The Book's Example Website
In the book, we use an example website. To explain SEO, we show how to develop keywords, value statements, titles, descriptions, and so on for this site. We do the same for PPC: we show how to create ads, set budgets, calculate the ROI, and so on.
The example is a live site: www.Koi-Planet.com
Visit the site and look at the code to see how it was built.