Google Advertising Tools

Total Page:16

File Type:pdf, Size:1020Kb

Google Advertising Tools Download at WoweBook.Com Google Advertising Tools Download at WoweBook.Com Download at WoweBook.Com SECOND EDITION Google Advertising Tools Harold Davis with David Iwanow Beijing • Cambridge • Farnham • Köln • Sebastopol • Taipei • Tokyo Download at WoweBook.Com Google Advertising Tools, Second Edition by Harold Davis with David Iwanow Copyright © 2010 O’Reilly Media, Inc. All rights reserved. Printed in the United States of America. Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472. O’Reilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles (http://my.safaribooksonline.com). For more information, contact our corporate/institutional sales department: 800-998-9938 or [email protected]. Editor: Julie Steele Cover Designer: Karen Montgomery Production Editor: Sarah Schneider Interior Designer: David Futato Production Services: Appingo, Inc. Illustrator: Robert Romano Printing History: November 2009: Second Edition. January 2006: First Edition. O’Reilly and the O’Reilly logo are registered trademarks of O’Reilly Media, Inc. Google Advertising Tools, Second Edition, the image of a capuchin monkey, and related trade dress are trademarks of O’Re- illy Media, Inc. Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and O’Reilly Media, Inc. was aware of a trademark claim, the designations have been printed in caps or initial caps. While every precaution has been taken in the preparation of this book, the publisher and authors assume no responsibility for errors or omissions, or for damages resulting from the use of the information con- tained herein. TM This book uses RepKover, a durable and flexible lay-flat binding. ISBN: 978-0-596-15579-7 [M] 1258128042 Download at WoweBook.Com Table of Contents Preface . xiii Part I. Making Money with a Website 1. Creating Successful Websites . .......................................... 3 The Taxonomy of Success 4 Entertainment 5 Useful Free Services and Software 6 Magazines and Newspapers 8 The Blogosphere 9 Practical Information: Content Sites and Niches 10 E-Commerce Sites 11 Tools for Measuring Popularity 12 Using the Google Toolbar 12 Let the Google Search Engine Be Your Guide 13 Finding Popularity with Alexa 15 How Much Content Is Enough? 17 Presenting Content 18 Page and Site Design 18 Page Size 19 Images, Video, and Podcasting 20 Keeping Content Fresh 20 Positioning Ads 21 Content Architecture 23 Separating Content from Design 23 Server-Side Includes 25 PHP Includes 27 Optimal Include Layout 28 Where Does Content Come From? 29 The Power of Community 29 Action Items 31 v Download at WoweBook.Com 2. Creating Effective Marketing Plans . .................................... 33 Telling a Story 33 The Elevator Pitch 36 Basics of Marketing 36 Creating a Plan 38 Creating a Checklist 40 Naming Your Site 40 Introducing SEM 41 Comparing SEO with SEM 42 Crafting the Blended Campaign 43 Action Items 43 3. Driving Traffic to a Website . ........................................... 45 Submitting Your Sites to Search Engines 46 Important Search Engines for Submission 47 Submission Tools 47 Working with Google 49 Taking Advantage of Site Mapping 54 Working with Directories 57 Understanding Taxonomies 58 Getting Open Directory Project Listings 58 Getting Yahoo! Directory Listings 62 Becoming Popular by Generating Inbound Links 63 The Best Inbound Links 65 Finding Sites to Make a Link Request 65 Making the Link Request 66 The Power of the Press Release 68 Unleashing Your Inner Blogger 71 Using Syndication Feeds to Your Benefit 73 Creating Feeds 74 Telling the World About Your Feed 75 Submitting Feeds 76 Creating Email Lists and Surmounting the Spam Problem 77 Action Items 78 4. Nuts and Bolts of SEO . ................................................ 81 SEO’s Evolution 82 The SEO Advantage 83 What SEO Can (and Cannot) Do 83 Free Tools 85 Google Webmaster Tools 86 Commercial SEO Analysis Software 88 More About How Your Site Appears to a Bot 89 vi | Table of Contents Download at WoweBook.Com Images 89 Links 90 File Formats 90 Viewing Your Site with an All-Text Browser 91 Excluding the Bot 92 The robots.txt File 94 Meta Robot Tags 95 Meta Information 96 Design for SEO 99 Site Design Principles 100 Words and Keyword Density 100 Site Design Principles 105 Using PageRank 105 Linking 109 Inbound links 110 Outbound Links 111 Cross Links 111 Avoiding Overly Aggressive SEO 112 Google’s Prohibitions 112 Why Not to Be Overly Aggressive 115 Action Items 115 5. Making Money with Affiliate Programs .. 117 Kinds of Ad Programs 118 Understanding Affiliate Programs 119 Mechanics of the Process 120 Creatives 123 Areas of Concern 126 Working with an Affiliate Program 130 Benefits of Affiliate Aggregators 130 Finding an Affiliate Aggregator 131 Ad Hoc Affiliation 145 The Amazon.com Associate Program 148 Action Items 153 6. Making Money by Hosting Advertising . 155 Understanding Cost Per Click (CPC) 156 Contextual Relevance 158 How Good Is the Context? 160 Serving Ads 161 Dollars and Cents 163 CPC Vendors Compared 165 Placing Ad Units on Your Site 166 Table of Contents | vii Download at WoweBook.Com Signing Up 166 Choosing the Kinds of Ads 167 Selecting Ad Formats 168 Adding Code to Your Pages 173 Display and Banner Ads 176 Action Items 177 7. Understanding the Google Behemoth ... 179 The Parts of Google 180 Blogger 183 Book Search 183 Directory 183 Gmail 183 GOOG-411 184 Google Health 184 Maps 184 Product Search 185 Scholar 185 YouTube 185 Content Versus Search 186 Anatomy of a Search Query 187 Google Syntax and Operators 189 The Rules of Simple Search 189 Effective Searching 190 Advanced Search 191 The Search Results Page 191 The Automated Ad Broker: AdWords 193 Action Items 195 Part II. Cashing in with AdSense 8. Working with AdSense . .............................................. 199 Applying for an AdSense Account 199 Setting Account Options 203 Payment Preferences 203 Ad Display Preference 205 Account Access 205 Reviewing Payment History 206 Filing Tax Information 206 AdSense Programs 207 AdSense for Content Ad Settings 211 Ad Type 212 viii | Table of Contents Download at WoweBook.Com Ad Format and Colors 213 Ad Channels 218 Getting the Code 218 Managing Ads 224 Custom Ad Colors 225 Using Channels 227 Applying Competitive Filters 229 Site Authentication, Ad Review, and Allowed Sites 230 AdSense for Search Settings 230 AdSense for Feeds 235 AdSense for Domains 239 Video Units 243 Linking Google AdSense to Google Analytics 246 Action Items 247 9. Making Sense of AdSense ... ........................................... 249 Fundamentals of Navigation 249 Understanding the Metrics 253 Running Reports 254 Saving a Report as a Template 255 Choosing a Date Range 256 Page, Unit, or Ad Impressions 257 Aggregate Versus Channel Data 257 Statistics 259 Downloading a CSV File 260 Other Program Performance 261 Search Performance 261 How Are Your Parked Domains Doing? 262 Optimization Tips 263 Site Diagnostics 264 Your Earnings 265 Tools Beyond AdSense for Tracking 266 Listening to Web Logs 267 Web Analytic Software 273 Action Items 274 Part III. Working with AdWords 10. Using AdWords . .................................................... 277 Signing Up for an Account 277 Creating Your Account 277 Creating Your First Campaign 280 Table of Contents | ix Download at WoweBook.Com Bidding and Budget 282 Advanced Settings 283 Creating an Ad 284 Crafting an Ad 286 Choosing Keywords 288 Providing Payment Information and Activating Your Account 289 Graduating 290 Ad Campaigns and Ad Groups 291 Creating and Editing Ad Campaigns 292 Creating a New Campaign 293 Editing Campaign Settings 299 Ad Groups 308 Getting a My Client Center Account 312 Action Items 314 11. Improving Performance . ............................................. 315 Monitoring Your AdWords Activity 315 Understanding Your Campaign Summary 317 Drilling Down into a Campaign 320 Understanding Ad Group Performance 321 Campaign Management Tools 325 Using the Ads Diagnostic Tool 326 Optimizing Your Ads 330 Action Items 339 12. The Zen of AdWords . ................................................ 341 The Customer Life Cycle 341 Keywords 342 Getting Seen 343 Test Your Ads 344 Landing Pages That Work 344 Tracking 345 Balance 345 The Path of Indirection 345 Success via Iteration 345 Targeting the Competition 347 Estimating Traffic 347 Exclusion 350 Excluding Sites and Categories 350 IP Exclusion 352 Action Items 353 x | Table of Contents Download at WoweBook.Com 13. Advanced Performance Monitoring . 355 Using AdWords Reports 355 Kinds of Reports 356 Creating a Placement/Keyword Report 357 Conversion Tracking 362 Understanding Conversion Tracking 363 Tracking PayPal Purchases 367 Tracking Visitors to a Crucial Page 373 Google Analytics 374 Getting Started with Google Analytics 376 Using Google Analytics 379 Website Optimizer 383 Action Items 383 14. AdWords beyond CPC . ............................................... 385 Display Ad Builder 385 Mobile Ads 392 Video Ads 395 Advertising on TV 396 Action Items 399 Index . 401 Table of Contents | xi Download at WoweBook.Com Download at WoweBook.Com Preface In the five years since the first edition of Google Advertising Tools was published, Google tools for making money from content with advertising (Google AdSense) and for cre- ating contextual advertisements (Google AdWords) have become even more important to every
Recommended publications
  • Library and Information Science Digest, 7, 2014 Pp
    ISSN: 2006-1463 LIBRARY AND INFORMATION SCIENCE DIGEST Journal of the Nigerian Library Association Anambra State Chapter Volume 7, June 2014. Article SOCIAL MEDIA AND LIBRARY SERVICES: POINTS OF CONVERGENCE Peter Nnamdi Ibe* & Obiora Kingsley Udem** *Nnewi Divisional Library, Nnewi **Dept. of Library and Information Science, Nnamdi Azikiwe University, Awka Abstract The Internet has brought in its wake unlimited opportunities for information sourcing, retrieval and dissemination, as well as plethora of platforms for exchange of information. Among such platforms are web 2.0 technologies like Twitter, Blog, Facebook, My space, Linkedin, Wiki, Flicker and a host of others known and referred to as the social media. The social media is home to millions of subscribers who make use of these sites daily for one information need or the other, to socialize or to interact. One of the core mandates of libraries is to provide needed information for their diverse users. Because of the popularity enjoyed by these social media outfits as a result of ability to disseminate information, it has been latched on by many professions, including libraries whose duty is to provide needed information. This paper discusses the major social media technologies and benefits to libraries. It also explained the need for these social media technologies in the libraries, as well as how libraries can integrate them. The paper concluded by stating that there is need for management of libraries to ensure internet connectivity in their libraries, which is a prerequisite for the use of these applications. 82 © 2014 The Authors, Nigerian Library Association, Anambra State Chapter. Library and Information Science Digest, 7, 2014 pp.
    [Show full text]
  • Canada Archives Canada Published Heritage Direction Du Branch Patrimoine De I'edition
    A QUALITATIVE STUDY OF FIVE AUTHORS OF FIVE BLOGS ON TRAINING AND DEVELOPMENT by Kristina Schneider A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in Educational Technology Concordia University August 2008 © 2008, Kristina Schneider Library and Bibliotheque et 1*1 Archives Canada Archives Canada Published Heritage Direction du Branch Patrimoine de I'edition 395 Wellington Street 395, rue Wellington Ottawa ON K1A0N4 Ottawa ON K1A0N4 Canada Canada Your file Votre reference ISBN: 978-0-494-45326-1 Our file Notre reference ISBN: 978-0-494-45326-1 NOTICE: AVIS: The author has granted a non­ L'auteur a accorde une licence non exclusive exclusive license allowing Library permettant a la Bibliotheque et Archives and Archives Canada to reproduce, Canada de reproduire, publier, archiver, publish, archive, preserve, conserve, sauvegarder, conserver, transmettre au public communicate to the public by par telecommunication ou par Plntemet, prefer, telecommunication or on the Internet, distribuer et vendre des theses partout dans loan, distribute and sell theses le monde, a des fins commerciales ou autres, worldwide, for commercial or non­ sur support microforme, papier, electronique commercial purposes, in microform, et/ou autres formats. paper, electronic and/or any other formats. The author retains copyright L'auteur conserve la propriete du droit d'auteur ownership and moral rights in et des droits moraux qui protege cette these. this thesis. Neither the thesis Ni la these ni des extraits substantiels de nor substantial extracts from it celle-ci ne doivent etre imprimes ou autrement may be printed or otherwise reproduits sans son autorisation.
    [Show full text]
  • Handbook for Bloggers and Cyber-Dissidents
    HANDBOOK FOR BLOGGERS AND CYBER-DISSIDENTS REPORTERS WITHOUT BORDERS MARCH 2008 Файл загружен с http://www.ifap.ru HANDBOOK FOR BLOGGERS AND CYBER-DISSIDENTS CONTENTS © 2008 Reporters Without Borders 04 BLOGGERS, A NEW SOURCE OF NEWS Clothilde Le Coz 07 WHAT’S A BLOG ? LeMondedublog.com 08 THE LANGUAGE OF BLOGGING LeMondedublog.com 10 CHOOSING THE BEST TOOL Cyril Fiévet, Marc-Olivier Peyer and LeMondedublog.com 16 HOW TO SET UP AND RUN A BLOG The Wordpress system 22 WHAT ETHICS SHOULD BLOGUEURS HAVE ? Dan Gillmor 26 GETTING YOUR BLOG PICKED UP BY SEARCH-ENGINES Olivier Andrieu 32 WHAT REALLY MAKES A BLOG SHINE ? Mark Glaser 36 P ERSONAL ACCOUNTS • SWITZERLAND: “” Picidae 40 • EGYPT: “When the line between journalist and activist disappears” Wael Abbas 43 • THAILAND : “The Web was not designed for bloggers” Jotman 46 HOW TO BLOG ANONYMOUSLY WITH WORDPRESS AND TOR Ethan Zuckerman 54 TECHNICAL WAYS TO GET ROUND CENSORSHIP Nart Villeneuve 71 ENS URING YOUR E-MAIL IS TRULY PRIVATE Ludovic Pierrat 75 TH E 2008 GOLDEN SCISSORS OF CYBER-CENSORSHIP Clothilde Le Coz 3 I REPORTERS WITHOUT BORDERS INTRODUCTION BLOGGERS, A NEW SOURCE OF NEWS By Clothilde Le Coz B loggers cause anxiety. Governments are wary of these men and women, who are posting news, without being professional journalists. Worse, bloggers sometimes raise sensitive issues which the media, now known as "tradition- al", do not dare cover. Blogs have in some countries become a source of news in their own right. Nearly 120,000 blogs are created every day. Certainly the blogosphere is not just adorned by gems of courage and truth.
    [Show full text]
  • Blogging Glossary
    Blogging Glossary Glossary: General Terms Atom: A popular feed format developed as an alternative to RSS. Autocasting: Automated form of podcasting that allows bloggers and blog readers to generate audio versions of text blogs from RSS feeds. Audioblog: A blog where the posts consist mainly of voice recordings sent by mobile phone, sometimes with some short text message added for metadata purposes. (cf. podcasting) Blawg: A law blog. Bleg: An entry in a blog requesting information or contributions. Blog Carnival: A blog article that contains links to other articles covering a specific topic. Most blog carnivals are hosted by a rotating list of frequent contributors to the carnival, and serve to both generate new posts by contributors and highlight new bloggers posting matter in that subject area. Blog client: (weblog client) is software to manage (post, edit) blogs from operating system with no need to launch a web browser. A typical blog client has an editor, a spell-checker and a few more options that simplify content creation and editing. Blog publishing service: A software which is used to create the blog. Some of the most popular are WordPress, Blogger, TypePad, Movable Type and Joomla. Blogger: Person who runs a blog. Also blogger.com, a popular blog hosting web site. Rarely: weblogger. Blogirl: A female blogger Bloggernacle: Blogs written by and for Mormons (a portmanteau of "blog" and "Tabernacle"). Generally refers to faithful Mormon bloggers and sometimes refers to a specific grouping of faithful Mormon bloggers. Bloggies: One of the most popular blog awards. Blogroll: A list of other blogs that a blogger might recommend by providing links to them (usually in a sidebar list).
    [Show full text]
  • Your Complete Guide to Adobe Bridge
    Your Complete Guide to Adobe Bridge by Brian Auer http://blog.epicedits.com INTRODUCTIONS ............................................. 1 WORKSPACE .................................................... 4 IMPORTING ................................................... 11 FILE PREPARATION ....................................... 14 FILE PROCESSING ......................................... 17 ORGANIZING ................................................. 21 TIPS AND TRICKS .......................................... 24 You may distribute this publication freely as long as it is left completely intact, unaltered, and delivered via this PDF file. You may also republish excerpts as long as they are accompanied by an attribution link back to http://blog.epicedits.com/ This publication is licensed under a Creative Commons Attribution-Noncommercial- No Derivative Works 3.0 United States License. Based on a work at blog.epicedits.com (See this chapter online) As photographers, we can all agree that the camera is one of our most important tools of the trade. But photography is much more than taking pictures — that’s the easy part. Photos need to be managed, organized, and processed. Thus, an equally important tool for the digital photographer is the photo management software we use. Having tried several methods of file management, I’ve settled on Adobe Bridge as my choice software. In this chapter, my goal is only to introduce the concept of using Adobe Bridge as a file management tool. I won’t get into any of the specific features or operations — we’ll save that for the next several chapters. WHAT IS ADOBE BRIDGE? Adobe Bridge is a piece of software that can prove to be crucial for digital photographers. I think Adobe makes a clear statement as to what Bridge is all about: Adobe® Bridge CS3 is a powerful, easy-to-use media manager for visual people, letting you easily organize, browse, locate, and view creative assets.
    [Show full text]
  • F V Teampark Platform and Method
    innovation and inspiration and innovation Sogeti From crowd to community vision and inspiration innovation and inspiration Patrick Savalle, Wim Ho and and Arnd Brugman From crowd to community | From crowd to community | TeamPark Patrick Savalle, Wim Ho Wim Savalle, Patrick and and Arnd Brugman Arnd and and innovation and inspiration platform and method and platform TeamPark Sogeti innovation and inspiration 22525_SOG_Omslag_Teampark-Crowd_E.indd 1 29-04-2010 16:36:08 #REATIVEJUSTI½CATIONONCOVER ±4HEDETAILED3OGETIBRIE½NGFORTHEDOUBLECOVERPROVIDESTHEBASISFOR THEDESIGN &RONTANDBACKCOVEROFTHEBOOKHAVEACONSISTENTDESIGNINVOLVINGAN INTRIGUINGINTERPLAYOFLINES 4EAM0ARK 4HEMETHODISMETICULOUSLY SCHEMATICALLYDETAILEDINTHEBRIE½NG 7HEELSARESUBTLYINCORPORATED4HEIMAGEOF!RNTZICONOGRAPHYUSED HEREISAREPRESENTATIONOFDIVERGENTBUSINESSLINES² $ESIGNTEAM&RANCISKA&RANSENAND*OSVANDEN"ERG TeamPark TeamPark Platform and Method 2nd (revised) edition Patrick Savalle Wim Hofland Arnd Brugman 2010 Sogeti Attribution-Share Alike 3.0 The Netherlands http://creativecommons.org/licenses/by-sa/3.0/nl/ You are free: to Share – to copy, distribute and transmit the work to Remix – to adapt the work Under the following conditions: Attribution. You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work). Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under the same, similar or a compatible license. • For any reuse or distribution, you must make clear to others the license terms of this work. The best way to do this is with a link to this web page: http://creativecommons.org/ licenses/by-sa/3.0/nl/. • Any of these conditions can be waived if you get permission from the copyright holder. • Nothing in this License is intended to affect or limit the author’s moral rights.
    [Show full text]
  • Blogs in Education Kevin Curran and David Marshall School of Computing and Intelligent Systems, Faculty of Engineering, University of Ulster
    3515 Kevin Curran et al./ Elixir Adv. Engg. Info. 36 (2011) 3515-3518 Available online at www.elixirjournal.org Advanced Engineering Informatics Elixir Adv. Engg. Info. 36 (2011) 3515 -3518 Blogs in education Kevin Curran and David Marshall School of Computing and Intelligent Systems, Faculty of Engineering, University of Ulster. ARTICLE INFO ABSTRACT Article history: Educational blogs are used to allow educators to interact with students from any location. Received: 18 May 2011; Teachers sharing ideas through blogs is a promising way to communicate teaching ideas and Received in revised form: allows multicultural teaching methods to be disseminated. The blogs that tell the educator 8 July 2011; how to use technology within the classroom are informative as many teachers would have no Accepted: 18 July 2011; idea about such teaching methods. Research based blogs allow users to see different educational topics discussed in more depth. This paper provides an overview of the impact Keywords blogs are having in an educational context. Educational blogs, © 2011 Elixir All rights reserved. Classroom, Teachers. Introduction Xanga, started in 1996, had only 100 diaries by 1997, and over A blog is a website that is maintained by an individual or 50,000,000 in December 2005. It was the launch of Open group with regular updates of information; this information Diaries in 1998 that helped blogging become more popular, as could include diary entries, descriptions of events or in this case this was the first blog community where readers could add educational material. In most blogs readers can supply comments to other writers' blog entries.
    [Show full text]
  • World of Webcraft — Mashing up World of Warcraft and the Web
    World of WebCraft | Mashing up World of Warcraft and the Web Knud M¨oller Digital Enterprise Research Institute, National University of Ireland, Galway [email protected] Abstract. This short paper presents World of WebCraft, a set of tools which together allow players of the MMORPG World of Warcraft to generate photoblog-like Web representations of their in-game avatars. This is achieved by periodically logging information of the location of the avatar during the game, matching this information with in-game screenshots and then uploading them to Flickr, using machine-tags as annotations. Finally, an additional Web application uses the machine- tagged pictures to generate the photoblog. The tools are implemented using a combination of Lua and Ruby (two scripting languages), as well as Objective-C. 1 Introduction So-called MMORPGs (Massively Multiplayer Online Role-playing Game) such as World of Warcraft (WoW) are online games in which players take the role of a fic- titious, often mythical character (their avatar), explore a vast imaginary world, solve quests, battle enemies, and thus gain riches, knowledge and new skills within the game. Unlike traditional single-player games, an important factor in MMORPGs is the fact that players don't just interact with computer-generated and -controlled characters, but instead with the avatars of other human players who are online at the same time. In this way, players can form groups and tackle situations in which a single player would have failed. It is the interaction with others that lets these online games transcend simple computer games and move into the realm of online social networks (OSN), an area that is more commonly associated with platforms such as FaceBook, LinkedIn or Flickr: \At its essence WoW is a social network; like minded people come together online to share a common experience and make connections"[!] [6].
    [Show full text]
  • Picture Perfect: Start Your Own Photoblog
    Picture Perfect: Start Your Own Photoblog Picture Perfect: Start Your Own Photoblog By: Nancy Messieh http://diptychal.com Edited by: Justin Pot Cover images provided by Nancy Messieh This manual is the intellectual property of MakeUseOf. It must only be published in its original form. Using parts or republishing altered parts of this guide is prohibited. http://diptychal.com | Nancy Messieh P a g e 2 MakeUseOf.com Picture Perfect: Start Your Own Photoblog Table of Contents An Introduction to Photoblogging ........................................................................................ 5 What is photoblogging? ..................................................................................................... 5 Tips for Photoblogging ........................................................................................................ 5 Should you include information with each photograph? .......................................... 7 How often should you update? ..................................................................................... 7 Do you need your own domain?................................................................................... 7 Do you want people to comment on your photos? ................................................... 8 Should you create a slideshow? .................................................................................... 8 There are no wrong answers .......................................................................................... 8 How to create your photoblog ............................................................................................
    [Show full text]
  • Set up Your Blog with Wordpress: the Ultimate Guide
    ! Copyright © 2018 MakeUseOf. All Rights Reserved ®. ! Set Up Your Blog With WordPress: The Ultimate Guide Written by James Bruce Published January 2018. Read the original article here: https://www.makeuseof.com/tag/set-up-your-blog-with- wordpress-the-ultimate-guide/ This ebook is the intellectual property of MakeUseOf. It must only be published in its original form. Using parts or republishing altered parts of this ebook is prohibited without permission from MakeUseOf.com. Copyright © 2018 MakeUseOf. All Rights Reserved ®. ! Table of contents 1. Introduction 5 1.1 Why WordPress? 5 1.2 What’s the Difference Between WordPress.org and WordPress.com? 6 1.3 Domain Considerations 7 1.4 Hosting Options for Self-Hosted WordPress 7 1.4.1 Key Terms and Considerations 7 1.4.2 Straight to the Point: My Recommendations 8 1.4.3 The Next Level: Virtual Private Server 10 1.5 Installation methods 11 2. Get Stuck In 11 2.1 Key Concepts and Terminology 11 2.2 Essential First Steps 12 2.3 Choosing a Theme 14 2.3.1 Be Wary of Downloading Free Themes From Random Websites 14 2.3.2 Where To Download Safely: 15 2.3.3 Twenty-Seventeen: The WordPress Default Theme 16 3. Basic Operations: Writing Your First Post 17 3.1 Write Your First Post 17 3.2 Upload a Picture 18 3.3 Adding YouTube Videos 22 3.4 Widgets 22 3.5 Other Ways to Write Your Blog Post 23 4. WordPress and SEO 24 4.1 What Is SEO? 24 4.2 Why You Should Care: 24 4.3 First Steps 25 4.4 General SEO Advice for Any Sites 26 4.5 Easy SEO In WordPress 28 5.
    [Show full text]
  • 1 Media, Technology, and Society Mcc-Ue
    MEDIA, TECHNOLOGY, AND SOCIETY MCC-UE 1034.001.SP14 Spring 2014 Department of Media, Culture, and Communication Instructor: Luke Stark ([email protected]) Tuesday & Thursday, 11am – 12:15pm Silver 621 Office: 212 East Building, 239 Greene Street Office hours: By appointment Course Description and Overview This course will introduce undergraduates to a range of theories and approaches to studying the co-construction of societies and technologies. The course is premised on the fact that technology is not merely a set of material artifacts with a straightforward impact on our world, but represents a complex set of practices, norms, and values reflecting and shaping our convictions about time, space, class, gender, labor, politics and the self. Further, because technologies often depend on the broader socio-economic, legal, and political contexts in which they are invented, adopted and stabilized, ample attention will be paid to these contextual conditions and the hidden assumptions that drive popular understandings of technologies and their effects. The course primarily concentrates on mediating technologies of the last 150 years (the telegraph, telephone, computers, and the Internet) and is roughly chronological, starting with the telegraph and ending with our digital present. However, we will consider a number of other technologies (the railway, farming technologies and others) that will help sharpen our theoretical frameworks and which will provide a comparative touchstone to discuss the intersection of communication technologies with other technological systems, as well as what may be unique about communication technologies. Course Goals The goal of the course is not to arrive at the “right” theory of technology, but have students come away with a firm understanding of multiple methods and approaches by which to assess different technologies in various social and political terms.
    [Show full text]
  • The Corporate Blog As an Emerging Genre of Computer-Mediated Communication: Features, Constraints, Discourse Situation
    GÖTTINGER SCHRIFTEN ZUR INTERNETFORSCHUNG Hg.: S. Hagenhoff, D. Hogrefe, E. Mittler, M. Schumann, G. Spindler, V. Wittke igital technology is increasingly impacting how we keep informed, how we communicate professionally and privately, and how we initiate and maintainD relationships with others. The function and meaning of new forms of computer-mediated communication (CMC) is not always clear to users on The corporate blog as an the onset and must be negotiated by communities, institutions and individuals alike. Are chatrooms and virtual environments suitable for business communi- emerging genre of cation? Is email increasingly a channel for work-related, formal communication and thus „for old people“, as especially young Internet users flock to Social computer-mediated Networking Sites (SNSs)? communication: ornelius Puschmann examines the linguistic and rhetorical properties of the features, constraints, weblog, another relatively young genre of CMC, to determine its function C communication computer-mediated in private and professional (business) communication. He approaches the que- discourse situation stion of what functions blogs realize for authors and readers and argues that corporate blogs, which, like blogs by private individuals, are a highly diverse The corporate blog as an emerging genre of genre emerging an as blog corporate The in terms of their form, function and intended audience, essentially mimic key characteristics of private blogs in order to appear open, non-persuasive and Cornelius Puschmann personal, all essential
    [Show full text]