I learned about Catherine Seda back in 2004, when she published her classic book Search Engine Advertising. Earlier in 2007, she came back with this other title, How to Win Sales & Influence Spiders: Boosting Your Business & Buzz on the Web (Voices That Matter), one that handsomely complements her work and offers marketers and business owners alike a plethora of information to feed from and make the most out of the options available nowadays to catapult your business online.

The past three years have seen the emergence of numerous so-called Web 2.0 technologies that have become essential components of any serious online marketing effort. With the assistance of contributing author Amanda Watlington (another legend in the Search Marketing space), Seda covers many of these technologies, such as blogging, social networking and podcasting, as a complement of more traditional efforts  (e-mail campaigns, affiliate marketing, PPC and "standard" PR).

Seda shares her knowledge while she interviews experts in each of the topics and wraps up each chapter with an insightful Success Story (read "case study") to drive the points home. A good example of this was the Entrepreneur.com success story, where she interviewed the Senior VP of Business Development about their goals/challenges, strategy and results as they implemented contextual advertising.

In the end, between the material covered and its relevance, combined with her fresh writing style, the book ends up being an enjoyable read that is worth thousands of dollars, if you apply her suggestions as a part of your marketing and PR efforts. As someone who has worked in the Online Marketing space for well over five years, I highly recommend it.