The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, September 2005, by John Battelle. Discusses the database of intentions; who, what, when, where, why and how (much), search before Google, the Internet gets a new business model, Google 2000-2004: zero the 3 billion in five years, the search economy; search, privacy, government and evil, Google goes public, Google today, Google tomorrow, and the perfect search.
The Google Story, November 2005, by David Mise and Mark Malseed.
Search Engine Optimization for Dummies, April 2004, by Peter Kent. Discusses search engine basics, picking powerful keywords, building search engine-friendly sites, adding your site to indexes and directories, using link popularity, finding sites to link to, myths and mistakes, and tools for search engine optimization. The appendix discusses copyrights.
Understanding Search Engines> Mathematical Modeling and Text Retrieval (Software, Environments, Tools), Second Edition, April 2005, by Michael W. Berry and Murray Browne. Discusses document file preparation, information extraction, vector space modeling, matrix decompositions, query representations, ranking and relevance feedback, searching by link structure, user interface, document file preparation, text formatting, manual indexing, automatic indexing, inverted file structures, document file, dictionary list, inversion list, vector space models, term-by-document matrices, simple query matching, design issues, term weighting, sparse matrix storage, low-rank approximations, QR factorization, singular value decomposition, semidiscrete decomposition, updating techniques, query management, query binding, Boolean queries, natural language queries, thesaurus queries, fuzzy queries, term searches, probabilistic queries, performance evaluation, HITS method, PageRank method, user interface considerations, search engine interfaces, and further reading suggestions.
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (Voices That Matter), February 2004, by Catherine Seda. Discusses optimization vs. advertising, why search engine advertising is important, marketing campaign foundation, mission statement, target market, unique selling points, choosing keywords for maximum performance, branded keywords, trademarks, misspellings, plural forms and other variations, domain names, generic keywords, themes, popularity check, word stemming, web analysis reports, profiling your competitors, customer survey, regional targeting, industry jargon, copyrighting tips to improve your click-through rate, ways to avoid rejection, landing pages that convert visitors to buyers, design page layout to invite sales, fixed placement, pay-for-placement, submit URL, trusted feed, web site optimization, what do search want, link popularity, meta data, headings, page copy, hypertext links, alternative text, URL/file names, keyword density and rankings, search engine submission checklist, comparison shopping engines, vertical market search engines, international search engines, what is ROI?, search engine click-through reports, ROI tracking tips, small business e-commerce solutions, affiliate programs, web analysis, bid management tools, Internet marketing agencies, watching out for click fraud, trademark infringement, and managing your affiliates.
Pay-per-click Search Engine Marketing Handbook: Low Cost Strategies to Attracting New Customers Using Google, Yahoo, & Other Search Engines, April 2005, by Boris Mordkovich and Eugene Mordkovich. Discusses what is pay-per-click (PPC) search engine advertising, how pay-per-click search engine advertising works, pay-per-click vs. search engine optimization, combining pay-per-click with search engine optimization (SEO), the effect of ad location on reader response, how different businesses benefit from different aspects of PPC, developing a successful ad campaign, choosing keywords that work best for your business, keyword matching options, bidding for keywords, landing pages, budgeting, tracking ad campaigns, third-party tracking tools, how ad trackers work, what you should be tracking, ROI, search engine tools and third-party software, the importance of tracking, click fraud, contextual pay-per-click advertising, branding and pay-per-click advertising, local pay-per-click advertising, types of pay-per-click search engines and reviews, pay-per-click tools, management tools, tracking tools, research tools, affiliate programs, referral programs, partnership opportunities, tips from the experts, and future of PPC and insights into upcoming trends.
Search Engine Strategies: A Marketer’s Guide to Objective Driven Success fro Search Engines, November 2005 by James Colborn. Discusses , what is search marketing?, your search tool kit, search marketing techniques, researching and mapping the space, the most common successful and unsuccessful elements of a search marketing campaign, branding and awareness, sales via fully ecommerce driven web sites, lead acquisition, and formulating a search engine marketing plan.
Ambient Findability, October 2005, by Peter Morville. Discusses information literacy, brief history of wayfinding, information interaction, defining information, information retrieval, language and representation, the people problem, information interaction, wayfinding 2.0, findable objects, imports, exports, convergence, push and pull, marketing, design, findability hacks, personalization, ebb and flow, the sociosemantic web, us and them, the social life of metadata, documents, bounded irrationality, informed decisions, network culture, the body politic, information overload, graffiti theory, sources of inspiration and ambient findability.