Internet Marketing - Matt Bailey [12]
Part IV: Month 3: Develop Good Site Architecture
Chapter 12: Week 9: Create Effective Navigation covers creating effective navigation in your website, because this is the primary means of developing a clear structure of information for your visitors. Both usability and technical factors are explored as a means to increase the effectiveness of a navigation scheme.
Chapter 13: Week 10: Design for Accessibility covers the aspects of accessibility in your website design. By accounting for assistive technology, color blindness, and contrast, you will also create a more search-friendly site that is easier for all of your visitors to use.
Chapter 14: Week 11: Identify Technical Roadblocks discusses factors that may inhibit or prevent search engines from “seeing” your website. As one of the more technical chapters, it explains to marketers the value of understanding technical factors in website management and marketing.
Chapter 15: Week 12: Remember the Important Details covers all the small items that tend to be left behind or forgotten in developing and managing a website. This chapter emphasizes tools for promoting a locally based businesses, as well as on opportunities for additional visibility in the search engines.
Part V: Month 4: Expand Your Reach and Measure Results
Chapter 16: Week 13: Build Links covers the importance of various link types, because they are the foundation of your visibility. Links are like word-of-mouth referrals online and will contribute to your credibility, as well as increase your search engine rankings.
Chapter 17: Week 14: Add to Your Business with Blogs gives you ideas about how a blog can enable your business to reach visitors far beyond the traditional website. By engaging with visitors on a personal and active platform, blogs generate more visitors, more search engine ranking, and more links to your website.
Chapter 18: Week 15: Get Friendly with Social Media addresses the concerns many marketers have about utilizing social media. Social media may scare or concern some marketers, because the ROI is largely undefined, and so many opportunities are available. This chapter focuses on building a campaign that is specific to your business and developing for the social media site that best suits your marketing message.
Chapter 19: Week 16: Develop a Complementary Pay-per-Click Campaign further builds your marketing efforts and increases your reach. The simple steps to starting your pay-per-click campaign and mistakes to avoid in this chapter will enable you to be confident as you set up a paid campaign to assist in or become a major part of your overall marketing.
Chapter 20: Week 17: Measure, Measure, Measure is based on the fact that measurement is the only sure way to know whether you are successful in your marketing efforts. Every change that you make to your marketing, design, and programming can be tracked for results in your analytics. However, most people track the wrong numbers or have no idea what reports are important. This chapter covers the “what do I track?” question.
Chapter 21: Week 18: Analyze for Action gives you a clear understanding of what analytics can do and of how to start taking action to find what works and what doesn’t and how you can develop a specific plan for improvement. Suggested reports for segmentation, content evaluation, and technical troubleshooting will provide the starting blocks for you to customize Google Analytics to your business.
How to Contact the Author
I welcome feedback from you about this book or about books you’d like to see from me in the future. You can reach me by writing to Matt@SiteLogic.com. For more information about my agency and marketing advice, visit my website at www.SiteLogic.com.
Sybex strives to keep you supplied with the latest tools and information you need for your work. Please check the book’s website at www.sybex.com/go/internetmarketinghour, where I’ll post additional content, updates, and corrections to this book should the need arise. There