficient... results WSO will teach you how to engage more customers by making your site more compelling and easier for search engine users to find Part I, Search Engine Marketing Optimization, will teach you how to use natural search engine optimization (SEO), pay-per-click (PPC) advertising, and conversion rate optimization (CRO) to boost your site’s visibility and convert browsers into buyers Part II, Web Performance... Web 1 (1): 25 pages Analyzed search queries from Yahoo!, Google, and MSN van Gisbergen, M.S et al 2006 “Visual attention to Online Search Engine Results.” Checkit, http:// www.checkit.nl/pdf/eyetracking_research.pdf (accessed February 24, 2008) Eye-tracked Google, MSN, Ilse, Kobala, and Lycos Part I: Search Engine Marketing Optimization | 3 Chapter 1 CHAPTER 1 Natural Search Engine Optimization 1 “We’re... Then we’ll give you our top 10 guidelines for higher search engine visibility Common SEO Barriers Certain website characteristics can harm or limit your potential search engine rankings By avoiding these common SEO pitfalls, you can pave the way for higher search engine visibility Inadequate inbound links One of the biggest problems with low-ranking websites is a lack of popular inbound links Without... front-loaded headlines and summaries help to improve natural referrals and PPC conversions for search result pages Preface | xvii Chapter 1, Natural Search Engine Optimization Shows best practices for improving organic search engine visibility, as well as how to overcome the most common barriers to high rankings The chapter demonstrates the 10 steps you can take to achieve high rankings, including writing... (see Figure 1-1)2 • Perceived relevance3 • Trust4 • Conversion (to sales) rates Figure 1-1 shows the effects of higher rankings A Oneupweb study found that soon after the average client site appeared in the top 10 search result pages, both conversion rates and new traffic increased significantly After one month on the first SERP, the average conversion rate rose 42 percentage points, and new traffic more... increase conversions within a set budget Chapter 4, PPC Case Study: BodyGlove.com, written by the team at Pure Visibility Inc Demonstrates best-practice PPC and CRO techniques In this example, PPC and landing-page optimization increased conversions by more than 600% Chapter 5, Conversion Rate Optimization, written by Matt Hockin and Andrew B King Reveals the top 10 factors to maximize the conversion rate . best-practice techniques to boost the search engine visibility and conversion rate of your website. It consists of the following: Introduction to Part I, Search Engine Marketing. more compelling and easier for search engine users to find. Part I, Search Engine Marketing Optimization, will teach you how to use natural search engine optimization