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Web Marketing All-in-One For Dummies, 2nd Edition

Book Description

Build an online presence for your business with web marketing

Why buy several books on web marketing when you can buy just one? With this must-have resource, five marketing professionals team up to share their expertise in the field of web marketing so that you can benefit from their know-how. Covering everything from site building, search engine optimization, and web analytics to online advertising, e-mail marketing, and harnessing the potential of social media, this team of web marketing gurus brings their insight and experience to the table and it's yours for the taking.

  • Provides invaluable advice for establishing a web presence and getting your message out with online advertising

  • Zeroes in on search engine optimization so that your site can be discovered by search engines and, ultimately, consumers

  • Explains how web analytics can offer you a better understanding of your web marketing efforts

  • Details ways to establish an online voice with blogging and podcasting

  • Walks you through the potential of social media marketing with Facebook, Twitter, and Google+

  • Looks at various options for getting your message onto mobile platforms

Web Marketing All in One For Dummies, 2nd Edition shows you how to get your online name out there so that customers can find you easily.

Table of Contents

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