Search Engine Visibility
by Shari Thurow
ISBN: 0735712565

"Search Engine Visibility is not about merely obtaining top positions in search results. Rather, Search Engine Visibility is about designing, writing and creating a web site primarily for your site's visitors, and helping them find what they are searching via the major search engines, directories, and industry related sites. Most web developers/designers build a site first and worry about searchability later, which is a costly mistake..."

Search Engine Advertising: Buying Your Way to the Top to Increase Sales
by Catherine Seda
ISBN: 0735713995

"...one of her key points is that Search Engine Advertising doesn't end when the customer arrives at your site (visits), but it really is about conversions (getting the customer to make a purchase, subscribe or whatever your web site's purpose is when s/he arrives to it) ..."

 

Web Metrics: Proven Methods for Measuring Web Site Success
by Jim Sterne
ISBN: 0471220728
 
" There now exists a wealth of tools and techniques that can determine if and how a Web site is providing business value to its owners. This book is a survey of those metrics and is as important to IT executives as it is to marketing professionals...

...Explains the criteria for building a successful site, surveying the tools, services, techniques, and standards for Web measurement, and fully integrating those metrics with the customer experience."
 

Hot Text: Web Writing that Works
by Lisa Price, Jonathan Price
ISBN: 0735711518

"...Hot Text shines in its comprehensive coverage of online writing. One will find information on XML and writing for database-driven sites; creating FAQs, blogs and newsletters, and online r sum s; and becoming a web writer or editor. Although it does not break any new ground, Back to the User is a solid summary of current thought on the "user-centered" approach, covering both writing and design..."

Content Critical: Gaining Competitive Advantage through High-Quality Web Content
by Gerry McGover, Rob Norton
ISBN: 027365604X

"...highly recommended...Any web designer who plans to be in business five years from now should read this book."

 

Web Word Wizardry a Net-Savvy Writing Guide
by Rachel McAlpine
ISBN: 1580082238

"...McAlpine, a trainer and consultant in online content, addresses everything here from alt-text and source code to doorway pages and link popularity. She discusses the differences between writing for the Web and writing for intranets (private Internet systems used by large organizations). She warns against long domain names, italics, and flags as language indicators..."