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Table Of Contents

Planning Your Web Site
Common Objectives
Other Objectives to Consider Up Front
A Final Word on Objectives
Target Markets
Products and Services
The Fundamentals
Using Competitor Sites to Your Advantage
Storyboarding Your Web Site
Detailed Web Site Planning
Internet Resources for Chapter 1
Designing Your Site to Be Search Engine Friendly
Understanding Search Engines and How They Rank Sites
Methodology to Maximize Your Site’s Search Ranking
Step 1. Decide Which Search Engines Are Important
2. Learn the Search Engine Ranking Criteria
Step 3. Determine Your Most Important Keyword Phrases
Brainstorming, Surveying, and Reviewing Promotional Material
Review Competing and Industry-Leading Web Sites
Assess Your Web Site Traffc Logs
Keyword Suggestion and Evaluation Tools
Fine-Tuning Your Keyword Phrases
Step 4. Assign Specifc Keywords to Specifc Pages
Step 5. Populate Each Page with the Assigned Keyword
Title Tags—Use Descriptive Page Titles
Alt Tags
Hypertext Links
Domain Name and File Names
Body Text—Header Tags and Page Copy
Headings—Header Tags</H1>
Page Copy
Spamming
Quality Guidelines—Basic Principles
Step 6. Link Strategy
Step 7. Miscellaneous Points
Step 8. Get Yourself on the Maps
Step 9. Manually Submit Your Site to the Search Engines
Internet Resources for Chapter 2
Web Site Elements That Keep ’Em Coming Back
Rationale for Encouraging Repeat Visits
Use Feeds for Repeat Visits
Free Stuff—Everyone Loves It
Everyone Wants the Best Price—Coupons and Discounts
Specials, Promotions, and Packages
A Calendar of Events Keeps Visitors Informed
Luring Customers with Contests and Competitions
Creating Useful Links from Your Site
MP3s/Podcasts/Videos
Ensuring That Your Site Gets Bookmarked
Share This/Add This
Social Bookmarking
Internet Resources for Chapter 3
Permission Marketing
Permission Marketing Explained
Uses of Permission Marketing
Personalization
Sell the Benefts
Cooperative Permission Marketing
Incentive-Based Permission Marketing
A Closing Comment on Permission Marketing
Internet Resources for Chapter 4
Spreading the Word with Viral Marketing
Capitalizing on Viral Marketing Opportunities
Word of Mouth
EBooks and iBrochures
Fun Videos
Checklists
Podcasts, MP3s, or Audiozines
Articles
Internet Resources for Chapter 5
Great Content
• The “WOW” factor
The “WOW” Factor
Social Media Links
eBrochures and iBrochures
Audio and Video
Podcasts
Interactive Maps
Widgets
Interactive Elements
Internet Resources for Chapter 6
Landing Pages
• What is a landing page?
What Is a Landing Page?
Considerations for Landing Page Content
Testing Your Landing Page
Internet Resources for Chapter 7
Developing Your Pay-to-Play Strategy
Generating Targeted Traffc Using PPC Advertising
Exploring PPC Campaigns in Google and Yahoo!
How PPC Campaigns Work
Where Do Your Ads Appear?
Maximize Exposure with Contextual Advertising
Geo-Targeting Your Campaigns
Dayparting
Maximizing Your Exposure
Maximizing Your Budget
Internet Resources for Chapter 8
Email and Signature Files
Making the Connection
Email Program versus Mail List Software
Effective Email Messages
The Importance of Your Email Subject Line
Email “To” and “From” Headings Allow You to Personalize
Blind Carbon Copy (BCC)
Effective Email Message Formatting
A Call to Action
Always Use Your Signature Files
Discerning Use of Attachments
Email Marketing Tips
Include a Brochure and Personal Note
Provide Customer Service
Why Use Autoresponders?
Types of Autoresponders
Autoresponder Features
Multiple Responses/Sequential Autoresponders
Size of Message
Tracking
HTML Messaging
Successful Marketing through Autoresponders
Internet Resources for Chapter 10
Consumer-Generated Media
What Is Consumer-Generated Media?
Why Consumer-Generated Media Is Important
How to Monitor What Is Being Said about You
The Effect of CGM on Corporate Reputation
CGM—Opportunity or Threat?
Where Do You Find Consumer-Generated Media?
How Do You Use Consumer-Generated Media?
Internet Resources for Chapter 11
Establishing Your Private Mailing List
• Why have your own mailing list?
Why Have Your Own Mailing List?
Permission-Based Marketing
The Issue of Privacy
Where We Need to Be
• Have the right mail list technology.
The Right Mail List Technology
Using Your Email Program
Using Mail List Software
Outsourcing Your Mail List
Building Your Database or Mail List
Promoting Your Private Mail List
Your Communication with Your Mail List
Why Email Is Not Dead
Email as the Killer App—The Latest
Internet Resources for Chapter 12
Developing a Dynamite Links Strategy
Links Have an Impact
Links Have Staying Power
A Quick Talk about Outbound Links
Google Webmaster Guidelines on Link Schemes
Links from Social Media Venues
Strategies for Finding Appropriate Link Sites
Explore These URLs
Tools to Identify Your Competitors’ Links
Other Potential Link Strategies
Winning Approval for Potential Links
Other Link Opportunities
Making Your Link the Place to Click
To Add or Not to Add with Free-for-All Link Sites
Links from Meta-Indexes
Add Value with Affliate Programs
A Word of Caution with Link Trading
Internet Resources for Chapter 13
Winning Awards, Cool Sites, and More
It’s an Honor Just to Be Nominated
Social Media Awards
Choosing Your Awards and Submitting to Win
What’s Hot and What’s Not
Posting Your Awards on Your Site
Becoming the Host of Your Own Awards Gala
Internet Resources for Chapter 14
Online Advertising
Expanding Your Exposure through Internet Advertising
Maximize Advertising with Your Objectives in Mind
Online Advertising Terminology
Hits
Impressions or Page Views
Online Advertising Trends
Keyword Advertising
Behavioral Advertising
Advertising through Content Integration
Video Advertising
Social Media Advertising
Ad basics
Banner Ad Tips
Interesting Ads
Location, Location, Location
Ad Price Factors
Considerations When Purchasing Advertising
Making It Easy with Online Advertising Networks
Bartering for Mutual Benefts with Ad Trading
Form Lasting Relationships with Sponsorships
Commercial Links
Sponsoring a Mailing List
A Few Final Thoughts to Remember
Internet Resources for Chapter 15
Maximizing Media Relations
Managing Effective Public Relations
Benefts of Publicity versus Advertising
What Is a News Release?
Writing a News Release
Notice of Release
Header
Headline
City and Date
The Body
The Close
Advantages of Interactive News Releases
Social Media News Releases
Golden Tips for News Release Distribution
News Release Timing and Deadlines
Monthly Magazines
Daily Newspapers
TV and Radio
Formatting Your Email News Release
What Is Considered Newsworthy
Developing an Online Media Center for Public Relations
Internet Resources for Chapter 16
Increasing Traffc through Online Publications
Appealing to Magazine Subscribers on the Net
What Exactly Are E-zines?
Web-Based E-zines
Email E-zines
Using E-zines as Marketing Tools
Finding Appropriate E-zines for Your Marketing Effort
The Multiple Advantages of E-zine Advertising
Guidelines for Your Advertising
Providing Articles and News Releases to E-zines
Reasons You Might Start Your Own E-zine
Developing Your Own E-zine
eBrochures and iBrochures—The Latest in Online Publications
Internet Resources for Chapter 17
Marketing through Blogs
What Are Blogs?
The Many Uses of Blogs
To Blog or Not to Blog?
Pros and Cons of Blogging
Avoiding Classic Blog Mistakes
Underestimating the Time Commitment
Overestimating the Marketing Impact
Irregular or Infrequent Updating
Writing for the Search Engines and Not for the Blog
Promoting Your Blog
Resources for Chapter 18
Social Media
What Is Social Media? Social Networking?
The Changing Consumer
Know What’s Being Said about You
Why Use Social Media?
How to Develop a Social Media Strategy
Even If You’re Not Ready to Jump In
Social Media Policies and Procedures
Can Social Media Be Outsourced?
Internet Resources for Chapter 19
Facebook
Look before You Leap
Facebook and SEO
Personal Profles
Fan Pages
Advertising
Groups
Applications
Internet Resources for Chapter 20
LinkedIn
LinkedIn Set-up
LinkedIn and SEO
LinkedIn Groups
LinkedIn Recommendations
LinkedIn Answers
LinkedIn Events
LinkedIn Jobs
LinkedIn Advertising
LinkedIn Applications
Internet Resources for Chapter 21
Twitter
Twitter Set-up
Twitter Lingo
Business Use of Twitter
Twitter and SEO
Management Tools and Applications
URL Shorteners
Building Your List of Followers
Internet Resources for Chapter 22
YouTube, Video-Sharing Sites, and Video Syndication
• Publicity through video-sharing Web sites
Publicity through Video-Sharing Web sites
Video Details
Using YouTube Videos on Your Site or in Your Blog
YouTube Channels and Features
YouTube Channel Set-Up
Additional YouTube Features
Video Syndication
Promoting Your Videos
Internet Resources for Chapter 23
Flickr
Account Set-up
Uploading and Organizing Photos
Photo Tagging
Promoting Your Photos
Flickr Apps
Internet Resources for Chapter 24
Mobile Marketing
What Is Mobile Marketing?
SMS—Short Messaging Service
MMS—Multimedia Messaging Service
LBS—Location-Based Services
Profle-Specifc Advertising
Mobile Blogging
Subscribed Content
Benefts of Mobile Marketing
Internet Resources for Chapter 25
Interactive Mapping
• What is interactive mapping?
What Is Interactive Mapping?
Why Is Interactive Mapping Important?
How Do You Do It?
How Do You Leverage Interactive Maps?
Internet Resources for Chapter 26
The Power of Partnering
Ideal Partner Sites
Partnering Opportunities
Internet Resources for Chapter 27
Web Traffc Analysis
Web Analytics Defned
Key Performance Indicators
Common Measurements of Performance
Unique Visitors
Bounce Rate
Time Spent
Click Stream Analysis
Leads Generated, or Desired Action Taken
Customer Conversion Ratio
Net Dollars per Visitor
Cost per Visitor
Form Abandonment
Impact on Offine Sales
Return on Investment (ROI)
Monitor What Matters to Your Business
Determine What Works—A/B Testing as a Start
Keep It Simple
Give It Time
Tracking Your Tests
Go Deeper—Use It or Lose It
Segmenting Your Target Market
Choosing a Web Analytics Solution
Look at Yourself
Look at Technology
Look at the Vendor
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101 Nacin Za Web Sajt

101 Nacin Za Web Sajt

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Published by Nikola Pantelic

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Published by: Nikola Pantelic on Jun 05, 2011
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