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by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold
Web Marketing All-in-One For Dummies, 2nd Edition
Cover
Table of Contents
Title Page
Introduction
Book I: Web Presence
Chapter 1: Internet Business Basics
Understanding the Internet Marketing Process
Planning Your Website Strategy
Chapter 2: Making Money Online
Discovering the Ways to Make Money on the Internet
Assembling an Internet-Based Buying Process That Converts
Doubling or Tripling Your New Customer Revenue
Generating Traffic
Creating Your Own Affiliate Program
Joint Venturing for Exponential Sales Growth
Chapter 3: Designing to Sell
Branding Your Look
Styling Text on the Web
Using the Right Colors for Your Website
Adding High-Impact Photos
Laying Out Content on Your Web Pages
Completing the Website Preflight Checklist
Designing for Optimum Usability
Chapter 4: Creating and Connecting Multiple Websites
Planning Your Core Company Website
Using Free Blog Platforms to Supplement Your Website
Reaching for Traffic with Content Sites
Using Joomla! and Drupal
Managing a Membership Website
Chapter 5: Creating Exceptional Copy That Sells
Understanding the Elements of Effective Website Copy
Driving Sales with Landing Pages
Writing Copy That Sells, Using the C.O.N.V.E.R.T. M.E. Formula
Chapter 6: Lead-Generation for Business Growth
Perfecting Your Form
Considering Online Chat
Using Audio and Video on Your Website
Mining Social Networks for Targeted Website Traffic
Chapter 7: Getting Help with Your Web Presence
Recognizing the Skills You Need Help With
Choosing an Internet Service Provider
Book II: Search Engine Optimization
Chapter 1: Getting Ready for SEO
Understanding Why Search Engines Exist
Knowing What Helps a Site Rank
Avoiding Penalties
Setting Up Your Toolbox
Creating Your SEO Worksheet
Chapter 2: Choosing the Right Keywords
Thinking Like Your Visitors
Understanding the Long Tail
Finding the Right Tools
Picking Great Keywords
Building Your Keyword List
Sizing Up the Competition
Chapter 3: Eliminating Search Engine Roadblocks
Ensuring Search Engine Visibility
Providing a Way to Browse
Using Ajax and DHTML
Avoiding All-Flash Pages
Avoiding Client-Side Redirects
Checking Your Site Using the Web Developer Toolbar
Avoiding Duplicate Content
Dealing with Broken Links
Removing Code Bloat
Chapter 4: Making Search Engines Love Your Site
Structuring Your Site for Search Engines and People
Keeping the Structure Clean and Clear
Building a Semantic Outline
Optimizing for Trust
Measuring Your Website with Panda
Chapter 5: Understanding Blended Search
Optimizing Products
Optimizing News
Optimizing Images
Optimizing Video
Optimizing for Local Search
Chapter 6: Writing Great Copy for Search Engines (And Readers!)
Writing Online Copy
Writing a Great Title Tag
Writing a Great Description Tag
Connecting Headlines to Copy
Avoiding a Verbal Meltdown
Setting a Writing Routine
Chapter 7: Building Link Love
Understanding Link Votes
Writing Link-Worthy Content
Encouraging Links
Getting Easy Links
Leveraging Your Partners for Links
Asking for Links
Building a Widget
Creating Quality Links
Staying Out of Trouble
Creating Great Link Bait
Researching Your Competitors’ Links
Understanding the New Value of Links
Chapter 8: Analyzing Your Results
Using Your Tracking Worksheet
Watching for Plagiarism
Finding “Dead” Pages
Measuring the Long Tail
Knowing What to Do If Your Numbers Fall
Chapter 9: Hiring an SEO Professional
Finding an SEO Professional
Checking Qualifications
Knowing What to Ask an SEO Professional
Knowing What to Expect
Book III: Web Analytics
Chapter 1: Getting Started with Analytics
Knowing What’s Possible (Or Not)
Knowing How Reporting Tools Work
Choosing Your Reporting Tool
Making Sure Your Server Is Set Up
Setting Up Google Analytics
Chapter 2: Tracking Traffic Volumes
Seeing Why Hits Are a Lousy Metric
Understanding the Five Basic Traffic Metrics
Tracking Referrers
Chapter 3: Measuring Your Best Referrers
Understanding Referrers
Checking Out the Referring Site Data in a Traffic Report
Analyzing the Referring Sites Data
Tracking Referring Keywords
Chapter 4: Measuring Visit Quality
Setting Quality Targets
Applying Those Targets
Learning More with Bounce Rate
Chapter 5: Using Conversion Goals
Determining Key Performance Indicators
Defining Conversion Goals
Attaching Monetary Value to Goals
Setting Up Goal Tracking
Interpreting Conversion Data
Chapter 6: Using Goal Funnels
Finding a Funnel
Setting Up Goal Funnel Tracking
Interpreting Goal Funnel Data
Book IV: Online Advertising and Pay Per Click
Chapter 1: Grasping PPC Methods
Seeing How Pay Per Click Works
Knowing How Search Engines Determine Relevancy
Figuring Out Whether You Need PPC
Chapter 2: Combining PPC and Search Engines
Selecting a PPC Search Engine
Using Google AdWords
Using MSN adCenter
Chapter 3: Making Keyword Lists That Sell
Choosing Keywords
Organizing Keywords in Ad Groups
Working with Match Types
Segmenting Keyword Lists by Destination URLs
Using Advanced Keyword Targeting in MSN adCenter
Expanding Keyword Lists
Contracting Keyword Lists
Chapter 4: Writing Ads That Earn Clicks and Pay You Back
Working with PPC Ads
Writing PPC Ad Copy
Testing for Successful Ads
Determining When to Change an Ad
Chapter 5: Budgeting and Bidding on Keywords
Determining Your PPC Budget
Entering Your Budget in the Top Two Search Engines
Budgeting by Campaign
Bidding on Keywords
Bidding by Day and Time
Tailoring Your Spending
Chapter 6: Legally Speaking: PPC and the Law
Understanding Editorial Guidelines
Dealing with Click Fraud
Chapter 7: Using Tools, Tips, and Tricks of the Trade
Using Offline Editors
Using Keyword Traffic Tools
Employing Geotargeting
Understanding Demographic Bidding
Managing a Display/Content Network Campaign
Using Extension Ads
Book V: E-Mail Marketing
Chapter 1: Adding E-Mail to a Web Marketing Strategy
Understanding the Benefits of E-Mail Marketing
Combining E-Mail with Other Media
Taking Advantage of E-Mail Marketing Providers
Chapter 2: Becoming a Trusted Sender
Complying with Spam Laws
Asking for Permission
Minimizing Spam Complaints
Chapter 3: Building a Quality E-Mail List
Preparing Your E-Mail Database
Collecting Contact Information
Offering Incentives to Increase Sign-ups
Building a List with List Brokers
Chapter 4: Constructing an Effective Marketing E-Mail
Creating From and Subject Lines That Get Noticed
Branding Your E-Mails to Enhance Your Image
The ABCs of E-Mail Layout
Including Images in Your E-Mails
Including Text in Your E-Mails
Including Links in Your E-Mails
Chapter 5: Making Your E-Mail Content Valuable
Sending Valuable Offers
Writing an Effective Call to Action
Giving Your E-Mail Content Inherent Value
Finding Help with Content Creation
Chapter 6: Tracking Your E-Mail Campaign Results
Understanding Basic E-Mail Tracking Data
Tracking Nonclick Responses
Evaluating E-Mail Click-Through Data
Chapter 7: Maximizing E-Mail Deliverability
Managing Bounced and Blocked E-Mail
Reducing Filtered E-Mail
Understanding E-Mail Authentication
Book VI: Blogging and Podcasting
Chapter 1: Picking Your Blog Topic
Choosing a Blog Topic
Thinking about Your Blog Goals
Sizing Up Your Space
Chapter 2: Getting Yer Blog On
Choosing Your Blog Platform
Getting Your Blog Set Up
Writing Your First Post
Chapter 3: Writing Like a Blogger
Following the Three Blog S’s
Clearing Bloggage
Chapter 4: Tracking Other Blogs
Understanding Feeds and Feed Readers
Setting Up Google Reader
Using Folders and Tags to Organize Your Feeds
Reviewing Feeds Fast with Hot Keys
Sharing with a Bundle
Avoiding Information Insanity
Chapter 5: Getting Involved on Other Blogs
Connecting with Other Bloggers
Leaving Great Comments
Sharing Other Blog Posts
Linking to Other Blog Posts
Giving Credit Where Credit Is Due
Writing a Guest Post
The Art of Asking Nicely
Chapter 6: Promoting Your Posts
Publishing Your Post
Letting the World Know: Using Pinging
Submitting Your Post to StumbleUpon
Submitting Your Post on reddit (Once in a While)
Submitting Your Post to Bookmarking Sites
Sending a Polite E-Mail
Participating in Online Communities
Chapter 7: Introducing Podcasting
Podcasting 101
Setting Up Your Podcasting Studio
Setting Up Your Studio
Testing Your Setup
Supporting Podcasting on Your Blog
Preparing Your Podcast Script
Making Your First Podcast
Encoding and Uploading Your Podcast
Promoting Your Podcast
Book VII: Social Media Marketing
Chapter 1: Understanding Social Media
Marketing, Social Media Style
Exploring Social Media
Chapter 2: Creating Your Social Media Desktop
Setting Up Your Social Media Desktop with RSS
Setting Up Your Social Media Desktop in iGoogle
Creating Your Social Media Desktop on Netvibes
Deciding What to Track
Chapter 3: Creating Your Social Media Plan
Researching Your Audience
Crafting Your Social Media Message
Setting Your Social Media Style
Preparing Your Social Media Profile
Choosing Your Target Social Media Sites
Reviewing Your Site for Social Skills
Setting Your Social Media Marketing Routine
Planning for the Long Social Media Marketing Haul
Chapter 4: Navigating Top Social Media Sites
Starting with Facebook
Using Google+ to Rate and Rank
Networking for Business on LinkedIn
Playing the Social News Game
Growing Your Business with Media Sharing
Talking in Discussion Forums
Using Microblogs as a Launchpad
Building a Good Reputation on Social Q&A Sites
Unleashing the Power of Niche Sites
Chapter 5: Building Your Network
Finding Friends
Keeping Friends
Expanding Your Network with Questions and Answers
Obeying the (Unspoken) Rules
Knowing When to Stop
Chapter 6: Creating a Winning Social Media Campaign
The Importance of Creating a Winning Social Media Campaign
Marketing by Providing Tools
Social Media Marketing with Content
Leveraging Networks to Create a Winning Social Media Campaign
Addressing Harm to Your Reputation
Applying These Lessons Everywhere
Book VIII: Mobile Marketing
Chapter 1: Getting Started with Mobile Marketing
Understanding Mobile Marketing
The Two Approaches to Mobile Marketing
Adding Mobile to Your Marketing Strategy
Exploring Mobile Devices
Getting to Know Mobile Networks
Understanding the Many Paths within the Mobile Channel
Creating Your Company’s Mobile Marketing Policy
Complying with Trade Association Guidelines
Complying with U.S. Government Regulations
Chapter 2: Planning a Mobile Marketing Campaign
Understanding the Costs of Mobile Marketing
Working with Common Short Codes
Managing Opt-Ins
Handling Opt-Outs
Chapter 3: Running Mobile Communication Campaigns
Planning Your Communication Flow
Providing Text Promotions
Calling People to Action: Polling
Offering Incentives: Gifts, Freebies, Samples, and Coupons
Applying User-Generated Content
Chapter 4: Displaying Your Advertising on Mobile Devices
Squeezing the Advantages Out of Mobile Advertising
Leveraging Different Types of Mobile Advertising
Grasping the Basics of Buying and Selling Mobile Advertisements
Getting a Return on Your Mobile Ad Buying
Placing Ads in Your Own Mobile Properties
Chapter 5: Delivering Valuable Mobile Content
Sourcing Your Mobile Content
Sending Content via Messaging
Providing Mobile Enhancements and Applications
Making Mobile Games and Applications
Serving Up Mobile Websites
Chapter 6: Getting Paid for Your Mobile Marketing Efforts
Methods of Monetizing the Mobile Channel
Offering Your Content through a Carrier’s Portal
Making Money through Premium Text Messaging
Selling Your Content and Services via Mobile
Chapter 7: Tracking a Mobile Marketing Campaign
Determining What to Track and Analyze
Preparing Your Database to Collect Information
Populating a Mobile Database
Tracking Interactions: Clicks, Calls, Votes, and More
Calculating Your Return on Mobile Marketing Investment
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