Product Overview

The Web Site Revenue Maximizer

Preface
- Who Should Read This Kit?
- What’s In This Kit?
- This Book’s Web Site
  - The SitePoint Forums
  - The SitePoint Newsletters
- Your Feedback
- Acknowledgments
Chapter 1. Overview
- The Types of Web Sites
  - Content Web Sites
  - Community Web Sites
  - Ecommerce Web Sites
- Generating Revenues
  - Selling Products and Services
  - Selling Ad Space
  - Promoting Affiliate Businesses
- Summary
Chapter 2. Planning
- Taking a Niche Approach
  - Finding Your Niche
  - Identifying Niche Potential
- Conducting Competitive Research
  - Creating a Competitive Framework
  - Researching Competition on Your Keywords
  - Plotting the Competition on a Positioning Matrix
- Conducting Keyword Research
  - Generating a Keyword List
  - Refining Your Keyword List
- Profiling Your Audience
- Business Planning
  - Common Revenue Models
  - Selecting a Revenue Model
  - Predicting Your Site’s Revenue Potential
  - Predicting Your Site’s Costs
- Summary
Chapter 3. Legal Issues
- Introducing Copyright
  - What Is Copyright?
  - What Is Fair Use?
  - What Is the Public Domain?
- Your Site: Your Copyrights
  - Registering Your Copyright
  - Infringements of Your Copyrights
  - Enforcing Your Copyright
- Your Site: Others’ Rights
  - Preparing to Stay Legal
  - Keeping it Legal
  - Creating a Site Use Agreement
  - The DCMA, OCILLA, and User-contributed Content
- Contracts in Brief
- Summary
Chapter 4. Construction
- Finding a Domain Name
  - Demystifying Domains
  - Choosing a Domain
  - Registering Your Domain
- Planning and Procuring Content
  - Defining “Good” Content
  - Content Planning
  - Procuring Content
- Building Your Site
  - Building Your Own Site
  - Paying Someone to Build Your Site
- Finding a Web Host
  - Hosting Basics
  - Finding a Good Host
- Summary
Chapter 5. Building Traffic
- Optimizing for Search Engines
  - How Search Engines Work
  - Search Engine Optimization
- Building Links to Your Site
  - Defining “Quality Links”
  - Obtaining Incoming Links
- Enabling Direct Navigation
  - Creating a Memorable Domain
  - Registering Typo Domains
  - Using Expired Domains
- Creating a Pay-per-click Campaign
  - Calculating ROI
  - Organizing PPC Advertising
  - Writing PPC Ad Copy
  - Creating Landing Pages
  - PPC and Placement Targeting
- Advertising with Affiliates
  - Organizing an Affiliate Marketing System
  - Creating Affiliate Promotions
  - Attracting Affiliates
- Promoting Your Web Site Offline
  - Generating Word of Mouth
  - Promoting in Print
  - Networking and Event Sponsorship
  - Advertising Through Local Media
- Strategizing for Repeat Traffic
  - Sending Newsletters
  - Adding Forums
  - Syndicating Content
  - Considering Other Strategies
- Summary
Chapter 6. Monetizing Your Content
- Advertising Networks 101
  - Types of Advertising Networks
  - Advertisement Formats
- Creating and Planning Ad Inventory
  - Ad Planning Preliminaries
  - Planning Ad Inventory
- Selling Ad Inventory
  - Choosing Ad Networks
  - Selling Your Inventory Through Networks
  - Selling Your Own Ad Inventory
- Optimizing Your Site for Ad Revenue
  - Ad Placement
  - Ad Design and Integration
  - Section Targeting
  - Other Offerings
  - Using Channels
- Publisher Pitfalls
  - The Network Declines Your Application to Join
  - You Expect Successfully Monetizing Your Content to Be Easy
  - Some Inventory Remains Unsold
  - The Network Bans You From its Service
  - You Don’t Receive Your Earnings
- Other Monetizing Practices
  - PPC Arbitrage
  - Hard Text Link Sales
  - Pay Per Post Blogging
- Summary
Chapter 7. Affiliate Marketing
- Affiliate Marketing 101
  - How Affiliate Networks Operate
  - Beyond Affiliate Networks
- Monetizing a Site with Affiliate Marketing
  - Monetizing an Existing Site
  - Creating a Monetized Site: An Alternative Approach
- Optimizing Your Site for Affiliate Sales
  - Preselling Affiliate Products
  - Using PPC to Drive Affiliate Sales
  - Organic Search Optimization … and More
- Affiliate Issues
  - You’re Accused of Affiliate Spamming
  - The Program Isn’t Tracking Your Generated Sales Properly
- Summary
Chapter 8. Selling Products Online
- Ecommerce Basics
  - Choosing a Product or Service
  - The Ecommerce Process
  - Payment Processing: Your Options
  - Your Online Store and Shopping Cart
  - Your Merchant Account
  - Your Payment Gateway and Processor
- Avoiding Fraud and Reducing Chargebacks
  - Customer Information Requirements
  - Minimizing Chargeback Risk
  - Detecting Fraudulent Transaction Attempts
- Fulfilling Online Orders
  - Downloading Products
  - Shipping Products
  - Drop-shipping Products
- Building Credibility
  - Publishing Physical Address and Phone Details
  - Including Product Shots and Descriptions
  - Presenting Customer Testimonials
  - Providing Product Trials and Samples
  - Offering Guarantees
  - Publishing Terms of Use, Privacy, and Conditions of Sale
  - Considering Design Quality
  - Prioritizing Usability and Add-on Technology
  - Customer Service and Support
- Summary
Chapter 9. Web Site Measurement and Analysis
- Common Metrics Explained
- Choosing a Metrics Package for Your Site
- Understanding Your Site Statistics
  - Trends: the Big Picture
  - Drilling Down to the Detail
- Using Your Statistics to Improve Your Site
- Summary
Chapter 10. Flipping Web Sites for Profit
- Site Flipping Demystified
- Buying a Site
  - Finding Sites to Purchase
  - Assessing Sites for Investment
  - Negotiating the Sale
  - Transacting the Sale
- Adding Value
  - Rejigging Ad Space and Sizes
  - Implementing Advertising and Affiliate Programs
  - Updating the Design
  - Optimizing the Site for Search Engines
  - Improving Member Communications
  - Other Options
- Selling a Site
  - Preparing to Sell
  - Listing Your Site
  - Getting the Best Price
- Summary
Appendix A. Reviews
- Advertising Networks
  - Burst Media
  - Casale Media
  - CPX Interactive
  - Google AdSense
  - Tribal Fusion
  - ValueClick Media
  - Yahoo Publisher Network (YPN)
- Advertising Solutions
  - AdvertPro
  - BanManPro
  - OpenAds
  - MOJO Publisher
  - RMX Direct
- Affiliate Networks
  - Advertising.com
  - AzoogleAds
  - Commission Junction (CJ)
  - TradeDoubler
  - Amazon
- Blog Solutions and Content Management Tools
  - Movable Type
  - Textpattern
  - Wordpress
  - Blogger
  - LiveJournal
  - TypePad
  - Wordpress.com
- Content Management Systems
  - Drupal
  - Etomite
  - eZ publish
  - Joomla
  - Typo3
- Domain Registrars
- Forum Software
  - Invision Power Board (IPB)
  - phpBB
  - PunBB
  - Simple Machines Forum (SMF)
  - Vanilla
  - vBulletin
- Pay-per-click Search Engine Tools
  - Ask
  - Google
  - Miva
  - Yahoo
  - MSN
- Traffic Analysis Tools
  - Analog
  - AWStats
  - eWebCounter
  - Google Analytics
  - Mint
  - Webalizer
  - W3Counter
Appendix B. Site Flipping Resources
Glossary
Index