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Website Optimization Speed SEO and Conversion Rate Secrets 1st Edition by Andrew B King ISBN 0596515081 9780596515089

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Website Optimization Speed SEO and Conversion Rate Secrets 1st Edition Andrew B. King Digital Instant Download

Author(s): Andrew B. King
ISBN(s): 9780596515089, 0596515081
Edition: 1
File Details: PDF, 7.88 MB
Year: 2008
Language: english
SKU: EB-1021506 Category: Tag:

Website Optimization Speed SEO and Conversion Rate Secrets 1st Edition by Andrew B King – Ebook PDF Instant Download/Delivery: 0596515081, 9780596515089
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ISBN 10: 0596515081
ISBN 13: 9780596515089
Author: Andrew B King

Remember when an optimized website was one that merely didn’t take all day to appear? Times have changed. Today, website optimization can spell the difference between enterprise success and failure, and it takes a lot more know-how to achieve success. This book is a comprehensive guide to the tips, techniques, secrets, standards, and methods of website optimization. From increasing site traffic to maximizing leads, from revving up responsiveness to increasing navigability, from prospect retention to closing more sales, the world of 21st century website optimization is explored, exemplified and explained. Website Optimization combines the disciplines of online marketing and site performance tuning to attain the competitive advantage necessary on today’s Web. You’ll learn how to improve your online marketing with effective paid and natural search engine visibility strategies, strengthened lead creation and conversion to sales methods, and gold-standard ad copywriting guidelines. Plus, your increased site speed, reduced download footprint, improved reliability, and improved navigability will work synergistically with those marketing methods to optimize your site’s total effectiveness. In this book for business and IT managers, author Andrew King, president of Website Optimization, LLC, has assembled experts in several key specialties to teach you: Search engine optimization — addressing best (and worst) practices to improve search engine visibility, including step-by-step keyword optimization guidelines, category and tag cloud creation, and guerilla PR techniques to boost inbound links and improve rankings Pay-per-click optimization — including ad copywriting guidelines, setting profit-driven goals, calculating and optimizing bids, landing page optimization, and campaign management tips Optimizing conversion rates — increasing leads with site landing page guidelines, such as benefit-oriented copy, credibility-based design, value hierarchies, and tips on creating unique selling propositions and slogans Web performance tuning — optimizing ways to use (X)HTML, CSS, and Ajax to increase speed, reduce your download footprint, and increase reliability Advanced tuning — including client-side techniques such as on-demand content, progressive enhancement, and inline images to save HTTP requests. Plus server-side tips include improving parallelism, using cache control, browser sniffing, HTTP compression, and URL rewriting to remap links and preserve traffic Web metrics — illustrating the best metrics and tools to gather details about visitors and measure web conversion and success rates. Covering both search marketing metrics and web performance measures including Pathloss and waterfall graphs Website Optimization not only provides you with a strategy for success, it also offers specific techniques for you and your staff to follow. A profitable website needs to be well designed, current, highly responsive, and optimally persuasive if you’re to attract prospects, convert them to buyers, and get them to come back for more. This book describes precisely what you need to accomplish to achieve all of those goals.

Website Optimization Speed SEO and Conversion Rate Secrets 1st Table of contents:

I. Search Engine Marketing Optimization

  1. Natural Search Engine Optimization
     - The Benefits of SEO
     - Core SEO Techniques
     - Common SEO Barriers
      · Inadequate inbound links
      · Drowning in splash pages
      · Flash fires
      · Unprofessional design
      · Obscure navigation
      · Duplicate content
     - Ten Steps to Higher Search Engine Rankings
     - Best Practices
      · Deploy keywords strategically
      · Reinforce the theme of your site
      · Optimize key content
      · Optimize on-site links
      · Make it linkworthy
      · Acquire inbound links
     - Step-by-Step Keyword Strategy
      · Step 1: Determine Your Keyword Phrases
      · Tools for keyword research
      · Find your primary keyphrase
      · Step 2: Sort by Popularity
      · Step 3: Refine Keyword Phrases and Re-Sort
      · Right-size your keyphrases
      · Target multiple keyphrases
      · Step 4: Write a Title Using Top Phrases
      · Keywords trump company name
      · An experiment in stuffing
      · Step 5: Write a Description Meta Tag
      · Step 6: Write a Keywords Meta Tag
      · Step 7: Make Search-Friendly Headlines
      · Write headlines that pop
      · Keyphrase headlines early
      · Step 8: Add Keywords Tactically
      · Use keyphrase anchor text
      · Buy keyphrased domain names
      · Step 9: Create Valuable Keyword-Focused Content
      · Sharpen content, search-friendly URIs, summaries, blogs, tag clouds, strange attractors
      · Step 10: Build Inbound Links with Online Promotion
      · Leverage high-ranking pages, social networking, user-generated content, avoid risky link tactics
     - Measuring inbound links
     - Summary

  2. SEO Case Study: PhillyDentistry.com
     - Original Site
     - Few Indexable Keywords
     - First Redesign (Mid‑2004)
      · Search Engine Optimization
      · Conversion Rate Optimization
      · Results
     - Second Redesign (Late 2007)
      · Let Keywords Do the Work
      · Results
     - Summary

  3. Pay-per-Click Optimization
     - Basics and Definitions
     - PPC Work Cycle
     - Common PPC Problems
     - Platform Differences (Google, Yahoo!, Microsoft)
     - Bulk Editing, Geotargeting, Bids & Quality Scoring
     - ROI Analytics & Closing the Loop
     - Goal Setting, Budgeting, Visitor Qualification, Landing Pages
     - Keyword Discovery and Analysis
     - Ad Group Organization & Optimization
     - Ad Copy Testing & Dynamic Insertion
     - Landing Page Optimization & Testing
     - Bid Strategies, Automation, and Branding
     - Other Issues: Content Network, Click Fraud, Trademark Bidding
     - Summary

  4. PPC Case Study: BodyGlove.com
     - PPC Optimization Approach
     - Market Analysis
     - Campaign Setup
     - Initial Results and Improvements
     - Dramatic Outcomes
     - Summary

  5. Conversion Rate Optimization
     - Benefits and Best Practices
     - Source Credibility and Persuasion Psychology
     - Top 10 Conversion Factors (design, navigation, headlines, CTAs, hero shots, interactivity…)
     - Campaign Workflow: Discovery, Planning, Optimization, Testing
     - Summary

II. Web Performance Optimization

  1. Web Page Optimization
     - Common Problems & Heavy Objects
     - How to Speed Up Pages (minimize requests, optimize images, CSS/HTML/JavaScript)
     - Multimedia and Flash Optimization
     - Server-Side Techniques
     - Summary

  2. CSS Optimization
     - Build on CSS Architecture
     - Reset Stylesheets and Shorthand Styles
     - Optimize Selectors, Class Structures, Use CSS3 Techniques
     - Replace JS Behavior with CSS
     - Summary

  3. Ajax Optimization
     - Challenges and Best Practices
     - Building Efficient Ajax Solutions
     - JS Optimization Strategies (minification, bundling, lazy loading, caching)
     - Dealing with Network Robustness
     - Architecture & Performance Considerations
     - Summary

  4. Advanced Web Performance Optimization
     - Server-Side Methods (caching, compression, CDN, URI rewriting)
     - Client-Side Techniques (script loading, packing, data URIs)
     - Holistic Performance Tactics
     - Summary

  5. Website Optimization Metrics
     - Success Metrics: Volume, Content, Objectives, Means
     - Web Analytics Tools & Testing (logs, tagging, hybrid systems)
     - Multivariate Testing & UX Feedback
     - SERP Metrics: CPC, CTR, ROI, ROAS
     - Performance Speed Testing Tools and Procedures
     - Reporting and Monitoring
     - Unseen Performance Issues

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Tags: Andrew B King, Website Optimization, Conversion Rate