Table of Contents
Introduction 11
Chapter 1 Developing a Successful Marketing Plan 15
Performing a Market Analysis 18
Establishing Marketing Strategies 19
Increasing Your Public Profile 22
Chapter 2 Website Branding 23
Developing or Reinventing a Company Image 24
Chapter 3 Generating Website Traffic-Proven Online and Offline Techniques 35
Proven Techniques for Generating Website Traffic 35
Use Press Releases to Generate Website Traffic 37
Publishing Articles to Generate Website Traffic 38
Publish Testimonials on Your Website 39
Link Exchanges and Website Traffic 39
Using Web Directories to Generate Website Traffic 40
Chapter 4 Search Engine Optimization 41
How Search Engines Work 42
Successful Search Engine Optimization 43
Meta Tag Definition and Implementation 43
The Title Tag 45
The Description Tag 46
The Keywords Tag 46
The Robots Tag 47
ALT Tags 47
Optimization of Web Page Content 48
Optimizing Your Website 49
Website Optimization Tips, Hints, and Secrets 50
Web Design and Optimization Suggestions 52
Using a Search Engine Optimization Company 55
Search Engine Optimization Checklist 57
Search Engine Registration 58
Free Website Search Engine Submission Sites 60
Free Website Optimization Tools 61
Google's Webmaster Tools 62
Sitemaps & Google 66
Snippets 69
The Problem with Navigation Bars and Spiders 69
Breadcrumbs 70
Inbound and Outbound Links 70
Google TrustRank 70
404 Pages & Search Engine Optimization 71
Section 508 and Website Accessibility 71
Google's Quality Guidelines 73
Chapter 5 Website Fundamentals 75
Web Design Hardware Requirements 76
Website Hosting 77
Domain Names 78
Advantages of Owning Your Own Domain Name 79
Website Design Fundamentals 80
Joomla! 84
WordPress 85
Homestead® 85
Nvu 86
Microsoft Office Live 86
The SeaMonkey® Project 87
Microsoft Office FrontPage 88
Adobe Dreamweaver CS5 89
Web Page Content 89
Rules of Web Writing 91
Website Graphics 91
Image File Formats 92
Images and HTML 95
Search Engine Optimization & Images 96
Copyrights and Licenses 98
Free Graphics Editing Software 98
Commercial Graphics Editing Software 100
Logos and Banners 100
Colors and Themes 101
Website Typography 102
Website Templates 102
Chapter 6 Automation of Your Website 105
Using Auto-Responders 105
Methods of Payment and Payment Gateways 106
Managing Your E-mail Names 106
How to Automate Your Website 106
Using Software for Automation 109
Developing Positive Relationships with Customers 110
Chapter 7 E-mail Marketing 111
Plan Your E-mail Marketing Campaign 113
Spam, Spoofing, and Phishing 116
The CAN-SPAM Act 117
Spam Tools 118
Opt-in and Opt-out Lists 119
How to Create and Grow Your E-mail Lists 122
How to Design an Effective E-mail Campaign 127
Options for E-mail Marketing Service Providers 130
Target and Segment Your Audience 134
How to Write an Effective E-mail 135
When to E-mail, How Often, and What Time 137
Chapter 8 Pay-Per-Click Advertising and Google AdWords 139
Pay-Per-Click Advertising Walkthrough 140
Google AdWords Pay-Per-Click Benefits 141
Cost of Google AdWords Pay-Per-Click Advertising 143
Tips, Tricks, & Secrets for Google AdWords Pay-Per-Click Advertising 144
An In-Depth Look at Google AdWords 145
How Google AdWords Ranks Ads 146
How to Improve Your Ranking 148
How Much Google AdWords Will Cost 149
Establishing and Managing Your Google Account 150
How to Graduate to Standard Edition Google AdWords 155
Creating a Standard Edition Google AdWords Account 155
Google Bidding Strategies 156
Google AdWords Tools 157
Creating a New Campaign in Google AdWords 158
The Google Campaign Summary 167
Editing Your Campaign Settings 169
Google AdWords Ads Diagnostic Tool 174
Tips, Tricks, & Secrets for Using Google AdWords 174
Creating an Effective Google Pay-Per-Click Advertising Campaign 176
Keyword Research Tools 179
How to Establish a Budget for Your Google AdWords Campaign 181
Measuring Return on Investment 182
Increase Profits by Combating Fraud with Google AdWords 182
Tips and Suggestions to Combat Fraud 184
Chapter 9 Google AdSense 187
How to Set up Your Google AdSense Campaign 188
Google AdSense Program Policies 190
Landing Page and Site Quality Guidelines 195
Setting up Google AdSense on Your Website 197
How to Set up your Google Referrals 201
Hints & Tips for Maximizing Google AdSense on Your Website 203
Chapter 10 Google Base and Google Product Search 205
Google Base 205
How to Add Products to Google Base 208
Google Product Search 212
Chapter 11 Blogs 217
What is a Blog? 217
The Construction of a Blog 219
What Do I Need to Create My Own Blog? 220
Blog Software and Blog Hosting Options 220
Free Blog Software with Free Blog Hosting 222
Free Blog Software with Paid Blog Hosting 222
Paid Blog Software with Paid Blog Hosting 223
Paid Blog Software Hosted on Your Own Web Servers 224
Who Blogs? 224
Blog Versus Content Management Systems 225
Understanding Pings and Trackbacks 225
Blogging & Spam 227
Free Blog Software 228
How to Write a Great Blog 229
Blog Comments 233
Getting Started on Blogger 234
Hosting a Blogger Blog on Your Own Web Server 245
WordPress 249
Office 2007 and Blog Posts 257
Other Free Blogging Applications 259
Introduction to RSS Feeds, Atom, and Syndication 260
Creating an RSS Feed in WordPress 262
Creating an Atom Feed in Blogger 265
Feedburner? 266
Chapter 12 Social Networking 269
Social Networking Sites 270
Using Social Networks to Expand Your Web Presence 272
Chapter 13 eBay Storefront and Unlocking the Secrets of eBay 275
Benefits of an eBay Storefront 276
eBay Storefront Promotion 276
Chapter 14 Banner Advertising 281
How Do Banner Ads Work? 282
Understanding Banner Advertising 282
Different Types of Banner Ads 284
Reasons for Using Banner Ads 285
How to Make Banner Ads 285
Successful Banner Ads 286
Advertising and Banners 288
Chapter 15 Business Directories 295
B2B Web Communities 296
Summary 299
Appendix A Ten Reasons to Follow the Guidelines in this Book 301
Appendix B Recommended Reference Library 305
Glossary 315
Index 333