Title: Get to the top on Google
Author: David Viney
Published by: Nicholas Brealey Publishing
Reviewed by: David White, managing director, Weboptimiser
David Viney gave himself a tough challenge with this book – promising to get companies to the top of the search listings on the world’s most popular search engine. I was interested to see if he delivered.
Viney’s writing is easy and enjoyable to read. His book has been written with implementation in mind, guiding not patronising the reader through the often scary world of search advertising. The chapters are packed with useful advice and case studies to illustrate the points.
As well as explaining how search actually works, Viney provides illustrations and top tips which alone justify the cover price. He includes links to two useful tools that everyone should know about: he shows how to assess the suitability of your website for search engines and how to measure if your site will trigger spam alarms.
The highlight is the table on page ten entitled ‘The seven step approach’ where pay-per-click search advertising is explained.
My only reservation is that a book of this type cannot truly teach the reader how to optimise a website – a crucial element in meeting the objective of topping Google. Successful website optimisation requires technical expertise, a detailed knowledge of website coding and a great deal of time which is why many companies bring in an agency to help them. This explains why important advice like designing your website in clean codes is missing.
However, the book is an excellent introduction to search engine marketing, addressing all the essential elements. It’s ideal for smaller businesses willing to take a hands-on approach as well as in-house web masters who want to keep their SEO supplier on their toes. And if the book won’t get you to the top of Google, it will certainly point you in the right direction.
15-05-08
