New Releases by Melanie Mitchell

Meet Bonnie the Highland cow in this unique novelty shaped board book! Bonnie likes eating tasty grass, but she does not like pesky flies. Bonnie likes her warm hairy coat, but she does not like impatient cars. And Bonnie loves her new wee calf! Wee ones will enjoy spending time with a happy Highland cow and her friends in this colourful and sturdy board book, which is full of bright and dynamic illustrations and lots of fun details to spot.

Melanie Mitchell separa la ciencia real de la ciencia ficción en este amplio examen del estado actual de la IA y de cómo está rehaciendo nuestro mundo. Ninguna empresa científica reciente ha resultado tan seductora, aterradora y llena de extravagantes promesas y frustrantes reveses como la inteligencia artificial. La galardonada autora Melanie Mitchell, una destacada científica informática, revela ahora la turbulenta historia de la IA y la reciente oleada de aparentes éxitos, grandes esperanzas y temores emergentes que la rodean. En æInteligencia ArtificialÆ, Mitchell aborda las cuestiones más urgentes de la IA en la actualidad: ¿Hasta qué punto son realmente inteligentes los mejores programas de IA ¿Cómo funcionan ¿Qué pueden hacer realmente y cuándo fallan ¿Hasta qué punto esperamos que se asemejen a los humanos y cuándo debemos preocuparnos de que nos superen Por el camino, presenta los modelos dominantes de la IA y el aprendizaje automático modernos, describiendo los programas de IA más avanzados, sus inventores humanos y las líneas de pensamiento históricas que sustentan los logros recientes. Explora la profunda desconexión entre el bombo publicitario y los logros reales de la IA, proporcionando una idea clara de lo que el campo ha logrado y cuánto le queda por recorrer. Una guía indispensable para entender la IA actual, su búsqueda de una inteligencia "de nivel humano" y su impacto en nuestro futuro.

«Melanie Mitchell scrive sull''intelligenza artificiale con voce calda e amichevole e una brillantezza che nessuna macchina potrebbe sperare di eguagliare... per ora». Steven Strogatz «Un tour illuminante su come funziona l''intelligenza artificiale e sul perché non è all''altezza della vera intelligenza umana». Sean Carroll Quanto sono intelligenti i piú avanzati programmi di intelligenza artificiale? Possiamo fidarci di loro nelle decisioni che toccano le nostre vite? E in che misura dovremmo cominciare a preoccuparci rispetto a quando potrebbero superarci? Nessuna impresa scientifica recente è stata cosí entusiasmante, terrorizzante, piena di promesse stravaganti e di frustranti battute d''arresto quanto l''intelligenza artificiale. Con chiarezza e passione, Melanie Mitchell, un''importante scienziata informatica, ci offre un avvincente resoconto dell''intelligenza artificiale contemporanea. Arricchito di storie personali e un tocco di umorismo, il volume illustra il funzionamento di macchine che imitano l''apprendimento, la percezione, il linguaggio e persino la creatività e il buon senso umani. Intrecciando i progressi dell''intelligenza artificiale con le scienze cognitive e la filosofia, l''autrice sonda in che modi le macchine «intelligenti » di oggi possono effettivamente pensare o comprendere e se abbiano anche bisogno delle qualità umane piú peculiari. Una panoramica accessibile, chiara ed equilibrata dell''intelligenza artificiale, di ciò che la ricerca ha effettivamente realizzato, dei suoi limiti invalicabili e di cosa significherà nel futuro.

From the trunk of a maple tree to the syrup on a stack of pancakes, discover how this sweet treat is made through leveled text and detailed photos.

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Aucune entreprise scientifique récente ne s''est avérée aussi séduisante, terrifiante et remplie de promesses extravagantes et de revers frustrants que l''intelligence artificielle. Dans ce livre, Melanie Mitchell se penche sur les questions les plus urgentes posées par l''IA : Dans quelle mesure les meilleurs programmes d''IA sont-ils vraiment intelligents ? Comment fonctionnent-ils ? Que peuvent-ils réellement faire, et quand échouent-ils ? Dans quelle mesure deviennent-ils humains, et quand devrons-nous nous inquiéter qu''ils nous dépassent ? En cours de route, elle présente les modèles dominants de l''IA moderne et de l''apprentissage machine, en décrivant les programmes d''IA de pointe, leurs inventeurs et les courants de pensée historiques qui sous-tendent les réalisations récentes. Elle explore la profonde déconnexion entre le battage publicitaire et les réalisations réelles en IA, en donnant une idée claire de ce que le domaine a accompli et de ce qu''il reste à faire. Associant les recherches les plus stimulantes du domaine, et les observations personnelles de l''auteure, ce livre est un guide indispensable pour comprendre l''IA d''aujourd''hui, sa quête d''intelligence " à l''échelle humaine " et son impact sur l''avenir pour nous tous. Avec une postface de Douglas Hofstadter, auteur du best seller international Gödel, Escher, Bach : les brins d''une guirlande éternelle. [Payot].

Do You Want To Look In The Best Shape Of Your Life And Liberate From Any Food Cravings? Then You Might Have Just Found Your Complete Guide Through Your Weight Loss Journey To Get You A Healthy And Lean Appearance! Have you ever had the feeling that whenever you try to lose those extra pounds, no matter how good your progress is going, something eventually sabotages your goals to fully complete the mission...? "Maybe the diet isn''t right" - you might say, bouncing onto the next meal plan searching for answers, or filling the gap with something you might have missed... But not after long, it again seems as this same feeling starts creeping inside... - Is there something more than just a diet plan? - Is it something to do with my brain, and Can I Fix It...? If you ask yourself these questions, you are already in the right direction. Believe it or not, there''s a way (and many people out there are already practicing it) to rewire your brain and subconscious, hence convince yourself that your Stomach is Actually Smaller to basically Eat Less! Isn''t It Crazy...? The thing here is that it works and This Is What The Gastric Band Hypnosis Will Help You Achieve - Have That Beach Body All-Year-Round, Reestablish a Healthy Life-Lasting Connection With Food In a Risk-Free and Entirely Natural Way! With This Guide in hands, you will: - Understand Why It Is Hard To Lose Weight and how hypnotherapy can help you establish those healthy habits (that will transform your life completely) - Find Out How To Improve Your Eating Patterns and adjust your mindset to your advantage (you will be amazed by the influence meditation and positive affirmations have on our bodies) - Discover The Core Principles Of Gastric Band Hypnosis and how to apply them in 3 Simple Steps (everyone can do it unless they try) - Dispose Of Body Fat Storage that has been bothering you for so long absolutely painless and without surgery (things tend to stay for long when they are natural) - Overcome Food Addiction and Stop The Urges Of Emotional Eating while shrinking your stomach and controlling your portions (use the power of the brain to program your body) - ... And Much More Insightful Info! You might be feeling skeptical about this, but... Our subconscious has great capabilities that we have to benefit from, otherwise, it goes to waste. If such reprogramming can bring so many benefits to our physique, then spend a moment and think for a second about how better we can feel on the inside - healthier, happier, and with higher self-esteem. It''s high time you blast your body and mind with positive affirmations and meditation, experiencing how perfect a mindfulness diet is. You can rest assured that self-hypnosis will transform your life and the way you currently think about food. Sparked Your Curiosity To Learn More...? ... Order Your Copy and Change Your World!

★ Do you want to find a solution to anxiety in your relationship? ★ Are you not able to live your romantic life without any insecurities or doubts? ★ Are you in love with your partner, but you feel as if your entire relationship is becoming unbalanced and unhealthy? ★ Are you slave to jealousy or terrified of abandonment? ✓ Keep listening, you''ve come to the right place! In the early stages of a relationship, people may get feelings of insecurity leading to more anxiety. You can experience worrying thoughts such as, "How serious is this relationship?" "Will it work out?". In a long relationship a lot of factors can ruin even the most loving connection between two people. On a certain level, we all fear being hurt, consciously or unconsciously, but anxiety can be overcome and couple conflicts can be resolved! Concentrating on the roots of the common and uncommon relationship problems will help you resolve your anxiety. Inside this book, ANXIETY IN RELATIONSHIP, you will learn how to change your perspective on yourself, your partner, and your relationship. Here''s a quick peek of what you will find in it: What anxiety in relationships is and how to recognize it Understanding unconscious behaviors caused by anxiety Different types of anxiety and how to overcome them How to eliminate negative thinking and the fear of abandonment Insecurity in relationships, what are the symptoms, and how to recognize them What is jealousy, what are the symptoms, how to overcome it and how to build trust in the couple How to resolve conflicts and save your relationship The real secret behind nearly every passionate and driven relationship Bonus: "The most popular and dangerous mistakes that anxious people make and the seven golden rules for a happy and lasting relationship." ...And much more! Let''s get rid of anxiety to live better your love relationship. Investing in this book today means you are investing in your overall relationship and happiness for the future. And it doesn''t matter whether you have been in a relationship for 20 years or about to experience love for the first time in your life - this book will guide you through every single step toward a passionate and loving relationship of your dreams! Click "buy now" and grab a copy of this manual today!

“After reading Mitchell’s guide, you’ll know what you don’t know and what other people don’t know, even though they claim to know it. And that’s invaluable." –The New York Times A leading computer scientist brings human sense to the AI bubble No recent scientific enterprise has proved as alluring, terrifying, and filled with extravagant promise and frustrating setbacks as artificial intelligence. The award-winning author Melanie Mitchell, a leading computer scientist, now reveals AI’s turbulent history and the recent spate of apparent successes, grand hopes, and emerging fears surrounding it. In Artificial Intelligence, Mitchell turns to the most urgent questions concerning AI today: How intelligent—really—are the best AI programs? How do they work? What can they actually do, and when do they fail? How humanlike do we expect them to become, and how soon do we need to worry about them surpassing us? Along the way, she introduces the dominant models of modern AI and machine learning, describing cutting-edge AI programs, their human inventors, and the historical lines of thought underpinning recent achievements. She meets with fellow experts such as Douglas Hofstadter, the cognitive scientist and Pulitzer Prize–winning author of the modern classic Gödel, Escher, Bach, who explains why he is “terrified” about the future of AI. She explores the profound disconnect between the hype and the actual achievements in AI, providing a clear sense of what the field has accomplished and how much further it has to go. Interweaving stories about the science of AI and the people behind it, Artificial Intelligence brims with clear-sighted, captivating, and accessible accounts of the most interesting and provocative modern work in the field, flavored with Mitchell’s humor and personal observations. This frank, lively book is an indispensable guide to understanding today’s AI, its quest for “human-level” intelligence, and its impact on the future for us all.

This book is out of a workshop organized to address questions like these. The meeting was sponsored by the Santa Fe Institute and held at Sol y Sam- bra in Santa Fe, New Mexico, during July, 1993. It brought together a group of about 20 scientists from the disciplines of biology, psychology, and computer science, all studying interactions between the evolution of populations and individuals’ adaptations in those populations, and all of whom make some use of computational tools in their work.

How do trees make sweet maple syrup? Follow each step in the food production cycle—from planting sugar maple trees to pouring syrup on pancakes—in this fascinating book!

Christmas Tale About Prayers. Is there a right way to pray? Is there only one way to pray? In this lovely tale the children learn there are more ways to express their love to God. A bedtime story for children who pray before they go to sleep. At the eve of Christmas, a child who does not know how to read, prays to God in his own unique way. When the prayer comes from a pure heart - God listens.Tale for Christian Children, suitable as gift for Christmas or Easter.

There Will Never Be a Chance To Turn The Clock Backwards.This book contains 234 LIFE SAVING TIPS you MUST know and be aware of! Get Answers: What''s the first thing to do when you can''t find a child at home? Those valuable seconds can save his/her life! Which toy has killed more babies than any other toy? It may be near your baby right now! Which appliance in the living room has killed hundreds of toddlers? And how you can prevent it totally! What is the 3-4 main reasons which increase the risk of crib death syndrome? Knowing what other children were fatally injured from is the first step of preventing it from happening to you.You must get THIS book to reduce the chance for domestic accidents like burns, falls, drowning, crib death (SIDS - Sudden Infants Death Syndrome) and poisoning.This book was written for parents who want to get life saving tips right NOW with no fluff and sugar on top. In this book there are 234 FAST, SMART and EFFECTIVE TIPS on proofing the house, kitchen, bathroom, yard and pool. How to create a safer domestic environment for your baby toddler.

Plants grow from seeds. People eat seeds. What other uses do seeds have? Vibrant color photographs and simple sentences introduce students to this important plant part. This book meets both science and reading standards.

Risk of Falling - Syndi Powell Grief doesn''t come with a deadline... She''s got thirty days to clean up her mother''s neglected home or she''ll lose it. That''s all city code inspector Will Stone has given her. And it''s not nearly long enough for Suzy Bylin to sort through the lifetime of old treasures and broken keepsakes she''s inherited. Desperate to keep the place, Suzy must steel herself against the feeling that every time she throws something away, she''s getting rid of a memory of her mom. When she can no longer do it on her own, she has nobody to turn to but Will. And if she can help him through his own family crisis, maybe together they can find more than mutual support and friendship.... The Nurse''s Bodyguard - Melanie Mitchell A danger she can''t understand... Claire Olsen has been in Seoul, South Korea, for only one month. She doesn''t know anyone--aside from her roommate and her colleagues at the medical center--and she certainly doesn''t know why someone would attack her. Desperate to forget about the violent mugging, Claire tries to focus on her nursing, but one man won''t let her hide from the truth. Naval intelligence officer Luke Llewellyn is determined to keep Claire safe, whether she wants him to or not. But finding out why she''s been targeted means helping Claire unearth the secrets of her past. And following his heart means trusting Claire with his own secrets...

A nurse far from home encounters a danger she can’t understand and a military man willing to risk his life—and heart—for her . . . Claire Olsen has been in Seoul, South Korea, for only one month. She doesn’t know anyone—aside from her roommate and her colleagues at the medical center—and she certainly doesn’t know why someone would attack her. Desperate to forget about the violent mugging, Claire tries to focus on her nursing, but one man won’t let her hide from the truth. Naval intelligence officer Luke Llewellyn is determined to keep Claire safe, whether she wants him to or not. But finding out why she’s been targeted means helping Claire unearth the secrets of her past. And following his heart means trusting Claire with his own secrets . . .

XI. Green Building, Ecovillage Design, and Land Preservation The thing about buildings and land-shaping is that they are the longest-term statements about who you are and what you value.You can change your garden every year, rearrange your demographics over the course of a decade, but most buildings last at least 30 years. For most of us, the designs of our community and major buildings are the the largest, most permanent things we''ll ever manage. So we may as well do them with our eyes wide open, so that they''re telling a story we''re proud of. The 14 articles in this bundle give you an overview of how to read what your land is telling you, how to use materials at hand to build beautifully and sustainably, how to work creatively with zoning restrictions, and how to live and build in harmony with your natural environment. This Digital Issue on Green Building, Ecovillage Design, and Land Preservation includes: 1. Natural Building and Community: Two Ways to Build Connection by Michael G. Smith, #139 2. The Marriage of Natural Building with Conventional Building by Brandy Gallagher and Elke Cole, #139 3. Cabins, Computers, & Construction Dust by Stephanie Noll, #117 4. Lost Valley: Building Design That Fosters Community by Larry Kaplowitz, #99 5. Sirius: Becoming a Spiritual Ecovillage by Jeff Clearwater, #95 6. How Not to Build Your Community Home by Buzz Burrell, #95 7. Design Goals for Ecovillages by Marc Tobin, #126 8. Creating "Ecovillage Zoning" With Local Officials by Melanie Mitchell, Lokesh Green, Elizabeth Gorla, and Brandy MacPherson, #117 9. When No Is Just An Uneducated Yes by Brandy Gallagher, #137 10. What Does Your Land Say? by Ted Butchart, #95 11. Ecovillage Infrastructure: The Skeleton of Community by Gwendolyn Hallsmith, #156 12. Whole-Systems Design for Earthaven Village by Chuck Marsh, #95 13. Creating a Community of Homesteaders by Kim Scheidt, #158 14. Preserving Community Land: Conservation Easements & Other Tools by Olivia Boyce-Abel, #110

A brand new collection of practical, up-to-the-minute SEO advice from one of the world’s leading experts, now in a convenient e-format, at a great price! 4 authoritative books teach you everything you need to know to drive maximum value from search engine optimization – and get the high-profit traffic you need! In an era where everyone searches the web first, effective search engine optimization is indispensable. But SEO changes constantly, and the field is rife with confusion and mystification. Now, top SEO expert Melanie Mitchell explains all you need to know to succeed with SEO right now, whether you’re doing it yourself or working with pros. In Understanding SEO: Building a Foundation for Long Term Success, Mitchell helps you grab value from “low hanging fruit,” and start optimizing pages, text, keywords, images, even HTML code. Learn how to craft a strategy that reflects your specific goals… go beyond rankings to measure engagement quality and sales conversions… structure sites that are friendlier to both searchers and search engines… earn the honest external links that search algorithms love. Next, in Unleash the Power of Paid Search, Mitchell brings together complete processes, knowledge, and tools for running outstanding paid search campaigns. Mitchell explains how well-crafted paid search can help you lead the conversation, extend and deepen your coverage, and more precisely target and measure your marketing. Next, she guides you through defining goals and objectives, selecting keywords and match types, structuring accounts, scoring quality, managing ad copy, optimizing landing pages, monitoring, reporting, and more. In SEO & PPC: Better Together, Mitchell helps you integrate SEO with pay-per-click (PPC) to achieve better results than either can deliver alone. Learn how to create more engaging SEO and PPC campaigns, and use data from both to improve the performance of each. Compare paid and organic search marketing “pathways,” understanding their applications, overlaps, differences, strengths, weaknesses, and tradeoffs. Next, learn how paid search data can help you set SEO priorities, and understand what content to optimize or build based on actual ROI rather than indirect traffic estimates. Finally, in In-House SEO, Mitchell helps you take charge of SEO in your organization. Learn how to align your organization departmentally, politically and culturally around winning in search… get executive buy-in… clarify where you stand and what you can realistically achieve… build and train your SEO team, establish standards and … provide tools… accurately measure and track your progress… continually optimize your effectiveness. These in-the-trenches SEO guides are 100% realistic and completely up to date: packed with practical, actionable insights. They’ll help you focus your time, resources, and budgets, and optimize the business value of every page and campaign! From world-renowned search engine optimization expert Melanie Mitchell

A brand new collection of state-of-the-art social media guides for business… 7 authoritative, up-to-the-minute practitioner’s guides 7 up-to-the-minute resources bring together today’s most valuable new social media techniques for business! Don’t know where to start with social media and online marketing in your business? Start here, with this easy-to-understand, easy-to-use, low-cost book collection! Jon Reed’s Get Up to Speed with Online Marketing helps you get started fast, find markets online, and effectively promote your business on a very limited budget. It covers websites, search engine marketing, email marketing, blogging, podcasts, online video, social networks, virtual worlds, social bookmarking, and more! Lauren Dugan’s Ultimate LinkedIn Checklist For Small and Medium Businesses shows how to use LinkedIn to leverage your entire network of partners, suppliers, employees, vendors, and competitors. Step-by-step instructions and easy checklists help you deepen the network links you already have – and tap into your network’s networks, uncovering talent, partnerships, vendors and customers you’ll never find any other way! Next, Jamie Turner’s How to Build a Mobile Website shows how to create mobile websites that are clean, simple, load quickly, and are optimized for mobile users. Discover how your customers want to interact with your brand on mobile devices, compare leading approaches to “mobilizing” websites, and avoid pitfalls that lose customers. Turner even offers a high-level overview of the mechanics of mobile site development, construction, and testing, addressing issues ranging from branding to performance and usability. Twitter 101 tells you all you need to know about Twitter marketing, even if you’ve never used Twitter before. Drawing on personal experience and up-to-the-minute industry research, Lauren Dugan covers strategy, tactics, tools, and more. Learn to time tweets for maximum impact, follow the right accounts, attract the right followers, do competitive research, network faster, turbocharge brands, engage users, and build word-of-mouth that generates real sales! Jamie Turner’s How to Use Social Media Monitoring Tools offers a fast-paced primer on social media monitoring and realistic, low-cost methods for getting started. Discover whether your social media presence is achieving results… align measurement with business objectives… measure branding and direct response… quickly capture emerging performance trends; and more. Turner briefly introduces tools from Google and many others, and offers a practical 8-step monitoring plan that even beginners can use. Next Melanie Mitchell brings together complete processes, knowledge, and tools that Unleash the Power of Paid Search . Discover how well-crafted paid search campaigns can help you lead the conversation in your marketplace, extend and deepen your coverage, and more precisely target and measure your marketing program. Next, walk through building and executing a winning campaign: defining goals/objectives, selecting keywords and match types, structuring accounts, scoring quality, managing copy, optimizing landing pages, reporting, and more. Finally, in Understanding SEO, Mitchell draws on immense in-the-trenches experience to completely demystify modern search engine optimization. Learn to grab value from “low hanging fruit,” and start optimizing everything from pages, text, and keywords to images and HTML code. Mitchell explains all the concepts and terms you need to understand, so you can do it yourself, or work successfully with SEO specialists. If you want to get started with social media in your business, this collection is the most valuable, cost-effective resource you can find! From world-renowned business social media experts Jon Reed, Lauren Dugan, Jamie Turner, and Melanie Mitchell

Understand the Business Value You’re Getting from Social Media, so You Can Optimize It: Now, Tomorrow, and for Years to Come Four great books show you how to capture the data you need to drive better results from social and online marketing—and use that data to improve ROI, quickly and continuously. In SEO & PPC: Better Together, Melanie Mitchell shows how to use SEO and pay-per-click together to achieve better results than either can deliver alone. You’ll learn how to integrate SEO and PPC in campaigns that engage more consumers and use data from both to improve the performance of each. Next, in How to Use Social Media Monitoring Tools, leading social media marketer Jamie Turner offers a fast-paced primer on social media monitoring and realistic, low-cost methods for getting started. Turner introduces many of today’s most valuable monitoring tools and presents a practical eight-step social media monitoring plan that can be implemented rapidly by virtually any company. In How to Make Money with Social Media Optimization, Robert Scott Corbett helps you master “SMO”: the strategic use of social media engagement to supercharge brands, extend reach, influence conversations, build share, and drive profits. Finally, in Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First, top Web marketing consultant Michael Tasner helps marketers, entrepreneurs, and managers move beyond hype and high-level strategy to proven tactics and successful ground-level execution. You’ll discover which new marketing technologies deliver the best results and which hardly ever pay for themselves...how to use virtual collaboration to accomplish marketing projects faster and at lower cost...how to build realistic action plans for the next three months, six months, and twelve months. Whatever you sell, these books will help you build leads, traffic, sales, market share, and profits! From world-renowned online marketing pioneers and innovators Melanie Mitchell, Jamie Turner, Robert Scott Corbett, and Michael Tasner

In SEO & PPC: Better Together, Melanie Mitchell shows how to use search engine optimization (SEO) and pay-per-click (PPC) together to achieve better results than either can deliver alone. You’ll learn how to integrate SEO and PPC in campaigns that engage more consumers and use data from both to improve the performance of each. Mitchell begins by comparing the paid and organic search marketing “pathways,” reviewing applications, overlaps, differences, strengths, weaknesses, and tradeoffs. Next, Mitchell shows how paid search data can be a gold mine when figuring out where to focus your SEO efforts, and understanding what content to optimize or build based on your actual ROI rather than relying on indirect traffic estimates from keyword research tools. She presents the latest research on synergies between SEO and PPC, shows how to handle new analytical complexities introduced by changes in Google’s search privacy policies, and offers practical, step-by-step guidance for building a KPI-linked dashboard that organizes your data and makes it more usable. From start to finish, Mitchell’s techniques and guidance are designed to help marketers become smarter about focusing their time and budgets, evaluating current returns, and optimizing the value of every campaign they create.

The web’s more crowded than ever – and that means Search Engine Optimization is more critical than ever. All too often, SEO is viewed as a mysterious “black art” – but it doesn’t need to be. In Understanding SEO: Building a Foundation for Long Term Success, leading practitioner Melanie Mitchell completely demystifies SEO, showing you how to grab value from “low hanging fruit,” and start optimizing everything from pages, text, and keywords to images – even your page’s underlying HTML code. Mitchell shows how to craft a strategy that reflects your specific goals for attracting qualified traffic. You’ll learn how to go beyond mere rankings to measure everything from the quality of visitor engagement to sales conversions; how to structure sites that are friendlier to both searchers and search engines; how to earn the honest external links that search engine algorithms love; and a whole lot more. Along the way, Mitchell explains all the concepts and terms you need to understand, so you can do it yourself, or work successfully with SEO specialists. If you’re responsible for attracting more and better web traffic, this is the simple, usable, up-to-date SEO introduction you’ve been looking for!

Paid search has grown and changed dramatically since it first exploded onto the marketing scene in 1997. Paid search is more complex now – but it offers businesses far more profit opportunities than ever before. In this concise eBook, renowned paid search expert Melanie Mitchell brings together all the processes, knowledge, and tools you need to build and manage paid search campaigns that deliver exceptional results. Mitchell first explains how well-crafted paid search campaigns can help you lead the conversation in your marketplace, extend and deepen your coverage, and more precisely target and measure your marketing program. Next, she guides you through the entire process of building and executing a winning campaign: defining goals and objectives, selecting keywords and match types, structuring accounts, scoring quality, managing ad copy, optimizing landing pages, monitoring, reporting, and more. Drawing on immense “in the trenches” experience, she presents specific best practices for everything from ensuring copy relevance to de-duping keywords, updating landing pages to pacing your expenditures. Along the way, she also reveals pitfalls that can increase your costs or even take your campaign offline, and shows exactly how to avoid them. Whether you’re already a search professional or you’re building your very first paid search campaign, this eBook will help you drive more clickthroughs, convert more prospects into sales, and earn more profits!

Take charge of SEO in your organization: do what it takes to get outstanding search results that translate into improved business performance! World-renowned search strategist Melanie Mitchell covers everything you need to know to build a rock-solid foundation for search success in your organization. Named several times as a "top in-house SEO" by Natural Search Blog, Mitchell draws on her immense experience to help you tame the organizational and political challenges you''ll face in building a world-class SEO program. Mitchell shows how to align your organization departmentally, politically and culturally around winning in search... demonstrate what''s at stake, convincingly explain the opportunity SEO offers, and get real executive buy-in... clarify where you stand and what you can realistically achieve. Next, she presents a six-step, start-to-finish plan for success, encompassing creating your core SEO team, establishing accountability, developing and providing training, setting internal SEO standards, providing the right tools, and measuring, tracking, and optimizing your effectiveness. From integrating business and technical tasks to crafting effective in-house SEO instruction to building real-time dashboards, Mitchell explains what to do, what not to do -- and where you can start today!

Focusing on the Main Board Listing Rules, Hong Kong Listed Companies: Law & Practice explains what the key rules require and how those requirements fit into practice in the context of the underlying policy behind the rules. The step-by-step approach taken by the authors - both experienced corporate finance lawyers in Hong Kong - features case studies, diagrams and flowcharts to illustrate the rules and give examples of their application. The presentation details the ins and outs of the main issues arising from such aspects as the following: the process and documentation required to get a company listed on the Hong Kong Stock Exchange; ongoing obligations of listed companies under the Listing Rules; and ongoing obligations of listed companies and their shareholders under other relevant legislation, primarily the Securities and Futures Ordinance (such as market misconduct and disclosure of interests). As a practical, quick and easy-to-use guide to how the rules and legislation relating to listed companies apply, this is the ultimate guide. In addition to its usefulness as a standard reference, ready to consult at a moment''s notice, it will be of enormous value as a guide to in-house counsel, company secretaries, and other practitioners and students who require an understanding of the legal background and practical application of the rules and legislation that apply to listed companies.