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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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