Dave Taylor is one of the many people successfully existing on my idea of "Me, Inc". He is a photographer, Mac enthusiast, tech geek, and probably a few other things. This book isn't mandatory reading, but it does do a good job of explaining how various programs in Google are put together and how to use them. Of course, no one exactly knows how Google works, so, Dave tries to stay away from that.

He describes the two sides of the Google advertising coin - AdSense and AdWords. AdSense is the program that displays ads. AdWords is the program where customers buy various key words. Dave is quick to point out the new metrics behind this model - it isn't how big the audience is, Google pays only for clicks.

Dave is not part of the vast SEO Snake Oil world. He says very simply you must produce quality content to make progress with Google. He takes a long view of tuning your website to your customer demographic and to build something of value. Dave puts his emphasis on alignment with your business goals. His ideas center around his term of findability.

Part 1 - The Business Case for Google: Increasing Your Business Visibility; The Benefits of Increasing Your Visibility with Google; What Is Google Anyway?; Learning About Google Search; Disassembling the Google Search Engine
Part 2 - Building Your Google Plan: What's Your Core Business?; Living in an Online World; Your Business Website; Assessing Your Competitors; Keeping Track of Customers
Part 3 - Improving Your Online Business Site: The Basics of Building a Good Business Site; Developing Online and Offline Content; Stretching Your Marketing Dollars; Secrets of the Online Marketing Masters
Part 4 - Promoting and Growing Your Online Business: Content, Content, Content!; Becoming a More Popular Site; Becoming an Online Expert; Advertising Your Business with Google AdWords; Making Money with Google AdSense; The Advantages of Affiliate Programs; Avoiding Dumb Online Promotional Mistakes
Part 5 - What's Next on Your To-Do List?: Growing and Expanding Your Content; The Future of Findability

Links
back to more books