searchenginewatchwebtrends

APPENDIXRESOURCESThisbookwouldnothavebeenpossiblewithouttheresearch,testing,andpublishingofhundredsofothermarketers,designers,andauthorswhohavegraciouslysharedtheirwis-dom.
Whiletherearecountlessbooks,blogs,articles,andanalystgroupsthatcouldhavemadeitintothisappendix,thislisthasbeendesignedtohighlightthemostusefulmaterialavailable.
GeneralwebdesignBooksCSSMastery:AdvancedWebStandardsSolutions,byAndyBudd,SimonCollison,andCameronMoll(friendsofED,2006).
Don'tMakeMeThink:ACommonSenseApproachtoWebUsability,bySteveKrug(NewRiders,2005).
InformationArchitecturefortheWorldWideWeb:DesigningLarge-ScaleWebSites,byLouisRosenfeldandPeterMorville(O'ReillyMedia,2006).
ThePrinciplesofBeautifulWebDesign,byJasonBeaird(Sitepoint,2007).
PrioritizingWebUsability,byJakobNielsenandHoaLoranger(NewRiders,2006).
TheZenofCSSDesign:VisualEnlightenmentfortheWeb,byDaveSheaandMollyHolzschlag(Peachpit,2005).
Websites456BereaStreet:Blogaboutwebstandardsanddevelopmentbestpractices(www.
456bereastreet.
com).
AListApart:Well-knownonlinemagazinefordesignersanddevelopers(www.
alistapart.
com).
BoxesandArrows:Well-writtenandin-depthtechnicalarticlesoninformationarchitecture,usability,andmore(www.
boxesandarrows.
com).
DigitalWebMagazine:Articlesonwebstandards,accessibility,usability,andmore(www.
digital-web.
com).
GodbitProject:Discussesdesignforchurches,whichoftensharesbestpracticeswithgeneralcorporatedesign(www.
godbit.
com).
Typographica:Blogdedicatedtonewfonts,examiningclassicfonts,andtypeingeneral(www.
typographica.
org).
WEBDESIGNANDMARKETINGSOLUTIONSFORBUSINESSWEBSITES370AccessibilityArticles"TheProblemwithAutomatedAccessibilityTestingTools"(Webcredible,www.
webcredible.
co.
uk/user-friendly-resources/web-accessibility/automated-tools.
shtml).
"ToHellwithWCAG2,"byJoeClark(AListApart,www.
alistapart.
com/articles/tohellwithwcag2).
BooksAccessibilityforEverybody:UnderstandingtheSection508AccessibilityRequirements,byJohnPaulMueller(Apress,2003).
BuildingAccessibleWebsites,byJoeClark(NewRiders,2002).
WebAccessibility:WebStandardsandRegulatoryCompliance,byJimThatcheretal.
(friendsofED,2006).
WebsitesAccessify:Blogonthelatestaccessibilityhappenings(www.
accessify.
com).
DiveintoAccessibility:Aprimeronimplementingaccessibilityfeaturesintoaweb-site(www.
diveintoaccessibility.
org).
WATS.
ca(WebAccessibilityTechnicalServices):Testingandaccessibilitystudieswithmanygoodarticlesonthesubject(www.
wats.
ca).
WebAccessibilityInitiative(WAI):HomeoftheW3Caccessibilityarm(www.
w3.
org/WAI).
Webcredible:UK-basedaccessibilityconsultancywithgoodresearchandbestprac-tices(www.
webcredible.
co.
uk).
FurtherresourcesCommonLookandFeelfortheInternetstandards:OfficialhomeofCanada'saccessibilitylaw(www.
tbs-sct.
gc.
ca/clf2-nsi2/index-eng.
asp).
ContrastAnalyser:Softwarethattestscolorratiosforaccessibility(www.
paciellogroup.
com/resources/contrast-analyser.
html).
CSSAnalyser:Web-basedservicethattestscolorcontrastinaCSSfile(www.
juicystudio.
com/services/csstest.
php).
DisabilityDiscriminationAct1995:ThecompletetextoftheUnitedKingdom'saccessibilitylaw(www.
opsi.
gov.
uk/acts/acts1995/Ukpga_19950050_en_1.
htm).
Section508:FulldetailsonUSaccessibilitylaws(www.
section508.
gov).
WatchfireWebXACT:Manyfreeonlinetoolsfortestingaccessibility(webxact.
watchfire.
com).
RESOURCES371WAVE3.
0AccessibilityTool:Morefreetoolsforevaluatingawebsite'saccessibility(www.
wave.
webaim.
org/wave/index.
jsp).
WCAGSamurai:GroupledbyJoeClarkthatpublishederrataclarifyingWCAG1.
0(www.
wcagsamurai.
org).
WebAccessibilityToolbar:Downloadablebrowsertoolbarfortestingwebsiteaccessibility(www.
visionaustralia.
org.
au/ais/toolbar).
WebContentAccessibilityGuidelines1.
0:ThecompleteWCAG1.
0spec(www.
w3.
org/TR/WAI-WEBCONTENT).
WebContentAccessibilityGuidelines2.
0:ThecompleteWCAG2.
0proposedspec(www.
w3.
org/TR/WCAG20).
CorporateBloggingArticles"DoesYourCompanyBelongintheBlogosphere"byKatherineHeires(HarvardBusinessReview,hbswk.
hbs.
edu/archive/5111.
html).
"DoesYourSmallBusinessNeedaBlog"byKarenE.
Klein(BusinessWeek,www.
businessweek.
com/smallbiz/content/may2006/sb20060515_027053.
htm).
"LookingattheBest-of-BreedBlogs,"byPaulGillin(BtoB,www.
btobonline.
com/apps/pbcs.
dll/articleAID=200770601023).
"TheTop10ThingsYouShouldKnowBeforeYouBlog,"byCaroleMatthews(Inc.
,www.
inc.
com/articles/2005/07/blogging.
html).
BooksBloggingforBusiness:EverythingYouNeedtoKnowandWhyYouShouldCare,byShelHoltzandTedDemopoulos(KaplanBusiness,2006).
TheCorporateBloggingBook,byDebbieWeil(PenguinPortfolio,2006).
NakedConversations:HowBlogsareChangingtheWayBusinessesTalkwithCustomers,byRobertScobleandShelIsrael(Wiley,2006).
StrategiesandToolsforCorporateBlogging,byJohnCass(Butterworth-Heinemann,2007).
WebsitesBusinessBlogConsulting:Advice,tips,andbestpracticesforcorporateblogs(www.
businessblogconsulting.
com).
GlobalNeighbourhoods:Blogaboutsocialmedia,culture,andtechnology(redcouch.
typepad.
com).
Technorati:Recognizedhubofallthingsblogging;tracksmillionsofblogs(www.
technorati.
com).
WEBDESIGNANDMARKETINGSOLUTIONSFORBUSINESSWEBSITES372SearchEngineOptimizationBooksGoogle'sPageRankandBeyond:TheScienceofSearchEngineRankings,byAmyN.
LangvilleandCarlD.
Meyer(PrincetonUniversityPress,2006).
SearchEngineMarketing,Inc.
:DrivingSearchTraffictoYourCompany'sWebSite,byMikeMoranandBillHunt(IBMPress,2005).
SearchEngineOptimization:AnHouraDay,byJenniferGrapponeandGradivaCouzin(Sybex,2006).
SearchEngineVisibility,byShariThurow(NewRiders,2007).
SEOBook,byAaronWall(self-published,2007;www.
seobook.
com/buy-now.
shtml).
WebsitesSearchEngineWatch:Informativesitewithmanyarticles,statistics,andanalysisonthesearchcommunityandtechnology(www.
searchenginewatch.
com).
SEOBook:GoodSEOadvicefromarecognizedexpert(www.
seobook.
com).
SEOChat:MoreSEOarticles,advice,andbestpractices(www.
seochat.
com).
SEOmoz:AknowledgeableanddeepresourceforSEOexperts(www.
seomoz.
org).
FurtherresourcesandtoolsSEOAnalysisTool:Manytoolstoanalyzeandmeasurerankingpotentialofawebpage(www.
seoworkers.
com/tools/analyzer.
html).
SEOTools:AwidevarietyoffreetoolsforSEO(www.
seochat.
com/seo-tools).
URLTrends:Displaysearchengineinformationaboutawebsite(www.
urltrends.
com).
MarketingBooksonmarketingHighPerformanceMarketing:BringingMethodtotheMadnessofMarketing,byNarasEechambadi(KaplanBusiness,2005).
TheLongTail:WhytheFutureofBusinessIsSellingLessofMore,byChrisAnderson(Hyperion,2006).
MeasuringMarketing:103KeyMetricsEveryMarketerNeeds,byJohnDavis(Wiley,2004).
RESOURCES373PermissionMarketing:TurningStrangersintoFriendsandFriendsintoCustomers,bySethGodin(Simon&Schuster,1999).
WordofMouthMarketing:HowSmartCompaniesGetPeopleTalking,byGuyKawasaki(KaplanBusiness,2006).
BooksonsocialbehaviorThesebooksarenotmarketing-specific,buttheydelveintothesocialbehaviorofgroupsandindividuals,whichhelpsmarketersanddesignersmakesmarterdecisionsabouthowtopositiontheircorporation.
Blink:ThePowerofThinkingWithoutThinking,byMalcolmGladwell(BackBayBooks,2007).
Freakonomics:ARogueEconomistExplorestheHiddenSideofEverything,byStevenD.
LevittandStephenJ.
Dubner(WilliamMorrow,2006).
OnBullshit,byHarryJ.
Frankfurt(PrincetonUniversityPress,2005).
TheTippingPoint:HowLittleThingsCanMakeaBigDifference,byMalcolmGladwell(BackBayBooks,2002).
TheWisdomofCrowds,byJamesSurowiecki(Anchor,2005).
WebsitesClickZ:Adeepresourceforallthingsweb-related,withmanygoodstatisticsandanalysis(www.
clickz.
com).
Copyblogger:Greatadviceonwritingwithclarityandprofessionalism(www.
copyblogger.
com).
HowtoChangetheWorld:BlogofGuyKawasaki,focusingonnewmarketingtrends(blog.
guykawasaki.
com).
MarketingSherpa:Subscription-basedwebsitewithmanycasestudiesandmarket-ingstatistics(www.
marketingsherpa.
com).
SethGodin'sBlog:Allthingsmarketingfromonewhohasbuilthiscareerthinkingoutsidethebox(sethgodin.
typepad.
com).
CampaignMonitorblog:Greattechnicaladviceandbestpracticesfore-mailnewsletters(www.
campaignmonitor.
com/blog).
WEBDESIGNANDMARKETINGSOLUTIONSFORBUSINESSWEBSITES374INDEXNumbersandSymbols200OKstatuscode,246301MovedPermanentlystatuscode,246–247302Foundstatuscode,246–247404NotFoundstatuscode,245,248,250500InternalServerError,250Atags,305Aboutsectioncareeropportunitiesin,120–126companyculturein,119companyhistoryin,118companyoverviewin,116–120Contactpagein,135–141contentof,113–141investorrelationsin,129–135linkto,112–113managementprofilesin,118–119news/pressreleasesin,126–129purposeof,112services/productsoverviewin,117absolutemeasurements,265–266accesskeys,51–52accessibility,15benefitsofdesigningfor,40–41colorconsiderations,47–49Flashand,59–60formsand,53–56graphicsand,57–58laws/lawsuits,41–45multimediaand,58–60planningfor,41real-worldscenarios,45–57resources,371–372searchengineoptimizationand,41standards-baseddevelopmentand,45–47supplementalnavigationfor,49–53SWFObject,59–60tablesand,56–57testing,63–65typesofdisabilities,38–40INDEX378W3Cguidelinesfor,42–44webdesignand,38accessibilitystatement,61–63accesskeyattribute,52acronyms,27AdSense,364advancedsearchpages,254advertisements,inprint-friendlypages,265advertising.
Seeonlineadvertisingadvertisingbudget,351advertisingchannels,350advertisinggoals,fore-mailcampaigns,355–356AdWordsprogram,353altattribute,57,303AltaVista,287alternativetext,303analyticalsoftware,295–297anchortags,toreferenceRSSfeeds,340anchortext,305annualreports,132AntiSpamLeague,282Apacheservers,banningIPaddresseson,217architecture,38,68blog,206–209organizationofcontent,68–74visualizationof,70–74Seealsositedesignarchivesblog,208–209newsletter,331Arialtypeface,32articlesites,306,308ASP.
NETapplications,hostingrequirements,18Atomfeeds,338audience,writingfor,28Authorlink,50authormetatag,301awards,167,169,175,187BBackbutton,75,77banneradvertising,286,350–352,360–363best-of-breed,27billboards,97–98,104blindness,39Blogger,199–200bloggingpolicies,215bloggingresources,372bloggingsoftware,198–206Bloglines,336blogs,7–8,99–100addingtositemenu,206–207architecture,206–209archivepages,208–209benefitsof,197bestpractices,205,214–215businessprocessesinformationon,195comments,206,216–218contentfor,210–215bestpractices,214–215originalthoughtsvs.
reactionarywriting,214topicsandthemes,213–214writersof,210–212factorsofsuccessful,192growthof,192interfacefor,209moderationof,216–218personalityand,195–197platformsfor,198–206customapplications,205–206Drupal,204ExpressionEngine,204hosted,198–201locallyinstalled,202–205MoveableType,202Textpattern,203TypePad,201WordPress,204purposeofcorporate,193–196risksofcorporate,196–197boardofdirectors,inAboutsection,118–119brandexposure,345–346brandinghomepageand,94onWeb,4websiteredesignand,10INDEX379breadcrumblinks,80brokenlinks,244browserwindows,launchingnewforexternallinks,77bullets,28Burnett,Leo,344businessproducts-based,146services-based,147–148businessgoals,345,347business-to-business(B2B)marketers,316CCADdrawings,238callstoaction,98,160–161CAN-SPAMAct,321,324,357captions,table,57tag,57careeropportunities,inAboutsection,114,120–126cascadingstylesheets(CSS)adoptionof,56CSS-baseddesign,10e-mailnewslettersand,327printingwith,263–266typefacesand,33casestudies,158,167,170–174,178deliveryof,180–184finding,178interactive,184listing,178–180storylength,184–185clientbase,reachingoutto,6clipart,copyrightand,271CMSMovableType,201colorblindness,39,48–49colorsaccessibilityand,47–49contrast,33ColourContrastAnalyzer,47comments,blog,216–218CommonLookandFeelfortheInternetstandards,45communicationbenefitsofopen,192viablogs.
Seeblogsone-waystreamof,192Weband,192community,5–6communitybuilding,throughforums,231companyculture,inAboutsection,119companyhistory,inAboutsection,114,118companyinformation.
SeeAboutsectioncompanyoverviewinAboutsection,114,116–120onhomepage,92–93,96,104companyphilosophy,inAboutsection,114–115competition,22–23contactforms,138–141forresumesubmission,124–125forsupport,235–236contactinformation,7,115Contactpage,135–141e-mailcontact,138–141informationon,136–138layoutof,137–138linkto,136contentclarityofwritingand,24–30collectingandmanaging,73–74designconsiderationsfor,22,30–33keywords,23organizing,68–74rating,45searchenginesand,23textasfoundationof,22seealsoWebcopycontentattribute,310contentlicensing,278–279contentmanagementsystems(CMSs),16–17,198–206Contentslink,49contextualads,364contingencyplanningdoomsdaypage,266–267formerrors,257–261introductionto,244INDEX380forprintingwebpages,262–266forredirectsanderrorpages,244–250sitesearch,250–257contrast,33,47–48conversionpaths,294copy.
Seecontent,Webcopycopyright,271–276infringement,273–274onhomepage,105registering,273workmadeforhire,272copyrightmetatag,301copyrightnotices,275–276copywriting,98,320corporateblogs.
Seeblogscorporateinformation,7–8corporatejargon,avoiding,25–27corporatenewsonblogs,194onhomepage,99corporatewebsitesfunctionsof,2–8redesigning,8–14surveyof,103–105Seealsowebsitescostperconversion,355–356costperlead,317,347coupons,352CreativeCommonslicense,279CSScustomapplications,forblogging,205–206CustomSearchEngine,252customeracquisition,316customerappreciation,6customerlists,176,178customerprofiles,348–349customerretention,316customersatisfaction,onlinesupportand,224customersupportbestpracticesfor,237–240contactforms,235–236contentfor,238–239e-mailaddressesfor,236–237function,5–6importanceof,222instantmessagingfor,234internationalizationissuesfor,240optionsfor,225–237dedicatedsupportcontact,234–237documentation,230FAQs,225–227forums,230–232,234knowledgebase,227–229phonenumbers,234–235ROIof,223–225customersaccessto,throughforums,231dialogwith,viablogs,197findingandusing,forthird-partyvalidation,171–174testimonialsfrom,174–175CynthiaSays,64Ddescriptionmetatag,300–301directmail,vs.
e-mailadvertising,316directmarketing,316directories,306disabilities,typesof,38–40DisabilityDiscriminationAct1995(DDA),44dividendhistory,130dmoz.
org,306DOCTYPE,46documentation,incustomersupportsection,230Dominoplatform,205doomsdaypage,266–267DreamHost,18drop-downmenus,79form-based,78forsitenavigation,56Drupal,16,204–205dyslexia,40Ee-mailcontactvia,138–141foroutboundmarketing,316INDEX381e-mailaddressesconcealing,informs,139onContactpage,136forcustomersupport,236–237e-mailadvertising,355–360contentof,357–359vs.
directmail,316e-maillinks,forresumesubmission,123–124e-maillists,purchasing,356–357e-mailmarketing,317,350–351e-mailnewslettersarchives,331contentof,317–321designof,324–330imagesin,326–329layout,329–330legalissues,321linksin,320opt-outmechanisms,321foroutboundmarketing,316–335publishing,331–333reportingandmetrics,333–335signupfor,onhomepage,101–102structureof,325stylingof,327subjectlinesfor,318subscriptionmanagement,321–324unsubscribingfrom,323–324writingstylefor,320earningsstatements,134EDGARdatabase,133tag,59ems,265enterprise,27epilepsy,40errorhandling,informs,257–261errormessages,245form,259–261statuscodes,245,247–249errorpages,244–250executiveblogging,212ExpressionEngine,17,204–205eye-trackingstudies,107FF-shapedpattern,ofuserattention,107FangsScreenReaderEmulator,65FAQs,5contentof,225–226incustomersupportsection,225–227designof,226–227usabilityof,225faxnumbers,onContactpage,136featuredproducts,105FederalTradeCommission(FTC),282feeddiscovery,340FeedBurner,338–339fieldsincontactforms,139–141required,55,140–141tag,54filecompression,oflargePDFs,230filestructure,forWebsitecontent,73financialreports,132Firefoxbrowser,65firstimpressions,90Firstlink,50Flash,10,14–16Flashaccessibility,59–60Flash-basednavigation,80–82fold,105–106fontscommontypes,33serifvs.
sansserif,31Form3,133Form4,133Form5,133Form8-K,133Form10-K,132Form10-Q,132FormTX,273FormVA,273form-baseddrop-downmenus,78formsaccessibilityand,53–56contact,138–141customersupport,235–236errorhandling,257–261INDEX382print-friendlypagesand,265problemswithdesignof,258requiredfields,55,140–41submissionof,54testing,258forumsadministrationof,232,234incustomersupportsection,230–232,234platformsfor,232purposesof,231Forwardbutton,75founders,inAboutsection,118–119FreeMind,72front-pagebillboards,97–98GGeorgiatypeface,32globalnavigation,49,74,76,104globalization,22GNUFreeDocumentationLicense(GFDL),278GoDaddy,18,212–213goalconversions,151,356homepageand,93–94tracking,354Google,41,353CustomSearchEngine,252importanceof,289mythsabout,287GoogleAdSense,364GoogleAnalytics,296–297,335graphics,accessibilityand,57–58Hheadertags,304hierarchicalbreadcrumbs,80hierarchicaldiagrams,forsitearchitecture,72–73historyfeature,75Homelink,49homepageanatomyof,95–105billboardson,97–98brandingand,94companyoverviewon,92–93,96corporateblogson,99–100corporatenewson,99featuredproductsandserviceson,100functionsof,91–93,95goalconversionsand,93–94impressioncreatedby,90leadconversionsand,294loginoptionon,102–103navigationand,92–95newslettersignupson,101–102pressreleaseson,99searchfieldon,96–97subscriptionlinkon,321–323surveyofcompanies',103–105testimonialson,101usabilityconsiderations,105–108hostedbloggingplatforms,198–201Blogger,199WordPress.
com,200–201hostingconsiderations,18.
htaccessfile,217,246–247,249HTML,valid,46HTML4.
01spec,56HTMLform,searchboxas,253–254HTMLformat,forcasestudies,180–184HTMLplatform,vs.
Flash,14–16HTMLsitemaps,84HTMLtablesaccessibilityand,56designof,131–132HTMLtags,correctuseof,53–57HTML-basedforms,139–141HTTPstatusresponsecodes,245–250IIBM,3ideamapping,70–72imagemaps,server-side,78imagesaltattributefor,57alternativetextfor,303ine-mailnewsletters,326–329INDEX383high-resolution,156product,155–158slideshows,157–158in-textadvertising,364inaccessibility,15incominglinks,building,305–309individualproductdescriptions,150individualproductpages,154,156industrycircle,308industrynews,onblogs,194informationcorporate,7–8providedonwebsite,5providingneeded,28informationrepository,forumsas,231inlinelinks,print-friendlypagesand,265inlinestyles,327instantmessaging(IM),forcustomersupport,234intellectualproperty,270–272interactiveconversations,4interactivedemos,158interface,forblog,209internalpressure,forwebsiteredesign,9internalsearchfunction,252introductionpages,107–108inventedwords,27investorrelations,inAboutsection,115,129–135invisiblenavigation,51InvisionPowerBoard,232IPaddresses,banningonApacheservers,217IP.
Board,232Jjargon,avoiding,25–27JavaScriptdrop-downmenusand,79formsand,78nonintrusiveuseof,informs,56jobentrylisting,inAboutsection,122joblists,inAboutsection,121jobopenings,inAboutsection,125Kkeyboardshortcuts,accesskeysand,52keywordresearchsites,291keywordsemphasizing,304levelsof,290,292–293forpaidsearch,354placementof,onpage,304searchenginesand,23forsearchengineoptimization,290–297intitle,299inURL,302–305keywordsmetatag,301knowledgebase,incustomersupportsection,227–229Kontera,364Ltag,53landingpagesforcasestudies,180–184foronlineads,365,367forproductsandservices,150–54languagebarriers,customersupportand,240Lastlink,50lawsuits,accessibility,41layers,238leadgeneration,347leaders,inAboutsection,118–119learningdisabilities,40legalissues,270–282copyright,271–276intellectualproperty,270–272privacypolicy,280–282termsofuse,276–280workmadeforhire,272tag,54leverage,27tag,49linkstoAboutsection,112–113breadcrumb,80broken,244INDEX384toContactpage,136e-mail,forresumesubmission,123–124global,74tohomepage,92inbound,293incoming,305–309inline,265labelsfor,82–83local,74logo,104innewsletters,320outgoing,304placementof,75–76toproductimages,156toProductsandServicessection,149toRSSfeeds,340secondary,76toshoppingcart,159tothird-partyvalidation,169underlined,48Seealsonavigationloadingtimes,15localmenus,74localnavigation,76,79loginoption,onhomepage,102–105logoblitzkriegs,177logolinks,104longtail,22longdescattribute,57loremipsum,31Lynxbrowser,65Mmailingaddress,inContactpage,136mainsections,ofwebsite,69marketingblogsand,193–196direct,316e-mail,317,350–351outbound,316–341search,287–288third-partyvalidation,166–188Seealsoonlineadvertisingmarketingcollateral,158marketingfunction,2–4marketingresources,373markupsemantic,47,53valid,46MarkupValidationService,64markupvalidators,46measurements,absolute,265–266MediaTemple,18menudesign,bestpractices,77–78mergers,corporate,10metatag,299metadataimportanceof,298–301navigationaids,49–50inXMLfiles,85mindmapping,70–72Mint,296mobileWeb,customersupportand,239–240mobilityimpairments,39moderation,ofblogs,216–218modifiers,27moneysavings,fromonlinecustomersupport,223–224monochromacy,39MoveableType,202,205multimedia,accessibilityand,58–60Nnameexposure,345–346navigationaddingbloglinkto,206–207bestpractices,77–78breadcrumblinks,80drop-downmenus,56,79Flash-based,80–82global,49,74,76,104homepage,92–95importanceof,68labelsand,82–83local,74,76,79obtuse,78INDEX385organizationofcontentand,68–74placement,75–76print-friendlypagesand,265redundant,79search-oriented,96secondary,76sitemaps,83–86supplemental,49–53Seealsolinksnavigationaids,49–50navigationdesign,74–83navigationlevels,74newsdelivery,viablogs,193–195,197newsreleases,7,105,126–129newsletters.
Seee-mailnewslettersNextlink,50Nielsen,Jakob,77Otag,58–59onlineadvertisingbannerads,360–363campaigntactics,344–352channelsfor,350compilingadvertisingprogram,350–365creatingeffective,352defininggoalsfor,345–347e-mailadvertising,355–360introductionto,344landingpagesfor,365,367paidsearch,353–355targetdemographics,348–350textlinks,364–365onlinehabits,251OpenDirectoryProject(ODP),306–307OperaSoftware,communityportalof,5organicresults,288organization,ofcontent,68–74outboundmarketing,316e-mailnewsletters,316–335RSSfeeds,335–341outsidecontractors,copyrightand,271Ppagecontentinvisible,303visible,303Seealsocontentpageranking,improving.
Seesearchengineoptimizationpagetitle,299paidsearchresults,350–355paragraphs,lengthof,28tags,58Parsons,Bob,212–213patents,270pathbreadcrumbs,80pay-per-click(PPC)ads,287pay-per-clickmodel,354PDFs,bestpracticesforlong-format,230personas,349–350philanthropicactivities,inAboutsection,119phonenumbersonContactpage,136customersupport,234–235PhpBB,232–233pixels,265pressreleasesites,306–308pressreleases,7,105inAboutsection,114,126–129aboutproducts,158contentof,128forthird-partyvalidation,167,170–174onhomepage,99listing,126,128purposesof,126forthird-partyvalidation,167,170–174Prevlink,50principals,inAboutsection,114,118–119print-readyWebpages,262–263printing,Webpages,262–266privacypolicy,280–282Privacy.
org,282productannouncements,onblogs,193productdescriptions,154productdocumentation,230productimages,155–158INDEX386productinformation,158productlandingpage,152–154productpages,individual,154–156products,146–147featuredonhomepage,100linkingtoshoppingcart,159related,158sellingonline,3andservices,148–149productsoverview,inAboutsection,117Productspagesdesigning,150–159uniquesellingstoryand,162Productssection,149–150projectrequirements,69proof-of-conceptdiagram,68prospects,onlinecustomersupportand,224publicforums,5–6publicrelations,344publicationschedules,fore-mailnewsletters,331publishingplatforms,fore-mailnewsletters,332–333PunBB,232–233purchases,151Qqualifiedleads,294QuickTimevideos,158RRackspace,18readinglevels,29readingpatterns,ofWebusers,107ReallySimpleSyndication(RSS),206,316,335.
SeealsoRSSfeedsrecognition,175,187redirects,244–250referringsites,293,306relattribute,264reply/removetechnique,323resources,370–374resumesubmission,inAboutsection,122–125reviews,167,175,187robotsmetatag,301,310–311robots.
txtfile,311–312ROI(returnoninvestment),ofcustomersupport,223–225RSS(ReallySimpleSyndication),206,316,335RSS0.
91,338RSS2.
0,338RSSfeeds,335–341addingtosite,340–341contentfor,336–341implementationof,338formarketing,337forwebsite,337Ssales,increasing,346–347salesgoals,346sansseriffonts,31screenreaders,64screenresolution,designconsiderationsand,106searchbehavior,288searchboxes,253–255HTMLfor,253–254placementof,254searchcapability,inknowledgebase,229searchenginemarketing(SEM),287searchengineoptimization(SEO)accessibilityand,41buildingincominglinksfor,305–309directingsearchenginetraffic,310–312introductionto,286–289keywordselection,290–297metadataand,298–301aspartofadvertisingcampaign,352qualitywritingand,303referringsitesand,293resources,373ROIand,293–294strategyfor,289–290strategyreview,295–297tactics,297–310URLstructureand,302–305INDEX387searchenginepositioning,blogsand,197searchengineresultspage(SERP),287searchenginespiders,310–312searchenginetraffic,directing,310–312searchengines,250–251,286–287beingfoundby,23–25mythsabout,287organicvs.
paidresultsfrom,288submissionto,309websiteplatformand,15searchfunctiononhomepage,96–97,105indispensablenatureof,250–251asnavigationcomplement,251–252Searchlink,50searchmarketing,287–288searchpages,advanced,254–255searchresults,255–257search-orientednavigation,96SECfilings,132–135secondarynavigation,76Section508oftheRehabilitationAct,44semanticmarkup,47,53semi-blindness,39SEO.
Seesearchengineoptimizationseriffonts,31server-sideimagemaps,78services,147–148inAboutsection,117featuredonhomepage,100andproducts,148–149promotingonline,3Servicespages,149designof,150–151,159–161naming,150uniquesellingstoryand,162shoppingcarts,3,149,159sitearchitecture.
Seearchitecturesitedesigncolorconsiderations,47–49contentorganization,68–74displayoftabulardata,131–132Fpatternand,107foldand,105–106homepage,95–105navigationdesign,74–83ProductandServicespages,150–161redesigns,69supplementalnavigation,49–53usabilityconsiderations,105–108sitemaps,83–86functionof,83linkingtoHTML,84XML,85–86sitenavigation.
Seenavigationsitesearch,250–257sitetraffic,blogsand,197SiteValet,64sitevalidation,63–64slideshows,157–158solution,27sortingtables,132spam,onblogs,217–218splashpages,107–108sponsoredsearchresults.
Seepaidsearchresultssponsorships,350standards-baseddevelopment,45–47semanticmarkup,47validHTML,46Starbuckswebsite,marketingon,3statuscodes,245–249200OK,246301MovedPermanently,246–247302Found,246–247404,245404NotFound,248,250500InternalServerError,250stockinformation,129–131stockphotography,copyrightand,271strategicalliances,forlinks,309stylesheetsprinter-friendlypagesand,263–266useof,56Seealsocascadingstylesheets(CSS)subjectlines,fore-mailnewsletters,318subscriptionmanagement,fore-mailnewsletters,321–324successes,inAboutsection,114INDEX388SuckerfishDropdowns,79summaryattribute,57supplementalnavigation,49–53accesskeys,51–52invisiblenavigation,51navigationaids,49tabindex,52–53support.
SeecustomersupportSWFObject,59–60Sybase,205syndication,contentfor,336–341TTabkey,fornavigation,52–53tabindexattribute,52–53,79tableheaders,56–57tableofcontentsforlargePDFs,230fornewsletters,330tableruler,131tag,57tablesaccessibilityof,56–57displayof,131–132sorting,132targetdemographics,foradvertisingcampaign,348–350tag,57technicaldocumentsaboutproducts,158technologicaladvances,websiteredesignand,9–10templates,forpressreleases,129termsofuse,276–280testimonials,101,104,158,167,174–175,185,187text,asfoundationofWeb,22textlinkads,350,364–365textlinks,351Textpattern,16,203,205tag,57tag,56–57tag,57third-partymedia,displaying,135third-partyrecognition,169third-partyvalidation,166–188casestudies,178–185contentacquisition,170–175contextof,169deliveryof,167–169designing,176–187nomenclaturefor,167positioningof,167,169thumbnailimages,ofproducts,156titleattribute,57,303,305titletag,299top-levelnavigation,49,75trackbacks,206trademarks,270triangulatedirregularnetwork(TIN),238typeattribute,264typefaces,32–33TypePad,201typographicconsiderations,31–33Uunderlinedtext,48uniquesellingstory,162URLstructureforblogs,207–209SEOand,302–305usabilityconsiderations,15,244forcontactforms,141homepagedesignand,105–108usabilitystudies,77utilize,overuseof,27VvalidHTML,46validationservices,64Verdanatypeface,32VibrantMedia,364Vignette,17visitors,strategiestoentice,365–367visualimpairments,39,48,57INDEX389WWAI(WebAccessibilityInitiative),42WatchfireWebXACT,64WCAG1.
0,42–44WCAG2.
0,42–44Webcompetitiononthe,22importanceof,tobusiness,2organizationalmodelof,286WebAccessibilityToolsConsortium,47Webanalytics,335Webbrowsers,displayofwebsitein,325Webcontent.
SeecontentWebContentAccessibilityGuidelines(WCAG),42–44Webcopybulletsin,28clarityofwritingfor,25–30paragraphlength,28readinglevelfor,29Webdesignarchitectureand,38contentand,30–33planningof,68resources,370textasfocusof,22SeealsositedesignWebforms,138–141Webhostingconsiderations,18Webpages,printing,262–266Webpresence,forbranding,4Websearches,23–25,286Webtrafficpatterns,295websiteaccessibility.
Seeaccessibilitywebsitedesign.
Seesitedesignwebsitedevelopment,standards-based,45–47websiteplatforms,14–18contentmanagementsystems,16–17HTMLvs.
Flash,14–16websiteredesign,8–14,69costof,14justificationfor,8–10planning,10–13primaryobjectivesfor,11secondaryobjectivesfor,12sellingthe,13–14tertiaryobjectivesfor,12timelinefor,13websitesforbanneradplacement,361–362functionsof,2–8importanceofwell-designed,2increasedsophisticationof,2submittingtosearchengines,309WebTrends,295,335wordchoiceforcontent,24–27fortextlinkads,364WordPress,16,204–205WordPress.
com,200–201workmadeforhire,272WorldWideWebConsortium(W3C),42accessibilityguidelinesof,42–44INDEX390XXMLsitemaps,85–86YYahoo,306Zzebratables,132zoomlayout,48