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WEB DESIGN AND

MARKETING STRATEGIES
How to enhance your Internet presence!

Version 2.00.01.10.03

Edward B. Toupin

Provide your feedback at http://www. No part of this publication may be reproduced.com/library/form_main.com and the author at etoupin@toupin. . All rights reserved.com. electronic. Published in 2001 by Edward B. Manufactured in the United States of America. Toupin.All trademarks mentioned throughout this publication are property of their respective owners. mechanical. stored in a retrieval system. or otherwise without the prior written permission of Edward B. Las Vegas. recording. NV. Copyright  2001. Toupin.toupin.toupin. or transmitted in any form or by any means.html. Toupin. Edward B. Contact the publisher at publish@toupin.com/library/. Visit the online library at http://www. United States.

...............................................................................................................................................................................................................................................................................................................12 The Internet.................................................................................................................................34 Listing Pages.....................................................24 Netiquette for Mail Lists and Newsgroups ...........................................36 ........................7 Adjusting Your Marketing..................................33 Area Information...........................................................................................................................................................................................................................................................................................................................................................................................19 E-mail......xi Introduction .......................................................................17 Registering a Domain Name........................................................9 Biz-2-Biz....16 Dot Com?...........................................................................................................................3 Promoting Your Web Site ........................................................32 Adding Value............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................1 Marketing ...........................................................................................................................................................22 USENET ..........................................................................................................................................................34 Utilities ......................................................................................................................................................................................................34 Information ..................................................................................................................................................................................................................................................................15 Domain Name .16 Choosing a Domain Name..........................................................................................................................................................7 The Product ........vii Acknowledgements .......................................................................................................................................................................................................................................................................................................19 Usenet...35 Links ...............................................................................................................................................................................................35 Theme.............................................................................31 Core Interaction..........23 Listservs..........32 Home Page ..............................................................................................................................................................................................................14 Establishing a Presence .......................................................................................................................................................................................................................................................................................................................................................................Table of Contents List of Figures............10 Affiliate Programs .....................................................................31 Image .............17 Rules of the Road ..............................................................................................................................................28 Site Design..................................6 Monitoring Your Progress .......................................................................................................................35 Functionality ........................................6 Tracking Progress...............................................................ix Preface .........................................................................................13 Composition ..........................................................3 Campaign........................................................................................................................................................................................9 Information Products.......................................................................................vi About The Author ...............................................................................................................24 World-Wide Web .....................................................................................................................................................................................................................................................13 Defined............................................................................................................................................................................................................................................................................................

........................................................................50 Content .....................................................................................................................................................................................................................................................................................................................................................................................................................................................37 Title ..............................................55 Shopping Cart ..........40 Repeat Important Keywords .................................................................................................................... Java.......................................................................................................................................66 Research...................................53 Choosing a Provider ............................................................................................................................................................................................66 Conventional ............................................................................................................................................................................................................................................................................................................................... PERL ...................................................................................................................................................38 Importance of Meta Tag Content .....................44 Visible Content ....................................................................................................................................69 Indexing .....................................................................................................................................................................................................................................43 Get to the Top .................40 Diversify Keyword Meanings.54 Order Processing ....................63 Global.............................................................................................................................................................38 Hidden Form Fields ....................................................................41 Developing Keyword Lists ........................................................................................39 Plural Form of Keywords ...................................................59 Visit Competitors ...............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................38 Keywords ...................67 Search Engines...............................................................................................................................41 Keyword Combinations and Phrases .......................................................60 Marketing Plan .........................................................................................................65 Monitor ...............................................40 Keyword Variations........................................................64 Promotion.........................................................................Promotional Content ...................................................................................................................................60 Group Searches .....56 Handling Fraud...............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................55 Plain Online Order Forms ..........................................................61 Communications.........................................................................................................................................................................41 Keyword Selection..70 Multiple Target Groups ................................70 URL Submission...................54 Merchant Provider ............................................................................................................................69 Multiple Engines .......................42 Keyword Stuffing ......................................................................71 .................................................................................56 Monitoring Competition....52 E-Commerce ........................................................................................................................................................................................................................................................................................................................................................................................................................56 CGI Scripts......................49 Graphics..............................................................................................................................................................................................................................................................47 Making a Web Page ..............................................63 Content ................................................................................................54 Accepting Orders Online........................................................................................................................................................................................................................................37 Meta Tags .......48 JavaScript..........................................................................................................................................................................................................................59 Vanity Searches ..........................................................................50 Writing Style ......................................................................................................................................................................................................................61 Goals.....................................................................53 Merchant Account ..................................................................51 Scannability..................................................

.....................................................................................................................................94 Index................................................................................88 A2.................................................76 Other Attractions..........77 Promotion ......................................................................................82 Locating Complimentary Sites ...................................................................................................................................................................................................................................................97 ..90 A3................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................72 Deep Submission ........................................................................................................79 E-mail Marketing........................83 Posting Reciprocal Links .............................................................................................. Glossary .. Tools and Software ...................................................................................................................72 Attractions ........................................... Web Site Marketing Plan.................................................................................75 Scripting ................................................................................................................................71 Reciprocal Links ............................................................................................................... General Links ..................................................................................83 Other Avenues ................................................................................................72 Updating a Listing..........................93 A5...............................................................................................80 Reciprocal Linking ..................................................................................................91 A4.....................................................................................................................80 Press Releases .........................................................82 Acquiring a Reciprocal Link ...........................................84 A1............................................ Research Links..................79 Spiders..........................................................................................Submission Engines and Software.............................................

...........................................11 Figure 2: Industry-Specific Hub ...........................................................................................................................List of Figures Figure 1: Market-Specific Hub.........................14 Figure 4: Simple View of the Internet..........33 ................................................................................................................11 Figure 3: Simple View of the Internet..................................................................................................................

toupin. document design and planning. development. . and Denver as well as imagineers and markets feature-length and short screenplays.About The Author Edward B. and marketing as well as writing. You can visit his Web site at http://www. and e-book publishing services. Chicago.com. writer.com or contact him at etoupin@toupin. He currently handles technical writing tasks for various companies in New York. Edward provides quality Web site design. and published author living in Las Vegas. Toupin is a freelance consultant.

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and successes to give me the means to provide this e-book for the masses. I want to thank all of my clients for their feedback. patience. .Acknowledgements This book was developed with information from the experience of creating and marketing numerous Web sites over the years.

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simply select the format you desire below . Free Standard members can access up to 5 PDF/TXT eBooks per month each month)  Epub & Mobipocket (Exclusive to V.I.P.P. members) To download this full book. members.I.Thank You for previewing this eBook You can read the full version of this eBook in different formats:  HTML (Free /Available to everyone)  PDF / TXT (Available to V.