Website Optimization: Speed, Search Engine & Conversion Rate Secrets

"O'Reilly Media, Inc."
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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. 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.

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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. For more information on website optimization and a book companion site go to: http://www.websiteoptimization.com.

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.

Since 1993, Mr. King has worked full time as a web professional applying and teaching web optimization and creation techniques. He is the founder and former Managing Editor of WebReference.com and JavaScript.com, two award-winning developer sites acquired by Mecklermedia in 1997 (now Jupitermedia).

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Additional Information

Publisher
"O'Reilly Media, Inc."
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Published on
Jul 8, 2008
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Pages
398
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ISBN
9781449367718
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Language
English
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Genres
Computers / Software Development & Engineering / Systems Analysis & Design
Computers / Web / Design
Computers / Web / General
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Content Protection
This content is DRM free.
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Read Aloud
Available on Android devices
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Eligible for Family Library

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The Internet encompasses all types of websites, from social media monoliths to individual blogs, from Justin Timberlake fan sites to Fortune 500 businesses. Everyone has a voice, and the medium has become the ultimate level playing field for those seeking to interact with the world through an always-on, instantly available, nearly ubiquitous venue. Fewer benefit more than businesses. In this sense, the term business is encompassing; we’re talking about mom-and-pop stores, global giants, local nonprofits, churches, and more— anyone who seeks to create a conversation with customers, clients, patrons, members, and prospects. Web Design and Marketing Solutions for Business Websites was written to help make those websites better. Since the lifeblood of business is fostering customer relationships, it is imperative that a w- site serve that purpose unequivocally. From the very first contact with a prospect, to guiding them through the conversion funnel, to sustaining them with ample support material, to maintaining contact through proactive communication—all of this is designed to attract c- tomers and keep them satisfied for the duration of the relationship with your company. This book covers the many facets of building a site that serves customers and maintains a positive marketing light on the company. First, the basics: content, accessibility, and archit- ture. Next, the guts of the website: the homepage, the About section, products and services, support, and the blog. After that, enhancing the website: testimonials, legal material, and strong contingency design. Finally, promoting the website: search engine optimization, c- tomer newsletters, and advertising.
Plan, Manage, and Architect Multiple Web Sites for Maximum Efficiency and Business Value

For many companies, one Web site is no longer enough. Business strategy requires multiple Web sites, each with carefully targeted audiences and marketing approaches. However, managing multiple sites introduces costs and management headaches that conventional Web architectures and methodologies can’t handle. In Multisite Commerce, Lev Mirlas–the architect who pioneered the concept of a shared multisite platform with IBM® WebSphere® Commerce–introduces best practices and methodologies for implementing and managing multiple e-commerce sites efficiently and cost-effectively.

Mirlas begins by reviewing why multisite commerce is necessary and yet so challenging to execute. Next, he addresses multisite commerce from three perspectives: business, implementation, and technical. You’ll learn how to plan and implement a shared platform and use it to create and operate new sites that will remarkably lower incremental cost.

This book’s start-to-finish methodology provides a common language that everyone involved in multiple sites– from executives to project managers and technical architects to site administrators–can share.

Coverage includes

Identifying scenarios in which multiple sites are necessary Systematically reducing the cost and complexity of establishing multiple e-commerce sites Organizing the business to effectively administer multiple sites Constructing a shared platform that makes it possible to build and deploy new sites faster than ever before Giving sites their own personalities even though they are being built on shared infrastructure Identifying the traps and landmines your project might encounter and maximizing the chances of success Managing project scope, organizational politics, and shifting executive priorities Choosing the best technical architecture pattern for your multisite scenario
At the start of every web design project, the ongoing struggles reappear. We want to design highly usable and self-evident applications, but we also want to devise innovative, compelling, and exciting interactions that make waves in the market. Projects are more sophisticated than ever, but we have fewer resources with which to complete them. Requirements are fuzzy at best, but we’re expected to have everything done yesterday.

What we need is a reuse strategy, coupled with a pathway to innovation. Patterns are part of the game. Components take us further. In Web Anatomy: Interaction Design Frameworks That Work, user experience experts Hoekman and Spool introduce “interaction design frameworks”, the third and final piece of what they call “The Reuse Trinity”, and resolve these issues once and for all. Frameworks are sets of design patterns and other elements that comprise entire systems, and in this game-changing book, Hoekman and Spool show you how to identify, document, share, use, and reap the benefits of frameworks. They also dive deep into several major frameworks to reveal how the psychology behind these standards leads not only to effective designs, but can also serve as the basis for cutting-edge innovations and superior user experiences.

Web Anatomy delivers:
A complete guide to using interaction design frameworks An examination of the psychology behind major frameworks A thorough look at how frameworks will change the way you work for the better Citing examples from both the successful and not-so-successful, the authors break down the elements that comprise several common interactive web systems, discuss implementation considerations, offer examples of innovations based on these standards, reveal how frameworks work hand in hand with patterns and components, and show you how to integrate frameworks into your process.

Read Web Anatomy now. Benefit from it for years to come.

Jared Spool is a world-renowned design researcher and the founder of UIE.com. Robert Hoekman, Jr. is a veteran user experience specialist and the author of Designing the Obvious and Designing the Moment.
This is a practical guide for software developers, and different than other software architecture books. Here's why:

It teaches risk-driven architecting. There is no need for meticulous designs when risks are small, nor any excuse for sloppy designs when risks threaten your success. This book describes a way to do just enough architecture. It avoids the one-size-fits-all process tar pit with advice on how to tune your design effort based on the risks you face.

It democratizes architecture. This book seeks to make architecture relevant to all software developers. Developers need to understand how to use constraints as guiderails that ensure desired outcomes, and how seemingly small changes can affect a system's properties.

It cultivates declarative knowledge. There is a difference between being able to hit a ball and knowing why you are able to hit it, what psychologists refer to as procedural knowledge versus declarative knowledge. This book will make you more aware of what you have been doing and provide names for the concepts.

It emphasizes the engineering. This book focuses on the technical parts of software development and what developers do to ensure the system works not job titles or processes. It shows you how to build models and analyze architectures so that you can make principled design tradeoffs. It describes the techniques software designers use to reason about medium to large sized problems and points out where you can learn specialized techniques in more detail.

It provides practical advice. Software design decisions influence the architecture and vice versa. The approach in this book embraces drill-down/pop-up behavior by describing models that have various levels of abstraction, from architecture to data structure design.
This fourth edition of Robert Sedgewick and Kevin Wayne’s Algorithms is the leading textbook on algorithms today and is widely used in colleges and universities worldwide. This book surveys the most important computer algorithms currently in use and provides a full treatment of data structures and algorithms for sorting, searching, graph processing, and string processing--including fifty algorithms every programmer should know. In this edition, new Java implementations are written in an accessible modular programming style, where all of the code is exposed to the reader and ready to use.

The algorithms in this book represent a body of knowledge developed over the last 50 years that has become indispensable, not just for professional programmers and computer science students but for any student with interests in science, mathematics, and engineering, not to mention students who use computation in the liberal arts.

The companion web site, algs4.cs.princeton.edu, contains

An online synopsis Full Java implementations Test data Exercises and answers Dynamic visualizations Lecture slides Programming assignments with checklists Links to related material

The MOOC related to this book is accessible via the "Online Course" link at algs4.cs.princeton.edu. The course offers more than 100 video lecture segments that are integrated with the text, extensive online assessments, and the large-scale discussion forums that have proven so valuable. Offered each fall and spring, this course regularly attracts tens of thousands of registrants.

Robert Sedgewick and Kevin Wayne are developing a modern approach to disseminating knowledge that fully embraces technology, enabling people all around the world to discover new ways of learning and teaching. By integrating their textbook, online content, and MOOC, all at the state of the art, they have built a unique resource that greatly expands the breadth and depth of the educational experience.

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