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exchange4media launches ‘Gold Sift’, a book on search engine & online marketing

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exchange4media launches ‘Gold Sift’, a book on search engine & online marketing

There is no denying the fact that as the use of the Internet increases and more and more information is available on the web, there is also a need for developing effective search engines that can sift through the piles of information and come up with relevant search results. Addressing various aspects of search engine marketing and the intricacies of online marketing is Vikas Malhotra’s book, ‘Gold Sift-- Leveraging Online and Search Engine Marketing,’ published by, which was launched in the Capital on Tuesday.

Publisher of the book and Editor-in-Chief of exchange4media group Anurag Batra said, “The Internet is the future. Therefore, knowledge of SEO (search engine optimisation) and SEM (search engine marketing) are critical for business success in the new digital landscape. Gold Sift is an ideal tool for all those who believe in the saying, `Do it yourself’.”

Commenting on the book, Sanjeev Bikhchandani said, “The dynamism of the worldwide web is all set to change the paradigm of the way we do business and this book will surely pave the way towards learning more effective ways to reap the benefits of this medium.”

The book launch was followed by a panel discussion on `Internet in India- The Role of Search’. On the panel were eminent personalities who are playing an active role on the Internet. This included Dinesh Wadhawan, MD and CEO,; Sanjeev Bikhchandani, Founder and CEO,; Alok Mittal, Executive Director, Canaan Partners; Niti Batra, Founder and Director,; Sidharth Rao, CEO and Founder, Webchutney; and the author of the book Vikas Malhotra, who is also the founder Mosaic Services. The session was moderated by Rajesh Lalwani, Founder of Blogworks. Bikhchandani enunciated on the fact that there are three pillars that drive growth on the Net--ability to communicate, ability to find information and also find people. “Search provides the best opportunity to monetise vis-à-vis the other two pillars,” he said.

During the panel discussion, Malhotra put forth his views on the leap in search. He said, “In times to come, the search has to get local meaning that the results should show something that’s relevant to a person especially consider the geography. Secondly, the regional content has show up in searches. Lastly, with PC penetration still being low, the searches have to move to mobile.” He also pointed out that there is a need to move searches that are now keywords driven to being conceptually driven.

Speaking on the relevance of search engines for a mid-sized travel portals, Niti Batra said, “Search engines are a very effective and powerful tool for branding for small players like us who have a limited budget and would be reluctant to communicate our brand through traditional medium.”


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