Book Review: Website Optimization by Andrew B. King
Website Optimization is a great reference handbook for online retailers to have kicking around the office. It's not only got something for everyone on your ecommerce team, from your business managers and marketers to your web design and development geeks. It offers a survey of every discipline so that unless you're a ninja in all these areas you will learn something valuable.
Seasoned SEOs and PPC managers will find the content in the search engine marketing section elementary but will benefit from the CRO and web performance chapters. This is important, because PPC Quality Score and potentially organic rankings are affected by page load time, and search marketing professionals need to understand how to optimize client sites, even if they don't execute it themselves.
Another benefit of this book is its freshness. This is important because web optimization is a moving target. Many of the footnoted references were accessed online as recently as June, 2008. The references themselves are also valuable. Because many are online you can follow up in more-depth.
Andy King is the CEO of Website Optimization, a consulting firm specializing in website performance, search engine marketing, PPC and conversion rate optimization in Washtenaw County, Michigan. His latest book is available at O'Reilly or your friendly neighbourhood online bookseller.