This is a 2 page sample of the book you will be a co-author or single author of. It is chosen to show you the quality of writing and also how it fits with the MMMS principles.

1. The Importance of Planning
As you get started with setting up your online business presence, the most important
thing to do is to plan, just as you would do with your brick and mortar business. You will quickly
realize that the online marketplace is very competitive, that new ideas come and are rapidly
replaced by others. For you to stay in business you must develop a deliberate plan that will
sustain you in spite of the competition and the constantly changing landscape. Here are some
steps to take as you plan to bring your business online.
Competitive Analysis
Competition analysis and research will help you determine what your business is up
against. This type of research will give you in depth insights about the profitability of your niche
online and what you can do to stand out from the crowd. However, remember that competitor
research is only as effective as how well you use and apply the results. Be sure that you analyze
your competitors from your target market's point of view – especially your ideal client. Important
areas to analyze include:
Visibility
Your visibility in search engines such as Google, Bing and Yahoo as well as their local search
counterparts, Google + Local, Bing Local and Yahoo Local will be key to your ability to attract
new patients online. You can influence your visibility through your efforts to rank your website
in the organic search results and through pay-per-click advertising.

2. Your visibility in local business directories and review sites is also vitally important as they are
basically specialized search engines for consumers to locate businesses to conduct business with.
It is also of paramount importance to make certain your listings exactly match the business name,
business address, main phone and your website address (URL). Inaccuracies have a negative
impact on your organic search rankings in Google and the other search engines. Inaccuracies and
inconsistencies also create confusion for would-be patients, customers or clients. The more
listings you have in these business directories and review sites (that make sense) – the better.
Pay Per Click Analysis
Search engine advertising analysis of your competitors will show you the type of
advertisements they are launching, the click through rates and the effectiveness of their ads.
First, you need to identify who your competition is. You may think that it is just one company
when there are ten more that have a similar healthcare service offering as you. You will also
want to analyze how savvy the competition is in terms of their website, the content they offer
there, as well as their social media pages. How are they using retargeted ads and are they
leveraging pay per click best practices. Consider using Google Alerts and social media platforms
to stay abreast with any changes in terms of paid advertising.
Consider the type of messages that they are putting out to their target audience. Are their
paid search ads compelling, unique and have the same or different message as your business? In
addition, what is their target audience? The answers to these questions will help you determine
whether you can improve the message to your target audience and therefore create better ads.
Keyword Analysis