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
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Identify and leverage new search engine marketing opportunities arising from social media
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Align search engine marketing with your company’s evolving strategic and tactical goals
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Implement programs that drive sustainable improvements— not counterproductive quick fixes
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Systematically optimize your existing Web site search programs
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Manage the unique marketing challenges associated with large sites
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Create monthly scorecards and use them to drive improvement
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Provide effective guidance to content developers and designers in language they’ll understand
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Automate checking and reporting for every page on your site
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Choose effective target keywords, optimize your content, and attract links
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Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools
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Measure site-wide success rates across multiple systems and technologies
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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 xiiiAbout 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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