Information About My New Book

Most online business owners are getting nowhere figuring out how to get traffic from search engines. It is a known fact that to have visitors to your websites – one needs greater visibility within the search engines. But exactly how do you do it?

(Boston, MA) Now that 2014 is here, you will want your website to be exploding with traffic rather than with few visitors. Gary E. Haffer’s new book, Online Marketing Terms Exposed: Understand the Lingo of Online Search Marketing Experts (, will help achieve website visibility, traffic and more.

 Online Marketing Terms Exposed: Understand the Lingo of Online Search Marketing Experts (distributed by worldwide) is a useful “how-to explanation” book designed to help those new to Search Engine Optimization (SEO), managers, online marketers, as well as the more seasoned veterans. Readers will find information ranging from understanding the lingo of online marketing to enhancing a website’s visibility to generate traffic. Open the book and you’ll discover step-by-step examples that demonstrate key search engine optimization techniques, including analyzing your competition, researching and analyzing keywords, developing meta tags, and setting up social networks that help super-size your website, and over 450 terms used in online marketing.  Readers will discover how to get their website listed on the major search engines quickly and for free, analyze and beat their competitors, increase their search engine rankings and boost the quantity and quality of website visitors.

One business owner states, “Our website was basically invisible on the Internet and after reading only two chapters of Haffer’s book and creating effective keywords, we are on page one and prospects are calling me that otherwise would have never found me.”

If you were wondering how to increase your website’s visibility on Google while avoiding Search Engine roadblocks, get the most from social sites, make people find what they want on your website, or how social networks can help create brand awareness for your business – this is the book that can help!

Online Marketing Terms Exposed: Understand the Lingo of Online Search Marketing Experts* is available for sale in paperback, online at ( and through additional wholesale and retail channels worldwide and as a Kindle book at


Chapter 1 – Search Engines

Except from Online Marketing terms exposed:


Understanding Search Engines

Chapter Contents

  • Using Search Engines for results
  • Why Search Engines are important
  • Types of search optimization
  • Pay-per-Click Search Optimization
  • Organic Search Engine Optimization
  • Comparing Pay-per-Click to Organic Search

Before the Internet, the main method of advertising consisted of newspaper, magazine, television, or radio advertisements. Because of the high costs of other media, small businesses used magazine advertisements to get inquiries and to make sales. Magazine advertisements required ads to be placed in publications several months in advance of their scheduled publication dates and the ads often didn’t change for four to six months. If a particular ad failed to generate traffic, it usually took four months for the advertiser to realize it. The selling cycle was also long because it took at least a month to two months to receive inquiries from potential customers who had seen ads in magazines.

These inquiries were often from students or individuals who just wanted information and knew very little about the product or services being offered. Other inquiries just wanted to obtain literature and many were from other companies who were seeking information about their competitors. The inquiries which were generated from magazine ads were

delivered to the advertiser via the United Post Office, the old way to mail information, in the form of “bingo card” leads; they acquired that name because prospects would check off numbers on postcards inside magazines to indicate what aspect of the product or service they were interested in. The “bingo card” leads then arrived at the advertiser’s location about two weeks later. The “bingo cards” needed qualification with regard to valid phone numbers, street addresses, and zip codes before any contact could be made with the prospect.  From the time a prospect filled out a “bingo card” to the time the company received and qualified the leads and began the sales process, three to six weeks could have passed. Prospects were lost strictly because of this long lead time.

Using Search Engines for Results

Online marketing has become popular because it can be cost effective and produces almost instantaneous results. Now, individuals search on the Internet using search engines such as Google, Yahoo, MSN, and others and get results in a matter of seconds. They can look for products and service offerings 24/7 and qualify themselves as valuable prospects all by using a search engine.

Search engines are websites that gather information about websites, web pages, and documents.  They use technology to crawl through websites to obtain information about specific topics and then store that information in their databases (index). The majority of traffic to websites originates from the major search engines. Popular search engines include Google, Yahoo, and MSN. If a website cannot be found by the search engines, it has no opportunity to have its content indexed. This can be devastating to the online marketer because if a website’s data is not in a search engine’s database, that website will not be displayed in the results of a query and potential prospects will not be directed to that website.

Why Search Engines are Important

Building a website, an online storefront that is open 24/7, is the first step in creating traffic and making sales. Next is the understanding of how search engines deliver results. The third step is optimizing a website so that search engine can deliver maximum results.

What exactly does a search engine do? They actually do three things.

1.  Index web pages and make a copy of web pages. Search engines store all the HTML content on a web page in their database.

2. Retrieve all the matching documents relevant for what is searched.

3. Rank web page content. This consists of the process of a search engine looking at documents retrieved for a search query and places them in relevant order according to its algorithm.

Everyone knows search engines are the way that things are found and research is done on the Internet. How search engines work and what a website needs to obtain maximum traffic and sales are often misunderstood.  Specifically, new online marketers are often confused about how the search engines produce results for their product offerings or services.  In basic terms, search engines look for relevancy – how marketers’ products or services relate to what the search engines have stored internally under major categories. In order for visitors to find a particular website, search engines display results that have been previously stored in their databases. The keywords that describe the categories of products or services with high positions generate the most amount of traffic, while lower positions generate some or no traffic. Using online marketing, search engines can be made to deliver the maximum quality traffic to a website.

Searching for Results with Search Engines

Searching for Results with Search Engines

The majority of traffic to websites originates from the major search engines like Google, Yahoo, MSN. If a website or a web page cannot be found by the search engines, it has no chance to have its content indexed (put into a search engine database).  This can be devastating to the online marketer because information about websites, web pages, or other information that is not in a search engine’s database, will not be displayed in the results of a query and potential prospects will not be directed to that listing.

Opening the Door – Keyword Phrases

When keyword phrases are entered into a query, a search engine searches its database of information to see what information matches that keyword phrase. As it searches its database for these keyword phrases, it filters the results according to its own algorithm and other factors so it only displays what its algorithm has calculated to be relevant. Relevancy is a key item to getting results. A search engine results page (SERP) displays the most relevant matches in the top positions and the least relevant ones in the bottom positions. The display shows every entry that the search engine has in its database at that particular point of time.

Choosing the most relevant keyword phrases to your product/service offerings is a key factor to the success of searchers find out about your company, product, services, etc.

Social Media Marketing

What Is Social Media Marketing?
Social Media Marketing WEB 2.0, and Social Networking are the hot new buzzwords for 2008. In the context of marketing they are all referring to the same thing.

Social Media Marketing, on the other hand, is an online technique based on the creation of unique content such as video, text, audio, presentations or images, through social outlets in order to increase awareness and drive website traffic. This self-replicating viral process is based upon inviting potential prospects to interact, enhance, share, or pass along the content to other prospects in their communities or elsewhere on the Internet, and can results quickly.

According to Wikipedia, a viral process is analogous to the spread of a computer virus. Simply start it under the right conditions and the results are overwhelming because the members of the community pick up the content and run with it.
Imagine if you received gifts for your birthday in a viral process? You would have so many gifts you wouldn’t know what to do.

Remember: In order to perform Social Media Marketing on a viral basis the product or service must be the type that it can be passed along because it is exciting or new. A lawn rake may not be able to be passed along on the social outlets virally because of the nature of this product. But, on the other hand, who would ever think of doing a viral campaign for “Got milk?” would be successful.

What Can Be Expected From Social Media Marketing
Results from SMM are the establishment of your product or service in the minds of members of social outlets and have them through “word-of-click” achieved the following goals:
– Build brand awareness
– Drive qualified traffic to your website
– Encourage their members give feedback on your product
– Act as references to attest to the quality and credibility of your company and what you offer.
– Make your content available to a multitude of new visitors. Some of which you hope will become paying customers.
– Work in conjunction with any search engine optimization campaign that you are running. The reinforcement here helps to significantly increase your visitors and to tell their friends and associates to come back to purchase your products.

Social Media Marketing requires a different understanding of social outlets in order to gain results and promote your product and service. But the time and energy will produce great results.

Gary Haffer Consulting

Search engine optimization
Search engine optimization is a process by which information from your company’s web site

and other online materials are “tagged” in order to ensure that the information is more readily

found by “natural search” results. It’s a relatively simple process. The higher the content ranks

in a search, the better the likelihood it will be accessed.

This simple process has not gone unnoticed by the online community. As search engines have

grown in popularity and influence, an increasing amount of companies are allocating money to

optimizing entire web sites. The problem is as the effectiveness of web site optimization

becomes more apparent, those companies that provide SEO services are charging more for

their services. So, how can a small business with limited resources reap the rewards of

optimization without breaking the bank?

Wtite to me and I can see what help I can give you at ghaf123 at