Books & Videos

Table of Contents

  1. Search Engine Marketing Optimization

    1. Chapter 1 Natural Search Engine Optimization

      1. The Benefits of SEO
      2. Core SEO Techniques
      3. Ten Steps to Higher Search Engine Rankings
      4. Summary
    2. Chapter 2 SEO Case Study: PhillyDentistry.com

      1. Original Site
      2. First Redesign: Mid-2004
      3. Second Redesign: Late 2007
      4. Summary
    3. Chapter 3 Pay-per-Click Optimization

      1. Pay-per-Click Basics and Definitions
      2. Google, Yahoo!, Microsoft, and Everybody Else
      3. Goal Setting, Measurement, Analytics Support, and Closing the Loop
      4. Keyword Discovery, Selection, and Analysis
      5. Organizing and Optimizing Ad Groups
      6. Optimizing Pay-per-Click Ads
      7. Optimizing Landing Pages
      8. Optimizing Bids
      9. Other Pay-per-Click Issues
      10. Summary
    4. Chapter 4 PPC Case Study: BodyGlove.com

      1. Body Glove PPC Optimization
      2. Summary
    5. Chapter 5 Conversion Rate Optimization

      1. The Benefits of CRO
      2. Best Practices for CRO
      3. Top 10 Factors to Maximize Conversion Rates
      4. Staging Your CRO Campaign
      5. Summary
  2. Web Performance Optimization

    1. Chapter 6 Web Page Optimization

      1. Common Web Page Problems
      2. How to Optimize Your Web Page Speed
      3. Summary
    2. Chapter 7 CSS Optimization

      1. Build on a CSS Architecture
      2. Top 10 Tips for Optimizing CSS
      3. Summary
    3. Chapter 8 Ajax Optimization

      1. Common Problems with Ajax
      2. Ajax: New and Improved JavaScript Communications
      3. Proper Application of Ajax
      4. Rolling Your Own Ajax Solution
      5. Relying on Ajax Libraries
      6. JavaScript Optimization
      7. Minimizing HTTP Requests
      8. Choosing Data Formats Wisely
      9. Addressing the Caching Quandary of Ajax
      10. Addressing Network Robustness
      11. Understanding the Ajax Architecture Effect
      12. Summary
    4. Chapter 9 Advanced Web Performance Optimization

      1. Server-Side Optimization Techniques
      2. Client-Side Performance Techniques
      3. Summary
    5. Chapter 10 Website Optimization Metrics

      1. Website Success Metrics
      2. Types of Web Analytics Software
      3. Search Engine Marketing Metrics
      4. Web Performance Metrics
      5. Summary
  1. Colophon