Website Optimization. Speed, Search Engine & Conversion Rate Secrets Andrew B. King

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Spis treści książki

• 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
        • Dont 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 visitors 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 ImagesThe 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
  • 10. Website Optimization Metrics
    • Website Success Metrics
      • Popular Web Metrics
        • Measuring SEM success
    • Types of Web Analytics Software
      • Web Server Log Analysis
      • JavaScript Page Tagging
        • Multivariate testing with Google Website Optimizer
      • Hybrid Analytics Systems
      • User Experience Testing Software
    • Search Engine Marketing Metrics
      • Search Marketing Strategy
        • Optimal paths
      • Classes of Metrics
        • Volume
        • Content
        • Objectives
        • Means
      • Volume Metrics
        • Page views
        • Visits or sessions
        • Unique visitors
        • New visitors
        • Repeat visitors
        • Instances
      • Content Metrics: Measuring Each Component
        • Entries
        • Single-access visits
        • Bounce rate (and simple engagement)
        • Revenue per visit(or)
        • Page attrition
        • PathWeight and ProxyScoring
        • Primary content consumption
        • PathLoss
        • Exit rate (or page exit ratio)
      • Objectives
        • Understanding objectives
        • Ad clicks
        • Goal pages
        • Comments
        • Orders
        • Sign-ups
        • Cart additions
        • Conversion
      • Measuring the Means
        • CPC: Cost per click
        • CTR: Click-through rate
        • ROAS: Return on ad spend
        • ROI: Return on investment
      • Success Metrics = Reaching Goals
    • Web Performance Metrics
      • Keeping Score
        • Speed checklist
        • Request statistics
        • Load times
        • Scorecard tips
      • Designing a Sample Test
        • Find your audience
        • Clear cache and cookies
        • Flush DNS
        • Simulate connection speeds
      • Its Measuring Time
        • IBM Page Detailer
        • Under the hood: Waterfall reports
        • Firebug: A simple alternative
        • AOL Pagetest
      • Speed Up Your Site
        • Enhance Firebug with YSlow
      • Reporting the Numbers
        • A movie is worth a thousand scorecards
        • Start render
        • Useful content display
        • Graphics loaded
        • Ads loaded
      • Commercial Monitoring Tools
      • Overlooked Web Performance Issues
    • Summary
• Index
• About the Author
• Colophon
• Copyright

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