Internet Marketing -- Praise for Internet Marketing -- Foreword -- Introduction -- Who Should Read This Book -- What's Inside -- How to Contact the Author -- Part I: UnderstandingToday's Internet Marketing -- Chapter 1: A Holistic Approach -- The Fundamentals of Marketing -- The Measure of Success -- Make It Right -- Who's at Fault for Website Problems? -- Bringing It All Together with Analytics -- A Team Approach -- Is This for You? -- Chapter 2: How Search Engines Work -- The Big Picture -- People -- Places -- Things -- Understanding the Vocabulary -- Bots, Crawlers, and Spiders -- Information Retrieval -- Index -- How Search Engines Used to Work -- Old-School: Submitting to Search Engines -- Old-School: Keywords in Metatags -- Old-School: Background-Colored Text -- Old-School: Keyword Density -- Old-School: Keyword Stuffing -- Chapter 3: Rankings or Profit? Establishing Your Business Goals -- Web Design by Alice -- Lack of Goals Shows in the Design -- Lack of Direction Becomes Evident in Marketing -- Lack of Consistency Backfires with Social Media -- Search Rankings Are Not a Goal -- Rankings Do Not Equal Sales -- Your Rankings Reports Are Wrong -- Set Better Goals -- Calculate the Value of a Lead -- Measure According to the Goal -- Part II: Month 1: Evaluate and Research -- Chapter 4: Week 1: Evaluate Your Situation -- Monday: Find Your Search Engine-Friendliness -- Check the Number of Pages Indexed -- Perform a Snippet Check -- Tuesday: Use Search Engine Tools to Check Your Website -- Google Webmaster Tools -- Yahoo! Site Explorer -- Webmaster Guidelines -- Wednesday: Use Firefox's Free Tools -- Web Developer Toolbar -- Search Status Plug-In -- -- Friday: Test Human-Friendliness -- Conduct Tests with Real People -- Set Up a Persona Walk-Through -- Review and Hands-On -- Chapter 5: Week 2: Understand Basic SEO.

Monday: Distinguish Bad Information from Good Advice -- A Short History of the SEO Industry -- Three Factors in SEO Information -- Tuesday: Optimize On-Page Factors -- Create a Compelling Tag -- Use Metatags to Your Advantage -- Wednesday: Optimize Content Structure for SEO -- Use Headlines to Get Attention -- Use HTML to Build Context -- Thursday: Explore the Power of Off-Page Ranking Factors -- Benefits of Links -- How Search Engines Use Links in Rankings -- Optimizing and Evaluating Your Link Text -- Friday: See SEO in Practice -- SEO Examples -- Using Comparison as a Guide -- SEO Is Just the Start -- Review and Hands-On -- Chapter 6: Week 3: Jump into Keyword Research -- Monday: Call It What It Is -- Searchers Search Based on Need -- Searchers Rely on Simple Phrases -- Tuesday: Develop Keyword-Research Skills -- Focus on Ratios, Not Number of Searches -- Spot the Trends -- Alternate Spelling and Plurals -- The Keyword Long Tail -- Wednesday: Understand the Buying Cycle -- Need -- Gathering, Research, and Exclusion -- Decision -- Your Role in the Buying Cycle -- Thursday: Find Searcher Behavior Types -- Sharpshooter Searching -- Shotgun Searching -- Artillery Search -- Friday: Organize for Optimization -- Visualize the Data -- Break Down the Large Numbers -- Learn What Searchers Want -- Find Alternative Phrasings -- Start Optimizing -- Review and Hands-On -- Chapter 7: Week 4: Leverage Principles of Sales and Marketing -- Monday: Know Your Market -- Research Is the Key -- Listen to Your Customer -- Build Rapport -- Tuesday: Create the Need -- Beyond the Initial Need -- Connect to the Need -- Create Additional Need -- The Payoff -- Wednesday: Anticipate the Objection -- Time and Money -- Free Trials -- Complexity -- User Registration -- Thursday: Ask for the Sale -- Friday: Don't Muddy the Water -- Get the Commitment -- Close the Commitment.

Review and Hands-On -- Part III: Month 2: Develop Content That Converts -- Chapter 8: Week 5: Understand That Content Comes First -- Monday: Make Your Content Explode -- Before and After -- Tuesday: Create a Customer Experience -- Audio -- Video -- Customer Reviews -- Travel -- Wednesday: Tell Your Story -- Thursday: Provide a Return on the Customer's Investment -- Defining Value -- Friday: Test Your Message -- The Negative -- The Positive -- Review and Hands-On -- Chapter 9: Week 6: Connect Your Content to Users and Search Engines -- Monday: Understand Human Factors in Scanning -- What Do Humans Scan? -- Bringing It All Together -- Tuesday: Create Concise and Memorable Content -- Wednesday: Consider Your Site's Credibility -- Text Size -- Text in Motion -- Text Contrast -- Thursday: Create Accurate, Attention-Grabbing Headlines -- Heading Phrasing -- Headline Structure -- Friday: Connect Human Factors to Search Factors -- Review and Hands-On -- Chapter 10: Week 7: Master the Science of Online Persuasion -- Monday: Build a Logical Proof -- Tuesday: Use Emotion to Convince the Reader -- Western Governors University: Offering Self-Improvement -- Harley-Davidson: Emphasizing Freedom and Independence -- Creative Memories: Focusing on Fond Memories -- Aflac: Emphasizing Security -- Wednesday: Communicate Credibility -- Online News: Critical Credibility -- Saunders + Silverstein: Implied Credibility -- Apple: Earned Credibility -- Thursday: Test Your Persuasive Message -- Friday: Plan for Misspellings and Plurals -- Misspellings -- Plurals -- Review and Hands-On -- Chapter 11: Week 8: Improve Conversions -- Monday: Call Visitors to Action -- Understanding the Three Kinds of Visitors -- Tuesday: Make It Attractive -- What's in It for Me? -- Provide All the Information -- Remove Bland Imperatives -- Don't Focus on RSS -- Wednesday: Overcome Obstacles.

Communicate a Clear Purpose -- Consider Readers' Visual Acuity -- Present a Clear Contrast -- Thursday: Promote the Next Step -- Provide Clear Instructions -- Think Through Your Multistep Conversion Process -- Assess Your Checkout Steps -- Check the Length of Forms -- Encourage Actions after the Conversion -- Friday: Implement Testing -- Review and Hands-On -- Part IV: Month 3: Develop Good Site Architecture -- Chapter 12: Week 9: Create Effective Navigation -- Monday: Consider the Home Page as Direction Rather Than a Destination -- The Dangers of the Home Page as a Destination -- Using the Home Page for Direction -- Tuesday: Categorize Subjects with Card Sorting and Tree Testing -- Tree Testing -- Wednesday: Support Navigation with Information -- Case Study: Confusing Navigation -- Case Study: Clear Navigation -- Case Study: Navigation as Beautiful Function -- Thursday: Lead with Links, Labels, and Alternative Navigation Techniques -- Links and Labels -- Alternative Navigation Techniques -- Friday: Develop Using Wireframes -- The Business Case for Wireframing -- Start Simple -- Building Blocks -- Functional Layouts -- Review and Hands-On -- Chapter 13: Week 10: Design for Accessibility -- Monday: Get Familiar with Accessibility -- National Federation of the Blind vs. Target -- Search Bots and Assistive Technology -- Tuesday: Learn the Intricacies of Accessibility -- Google's Accessible Search Project -- Wednesday: Understand Color Blindness and Contrast -- Guidelines for Contrast -- Designing for Color Blindness -- Thursday: Create Accessible PDFs -- Overcoming PDF Accessibility Obstacles -- Accessibility Tools within Adobe Reader -- Friday: Accessibility Applied to Search -- Scanning by Listening -- Anchor Text -- Review and Hands-On -- Chapter 14: Week 11: Identify Technical Roadblocks -- Monday: Check the Quality of Your URLs.

Do My URLs Need Work? -- Tuesday: Understand URL Rewrites -- The Basics -- Consider the Site's Database Type and Scripting Language -- Wednesday: Use Redirects -- Types of Redirect -- Beware of Domain-Level Redirects -- Thursday: Uncover Duplicate Content -- Use Google Webmaster Tools -- Use Analytics -- Use Search Results -- Friday: Utilize Robots.txt to Welcome Search Engines -- Just Tell Me What I Need to Know! -- Learning robots.txt Structure -- Chapter 15: Week 12: Remember the Important Details -- Monday: Compare Tables and CSS -- Tables -- CSS -- Tuesday: Create Better Error Pages -- Error-Page Basics -- Consider Your Phrasing -- Wednesday: Test Your Site Search -- Track -- Thursday: Consider Site Maps -- Visitor Site Map -- Search Engine Site Map -- Friday: Use Local and Mobile Marketing -- Local Opportunities, with an Eye on Mobile -- Mobile-Specific Opportunities -- Review and Hands-On -- Part V: Month 4: Expand Your Reach and Measure Results -- Chapter 16: Week 13: Build Links -- Monday: Learn How Search Engines Utilize Links -- Links Show History -- Tuesday: Distinguish Various Link Types and Their Value -- Navigation Links -- Content Links -- Advertising Links -- Social Links -- Comment Links -- Wednesday: Understand How Link Development Mirrors Offline Networking -- Making and Receiving Business Referrals -- Cold-Calling -- Building Business Value -- Developing Relationships -- Thursday: Find Link Opportunities -- Develop a Base of Links via Directories and Associations -- Research Other Websites and Blogs -- Earn Quality Links with a Marketing Plan -- Review Your Internal Links -- Friday: Evaluate the Marketing Value of Your Links -- Define the Goal -- Analyze the Data -- Review and Hands-On -- Chapter 17: Week 14: Add to Your Business with Blogs -- Monday: Build a Business Case for Blogs -- Technical Advantage -- Link Advantage.

Content Advantage.