What every business owner should know before spending money on internet promotions.
Written by the successful specialist in internet marketing and promotion, Jonathan Smith.
“Search engines do not buy from you … people do.”
You need this book simply because the selling of search engine optimisation as the holy grail to online business success is a myth. For far too many it is an hyperbolic, under-delivered farce sold by people that do not understand the vital basics of marketing and don’t take the necessary time to immerse themselves in the mindset of their client’s target audience.
“Wow! I really enjoyed it! I loved the tone, short sentences, key messages, directness and humour.
I think this is arguably the best paragraph in the book but it could be missed. You go out of your way to hammer home the 'please people not search engines' theme really well but this golden nugget (as Phil Berg would say) could be lost, which would be a tragedy:
'If you are like most businesses then you are service based, that is to say, you are not selling items online without human interaction to complete the transaction. Therefore if you can only manage to complete 20 individual jobs each month why would you need 1000’s of visitors?
If your website is currently attracting more visitors than you could ever competently cope with (for example 200 a month), but does not encourage enough of them to buy from you, you certainly do not want to be higher up on the Search Engines, what you have is a conversion problem not a page ranking problem.'
I am really impressed and more than a little jealous, it's a very good read and in the right hands would be incredibly valuable. A really sharp fresh and bold insight into how SMEs can 'get' SEO.”
June Cory, CEO, My Mustard (recognised as one of the UK’s top adword agencies)
“I started off doing a routine review but got really wound up with interest when I realised how terrific this is for me and my business.”
Ed Lincoln, publishing consultant