Turn clicks into customers : proven marketing techniques for converting online traffic into revenue

You've gone through all steps of developing a powerful business presence on the Web---but it's only the first step. Now, you have to make sure your visitors hit the "Purchase" button . . . before they start clicking through to your competitor's site.

From Duane Forrester, a leading expert in Search Engine Optimization and the author of the popular How to Make Money With Your Blog , comes a highly practical guide for using all the online tools available for turning curious visitors into paying customers. Turn Clicks into Customers reveals proven techniques for not only standing out in a crowded marketplace but for reaching customers who are most eager to buy your products or services.

Forrester explains what works and what doesn't for multiple online marketing strategies, including:

E-mail Online searches Internet advertising Webinars Videos Social networking

You'll learn best practices for each strategy at both a local and global level to reach more paying customers than ever before. Plus, you'll get interviews with global experts who reveal proven tactics they've used to successfully turn Clicks into Customers.

Author Notes

Duane Forrester is a senior program manager with Microsoft, where he runs the internal SEO program for MSN. He is a founding co-chair of SEMPO's in-house SEM committee and the author of How to Make Money with Your Blog. Forrester also writes for SearchEngineLand.com. He lives in Kirkland, Washington.

Foreword	p. vii
Acknowledgments	p. ix
Overview	p. xi
Chapter 1 Search Marketing Overview: The Essentials	p. 1
Chapter 2 Performing Organic Search Marketing: Driving Low-Cost Traffic	p. 9
Chapter 3 Converting Organic Search Marketing: The Five Pillars of Trust	p. 29
Chapter 4 Paid Search Marketing: Driving Customers to Your Web Site	p. 41
Chapter 5 Local Search Marketing: Narrowing Your Scope	p. 51
Chapter 6 Videos and Webinars: Profit from Sharing Your Knowledge	p. 59
Chapter 7 Internet Advertising Banners: A Tried and True Method	p. 73
Chapter 8 Social Networking and Blogging: The New Way to Get Conversions	p. 89
Chapter 9 Blogs and Communities: The Predecessors of Social Media	p. 103
Chapter 10 E-mail Marketing: Tread Carefully to Reap Great Rewards	p. 115
Chapter 11 Shopping Carts: Optimizing the Checkout Process	p. 125
Chapter 12 Analytics: Running the Numbers	p. 157
Chapter 13 Industry Expert Interviews: Direct Advice and Insights from Successful People	p. 163
Chapter 14 Case Studies	p. 185
Appendix 1 p. 195
Appendix 2 p. 205
Index	p. 213

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Table of Contents