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Index
Cover
Praise for Internet Marketing: An Hour a Day
Title Page
Credits
Copyright
Dedication
Acknowledgments
About the Author
Foreword
Introduction
Who Should Read This Book
What’s Inside
How to Contact the Author
Part I: UnderstandingToday’s Internet Marketing
Chapter 1: A Holistic Approach
The Fundamentals of Marketing
The Measure of Success
Make It Right
Who’s at Fault for Website Problems?
Bringing It All Together with Analytics
A Team Approach
Is This for You?
Chapter 2: How Search Engines Work
The Big Picture
Understanding the Vocabulary
How Search Engines Used to Work
Chapter 3: Rankings or Profit? Establishing Your Business Goals
Web Design by Alice
Search Rankings Are Not a Goal
Set Better Goals
Calculate the Value of a Lead
Measure According to the Goal
Part II: Month 1: Evaluate and Research
Chapter 4: Week 1: Evaluate Your Situation
Monday: Find Your Search Engine–Friendliness
Tuesday: Use Search Engine Tools to Check Your Website
Wednesday: Use Firefox’s Free Tools
Thursday: Follow the W3C Accessibility Checklists
Friday: Test Human-Friendliness
Review and Hands-On
Chapter 5: Week 2: Understand Basic SEO
Monday: Distinguish Bad Information from Good Advice
Tuesday: Optimize On-Page Factors
Wednesday: Optimize Content Structure for SEO
Thursday: Explore the Power of Off-Page Ranking Factors
Friday: See SEO in Practice
Review and Hands-On
Chapter 6: Week 3: Jump into Keyword Research
Monday: Call It What It Is
Tuesday: Develop Keyword-Research Skills
Wednesday: Understand the Buying Cycle
Thursday: Find Searcher Behavior Types
Friday: Organize for Optimization
Review and Hands-On
Chapter 7: Week 4: Leverage Principles of Sales and Marketing
Monday: Know Your Market
Tuesday: Create the Need
Wednesday: Anticipate the Objection
Thursday: Ask for the Sale
Friday: Don’t Muddy the Water
Review and Hands-On
Part III: Month 2: Develop Content That Converts
Chapter 8: Week 5: Understand That Content Comes First
Monday: Make Your Content Explode
Tuesday: Create a Customer Experience
Wednesday: Tell Your Story
Thursday: Provide a Return on the Customer’s Investment
Friday: Test Your Message
Review and Hands-On
Chapter 9: Week 6: Connect Your Content to Users and Search Engines
Monday: Understand Human Factors in Scanning
Tuesday: Create Concise and Memorable Content
Wednesday: Consider Your Site’s Credibility
Thursday: Create Accurate, Attention-Grabbing Headlines
Friday: Connect Human Factors to Search Factors
Review and Hands-On
Chapter 10: Week 7: Master the Science of Online Persuasion
Monday: Build a Logical Proof
Tuesday: Use Emotion to Convince the Reader
Wednesday: Communicate Credibility
Thursday: Test Your Persuasive Message
Friday: Plan for Misspellings and Plurals
Review and Hands-On
Chapter 11: Week 8: Improve Conversions
Monday: Call Visitors to Action
Tuesday: Make It Attractive
Wednesday: Overcome Obstacles
Thursday: Promote the Next Step
Friday: Implement Testing
Review and Hands-On
Part IV: Month 3: Develop Good Site Architecture
Chapter 12: Week 9: Create Effective Navigation
Monday: Consider the Home Page as Direction Rather Than a Destination
Tuesday: Categorize Subjects with Card Sorting and Tree Testing
Wednesday: Support Navigation with Information
Thursday: Lead with Links, Labels, and Alternative Navigation Techniques
Friday: Develop Using Wireframes
Review and Hands-On
Chapter 13: Week 10: Design for Accessibility
Monday: Get Familiar with Accessibility
Tuesday: Learn the Intricacies of Accessibility
Wednesday: Understand Color Blindness and Contrast
Thursday: Create Accessible PDFs
Friday: Accessibility Applied to Search
Review and Hands-On
Chapter 14: Week 11: Identify Technical Roadblocks
Monday: Check the Quality of Your URLs
Tuesday: Understand URL Rewrites
Wednesday: Use Redirects
Thursday: Uncover Duplicate Content
Friday: Utilize Robots.txt to Welcome Search Engines
Review and Hands-On
Chapter 15: Week 12: Remember the Important Details
Monday: Compare Tables and CSS
Tuesday: Create Better Error Pages
Wednesday: Test Your Site Search
Thursday: Consider Site Maps
Friday: Use Local and Mobile Marketing
Review and Hands-On
Part V: Month 4: Expand Your Reach and Measure Results
Chapter 16: Week 13: Build Links
Monday: Learn How Search Engines Utilize Links
Tuesday: Distinguish Various Link Types and Their Value
Wednesday: Understand How Link Development Mirrors Offline Networking
Thursday: Find Link Opportunities
Friday: Evaluate the Marketing Value of Your Links
Review and Hands-On
Chapter 17: Week 14: Add to Your Business with Blogs
Monday: Build a Business Case for Blogs
Tuesday: Understand the Architecture of a Blog
Wednesday: Develop Your Blogging Style
Thursday: Avoid Blog Design Pitfalls
Friday: Manage and Increase Subscribers
Review and Hands-On
Chapter 18: Week 15: Get Friendly with Social Media
Monday and Tuesday: Understand the Breadth of Social Media
Wednesday: Communicate Your Message Effectively
Thursday: Assess Your Resources
Friday: Enact Your Social-Media Plan
Review and Hands-On
Chapter 19: Week 16: Develop a Complementary Pay-per-Click Campaign
Monday: Understand the Advantages of PPC
Tuesday and Wednesday: Take Advantage of Keywords
Thursday: Take People to the Right Page
Friday: Measure the Right Thing
Review and Hands-On
Chapter 20: Week 17: Measure, Measure, Measure
Monday: Understand the Terms
Tuesday: Establish Goals
Wednesday: Evolve from Data to Analysis
Thursday and Friday: Develop Segments
Review and Hands-On
Chapter 21: Week 18: Analyze for Action
Monday: Set Up Goals and Analysis in Google Analytics
Tuesday: Analyze by Segments
Wednesday: Analyze Segmented Search Terms and Bounce Rates
Thursday: Segment Content
Friday: Turn Your Analysis into Action!
Review and Hands-On
Index
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