Remember when an optimized website was one that merely didn't take all day to appear? Times have changed. Today, website optimization can spell the difference between enterprise success and failure, and it takes a lot more know-how to achieve success.
This book is a comprehensive guide to the tips, techniques, secrets, standards, and methods of website optimization. From increasing site traffic to maximizing leads, from revving up responsiveness to increasing navigability, from prospect retention to closing more sales, the world of 21st century website optimization is explored, exemplified and explained.
Website Optimization combines the disciplines of online marketing and site performance tuning to attain the competitive advantage necessary on today's Web. You'll learn how to improve your online marketing with effective paid and natural search engine visibility strategies, strengthened lead creation and conversion to sales methods, and gold-standard ad copywriting guidelines. Plus, your increased site speed, reduced download footprint, improved reliability, and improved navigability will work synergistically with those marketing methods to optimize your site's total effectiveness.
In this book for business and IT managers, author Andrew King, president of Website Optimization, LLC, has assembled experts in several key specialties to teach you:
Search engine optimization -- addressing best (and worst) practices to improve search engine visibility, including step-by-step keyword optimization guidelines, category and tag cloud creation, and guerilla PR techniques to boost inbound links and improve rankings Pay-per-click optimization -- including ad copywriting guidelines, setting profit-driven goals, calculating and optimizing bids, landing page optimization, and campaign management tips Optimizing conversion rates -- increasing leads with site landing page guidelines, such as benefit-oriented copy, credibility-based design, value hierarchies, and tips on creating unique selling propositions and slogans Web performance tuning -- optimizing ways to use (X)HTML, CSS, and Ajax to increase speed, reduce your download footprint, and increase reliability Advanced tuning -- including client-side techniques such as on-demand content, progressive enhancement, and inline images to save HTTP requests. Plus server-side tips include improving parallelism, using cache control, browser sniffing, HTTP compression, and URL rewriting to remap links and preserve traffic Web metrics -- illustrating the best metrics and tools to gather details about visitors and measure web conversion and success rates, and covering both search marketing metrics and web performance measures including Pathloss and waterfall graphs.
Website Optimization not only provides you with a strategy for success, it also offers specific techniques for you and your staff to follow. A profitable website needs to be well designed, current, highly responsive, and optimally persuasive if you're to attract prospects, convert them to buyers, and get them to come back for more. This book describes precisely what you need to accomplish to achieve all of those goals.
About the Author
Andrew B. King is the President of Website Optimization, LLC, a Web Performance and Search Engine Marketing firm based in Ann Arbor, Michigan. Since 2002, team WSO has helped firms optimize the effectiveness of their websites to improve their ROI. Their clients include Bank of America, AOL, Time Warner, Net Zero, WhitePages.com, and Caravan Tours.
Andy is the author of Speed Up Your Site: Web Site Optimization, a highly regarded book on web site performance tuning and search engine optimization. Mr. King holds a BSME and MSME from the University of Michigan specializing in design optimization of structures. He was recruited by NASA after graduation, but chose instead to join the fast-paced world of engineering consultant.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Wow! Stellar book, jam packed with useful insights!
I just finished reading it, and am just blown away by breadth, depth, and consiseness of this book. This is the clearest and most comprehensive treatise of website optimization I've come across. I'm going to apply as many of the listed techniques as possible on my site over the coming months. If you have aspirations to build a marketing website, this book is an absolute must read.
In fairness, the only place this book falls short in my opinion is that it doesn't cover revenue optimization for sites that are monetized through banner advertising and/or text links. It's more about building compelling sites to market your products and drive conversions up. Which is fine for retail and marketing websites for traditional companies of all types. If you're building an ad-funded content site, much of the book's guidance about search engine optimization, search engine marketing and web serving performance optimization still applies, but you'll want to augment your learning with other books that focus more squarely on ad network monetization and optimization.
Despite this gap in its coverage, I still gave it 5 stars on the basis of the quality of what it does cover. If a second edition comes out, I'd buy it in a heartbeat.
1 of 1 people found the following review helpful.
Fast Read, excellent information, a little repetitive and inconsistent
All in all I would say this book was excellent and as advertised. I like that it addresses SEO, SEM etc. as well a making your pages perform better, but the two do not make ideal bedfellows. Part 1 of this book is very business focused, and I think all engineers should know something about business, but at some stages it almost becomes a walk-thru on using Google AdSense.
Don't get me wrong, that is useful information, but if you are going to be turning your web page, I would hope you could work out how to use a GUI.
I particularly enjoyed the section on measuring the performance on your site, I have used tools like firebug, but was unfamiliar with the difference between how firefox handles CSS download/processing compared to IE and I realize that makes all my testing slightly jaundiced.
In my mind this is two very good books, with different audiences in mind, in one volume. If you considered from Dusk Till Dawn to be a logical flow for a movie, you will feel the same for this book :)
Anyone who is serious about building web apps should review this books.
0 of 0 people found the following review helpful.
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This exposes a number of ways to optimize a website ...
This exposes a number of ways to optimize a website, depending on the type (a website for orders/payment/sales of products is of course completely different from one concerning available texsts, or a pay per click one): so a person can successfully set up a site from the beginning, optimize an existing one or improve it.