Portent Library


Topics:


Search Engine Optimization and PPC Advertising

Using Statistics for Better Search Engine Optimization: RPI & CTP
Pay-per-click marketing is a great way to get visitors when you need traffic and you need it now. | Read Article

Ian Lurie a panelist at WSA search engine optimization SIG
Press Release: June 9, 2004 | Read Article

Pay-Per-Click Advertising Explained
Learn how to use PPC advertising to get results. This article includes an overview of pay-per-click marketing, plus strategies and examples of what to do, and what not to do. | Read Article

Alert: Google ‘Florida’ Update
Google’s dancing again! The latest update, nicknamed ‘Florida’ for various, non-essential reasons, has wreaked quite a bit of havoc. No one knows exactly what’s up, but read on for some help coping with the chaos. | Read Article

Optimization, Not Keywords: The real definition of SEO
Marketers spend far too much time focusing on top rankings for specific keywords. While keyword ranking is important, the gains realized by simply making your site as search-optimized as possible can deliver a bigger payoff. | Read Article

Search Engine Optimization: Elements of a successful SEO campaign
From link popularity to keyword analysis, search engine marketing is a complex brew of design, HTML coding, data mining and content. Read this paper for a good picture of how it all works. | Read Article

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Email Marketing

Email Marketing: Strategies that work, and avoid the spam can
You can manage email marketing campaigns that work, and you can do it without offending your customers. Read on to learn how organic email marketing can pay off. | Read Article

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Internet Marketing in General

Measuring Internet Marketing: Determining Online Advertising ROI
Know whether your online marketing is really working? If not, or even if you think you do, have a look at this article, and get the basics of real online ROI tracking. Article is on Conversationmarketing.com | Read Article | PDF Format

Select, Don’t Accumulate: Why Internet Marketing is (mostly) Wrong
Why does Internet marketing still seem so, well, seedy? Because most marketers focus on quantity, not quality. Read this article to stop accumulating visitors and start selecting customers, instead. Article is on ConversationMarketing.com. | Read Article | PDF Format

Know the Room: Learning your Internet audience before you spend marketing dollars
In traditional marketing, audience research, data mining and knowledge discovery guide successful campaign. Internet marketers should work the same way, but most organizations ignore this critical first step. Read on to learn how you can build a profile of your audience before investing in an Internet marketing campaign. | PDF Format

Conversation Marketing: Opening – and Maintaining – Business Relationships using the Internet
The Internet is the perfect medium for conversation marketing. Instead of a passive, one-way web site, try to engage your visitors in a discussion. Just the knowledge you gain about your audience and organization, and how the two interact, will justify the investment. Read this article to learn how conversation marketing works. | PDF Format

Streaming Video: When – and how – to use video as a PR tool
Just a year ago, everyone was talking about streaming video and the companies that produce it. Live webcasts and six-figure Internet video budgets were, it seemed, the wave of the streaming future… | PDF Format

Internet Options: Relationship Marketing on the Web
For business, the Internet is first and foremost a relationship marketing medium. If you’re a manufacturer with a retail distribution chain, or a retailer, then this article can show you how to make your web site a relationship marketing tool. | PDF Format

Content Management Explained
Timely, accurate content is key to a successful web site. But it’s also expensive. How do you maintain an up-to-date site for the long term? Learn how a CMS can help. | PDF Format

Schroedinger’s Kitten: PR in the Online World
Ian Lurie talks about Public Relations (PR), measuring PR campaign effectiveness, and how kittens really can walk through walls… | PDF Format

Web Strategies: Making the Internet Part of Your Success
This article gives tips for making the most of your Internet presence. This article was published in the September, 1998 issue of Interface, Journal of the Roof Consultants Institute. | PDF Format

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Web Design and Usability

Keep it Simple: A web design and usability parable
Think web usability is a waste of time? Read this story of how one company lost a customer because they didn’t think about screen width. | Read Article

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Internet Marketing Self-Help

School’s Out: How to Buy Web Services and be Treated Like a Grownup
Getting someone to work on your web site can leave you feeling like a 4-year-old. But it doesn’t have to be that way. Read Ian’s guide to finding and working with a professional web consultant. | PDF Format

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