Insider SEO & PPC: The Book's Contents

What's in the book? Here is the table of contents.

1. Case Studies and Interviews, p. 15
2. The Case Studies, p. 15
3. List of Case Studies, p. 16
4. The Interviews, p. 18

Introduction, p. 21

1. Can Traditional Marketing Be Improved?, p. 21
2. How SEM Is Different, p. 22
3. How SEM Works, p. 23

Part 1: Using Search Engine Marketing, p. 25

1. Advertising: Media, the Web, and Portals, p. 25
2. SEM and the Buying Cycle, p. 27
3. The Phases in the Buying Cycle, p. 28
4. The Web, Portals, and Search Engines, p. 30
5. Google's Two Accidental Discoveries, p. 32
6. Applied SEM: How Do I Use This?, p. 37
7. Set the Goal, p. 38
8. Define the Metrics, p. 38
9. Set the Budget, p. 39
10. Start the SEO, p. 39
11. Start the PPC, p. 40
12. Measure and Adjust: Web Analytics, p. 40
13. Interview: Adam Gordon, VP of Marketing, p. 41

Part 2: Using SEO, p. 47

1. In this Chapter, p. 47
2. The Goal of SEO: The Research Phase, p. 47
3. Unpaid Links in Google, p. 48
4. Case Study: Link Building, p. 50
5. The Unique Value Proposition (UVP), p. 51
6. Keywords, p. 52
7. The Keywords in Your Sales Pitch, p. 55
8. The Website's URL, p. 56
9. The Title Tag, p. 57
10. Case Study: Changing Title Tags, p. 59
11. The Meta-Description, p. 60
12. Submit Your Description to the Directories, p. 62
13. Case Study: DMOZ Submission, p. 63
14. The Meta-Keyword Tag, p. 65
15. File Names, p. 66
16. Logo Image, p. 66
17. The H1 Header, p. 67
18. The Body Paragraph, p. 68
19. Links, p. 69
20. Back Links and Incoming Links, p. 70
21. Site Maps, p. 72
22. Case Study: Site Maps, p. 73
23. The Google Sandbox, p. 74
24. Case Study: Search Engine SEO, p. 75
25. SEO with Content, p. 76
26. Adding Content, p. 76
27. Use SEO on the Content, p. 77
28. Case Study: Theme Pages, p. 78
29. Hire a Writer, p. 79
30. Distribute Your Content, p. 79
31. Several More Items for Websites, p. 80
32. How Search Engines Rank Web Pages, p. 80
33. Fluctuation in Ranking, p. 83
34. Validate the HTML, p. 83
35. Case Study: International Bank, p. 84
36. Update Your Website Regularly, p. 85
37. Google Catalogs, p. 86
38. Google Froogle, p. 86
39. Add a Blog, p. 87
40. Web Traffic Analysis, p. 88
41. Keep the Search Engines Out, p. 89
42. Case Study: Hotel Chain SEO, p. 90
43. The Main Search Engines, p. 91
44. When to Outsource the SEO, p. 92
45. What Not to Do in SEO, p. 93
46. Flash, Graphics, Frames, Passwords, Broken Links, p. 93
47. Case Study: Brand SEO, p. 94
48. Spammer Techniques, p. 95
49. How Search Engines Deal with Spammers, p. 96
50. Interview: Erik Dafforn, VP of SEO, p. 97
51. SEO Checklist for Your Website, p. 103

Part 3: Using Pay-Per-Click, p. 105

1. In this Chapter, p. 105
2. The Goal of PPC: The Purchase Phase, p. 105
3. Paid Placement vs. Unpaid Links, p. 106
4. The Elements of a PPC Campaign, p. 107
5. How PPC Works, p. 108
6. Where Will Your Ads Appear?, p. 110
7. AdWords Acronyms, p. 111
8. Case Study: Law Office, p. 112
9. How to Set Your AdWords Budget, p. 115
10. How to Calculate ROI, p. 117
11. Case Study: Entertainment, p. 118
12. Who Are Your Competitors?, p. 120
13. Ads in the Blue Box, p. 120
14. Naming the Ad Groups, p. 121
15. Writing the Ads, p. 122
16. A/B Split Testing, p. 124
17. Case Study: Handbags, p. 125
18. Selecting the Keywords, p. 126
19. Case Study: Medical Devices, p. 127
20. Trademarks and Keywords, p. 128
21. Negative Keywords, p. 129
22. AdWords Bidding: Minimum Bids, p. 129
23. Types of Matching, p. 131
24. The Bids: What You Actually Pay, p. 133
25. So What Does the Click Really Cost?, p. 134
26. Case Study: Violins, p. 136
27. Automated Bid Management (ABM), p. 137
28. What Position for the Ads?, p. 137
29. Why Isn't My Ad on Google?, p. 138
30. Ad Groups, p. 139
31. Case Study: Business Consulting, p. 141
32. The Strategy for Landing Pages, p. 142
33. Design Landing Pages for High Conversions, p. 144
34. Use the Thank-You Page, p. 146
35. Beyond Clicks: Pay-per-Call, p. 146
36. Case Study: Dentist Office, p. 147
37. CRM: Customer Relationship Management, p. 148
38. Case Study: Semiconductors, p. 150
39. Setting the Ad Time Frame, p. 151
40. Case Study: Enterprise Software, p. 152
41. Search Targeting: Your Ads in Search Engines, p. 153
42. Content Targeting with AdSense, p. 154
43. Case Study: Using AdSense, p. 156
44. Layout Tips for AdSense, p. 157
45. Can I Decide Which Ads Will Appear?, p. 157
46. Case Study: Small B&B, p. 158
47. Can I Decide Where the Ads Will Appear?, p. 159
48. Case Study: Bookkeeper, p. 161
49. Google Site Targeting: CPM Ads, p. 163
50. AdWords Conversions, p. 165
51. AdWords Reports, p. 167
52. Advanced Conversion Tracking: Web Analytics, p. 169
53. Additional Google Tools, p. 169
54. Case Study: New Age Services, p. 170
55. PPC in the Research Phase, p. 171
56. The AdWords Blog, p. 171
57. Case Study: AdWords User Group, p. 172
58. Case Study: Realtor, p. 173
59. Yahoo! Overture: The Other Leading Brand, p. 175
60. MSN adCenter: Microsoft's PPC, p. 177
61. Interview: David Jakubowski, MSN Search, p. 180
62. Ask.com's Sponsored Listings: More PPC, p. 184
63. When to Outsource the PPC, p. 185
64. AdWords Certification, p. 186
65. Presenting PPC to Upper Management, p. 186
66. Compare SEO and PPC, p. 186
67. AdWords Bloopers, p. 187
68. Case Study: Winery, p. 189
69. Interview: Account Rep at Google, p. 191

Part 4: Using Web Analytics, p. 196

1. In this Chapter, p. 196
2. The History of Web Analytics, p. 197
3. What is Web Analytics?, p. 198
4. Goals for Using Web Analytics, p. 200
5. Guidelines for Selecting Software, p. 201
6. Tagging vs. Logs, p. 203
7. Web Analytics and ROI, p. 203
8. Review of Web Analytics Packages, p. 204
9. Yahoo! Marketing Console, p. 205
10. Advantages, p. 207
11. Disadvantages, p. 207
12. Google Analytics, p. 208
13. Advantages, p. 215
14. Disadvantages, p. 216
15. ClickTracks Analytics, p. 217
16. Advantages, p. 225
17. Disadvantages, p. 225
18. Comparison at a Glance, p. 226
19. Case Study: Web Analytics, p. 228
20. Interview: John Marshall, ClickTracks, p. 231
21. Further Resources on Web Analytics, p. 236

Conclusion, p. 237

Tools for SEO and PPC, p. 239

1. Wordtracker, p. 239
2. WebPosition Gold, p. 239
3. Link Swap Management, p. 240
4. Find Your Website's Rank on the Web, p. 240
5. How Much of Your Website Is Indexed?, p. 241
6. What Has Google Indexed at your Website?, p. 241
7. Check the Links, p. 242
8. Information about SEM, SEO, and PPC, p. 242
9. Books on SEO and PPC, p. 242
10. Websites, Newsletters, and Chatlists, p. 243
11. Associations, p. 243

SEM Glossary, p. 245

References, p. 257

Index, p. 259-268

Knowledge Base

Analytics FAQ

SEO White Paper

PPC White Paper

Case Study: MIT

Bonus Chapter

FAQ Clicktracks

PPC: Find the Glitch

FAQ: Blogs

FAQ: Adsense

Book: Web Analytics Hour a Day

Book: Actionable Web Analytics

Book: Web Analytics Demystified

Book: The Long Tail

Book: IBM on SEM

Book: Vise

Book: Batelle

Book: Goodman