アクセスアップ本：101 Ways to Promote Your Web Site: Filled With Proven Internet Marketing Tips, Tools, Techniques, and Resources to Increase Your Web Site Traffic

101 Ways to Promote Your Web Site: Filled With Proven Internet Marketing Tips, Tools, Techniques, and Resources to Increase Your Web Site Traffic。アクセスアップ／トラフィックを増やすためのチップスを１０１個にして紹介している本。何回か改訂されて出版されていてこれが最新版です。初心者〜中級者向けの内容です。基本事項の復習も兼ねて読んでみるのもいいと思います。

This book outlines tools such as templates, checklist, and forms as well as techniques like using e-mail, links, and on-line advertising that will increase the number of repeat visitors and first-time hits. Strategies that can be implemented in a day, a sample maintenance and implementation schedule for site updating, and a comprehensive list of search engines will be useful to beginning and experienced webmasters. Also included is a personal password for accessing a private companion Web site filled with Web site promotion news. (Amazon.co.jp)

目次

Introduction
Your "Members Only" Web Site
Chapter 1:
Essentials of Web Site Design
Building Traffic to Your Site
Consider Your Web Site Objectives First
Presenting Your Web Site Message Clearly
Using Competitor Sites to Your Advantage
Realizing the Potential of Your Domain Name
The Essentials of Your Web Site Design
Keeping Web Site Graphics in Perspective
Provide Ease of Navigation with User Friendly Site Maps
Identify Your Site with Page Titles
Viewing Your Site Through Browser Eyes
Choosing Web Site Features to Meet Marketing Objectives
Customer-Enticing Traffic Builders
Free Offers
Online Seminars
Advice Columns
Coupons
Contests
Surveys
Interactive Tours
Guiding the Search Engines with Meta-Information
Meta and Header Elements
Internet Resources for Chapter 1
Review Your Site
Meta Tags
References
Graphics
Chapter 2:
Maximizing Exposure with Search Tools
Gaining Visibility on the Internet
Search Engines and Their Nomadic Bots
Maximizing Findability with Directories
Content Tips for Spider and Crawler Discoveries
The All-Important Web Page Ranking Systems
Maximizing Exposure with Submission Pointers
Learn from Competitor Sites
Marketing Implications of Page Titles
Keywords Are of Key Importance
Search Engines' Use of Alt Tags
Great Descriptions Make the Difference
Get Multiple Listings
Effective Use of Multiple Submission Services
Keep a Record
Internet Resources for Chapter 2
Submission Tools
Chapter 3:
Effective Promotional Use of Newsgroups
Newsgroups An Ideal Marketing Vehicle
The Benefits of Newsgroups
Thousands of Newsgroup Categories
Target Appropriate Newsgroups
Read the FAQs and Abide by the Rules
Lurking for Potential Customers
Tips on Posting Messages
Tips to Ensure Your Messages Will be Well Received
Keep to the newsgroup topic
Stay on the thread
Make a contribution
Don't post commercials
You don't have to have the last word
Signature Files as your e-Business Card
Newsgroup Advertising Hints
Cross Posting and Spamming
Earning Respect with Newsgroup Netiquette
Have Your Own Newsgroup
The Discussion
The Vote
The Result
Internet Resources for Chapter 3
Chapter 4:
Utilizing Signature Files to Increase Web Site Traffic
Presenting your e-Business Card
How to Develop Your Signature File
The Dos and Don'ts of Signature Files
Sig. Files to Bring Traffic to Your Web Site
Internet Resources for Chapter 4
Chapter 5:
The E-mail Advantage
Making the Connection
Effective E-mail Messages
The Importance of Your E-mail Subject Line
E-mail To and From Headings Allow You to Personalize
Effective E-mail Message Formatting
Appropriate E-mail Reply Tips
Always Use Your Signature Files
Discerning Use of Attachments
Before You Click on Send
Expressing Yourself with Emoticons and Shorthand
Using Automated Mail Responders Mailbots and Infobots
E-mail Marketing Tips
Brochure and Personal Note
Gather a Library of Responses
Have More Than One E-mail Box
Following Formalities with E-mail Netiquette
Internet Resources for Chapter 5
Chapter 6:
Effective Mailing List Promotion
Connecting with Your Target Audience
Types of Mailing Lists
Moderated Lists
Unmoderated Lists
Digests
Targeting Appropriate Mailing Lists
Finding the Right Mailing List
Subscribing to Your Target Mailing Lists
Composing Effective Messages
Building Your Own Private Mailing Lists
Starting Your Own Publicly Available Mailing List
Escape the Unsolicited Bulk E-mail Trend
Internet Resources for Chapter 6
Lists of Mail Lists
E-mail List Builder Programs
Chapter 7:
Grand Opening Tips for Your Web Site Virtual Launch
Launching and Announcing Your Web Site
Your Web Site Virtual Launch
Internet Resources for Chapter 7
Chapter 8:
Develop a Dynamite Links Strategy
Everything Links to You
Strategies for Finding Appropriate Link Sites
Explore These URLs
Winning Approval for Potential Links
Making Your Link the Place to 'Click'
To Add or Not to Add with Free-for-All Links
Maintaining a Marketing Log
A Word of Caution with Link Trading
Internet Resources for Chapter 8
Tools to Find Who is Linking to Your Site
Reciprocal Link Exchanges
Reciprocal Link Information
Free-for-All Link Pages For Your Site
Free-for-All Link Sites
Chapter 9:
Winning Awards/Cool Sites and More
It's an Honor Just to be Nominated
Choosing Your Awards and Submitting to Win
What's Hot and What's Not in the Name of Cool
Becoming the Host of your own Awards Gala
Internet Resources for Chapter 9
Awards
What's New
Hot Sites/Cool Sites
Tools
Chapter 10:
Maximizing Promotion with Meta-Indexes
What Are Meta-Indexes?
Enlisting Meta-Indexes for Optimal Exposure
Review the Work of Some Meta-Index Giants
Internet Resources for Chapter 10
Chapter 11:
Productive Online Advertising
Expanding your Exposure Through Internet Advertising
Maximize Advertising with Your Objectives in Mind
Online Advertising Terminology
Banner Ads
Click-Throughs
Hits
Impression
CPM
Jump on the "Banner" Wagon
Exploring Your Banner Ad Options
Banner Ad Price Factors
Making it Easy with Online Advertising Agencies
Saving Money with Banner Exchange Programs
Bartering for Mutual Benefits with Banner Trading
Associate Programs
Location, Location, Location
Search Engines
Content Sites
Tips for Succeeding with Classified Ads
Form Lasting Advertising with Sponsorships
Commercial Links
Sponsoring a Mailing List
Online and Offline Promotion
Internet Resources for Chapter 11
Banner Ad Tools
Online Advertising Agencies
Banner Exchanges
Associate and Affiliate Programs
Banner Advertising Price Information
Online Advertising Education
Chapter 12:
The Cybermall Advantage
The Advantages of Internet Shopping Centers
When Are Cybermalls Appropriate?
Cybermall Categories
Geographic Region
Products and/or Services
Industry
Unrelated Products and Services Catering to One
Demographic
Typical Cybermall Products and Services
Selecting the Right Cybermall
High Speed Access
Home Page and Interface
Domain Name
Hardware
Categories
Online and Offline Promotion
Site Maintenance Activities
Traffic
Secure Server
Credit Card Merchant Account
Promotions
Commission Fees
Cybermall History and Reputation
Other Features and Services Provided by the Cybermall
Cybermall Features
Electronic Shopping Carts
Secure Ordering
Search Capabilities
More than One Cybermall?
Cybermall Pricing
Where to Look for Cybermalls
Enticing Customers with Coupons and Discounts
Internet Resources for Chapter 12
Chapter 13:
Keep 'Em Coming Back
Encourage Repeat Visits
Use a "What's New Page" for Repeat Hits
Free Stuff Everyone Loves It
Give a Taste of Your Product with Sample Give-Aways
Resisting a Deal Is Hard with Coupons and Discounts
A Calendar of Events Keeps Visitors Informed
Lure Customers with Contests and Competitions
Using Employment Opportunities to Increase Visitors
Create Useful Links from Your Site
Investing in Online Chat Sessions
Providing Tip of the Day to Encourage Repeat Visits
Ensuring Your Site Gets Bookmarked
World Interaction with Bulletin Boards
Inviting Visitors to Contribute with Surveys
Encourage Repeat Visits with Your "Site of the Day"
Keep Them Happy with Cartoons
Sending Postcards Around the Internet
Benefiting from Humor with Jokes and Trivia
Who Doesn't Love Games?
Keep Customers In Touch with Update Reminders
Special Events Reminder Services
Adding Image with Advice Columns
Internet Resources for Chapter 13
Design Tips
Chapter 14:
Maximizing Media Relations
Managing Effective Public Relations
Benefits of Publicity vs. Advertising
What Is a Press Release?
Writing a Press Release
Notice of Release
Header
Headline
City and Date
The Body
The Close
Advantages of Interactive Press Releases
Sending Press Releases on Your Own
vs. Using a Distribution Service
Golden Tips for Press Release Distribution
Press Release Timing and Deadlines
Monthly Magazines
Daily Newspapers
TV and Radio
Formatting Your E-mail Press Release
What Is Considered Newsworthy?
What Isn't Considered Newsworthy?
Preparing Your Press Kits/Media Kits
Develop an Online Media Center for Public Relations
Internet Resources for Chapter 14
Press Releases
Where to Submit Your Press Releases<