ECNext Releases “Search Engine Marketing for Publishers” eBook

April 14, 2006; 09:08 AM
In efforts to help publishers better understand how to leverage their unique search marketing advantage when selling their content on the Web, ECNext (www.ecnext.com) released its eBook, "Search Engine Marketing for Publishers: the art of being found online," this week.

ECNext is the leading company for monetizing premium business content on the Web. ECNext’s family of solutions, including publisher-branded sites, MANTA, and Web marketing and advertising programs, provide publishers with additional online channels for reaching content buyers.

Since visibility is crucial in the world of online selling, publishers need to make their premium content searchable for the Web. Search Engine Marketing for Publishers explores how publishers have a unique advantage due to their large content sets and how they can leverage the keywords in every piece of their content, thus exposing all of their content to professionals searching for business information on the Web.

The eBook, written by ECNext’s President and CEO, Pamela Springer, also examines the concept of the long end of the tail, where publishers can use their mass of highly descriptive, yet lower popularity keywords, which taken in aggregate exceed the volume of high popularity items, thus providing the publisher more highly profitable traffic.

“Publishers often don’t understand the benefit of using their entire content inventory as a marketing tool on the Web,” said Pamela Springer, “and as increasing numbers of business professionals turn to search engines to find critical information, the opportunity continues to grow. I wrote this eBook to help publishers understand how to profit from this trend with a highly scalable search engine marketing program for connecting Web searchers with the information they need.”

The overall message of the eBook is for publishers to understand that using bottom-up, buyer-centric keywords, rather than publisher-centric, top-down search terms will make their online selling more successful.

“Publishers are in a very keyword-rich environment,” said Springer. “Because publishers sell words, not products, they need to delve into the large set of keywords they already have and use the words or phrases that their buyers do to search the Web. By developing programs based on how your audience searches, publisher’s search engine marketing programs will thrive.”

About ECNext
Founded in 1996, ECNext is the leading company for monetizing premium business content on the Web. ECNext’s unique expertise in search, e-commerce, and content marketing means publishers gain relevance, increase traffic, and sell more online. Located in Westerville, Ohio, ECNext works with leading publishers such as Thomson Gale, McGraw-Hill, Dun & Bradstreet, AMR and Fitch Ratings.