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Original Essays | September 4, 2014

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Website Optimization


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Synopses & Reviews

Publisher Comments:

Remember when an optimized website was one that merely didn't take all day to appear? Times have changed. Today, website optimization can spell the difference between enterprise success and failure, and it takes a lot more know-how to achieve success.

This book is a comprehensive guide to the tips, techniques, secrets, standards, and methods of website optimization. From increasing site traffic to maximizing leads, from revving up responsiveness to increasing navigability, from prospect retention to closing more sales, the world of 21st century website optimization is explored, exemplified and explained.

Website Optimization combines the disciplines of online marketing and site performance tuning to attain the competitive advantage necessary on today's Web. You'll learn how to improve your online marketing with effective paid and natural search engine visibility strategies, strengthened lead creation and conversion to sales methods, and gold-standard ad copywriting guidelines. Plus, your increased site speed, reduced download footprint, improved reliability, and improved navigability will work synergistically with those marketing methods to optimize your site's total effectiveness.

In this book for business and IT managers, author Andrew King, president of Website Optimization, LLC, has assembled experts in several key specialties to teach you:

  • Search engine optimization -- addressing best (and worst) practices to improve search engine visibility, including step-by-step keyword optimization guidelines, category and tag cloud creation, and guerilla PR techniques to boost inbound links and improve rankings
  • Pay-per-click optimization -- including ad copywriting guidelines, setting profit-driven goals, calculating and optimizing bids, landing page optimization, and campaign management tips
  • Optimizing conversion rates -- increasing leads with site landing page guidelines, such as benefit-oriented copy, credibility-based design, value hierarchies, and tips on creating unique selling propositions and slogans
  • Web performance tuning -- optimizing ways to use (X)HTML, CSS, and Ajax to increase speed, reduce your download footprint, and increase reliability
  • Advanced tuning -- including client-side techniques such as on-demand content, progressive enhancement, and inline images to save HTTP requests. Plus server-side tips include improving parallelism, using cache control, browser sniffing, HTTP compression, and URL rewriting to remap links and preserve traffic
  • Web metrics -- illustrating the best metrics and tools to gather details about visitors and measure web conversion and success rates. Covering both search marketing metrics and web performance measures including Pathloss and waterfall graphs

Website Optimization not only provides you with a strategy for success, it also offers specific techniques for you and your staff to follow. A profitable website needs to be well designed, current, highly responsive, and optimally persuasive if you're to attract prospects, convert them to buyers, and get them to come back for more. This book describes precisely what you need to accomplish to achieve all of those goals.

Book News Annotation:

King, president of the Website Optimization marketing firm, explains how "website optimization" means more than a quick loading of pages and access by the majority of browsers. This guide for web developers shows how to create a site that is more visible to search engines while maintaining effective ad copy, increased sales and maximized conversion rates for landing pages. The author explains how to use the right set of web metrics to measure your success, while employing XHTML, CSS and Ajax to increase efficiency. Annotation ©2008 Book News, Inc., Portland, OR (


This book is a comprehensive guide to the tips, techniques, standards, and methods of Web site optimization, from increasing site traffic to maximizing leads, from revving up responsiveness to increasing navigability.

About the Author

Andrew B. King is the President of Website Optimization, LLC, a Web Performance and Search Engine Marketing firm based in Ann Arbor, Michigan. Since 2002, team WSO has helped firms optimize the effectiveness of their websites to improve their ROI. Their clients include Bank of America, AOL, Time Warner, Net Zero,, and Caravan Tours. For more information on website optimization and a book companion site go to:

Andy is the author of Speed Up Your Site: Web Site Optimization, a highly regarded book on web site performance tuning and search engine optimization. Mr. King holds a BSME and MSME from the University of Michigan specializing in design optimization of structures. He was recruited by NASA after graduation, but chose instead to join the fast-paced world of engineering consultant.

Since 1993, Mr. King has worked full time as a web professional applying and teaching web optimization and creation techniques. He is the founder and former Managing Editor of and, two award-winning developer sites acquired by Mecklermedia in 1997 (now Jupitermedia).

Table of Contents

Foreword Preface Part I: Search Engine Marketing Optimization Chapter 1: Natural Search Engine Optimization Chapter 2: SEO Case Study: Chapter 3: Pay-per-Click Optimization Chapter 4: PPC Case Study: Chapter 5: Conversion Rate Optimization Part II: Web Performance Optimization Chapter 6: Web Page Optimization Chapter 7: CSS Optimization Chapter 8: Ajax Optimization Chapter 9: Advanced Web Performance Optimization Chapter 10: Website Optimization Metrics Colophon

Product Details

King, Andrew B.
O'Reilly Media
King, Andrew
Internet - Web Site Design
Computer networks
Web - Page Design
Electronic Commerce
Internet programming
Internet - General
Ajax;CSS;SEO;advertising;conversion;metrics;optimize;search engine;secrets;standards;web performance;web site performance;website performance
Programming - Systems Analysis & Design
Ajax;CSS;SEO;advertising;conversion;metrics;optimize;search engine;s
ecrets;standards;web performance;web site performance;website performance
CourseSmart Subject Description
Edition Description:
Print PDF
Publication Date:
9.19 x 7 x 0.97 in 1.39 lb

Related Subjects

Business » General
Computers and Internet » Internet » General
Computers and Internet » Internet » Information
Computers and Internet » Internet » Marketing
Computers and Internet » Internet » Web » Site Design
Computers and Internet » Internet » Web Applications
Computers and Internet » Networking » General

Website Optimization New Trade Paper
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$39.99 In Stock
Product details 398 pages O'Reilly Media - English 9780596515089 Reviews:
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This book is a comprehensive guide to the tips, techniques, standards, and methods of Web site optimization, from increasing site traffic to maximizing leads, from revving up responsiveness to increasing navigability.
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