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by Andrew B. King
Website Optimization
Website Optimization
Foreword
Preface
Who Should Read This Book
Web Marketers
Web Developers
Managers
How This Book Is Organized
Part I
Part II
Chapter 10
Conventions Used in This Book
Using Code Examples
How to Contact Us
Safari® Books Online
Credits
Acknowledgments
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 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 the Top Two or Three Phrases
Keywords trump company name (usually)
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
Keyphrase anchor text
Buy keyphrased domain names
Step 9: Create Valuable Keyword-Focused Content
Sharpen your keyword-focused content
Create search-friendly URIs
Write compelling summaries
Automatically categorize with blogs
Create tag clouds
Deploy strange attractors
Step 10: Build Inbound Links with Online Promotion
Leverage higher-ranking pages
Don’t dilute your PageRank
Employ social networking and user-generated content
Be leery of link exchange voodoo
Pay for links
Hurl harmful outlinks
Reduce risky redirects
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
Pay-per-Click Basics and Definitions
The Pay-per-Click Work Cycle
Common Problems with Pay-per-Click Optimization
Google, Yahoo!, Microsoft, and Everybody Else
Differences in Bulk Editing: Uploading Spreadsheets Versus the AdWords Editor
Differences in Geotargeting
Differences in Minimum Bids and Quality Scoring
Summary of the Differences Among AdWords, adCenter, and YSM
Goal Setting, Measurement, Analytics Support, and Closing the Loop
Calculating Return on Investment
Goals and Values
Tracking and Metrics
Closing the Loop
Targeting and qualifying visitors
Qualifying visitors who are late in the sales cycle
Relevant landing pages
Closing the loop offline
Using Metrics to Set a Budget
Return on Investment and Profit
Pay-per-Click Return on Investment and Goals Summary
Keyword Discovery, Selection, and Analysis
Keyword Research
Step 1: Look through your site and identify major themes
Step 2: Research the competition for your root terms
Step 3: Use a keyword research tool to generate variations from your list of root terms
Step 4: Choose the right keyword set
The Right Keywords and the Myth of the Long Tail
Target part and model numbers
Broad matches versus direct bidding
Organizing and Optimizing Ad Groups
Guidelines for Grouping
Example Themed Ad Groups
Optimizing Ad Groups After Launch
Optimizing Pay-per-Click Ads
Measuring Ad Performance
Optimizing Ad Copy
Creating ad copy variation
Testing ads the easy way: AdWords optimized ad serving
Testing ads the hard way: Confidence interval testing
Dynamic Keyword Insertion in Ads
Pay-per-Click Ad Optimization Summary
Optimizing Landing Pages
Landing Pages for AdWords
Landing Pages for Visitors
Complete conversions with clear calls to action
Use persuasive copy
Support the ad claims that triggered the visitor’s click
Include multiple conversion points for different stages of the buying cycle
Display large images of products or services
Forgo navigation menus
Testing Landing Pages
Optimizing Bids
Penalties for New Accounts
Initial Bid Strategies
Bid Gaps
Adjusting Bids
Automated Bidding
The Big Picture
Branding
Bid Optimization in Action: The E-Grooming Book Example
Other Pay-per-Click Issues
The Content Network
Click Fraud
Trademark Issues
How do I stop advertisers from bidding on my trademark?
Can I bid on competitor trademarks?
Should I bid on my own trademark or company name?
Summary
4. PPC Case Study: BodyGlove.com
Body Glove PPC Optimization
Market Analysis
Campaign Creation and Kickoff
Initial Outcome and Improvements
Dramatic Results
Summary
5. Conversion Rate Optimization
The Benefits of CRO
Best Practices for CRO
Source Credibility: Designing Gut Reactions
The Psychology of Persuasion
The six persuaders
Building trust to close the sale
Top 10 Factors to Maximize Conversion Rates
Factor #1: Use a Credibility-Based Professional Design
Factor #2: Make Website Navigation Easy
Factor #3: Optimize the Credibility of Your Logo
Factor #4: Write a Memorable Slogan
Factor #5: Use Benefit-Oriented Headlines
Optimum link length
Factor #6: Give Important Content the Best Placement
Factor #7: Include Appealing Offers and Calls to Action
Factor #8: Deploy Persuasive, Benefit-Oriented Content
Factor #9: Use Illustrative Product and Service Images—The “Hero Shot”
Factor #10: Use Interactive Elements to Engage Users
Staging Your CRO Campaign
Discovery
Discovering personas
The Unique Selling Proposition (USP)
Planning
Step 1: Create the redesign plan: planning your site architecture
Step 2: Plan your website design and color scheme
Optimization
Optimize with persuasive copywriting
Put it on paper and build graphical mockups
Optimize your conversion paths to get the click
Test Everything
Summary
II. Web Performance Optimization
6. Web Page Optimization
Common Web Page Problems
Oust Oodles of Objects
Untangle Tables
Optimize Overweight Graphics
The cost of banner advertising
The Growth of Multimedia
How to Optimize Your Web Page Speed
Switch to Semantic Markup
Use container cells for descendant selectors
Step 1: Minimize HTTP Requests
Convert graphical text to styled text
Convert spacer cells to CSS margins or padding
Combine remaining images and map or sprite
Combine and optimize CSS and JavaScript files
Eliminate (i)frames and JavaScript includes
Step 2: Resize and Optimize Images
Step 3: Optimize Multimedia
Optimizing videos for the Web
Flash optimization tips
Step 4: Convert JavaScript Behavior to CSS
Step 5: Use Server-Side Sniffing
Sniffing with BrowserHawk
XSSI browser sniffing
Step 6: Optimize JavaScript for Execution Speed and File Size
Step 7: Convert Table Layout to CSS Layout
CSS page layout
Step 8: Replace Inline Style with CSS Rules
Step 9: Minimize Initial Display Time
Step 10: Load JavaScript Wisely
The perils of third-party widgets
Summary
7. CSS Optimization
Build on a CSS Architecture
Use a Reset Stylesheet
Top 10 Tips for Optimizing CSS
Tip #1: Replace Inline Style with Type Selectors
Tip #2: Use Descendant Selectors
Tip #3: Group Selectors with Common Declarations
Tip #4: Group Declarations with Common Selectors
Tip #5: Combine Common Styles into Shared Classes
Tip #6: Use Inheritance to Eliminate Duplicate Declarations
Tip #7: Use CSS Shorthand
Using shorthand colors
Shorthand properties
Tip #8: Abbreviate Long Class and ID Names
Using semantically meaningful names
Comments in CSS
Tip #9: Use CSS2 and CSS3.x Techniques
Tip #10: Replace JavaScript Behavior with CSS Techniques
CSS buttons
CSS rollovers
Mono-image menu rollovers
CSS sprites
List-based menus
Summary
8. Ajax Optimization
Common Problems with Ajax
Ajax: New and Improved JavaScript Communications
Proper Application of Ajax
Rolling Your Own Ajax Solution
Synchronous Versus Asynchronous Communication
An Illustrative Example
Prelude to Ajax optimizations
Relying on Ajax Libraries
Evaluating an Ajax Library
JavaScript Optimization
Remove JavaScript Comments
Conditional comments
Reduce Whitespace Carefully
Use JavaScript Shorthand
Use String Constant Macros
Avoid Optional Constructs and Kill Dead Code Fast
Shorten User-Defined Variables and Function Names
Remap Built-in Objects
Inline Localized Functions
Assume Default Values
Every Byte Counts
Bundle Your Scripts
Lazy-Load Your Code
Pace Yourself
Monitor User Rendering Time
Practice Error Awareness
Clean Up After Yourself
Memory leaks and garbage collection in Internet Explorer
Go Native
Clock Your Runtime
Minimizing HTTP Requests
Choosing Data Formats Wisely
Consider Ajah
Addressing the Caching Quandary of Ajax
Method 1: Output No Caching Headers on the Server Side
Method 2: Make Requests with Unique URIs
Method 3: Make Requests with an Old If-Modified-Since Header
Create Your Own Cache
Addressing Network Robustness
Timeouts, Retries, and Ordering
Retrying after a timeout
Out-of-order responses
Addressing Server and Content Error
Polling Carefully
The problem with polling
Understanding the Ajax Architecture Effect
The Location Hash Technique
Summary
9. Advanced Web Performance Optimization
Server-Side Optimization Techniques
Optimizing Parallel Downloads
Reduce DNS lookups
Caching Frequently Used Objects
Three ways to cache in
A specific caching example
Target files by extension for caching
Using mod_cache
Using HTTP Compression
Compressing content in Apache
Average compression ratios for HTTP compression
Delta encoding (delta compression)
The Benefits of a Content Delivery Network
Rewriting URIs with mod_rewrite
How mod_rewrite works
Client-Side Performance Techniques
Delay Script Loading
Use progressive enhancement
Load JavaScript on demand (remote procedure calls)
Use an iframe for external JavaScript
Cache Off-Site Files on the Server and Load Locally
Example RSS cache
JavaScript Optimization and Packing
Extreme optimization not advised
Inline Images with Data URIs
Disadvantages of inline images
CSS and inline images
Summary
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