Book Description:

Detailed, practical guide to increasing your Web traffic through better search results

Wonder how some companies pop up high in search engine rankings? It’s all about search appeal. Master the strategies, techniques, and shortcuts in this detailed guide and you can improve your Web site’s search rankings and drive the targeted traffic you want to your virtual door. Learn new ways to add social media to the SEO mix, make your site mobile Web-friendly, write SEO tags for maximum exposure, and more.

• Search Engine Optimization (SEO) is hot; the online advertising market is expected to grow at 34% CAGR between 2005 and 2010, and nine out of ten companies are estimated to be implementing SEO strategies
• Find out how to get listed in the major search engines, directories, and indexes, and learn strategies for planning and implementing a successful SEO campaign
• Take advantage of the case studies of readers who implemented the SEO techniques outlined in the first edition of this book and significantly improved search rankings
• Discover how to target and reach the customers you really want; optimize your site specifically for Google, MSN, or Yahoo!; demystify the role of links and linking in search; implement social media and mobile search optimization; and analyze your SEO efforts to see what works

If you want to make SEO work for you, the new edition of this practical book is what you need to succeed.

Book Description:

A straightforward, non-technical guide to the next major marketing tool

Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company’s marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms—where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the “need-to-know” aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way.

Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you:

• Speak intelligently about Artificial Intelligence and its advantages in marketing
• Understand how marketers without a Data Science degree can make use of machine learning technology
• Collaborate with data scientists as a subject matter expert to help develop focused-use applications
• Help your company gain a competitive advantage by leveraging leading-edge technology in marketing

Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.

Book Description:

Apply software-inspired management concepts to accelerate modern marketing

In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it’s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large.

But you can turn that to your advantage. And you don’t need to be technical to do it.

Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You’ll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.

Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline.

• Increase the tempo of marketing’s responsiveness without chaos or burnout
• Design “continuous” marketing programs and campaigns that constantly evolve
• Drive growth with more marketing experiments while actually reducing risk
• Architect marketing capabilities in layers to better scale and adapt to change
• Balance strategic focus with the ability to harness emergent opportunities

As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Book Description:

Take advantage of mobile commerce to generate more demand, traffic, and sales for your products and services. This unique cookbook provides a collection of practical recipes you can put to use in every step of the mobile customer lifecycle. You’ll learn how to add features and functionality through a wide set of eBay APIs—including Magento, Milo, eBay, PayPal, RedLaser, Hunch, and ql.io.

Each chapter focuses one aspect of the lifecycle. Author Charles Hudson combines his expertise in web and mobile product strategy with code solutions to help you address product discovery, presentation, payment, order fulfillment, and customer satisfaction. If you have experience with PHP, HTML, CSS, and JavaScript, you’re ready to roll.

• Help customers find your product through reviews, targeted search options, and eBay marketplace listings
• Customize a Magento storefront and provide customers with a single sign-on option to enhance product presentation
• Streamline purchases with options such as auto-generating coupons and preapproved payments
• Automate order processing, extend shipping options, and leverage PayPal chained payments to handle multiple suppliers
• Take advantage of QR codes, produce customer “taste graphs,” and use ql.io mash ups to provide visitors with social recommendations

Book Description:

Start a successful online business—and be your own boss!

Being an online entrepreneur means more than just building a website—and this book breaks down everything you need to know to be successful. Inside, you’ll get plain-English explanations and easy-to-follow instruction on online business basics, legal and accounting issues, website design, Internet security, boosting sales, e-commerce, and so much more.

While the ideas and concepts behind starting an online business are tried and true, the tools available to entrepreneurs change and evolve quickly—and often. Starting an Online Business All-in-One For Dummies gets you up to speed on the best new tools, resources, and communities, and shows you how to best leverage them to up your chances of success.

• Discover your niche and create a business plan
• Design your website and storefront
• Increase your reach and market with social media
• Choose the best web host for your needs

If you’re a budding entrepreneur with dreams of running your own online business, this book has everything you need to get started and grow your company to extraordinary heights!

Book Description:

This is a practical, hands-on book based around sound SEO techniques specifically applied to Drupal. Each chapter starts with a brief overview of the important concepts then quickly moves into practical step-by-step actions you can take immediately. Throughout the book, you’ll get clear instructions and detailed screenshots, so you can see exactly what to do each step of the way. You will install and configure a selection of Drupal modules ? each of which will move you one step closer to optimization. Chapter-by-chapter, your Drupal site will become more optimized so that by the end of the book, your site is 100% ready for Google. This book is written for Drupal site owners and those who create Drupal sites including themers, developers, programmers, and consultants. A basic understanding of Drupal will be helpful: what a node is, how to create nodes, how to log in to the admin sections of your Drupal site, and how to properly install and enable a module. No knowledge of SEO will be assumed but a basic knowledge of search engines is expected.

Book Description:

Build your network, find a job, and been seen as a thought leader

LinkedIn is your number-one personal branding tool, and this friendly guide shows you how to harness it to build connections and relationships—and stand out in the world’s largest professional network. LinkedIn For Dummies walks you step by step through creating an eye-catching profile and demonstrates how to successfully expand your reach by connecting with colleagues, customers, and like-minded individuals from around the globe. Plus, you’ll discover how to become a thought leader by publishing your cutting-edge research on LinkedIn’s native publishing network, Pulse, and interact with your connections through updates.

Connections have never been more vital to a successful career, and this new edition of LinkedIn For Dummies is here to make sure you don’t miss out on your next big opportunity! From keeping track of your LinkedIn activities and writing and requesting recommendations to finding a job and using LinkedIn to cultivate sales leads, this friendly guide is the missing piece you’ve been waiting for to take your career from good to great—all with the click of a few buttons.

• Create a LinkedIn profile that showcases your skills and attracts contacts
• Find and connect with colleagues and industry leaders
• Understand LinkedIn etiquette and best practices
• Use LinkedIn to find a job, develop sales leads, and market your services

Don’t be left out—link up with this fully updated introduction to the Internet’s hottest professional networking tool.

Book Description:

The most comprehensive coverage of search engine optimization

In Search Engine Optimization All-in-One For Dummies, 3^rd Edition, Bruce Clay—whose search engine consultancy predates Google—shares everything you need to know about SEO. In minibooks that cover the entire topic, you’ll discover how search engines work, how to apply effective keyword strategies, ways to use SEO to position yourself competitively, the latest on international SEO practices, and more.

If SEO makes your head spin, this no-nonsense guide makes it easier. You’ll get the lowdown on how to use search engine optimization to improve the quality and volume of traffic on your website via search engine results. Cutting through technical jargon, it gets you up to speed quickly on how to use SEO to get your website in the top of the rankings, target different kinds of searches, and win more industry-specific vertical search engine results!

• Includes new and updated material, featuring the latest on Bing!, Google instant search, image search, and much more
• Covers SEO and optimizing servers for SEO
• Provides important information on SEO web design
• Shows you how to use SEO to stay “above the fold”

If you’re a website owner, developer, marketer, or SEO consultant, Search Engine Optimization All-in-One For Dummies, Third Edition is the only resource you need to beat the competition.

Book Description:

Looking for help making smarter, more profitable high-end investment decisions? Why buy 13 books that cover each of the major topics you need to understand, when High-Powered Investing All-In-One For Dummies gives you 13 expert guides for the price of one?

This hands-on resource arms you with an arsenal of advanced investing techniques for everything from stocks and futures to options and exchange-traded funds. You’ll find out how to trade on the FOREX market, evaluate annuities, choose the right commodities, and buy into hedge funds. Plus, you’ll get up to speed on using business fundamentals and technical analysis to help you make smarter decisions and maximize your returns. You’ll also find ways to be as aggressive as your personality and bank account allow, without taking foolish or excessive risks.

• Updated compilation is targeted at readers who already have a basic understanding of investing principles and who are looking for a reference to help them build a diversified portfolio
• Offers a succinct framework and expert advice to help you make solid decisions and confidently invest in the marketplace

The key to expanding your investment opportunities successfully is information. Whether you’re just beginning to explore more advanced investing or have been dabbling in it for a while, High-Powered Investing All-In-One For Dummies gives you the information, strategies, and techniques you need to make your financial dreams come true.

Book Description:

Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.

Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge.

• Learn the advantages of proper account structure based on tightly knit themes
• Understand AdWords auction and the importance of keyword Quality Score
• Determine your preferred bidding model and daily ad budget
• Evaluate campaign performance by timeframe, keyword, and other criteria
• Hone your keyword list whenever search queries trigger your ads
• Add negative keywords to filter out irrelevant queries
• Outperform competitors and organic search results with targeted ad copy
• Determine conversion goals, and use AdWords tools to track them

Book Description:

Multiply the effectiveness of your campaigns with marketing automation

Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation. A subset of CRM, it focuses on defining, scheduling, segmenting, and tracking marketing campaigns. This friendly book demystifies marketing automation in straightforward terms, helping you leverage the tools and handle the processes that will enable a seamless integration with your CRM program. Learn to establish a buyer profile, assess your needs, select tools, create a lead scoring model, and much more.

• Marketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation
• This book provides an easy-to-understand introduction to the tools and technology, helping you evaluate your current processes, choose the appropriate tools, and follow best practices in making the most of them
• Written by Mathew Sweezey, Marketing Automation Evangelist at Pardot (ExactTarget), a leading provider of marketing automation solutions
• Covers working with the marketing lifecycle, evaluating your assets, integrating marketing automation with CRM and with other processes, nurturing your leads, and using marketing automation to reach buyers via e-mail, social media, and more

Marketing Automation For Dummies is the ideal guide to get you up and running with marketing automation, putting your business on the cutting edge and enhancing your competitiveness.

Book Description:

The book works from the SugarCRM basics right up to advanced features in a clear and friendly way. It follows a combination of theoretical discussions relating to varying business needs and the manner in which CRM technology can address them. By helping you clarify your business goals the book enables you to build a CRM system to support your business needs. If you are a small-medium business owner/manager with reasonable IT skills, a system implementer, or a system administrator who wants to implement SugarCRM for yourself either as a first CRM or as a replacement for existing solutions, this book is for you. Existing SugarCRM users who want to broaden their understanding of the topic will find this book valuable too. No programming knowledge is required to use this book to implement, customize, and use SugarCRM.

Book Description:

SoapUI is an open-source cross-platform testing application that provides complete test coverage and supports all the standard protocols and technologies. This book includes real-time examples of implementing SoapUI to achieve quality and business assurance.

Starting with the features and functionalities of SoapUI, the book will then focus on functional testing, load testing, and security testing of web services. Furthermore, you will learn how to automate your services and then design data-driven, keyword-driven, and hybrid-driven frameworks in SoapUI. Then the book will show you how to test UIs and services using SoapUI with the help of Selenium. You will also learn how to integrate SoapUI with Jenkins for CI and SoapUI test with QC with backward- and forward-compatibility. The final part of the book will show you how to virtualize a service response in SoapUI using Service Mocking.

You will finish the journey by discovering the best practices for SoapUI test automation and preparing yourself for the online certification of SoapUI.

What you will learn

• Familiarize yourself with Test Web services from functional, nonfunctional, and security aspects
• Learn to test real-time service orchestrations
• Design test automation solutions for SOA-based Enterprise applications
• Learn multilayer test automation
• Selenium plus SoapUI under a single umbrella
• Integrate your SoapUI framework with Jenkins

Book Description:

A new edition of the bestselling how-to Facebook title

Facebook is constantly changing and evolving, replacing old features and introducing new ones. This new edition of the bestselling guide quickly and easily gets you up and running on all the site  has to offer. Packed with straightforward guidance that demystifies the nuts and bolts of this popular social media site, Facebook For Dummiescovers everything from finding friends and planning events to uploading photos and videos—and so much more.

Facebook is here to stay. For its billions of worldwide users, it’s become a central meeting place for people from all corners of the earth to connect and share. If you’re the type to share snippets of your life through photos and writing or just find joy in reading and seeing what your family and friends are up to, there’s something for everyone on Facebook. Providing coverage of the latest changes to the site, this go-to guide cuts through the confusion and offers plain-English guidance on using Facebook to its fullest so you can deepen your connections, stay social, and just have fun!

• Get up to speed on Facebook’s standalone messaging app
• Grasp Facebook’s growing connection to e-commerce
• Find the scoop on cross-over posts and sharing through other sites
• Make sense of photo-sharing capabilities, such as 360-degree photo viewing

Whether you’re a newbie or an old hat looking to make sense of the latest features, this friendly guide reveals the many faces of Facebook in a language you can understand.

Book Description:

Grow your account list with an effective account-based marketing strategy

Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.

This practical guide takes the intimidation out of account-based marketing in today’s highly digitized world. You’ll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You’ll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.

• Align your sales and marketing teams for greater success in your ABM efforts
• Analyze data to identify key accounts
• Target your messages for real-time interaction
• Integrate your campaign with marketing automation software

If you’re a member of a sales or marketing team already using a CRM tool who’s looking to increase your reach, Account-Based Marketing For Dummies has you covered!

Book Description:

Your easy-to-digest brief introduction to SEO (search engine optimization) – an imperative methodology used to improve the visibility of websites using different strategies and techniques.

Using a calculative and practical approach, this book teaches you the techniques, practical implementations, and concepts of SEO that will enable you to get to grips with the fundamental aspects of search engine optimization.

Introducing SEO jumpstarts your knowledge using an easy-to-follow approach – add it to your library today.

What You Will Learn

•How to incorporate effective SEO into your workflow
•How to use keywords, link building, and online social media marketing
•How to implement SEO-specific plans and strategies.

Book Description:

Behind Google’s deceptively simple interface is immense power for both market and competitive research—if you know how to use it well. Sure, basic searches are easy, but complex searches require specialized skills. This concise book takes you through the full range of Google’s powerful search-refinement features, so you can quickly find the specific information you need. Learn techniques ranging from simple Boolean logic to URL parameters and other advanced tools, and see how they’re applied to real-world market research examples.

• Incorporate advanced search operators such as filetype:, intitle:, daterange:, and others into your queries
• Use Google filtering tools, including Search Within Results, Similar Pages, and SafeSearch, among others
• Explore the breadth of Google through auxiliary search services like Google News, Google Books, Google Blog Search, and Google Scholar
• Acquire advanced Google skills that result in more effective search engine optimization (SEO)

Book Description:

WordPress is a powerful platform for creating feature-rich and attractive websites and blogs; but with a little extra tweaking and effort your WordPress site can dominate the search engines and bring thousands of new customers to your blog or business.

WordPress3.0 Search Engine Optimization will show you the secrets that professional SEO companies use to take websites to the top of search results and proliferate their business. You’ll be able to take your WordPress blog/site to the next level, as well as brush aside even the stiffest competition with this book in hand.

We’ll begin with a typical WordPress installation and with a variety of simple techniques, turn it into a powerful website that search engines will reward with high rankings.

We’ll go further: with advanced plug-ins we’ll connect your WordPress site to popular social media sites and expand the reach of your site to bring more visitors. You’ll learn about dozens of free online tools to accomplish everything from keyword research to monitoring your ranking progress.

WordPress is a great start for building search-friendly sites. However, with the tools in this book, you’ll get your website/blog noticed by numerous new users/customers or your target audience.