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Copyrighted Material INDEX NUMERICS overview, 150–151 setting conversion goals, 150, 156–157 1&1 Web Hosting, 62 setting up e-commerce tracking, 170–171 301 redirects, 75, 88–89 specifying directories, 162–163 third-party shopping carts, 174–175 tracking external links, 164–165 A analyzing A/B landing page tests, 243 competition accounts with Compete.com, 14, 18–19 AdWords (Google), 200, 202–203 with SEMRush, 15, 24–25 Google Analytics, 152–153 keywords with Keyword Discovery, 15, 32–33 optimizing, 201, 222–223 anchor text, 125, 134–135 acquiring quality links, 124, 132–133 Anybrowser (Web site), 65 ad copy, testing applying filters, 150 with advanced keyword insertion, 225, 234–235 article directory submissions, 125, 138–139 overview, 224, 230–231 Ask.com, 203, 245, 252–253 AdBrite, 267 auctions, eBay, 245, 258–259 adding audience, target, 4–5 reviews to Web sites, 105, 122–123 automating reporting, 151, 166–167 target keywords to meta tags, 17 avoiding administrator (blog), 114 broken links, 67 AdSense (Google), 262, 264–265 duplicate content, 90, 94–95 advanced keyword insertion, 225, 234–235 error messages, 67 AdWords (Google) AZN cost-per-action offers, 263, 274–275 accounts, 202–203 creating campaigns, 204–207 opening accounts, 200 B overview, 112–113 Best of the Web Directory, 136–137 structuring accounts, 200 bidding strategies, 201, 214–215 AdWords Editor (Google), 201, 220–221 Bing, 95, 245, 254–255 AdWords Editorial Guidelines, 210 blocking bad bots, 82 affiliate marketing search arbitrage, 269 Blogger, 104, 108–109 Affiliate Summit, 13 blogs Akismet software, 109 creating Alexa Toolbar, 282, 286–287 with Blogger, 104, 108–109 alt image tags, 52–53 with Tumblr, 104, 110–111 Analytics (Google) COPYRIGHTEDwith MATERIAL WordPress, 104, 106–107 automating reporting, 151, 166–167 keys to success of, 105, 114–115 creating accounts, 152–153 optimizing for Technorati, 244, 246–247 e-mail reports, 167 participating in, 140–141 excluding preventing spam, 79 IP address with filters, 158–159 Boykin, Jim (blogger), 11 traffic from particular domains, 160–161 browsers, optimizing for multiple, 58, 64–65 finding new keywords with, 168–169 budget setting, 6 installing building relevancy, 78 overview, 150 buying links, 125, 146–149 tracking code, 154–155 Buzz (Google), 177, 190–191 tracking code on Thank You page, 172–173 298 119_620755-bindex.indd9_620755-bindex.indd 298298 66/21/10/21/10 111:091:09 AAMM C community participation, 125, 140–143 company information pages, 59, 70–71 call-to-action statements, 93 Compete.com, 14, 18–19 campaigns competition AdWords, 204–207 analyzing content-targeted, 225, 236–237 with Compete.com, 18–19 pay-per-click with SEMRush, 24–25 AdWords accounts, 202–203 evaluating, 124, 126–127 creating AdWords campaigns, 204–207 Completely Automated Public Turing test to tell Google AdWords Editor, 220–221 Computers and Humans Apart (CAPTCHA), 109 keyword matching options, 212–213 consumer feedback, evaluating, 120 optimizing account, 222–223 content overview, 200–201 creating running PPC reports, 216–217 avoiding duplicate content, 94–95 setting bidding strategies, 214–215 goals, 92–93 targeting campaigns, 208–209 keeping current, 91, 100–101 tracking conversions, 218–219 keyword density, 90, 96–97 writing effective ad copy, 210–211 Latent Semantic Content, 91, 98–99 placement-targeted, 225, 238–239 optimizing non-HTML documents, 91, 102–103 targeting, 208–209 overview, 90–91 canonicalization, 296 development costs, 6 CAPTCHA (Completely Automated Public Turing content-targeted campaigns, 225, 236–237 test to tell Computers and Humans Apart), 109 contests Cascading Style Sheets (CSS), 49 blog, 114 Chitika Select Ads, 262, 266–267 forum, 121 choosing controlling bots, 47 filenames, 36, 38–39 conversion goals head terms, 16 setting, 150, 156–157 keywords, 14, 16–17 tracking, 150 tail terms, 17 conversion rates topics, 2–3 defined, 6 clicks, external, 151 tracking, 201, 218–219 click-through rate (CTR), 235 converting Commission Junction, 262, 268–269 HTML to PDF, 102 communities, creating PDF to HTML, 103 adding reviews, 122–123 Copyscape, 94–95 creating cost-per-acquisition model (CPA), 255 blogs with Blogger, 104, 108–109 cost-per-action offers, 263, 274–275 blogs with WordPress, 104, 106–107 cost-per-click (CPC), 245 blogs withTumblr, 104, 110–111 cost-per-impression (CPM), 238–239 keys to successful blogs, 105, 114–115 costs keys to successful forums, 105, 120–121 industry conference, 12–13 overview, 104–105 Web design and development, 6 with phpBB, 105, 118–119 CPA (cost-per-acquisition model), 255 with vBulletin, 105, 116–117 CPC (cost-per-click), 245 writing search-engine-optimized posts, 105, CPM (cost-per-impression), 238–239 112–113 Craigslist, 245, 260–261 299 119_620755-bindex.indd9_620755-bindex.indd 299299 66/21/10/21/10 111:091:09 AAMM INDEX creating CTR (click-through rate), 235 AdWords campaigns, 204–207 cybersquatting, 63 communities adding reviews, 122–123 blogs with Blogger, 104, 108–109 D blogs with Tumblr, 104, 110–111 database, 107 blogs with WordPress, 104, 106–107 dayparting, 225, 240–241 keys to successful blogs, 105, 114–115 Del.icio.us, 244, 248–249 keys to successful forums, 105, 120–121 descriptions, optimizing with WordPress Description overview, 104–105 Tag plugin, 283, 292–293 with phpBB, 105, 118–119 designing with vBulletin, 105, 116–117 sitemaps, 59, 68–69 writing search-engine-optimized posts, 105, Web site structure, 59, 66 112–113 Digg, 177, 196–197 company information pages, 59, 70–71 direct linking, 269 content Direct Marketing Association, 73 avoiding duplicate content, 94–95 directories, 162–163 goals, 92–93 DMOZ (Open Directory Project), 136–137, 144–145 keeping current, 91, 100–101 documents, non-HTML, 91, 102–103 keyword density, 90, 96–97 domain names Latent Semantic Content, 98–99 age of, 128 optimizing non-HTML documents, 91, 102–103 establishing, 58, 62–63 overview, 90–91 excluding traffic from, 160–161 Fan pages on Facebook, 176, 180–181 purchasing, 6 Google Analytics accounts, 152–153 domaining, 63 links, 37, 54–55 Dynamic Keyword Insertion, 211 meta description tags, 36, 42–43 meta robots tags, 37, 46–47 MySpace profiles, 182 E pages EasyReviewScript v1.0, 123 choosing file names, 38–39 eBay auctions, 245, 258–259 creating links, 54–55 eBay Database (Keyword Discovery), 31 creating meta robots tags, 46–47 e-book, 103 header tags, 48–49 e-commerce tracking, 151, 170–171 optimizing images, 52–53 .edu links, finding, 129 optimizing meta description tags, 42–43 Elance (Web site), 8, 9 optimizing meta keyword tags, 44–45 e-mail reports (Google Analytics), 167 optimizing title tags, 40–41 embedded match, 213 overview,, 36–37 error messages, 67 text modifiers, 50–51 establishing domain names, 58, 62–63 validating HTML, 56–57 evaluating privacy policies, 59, 72–73 competition, 124, 126–127 robots.txt file, 74, 76–77 consumer feedback, 120 sitemaps with WordPress Sitemap Generator, 283, potential linking partners, 124, 128–129 294–295 excluding CSS (Cascading Style Sheets), 49 IP addresses with filters, 158–159 traffic from domains, 160–161 300 119_620755-bindex.indd9_620755-bindex.indd 300300 66/21/10/21/10 111:091:09 AAMM expressions, regular, 159 Google AdWords Ezinearticles.com, 138–139 accounts, 202–203 creating campaigns, 204–207 opening accounts, 200 F overview, 112–113 Facebook structuring accounts, 200 creating Fan pages on, 176, 180–181 Google AdWords Editor, 201, 220–221 networking with, 176, 178–179 Google Analytics Facebook Marketplace, 179 automating reporting, 151, 166–167 Facebook Platform, 179 creating accounts, 152–153 feedback (consumer), evaluating, 124, 126–127 e-mail reports, 167 files excluding choosing names, 36, 38–39 IP address with filters, 158–159 .htaccess, 75, 82–83 traffic from particular domains, 160–161 robots.txt, 74, 76–77, 117 finding new keywords with, 168–169 filters/filtering installing applying filters, 150 overview, 150 excluding IP addresses with, 158–159 tracking code, 154–155 keywords with Keyword Discovery, 15, 34–35 tracking code on Thank You page, 172–173 finding overview, 150–151 .edu links in Yahoo, 129 setting conversion goals, 150, 156–157 keywords, 151 setting up e-commerce tracking, 151, 170–171 keywords with Google Analytics, 168–169 specifying directories, 162–163 target audience, 4–5 third-party shopping carts, 174–175 Web hosting, 58, 60–61 tracking external links, 164–165 Firefox plugin, 282, 288–289 Google Buzz, 177, 190–191 forums Google Images, 245, 250–251 keys to success of, 105, 120–121 Google Keyword Suggestion Tool, 3, 15, 28–29 participating in, 142 Google Latent Semantic Content tool, 91, 98–99 funnel, 157 Google Toolbar, 282, 284–285 Googlebot spider, 47 Google’s Link Query, 126 G grammar, avoiding poor, 92 gathering link intelligence with Linkscape, 124, Gray, Michael (blogger), 11 130–131 giveaways H blog, 114 forums, 121 head terms, 14, 16 Global Premium Database (Keyword Discovery), 31 header tags, 37, 48–49 goals hierarchy, linking in, 67 conversion, 6, 201, 218–219 Historical Global Database (Keyword Discovery), 31 of search engine optimization, 92–93 Hitwise (Web site), 21 setting, 7 hook, 113 GoDaddy, 62 hosted marketing pages, 281 Google, 95. See also specific programs hosting (Web), 58, 60–61 Google AdSense ads, 262, 264–265 HotScripts Internet directory, 119 .htaccess file, 75, 82–83 301 119_620755-bindex.indd9_620755-bindex.indd 301301 66/21/10/21/10 111:091:09 AAMM INDEX HTML K converting to PDF, 102 KEI (keyword effectiveness indicator), 32 PDF to, 103 KeyCompete tool, 14, 20–21 validating, 37,
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