The Book's Index | Insider-SEO.com

Insider SEO & PPC: The Book's Index

The book is fully indexed so you can easily find any topic.

A/B Split Testing, 124
ABM, 137
Ad Group. See also AdWords
adCenter. See MSN
AdSense, 154, 156
AdWords Acronyms, 111
AdWords Ad Groups, 139
AdWords API, 175
Bidding, 130
Bloopers, 187
Blue box, 120
AdWords Broad Match, 132
AdWords Budget, how to set, 115
AdWords Certification, 186
Competitors, 120
AdWords Conversion tracking, 165
AdWords Conversions, 165
Cost of click, 134
Exact Match, 132
How many keywords?, 127
Inactive, 130
Negative Match, 132
AdWords Overview, 108
Pause, 152
Phrase Match, 132
Position of ads, 137
Quality Score, 130, 137, 146
Reports, 167
Time frame for campaigns, 151
User-Group, 243
Alexa.com, 240
ALT tag, 66
Amazon.com, 198
Analog, 197
Anchor text, 245
Ask.com's PPC, 184
AskJeeves, 31
ASP, 245
Attorney, 112
Automated Bid Management, 137
Automated submission, 94
Avg CPC, 111
B&B, 158
Backlinks, 70, 79
Bad neighborhood, 71
Bank, 84
Barabasi, Albert-Lazlo, 257
Berk, Emily, 12
BI. See Business Intelligence
Bibliometrics, 32, 257
Black hat SEO, 97
Blog, 87
Blogger, 87, 156
MoveableType, 88
Blue Box, 120
Body paragraph, 68
Bookkeeping, 161
Books, 55, 124, 175, 242, 257
Brin, Sergey, 32
Broken links, 93
BuildDirect.com, 228
Burgess, Lawrence, 13
Business consulting, 141
Business Intelligence, 246
Buying cycle, 27
As a table, 28
Phases, 27
Caples, John, 55, 118, 124
Carlson, Lisa, 13
Case Study, 15
AdSense, 156
B&B, 158
Banking, 84
Bookkeeper, 161
Building materials, 228
Business consulting, 141
Chemotherapy, 50
Corporate branding, 94
Dentist, 147
DMOZ, 63
Handbags, 125
Health care, 78
Hotel chain, 90
Lawyer, 112
Medical devices, 127
Music instruments, 136
New Age, 170
Realtor, 173
Semiconductors, 150
SEO for search engines, 75
Software, 152
Telecommunications, 73
Title tags, 59
User group, 172
Video rental, 118
Web analytics, 228
Winery, 189
Chatlists for SEO/PPC, 243
Checklist for SEO, 103
Chemotherapy, 50
Clear Channel, 30
Click Through Rate, 111
Clickstream, 246
ClickTracks Analytics, 204, 217, 231
Commodity, 246
Companion website, 14
Compare PPC & SEO, 186
Conclusion, 237
Content targeting, 154
Conv. Rate, 111
Conversion, 246
Conversion tracking, 111
Cookie, 203, 231, 247
Copyright, 3
Cost Per Acquisition, 247
Cost Per Click, 111, 247
Cost Per Lead, 247
Cost/Conv, 111
Cota, Stephanie, 12
CPA, 247
CPC, 111, 247
CPL, 247
CPM, 247
CPM advertising, 163
CRM, 148, 248
CTR, 111, 248
Customer Relationship Management, 148, 248
Cybermetrics, 257
Dafforn, Erik, 97
Data mining, 248
Dayparting, 138, 178, 180, 248
Demographics, 25
Dentist, 147
Differentiation, 249
Diller, Barry, 31
Directory submission, 62
Disclaimer, 3
Disintermediation, 31, 249
DMOZ, 62, 249
Doorway pages, 95
Dubbledam, Pim, 12
Enquiro, 242
Eye tracking study, 58, 81, 137
Landing page study, 144
Enterprise software, 152
Eurydice Katzenjammer, 13
Eye tracking study, 81
Feynman, Richard, 196
File names, 66
Find your website's rank, 240
Flash, 93
Fluctuation, 83
Frames, 93, 96
Fresh tags, 85
Funnel analysis, 210, 249
Geotargeting, 159
Glossary, 245
Gmail, 155
GMail, 110
Google
Account Reps, 191
Catalog, 86
Content Network, 191
Fresh tags, 85
Froogle, 86
Google Analytics, 204, 208

Google Dance, 83
Google Groups, 110, 156
Google Local, 69
Keyword tool, 52
Local Results, 68
OneBox, 87
Sandbox, 74, 171
Sitemaps, 72
Support Reps, 191
Traffic Estimator, 191
Urchin, 191
Wi-Fi, 36
Gordon, Adam, 13, 20, 41
GoTo.com, 33
Graphics, 93
H1 Header, 67
Handbags, 125
Health portal, 78
Hebert, Karen, 13
Hire a writer, 79
Hit, 250
Hotel chain, 90
Hyphen, 56, 66
Image tag, 66
Impr, 111
Impression, 111
Incoming links, 70
Informational content, 250
Informational pages, 95
Interview, 18
Adam Gordon, 41
David Jakubowski, 180
Erik Dafforn, 97
Google Rep J., 191
John Marshall, 231
MSN adCenter, 180
VP Marketing, 41
VP of SEO, 97
Web analytics, 231
Intrapromote, 13
IP Address, 250
J. Walter Thompson, 25, 31
Jakubowski, David, 13, 180
Jo, Charles, 12
Keep search engines out, 89
Kent, Peter, 242
Keywords, 52, 250
Trademarked terms, 128
Koi-Planet.com, 13
Kordestani, Omid, 35
Kurt, Dida, 12
KW, 250
Landing page, 142, 250
Latent conversions, 204
Laura
At the landing pages, 142
Clicks on all ads, 133
Ficticious user, 13
In the buying cycle, 27
Lawyer, 112
Lead generation, 12
Lee, Ginger, 12
Lifetime Value, 250
Links, 251
In SEO, 69
Link Swap Management, 240
Testing the links, 242
Local Results, 68
Local Targeting, 159
Log files, 203
Logarithms, 81
Logo image, 66
LP, 251
Marketing Sherpa, 243
Marketleap.com, 241
Marshall, John, 13, 231
Match Type
Broad Match, 132
Exact Match, 132
Negative Match, 132
Phrase Match, 132
Media, 30
Medical devices, 127
Meta-Description, 60
Meta-Keyword Tag, 65
Meta-Refresh, 96
Metrics, 38, 196, 251
See also Web analystics, 196
Microsoft. See MSN
Min-bid. See Minimum bids
Minimum bids, 129
MSN
adCenter, 36, 177, 180
Search, 180
Natural search, 49, 251
Negative keywords, 129
Network theory, 257
New Age, 170
Newsletters for SEO/PPC, 243
Node, 251
NOFRAME, 93, 96
NOSCRIPT, 96
Note
Determining the ad costs, 116
Explained, 13
How many clicks make a cluck?, 158
How much CTR?, 165
Landing pages, 144
Meta-keyword tags, 65
More on logarithms and networks, 82
No-Index tags can be ignored, 89
Note about Alexa's numbers, 240
Sandbox, 74
The budget in Adwords, 115
Use automated submission?, 94
Using conversion tracking, 169
Using reports, 167
Warning about the bidding system, 134
Why Google uses backlinks, 70
ODP, 251
OneBox, 87
Open Directory Project, 251
Organic Search, 49, 251
Overture, 33, 175
Page, Larry, 32
PageRank, 70
Paid Placement, 105
Palmer, Volney, 25
Passwords, 93
Path analysis, 249, 252
Pause AdWords, 152
Pay-per-call, 146
Pay-Per-Click. See PPC
Persistent cookie, 204, 252
Portal sites, 95
Portals, 30
PPC, 23, 37, 105
Acronym, 252
AdWords Blog, 171
Associations, 243
Books, 242
Compared to SEO, 186
Defined, 37, 252
Goals, 105
Outsource, 185
Tools, 239
Ramos, Andreas, 11
RAV4, 26
Real estate, 173
References, 257
Referer, 252
Restaurants, 75
Return on Investment. See ROI
Returning visitor, 252

Robots meta tag, 89
robots.txt, 89
ROI, 253
How to calculate, 117
Underreporting, 203
Sales pitch, 55
Salesforce, 148
Sandbox, 74, 97
Scenario analysis, 249
SE, Acronym, 253
Search Engine
Blocking out, 89
Ranking, 80
Spamming, 254
Search Engine Marketing. See SEM
Search Engine Optimization. See SEO
Search Engine Results Page, 253
Search Engine Strategies, 242
Search targeting, 153
SearchEngineWatch.com, 242
SEM, 23, 25
Acronym, 253
Buying Cycle, 27
Campaign Overview, 38
Semiconductors, 150
Sempro.org, 243
SEO, 23, 37, 47
Acronym, 253
Associations, 243
Best Practices, 97
Books, 242
Checklist, 103
Compared to PPC, 186
Content, 76
Defined, 37, 253
Goals, 47
Outsource the work, 92
Problems, 93
Tools, 239
SEP, 253
SERP, 253
Session cookie, 253
SFA, 254
Sherman, Chris, 242
Site maps, 72
Site targeting, 163
Spammer, 95, 96, 254
Spears, Britney, 54, 96, 130, 189
Spider, 254
Split testing, 124
Spoof, 254
Submit your site
To DMOZ, 62
To Yahoo!, 62
SugarCRM, 148
Sullivan, Danny, 242
Tagging, 203, 255
Target Audience, 26
Tennis shoes, 132
Thank-you page, 146
Thurow, Shari, 242
Time Zones, 152
Tip
Ads in all sizes, 165
AdSense, 155
Bid strategies, 135
Book on PPC companies, 185
Book on SEO, 55
Closing leads, 175
Easy to use blogs, 88
Explained, 14
Extra keywords, 129
How to make sitemaps, 72
Problems with cookies, 167
Share your content, 80
Telephone numbers, 114
Test titles with PPC, 58
Text in logo tag, 67
Time zones, 152
Tips for writing phrases, 124
Update your pages, 85
Use AdWords to test campaigns, 177
Use bold, 68
Use capitalization in URLs, 57
Use CSS, 67
Use Google Local, 69
Use hyphens, 56
Use hyphens in file names, 66
Use IE in Firefox, 179
Use PPC to build mailing lists, 128
Use two ads, 123
Using DMOZ, 64
Using the keywords tool, 126
Vertical search engines, 92
Writing sales pitch, 55
Title Tag, 57
Toyota RAV4, 26
Toys, 59
Trade show for SEO and PPC, 242
Trademarks, 3
Used as keywords, 128
Traditional Marketing, 21
Traffic analysis, 254
Traffic segmentation, 199, 254
Tweaking, 254
Underscore, 56, 66
Unique Value Proposition, 51, 254
Unique Visitors, 255
Universal Resource Locator, 255
Unpaid Links, 48
Updates, 14
Urchin, 204
URL, 56, 255
URL Tagging, 255
User groups, 172
UVP, 51, 254
Validate the HTML, 83
Vertical, 63, 92
Vickrey, 179
Video company, 118
Web analytics, 38, 196, 255
ASP or installed, 202
Benefits, 231
ClickTracks Analytics, 204, 217
Comparison of 53 products, 236
Criteria, 201
Defined, 198
Funnel analysis, 210
Google Analytics, 204, 208
History, 197
Implementation, 203
Interview, 231
Labeling, 221
More case studies, 236
Overlays, 220
Overture analytics, 204, 205
Packages, 204
Segmentation, 211
Yahoo analytics, 204
Web metrics, 256
Web page, 256
Web traffic analysis, 88
WebMasterWorld, 242, 243
WebPosition Gold, 239
Website for koi, 13
Websites for SEO/PPC, 243
Werz and Germain, 55, 124
Wikipedia, 79
Winery, 189
Wong, Thomas, 12
Wood, Laura, 12
Woods, Rob, 13
Wordtracker, 239
Writers, 79
Writing the ads, 122
Yahoo PPC, 175
Yahoo! Marketing Console, 204, 205
Ziglar, Zig, 118, 175

Insider Blog

Insider SEO & PPC: The Book's Index

Knowledge Base