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Website Optimization
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.
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