Wednesday, December 31, 2008

Search Engine Marketing INC or Pro InfoPath 2007

Search Engine Marketing, Inc: Driving Search Traffic to Your Company's Web Site

Author: Mike Moran

The #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD!

“My copy of the first edition of Search Engine Marketing, Inc. is ratty and dog-eared from extensive use. It’s full of coffee stains and my own scribbled notes. Because it so effectively demystifies search engine marketing and provides such practical advice for success, I turn to it again and again and recommend it to audiences worldwide. This book is not academic blather or geeky techno-speak; it’s an approachable and digestible guide chock-full of real-life examples.”
—David Meerman Scott, Bestselling Author of The New Rules of Marketing and PR

“Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moran’s search industry bible, Search Engine Marketing, Inc., incorporates informative and enlightening sections on optimizing multimedia, improving Web site search, and the emergence of social media and what it really means to the search marketer. There is valuable information in this book to help inform at every level from the beginner who is curious about search to the advanced enterprise search marketer. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable is no small task, and Search Engine Marketing, Inc. succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.”

—Jay Middleton Senior Manager, WW Search Marketing, Adobe Systems, Inc.

“With Search EngineMarketing, Inc., Bill Hunt and Mike Moran have successfully updated what is already known in the industry as “The Search Marketing Bible.” With new content, examples, and insight including social media and Web site search, this is a must read book for marketers at companies of all sizes from startups to the Fortune 100.”

—Lee Odden CEO of TopRank Online Marketing and Author of Online Marketing Blog

In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.

Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You’ll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.

BONUS DVD Packed with Tools and Resources

DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics

The authors systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to

 

  Identify and leverage new search engine marketing opportunities arising from social media

  Align search engine marketing with your company’s evolving strategic and tactical goals

  Implement programs that drive sustainable improvements— not counterproductive quick fixes

  Systematically optimize your existing Web site search programs

  Manage the unique marketing challenges associated with large sites

  Create monthly scorecards and use them to drive improvement

  Provide effective guidance to content developers and designers in language they’ll understand

  Automate checking and reporting for every page on your site

  Choose effective target keywords, optimize your content, and attract links

  Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools

  Measure site-wide success rates across multiple systems and technologies

  Hire the right SEO consultant—and avoid the wrong ones

Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., Second Edition will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

 

Foreword xxv

Preface xxvii

Acknowledgments xxi

Part 1: The Basics of Search Marketing 1

Chapter 1: Why Search Marketing Is Important…and Difficult 3

Chapter 2: How Search Engines Work 31

Chapter 3: How Search Marketing Works 57

Chapter 4: How Searchers Work 81

Part 2: Develop Your Search Marketing Program 101

Chapter 5: Identify Your Web Site’s Goals 103

Chapter 6: Measure Your Web Site’s Success 119

Chapter 7: Measure Your Search Marketing Success 143

Chapter 8: Define Your Search Marketing Strategy 171

Chapter 9: Sell Your Search Marketing Proposal 199

Part 3: Execute Your Search Marketing Program 227

Chapter 10: Get Your Site Indexed 229

Chapter 11: Choose Your Target Keywords 267

Chapter 12: Optimize Your Content 293

Chapter 13: Attract Links to Your Site 337

Chapter 14: Optimize Your Paid Search Program 383

Chapter 15: Make Search Marketing Operational 447

Part 4: Beyond Search Marketing 477

Chapter 16: Explore New Media and Social Media 479

Chapter 17: Optimize Your Web Site Search 505

Chapter 18: What’s Next? 533

Glossary 551

Index 583

 



Books about: Adam Smith and the Virtues of Enlightenment or A History of Middle East Economies in the Twentieth Century

Pro InfoPath 2007

Author: Philo Janus

Pro InfoPath 2007 is an excellent book for developers trying to learn the scope and range of application forms that can be built with Microsoft Office InfoPath 2007. InfoPath is now in its 2nd generation and it enables the creation of rich desktop and web forms using XML technologies and allows gathering of structured, business-critical information. Together with Microsoft Windows SharePoint Server 2007, InfoPath allows built-in integration with back-end processes, databases, and work flow, and provides developers with rich tools to build enterprise-wide forms solutions.

During the development and stabilization phase of InfoPath 2007, Philo worked closely with the product team to testfeatures, provide feedback on scenarios, and to build and apply solutions for the government and public sector. He haspoured all that experience in an engaging manner into this book--a great read for every developer trying to learnInfoPath.


— Kamaljit Bath, Principal Program Manager Lead, Microsoft Office InfoPath and Forms Services

InfoPath enables users to design forms and publish them for use by other users. It combines the ease of use of Access forms with the enterprise scalability of a network-based platform. Microsoft's goal with InfoPath is to get form design and maintenance out of the IT shop and onto the desktop, while maintaining the power of connecting to web services or a SQL Server. Since InfoPath is wholly XML-based, it is easy to introduce it into a heterogeneous enterprise environment -- via web services InfoPath can act as the interface for any back end system. InfoPath 2007, coupled with Microsoft Office SharePoint Server, adds theability to deploy InfoPath forms in a web browser with no client side application. SharePoint and Office 2007 have leveraged InfoPath in many other ways -- making InfoPath forms part of the workflow engine embedded in SharePoint, and using InfoPath forms to capture and maintain arbitrary metadata in Office documents.

Pro InfoPath 2007 was written so that developers can read it as an introduction to InfoPath 2007, as well as use it as a reference for common tasks. Targeted at developers, power users should also find a lot of value in this book to learn how to design and use forms in InfoPath.

This book will show form designers how to:

  • Use InfoPath to fill in electronic forms
  • Design and publish forms
  • Connect to data sources to read and publish data
  • Design and leverage the power of InfoPath views
  • Work with SharePoint form libraries to get the most out of InfoPath form data
  • Import existing Word and Excel forms into InfoPath
  • Create workflows with SharePoint Designer
  • Work with digital signatures

In addition, developers will learn how to:

  • Create an InfoPath form template based on a data connection or web service
  • Publish InfoPath form templates as content types
  • Create custom task panes for InfoPath forms
  • Understand SharePoint information management policies
  • Write .Net code behind InfoPath forms and browser forms
  • Create an add-in to extend the capabilities of InfoPath
  • Create a custom workflow for SharePoint, embedding InfoPath forms for gathering information
  • Build a .Net web service that InfoPath can connect to
  • Use Altova's XMLSpy to work with InfoPath form templates



Table of Contents:
About the Author     xiii
About the Technical Reviewer     xv
Acknowledgments     xvii
Introduction     xix
Introducing InfoPath     1
InfoPath     1
InfoPath As a Smart Client     6
E-forms     8
InfoPath for Forms Solutions     9
Summary     11
Tour of the InfoPath Client     13
Form Templates vs. Form Data     13
InfoPath and Form Maintenance     14
Tour of the InfoPath Client     14
Rich Text Fields     17
Repeating and Optional Sections     17
File and Picture Controls (and Ink)     20
Views     21
Errors     21
Digitally Signing a Form     22
Form Settings     24
Submitting Forms     25
Exporting Forms     26
Digital Rights Management     26
Browser Forms     26
E-mailing Forms     28
Forms for Metadata     28
Summary     29
Tour of the InfoPath Designer     31
Introduction to InfoPath Form Design     31
Form Design Philosophy     31
Creating a New Form     32
Types of InfoPath Forms     34
The Design Tasks Pane     35
Form Laycut     35
Controls     40
Template Parts     62
Data Source     62
Design Checker     63
Publishing the Form Template     63
Summary     63
InfoPath Views     65
InfoPath Views in Detail     65
Form Paging     66
Alternative Views     69
View Options     72
Exporting Views     80
Changing Views     80
Summary     80
Publishing InfoPath Forms     81
Publishing Overview     81
Form Security     82
Xcopy Publishing     84
Network Location     84
Via E-mail     87
SharePoint     93
Publishing to a SharePoint Form Library     94
Publishing to a SharePoint Site As a Content Type     98
Installable Form Template     99
Summary     99
SharePoint Integration     101
SharePoint Form Libraries     102
Check-In/Check-Out      103
Item-Level Security     104
Versioning     104
Alerts     105
Form Property Promotion/Demotion     105
InfoPath Browser-Capable Forms     106
Creating a Browser-Capable Form     109
Views     110
Forcing Forms to Open in a Browser     111
Browser-Specific Options     112
Saving and Submitting     113
E-mail Enabling Document Libraries     116
SharePoint Workflow     117
Windows Workflow Foundation     117
Designing a Workflow     118
InfoPath and SharePoint Workflows     118
Summary     121
Data Connections     123
Overview     123
Data Connections     125
Data Source     127
SQL Server     128
Web Services     135
E-mail     139
Hosting Environment     141
SharePoint     141
Lists     142
Data Connection Library (DCL)     143
Single Sign-On     144
Summary     144
Advanced InfoPath Topics     145
Importing Word/Excel Forms      146
Importing Forms     147
Word Forms     148
Excel Forms     150
Cascading Drop-Down Lists     153
Content Types     154
Custom Task Panes     161
Policies     161
Labels     162
Auditing     162
Expiration     163
Barcodes     164
Merging Forms     164
Summary     165
Writing Code in InfoPath     167
Visual Studio Tools for Applications (VSTA)     167
InfoPath and Visual Studio     169
Understanding the InfoPath Object Model     172
Application     173
Windows/ActiveWindow     173
XmlFormCollection/XmlForm Class     173
XPathNavigator     175
InfoPath Form Events     176
Manipulating the Form     177
Optional Sections     178
Repeating Sections/Tables     182
File Attachments     182
Working with Data Connections     185
Browser-Capable Forms     186
Security     188
Summary     188
InfoPath Add-Ins and Task Panes     189
Writing an InfoPath Add-In     191
Creating and Using a Custom Task Pane     199
Hosting InfoPath Forms     202
Hosting an InfoPath Form in a Windows Form     203
Hosting an InfoPath Form in an ASP.NET Form     206
Summary     206
Workflow     207
Windows Workflow Foundation (WF)     207
SharePoint Designer and Workflow     208
Designing Workflow in Visual Studio     215
Creating a Workflow Project     218
Creating the Form Library     222
Creating an InfoPath Workflow Initiation Form     223
Creating an InfoPath Task Editing Form     225
Wiring Up the Workflow     227
Deploying the Workflow     232
Summary     237
Understanding the Manifest     239
xDocument Class     240
Package     240
DateAdapters     240
FileNew     241
Repacakaging an XSN     241
InfoPath SDK     242
Web Services     243
Simple Object Access Protocol (SOAP)     244
Web Service Description Language (WSDL)     245
Writing .NET Web Services Suitable for InfoPath     245
Web Services Enhancements (WSE)     255
Windows Communication Foundation (WCF)     256
Universal Discovery, Description, and Integration (UDDI)     256
Web Services and SQL Server     257
Summary     259
Using XMLSpy with InfoPath     261
About XMLSpy     261
XMLSpy and XML Files     263
Schemas     267
Using Projects     270
Index     273

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