Table of Contents
Part I. Search Engine Marketing Optimization
Part II. Web Performance Optimization
“We’ve had a website for years now, but it hardly pays for itself.”
“Our site’s pulling in more than 30% of our revenue, at a far lower cost than our
other venues.”
There’s a world of difference between these two very real Internet experiences.
Yet they
provide a window into the landscape of web survival that plays out daily. Success is the
result of a multitude of adaptations to this constantly changing environment. The fate of
companies worldwide is at stake, yet few players grasp the full scope of the problem.
Fewer still can clearly and thoroughly articulate its solution: website optimization.
Ultimately, website optimization (WSO) is about maximizing the (usually financial)
return on a website investment. Research shows that attaining that ultimate goal is
dependent upon fulfilling a set of known benchmarks, including making the site easier
to find, easier to use, faster, more aesthetically pleasing, cheaper to run, and more
compelling. Site stakeholders need accurate resources that spell out best-in-class,
proven strategies and methods to reach those benchmarks, and thereby attain success.
I wrote this book to fill this need. By reading it, you will learn a comprehensive set of
optimization techniques for transforming your website into a more successful profitgeneration
machine. You’ll save money by shifting your marketing budget from hit-ormiss
mass marketing to highly targeted, online marketing with measurable results.