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| Ïîèñê ïî óêàçàòåëÿì |
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| Zimmerman J. — Web Marketing For Dummies |
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| Ïðåäìåòíûé óêàçàòåëü |
Direct marketing techniques 64—65
Direct response banner 281
Directory blog 157—158
Directory, affiliate 218
Directory, chat and message board 154—155
Directory, hierarchical 236
Directory, specialty, submitting site to 246—250
Disclaimer language 128 143 340—342
Discount 142
Discussion board 130—131
Displaying internal banners 137—138
Displaying products 97
Distributing newsletter 190—192 362
Distributing press release 166—167
Distributing promotional items 206
Distribution channel 32
Dmoz search engine, description of 224—225
Dmoz search engine, optimizing site for 244—246
Domain name, changing 54—55
Domain name, choosing 53—54
Domain name, description of 36 53
Domain name, marketing 203—205 207 359
Domain name, registering in other country 215
Domain name, trademark 340
Double opt-in process 187
Download time, reducing for photos 75
Dynamic page 227
E-mail address of author 6
E-mail address, lists of, for newsletter 196—197
E-mail address, lists of, sources for 198—199
E-mail marketing, autoresponders 179—180
E-mail marketing, overview of 177
E-mail marketing, packaged blurbs 180—181
E-mail marketing, signature blocks 178
E-mail newsletter, best practices for 192—193
E-mail newsletter, click-through rate 184
E-mail newsletter, creating effective 188—190
E-mail newsletter, distributing 190—192 362
E-mail newsletter, finding subscribers for 195—201
E-mail newsletter, HTML versus text 192
E-mail newsletter, improving efficacy of 185—188
E-mail newsletter, timing and frequency of 193—195
E-mail template/hosting solutions 191
E-mail, bulk or group, sending 183—184
E-mail, From line 182
E-mail, requesting link 174
E-mail, Subject line 182
E-mail, test of 182—183
E-mail-only viral marketing 145
Eastern Leaf Web site 100
EatRight.org Web site 166
Econsumer.gov Web site 347
Education methods 304—307
Electronic Banking Systems EFT 108
Electronic bill presentation and payment (EBPP) 108
Endorsement 138—139
Enhancing revenue with upsales and impulse buys 99—102
Enterprise e-commerce solution 114
Entry page 77 325
Epinions.com Web site 351
EPublicEye safe shopping service 109
EROI e-mail provider 193—194
Error message, 404 Page Not Found 55—56
Escrow.com Web site 347
Esteem, need for 33 35
Evaluating banner advertising campaign 291
Evaluating link popularity 169—171 251 288
Evaluating pay per click ad campaign 269—271
Evaluating statistics 325
Evaluating text messaging campaign 313
Event, community, participating in 206—207
Event, online, producing 209
Exit page 325
ExOfficio Web site 97—98
Expandable ad 286
ExperienceWashington.com Web site 75 76
External link protocol 174—176
EZpZemail.com Web site 217
Fair use 338
Fairytale Weddings Web site 68 69 238
FAQ (Frequently Asked Question) format 71
Favicon, branding with 70
Featured product 97
Federal government images 338
Feedback from customer 350—352
Feedster network 292
Filing copyright 338
Filing trademark 340
Financials 319—320
Finding designer 46—47
Finding Google-qualified inbound links 235—236
Finding new customers 11
Finding subscribers for newsletter 195—201
Finding video producer 301
FindLaw Web site 343
FindLegalForms.com Web site 341
First person, use of 72
Fisher-Price Web site 213
Fixed cost 14
Flash media 77—78
Font, choosing 74
Footer 229
Forms, downloading full-page versions of 17
Forms, Web Marketing Methods Checklist 37—39
Forms, Web Marketing Spreadsheet 40
Forms, Web Site Assessment Form 66
Forms, Web Site Planning Form 19—22 26 27 29—30
Forum 130—131
Forwarding e-mail address 153
Forwarding e-mail newsletter 193
Frame 176 227
Fraud, reducing 348
Fraud, reporting 347
Free, as call to action 90
Free-for-all site 173
Freebies, incorporating 141—143
Freelance Designers Web site 47
Frequency of newsletter 193—195
Frequently Asked Question (FAQ) format 71
From line of e-mail message 182
From line of newsletter 189
Froogle.Google.com Web site 277 361
Fulfilling order 110—111
Fun, having 356
Fun, incorporating into site 141—143
Funnel display 327
Game 143 146
Gardener's Supply Company Web site 73
Generating leads 24—25 89
Generating revenue through sales and advertising 25
geographic segmentation 28
Gift certificate 101
Gift recommendation 101
Gift registry 101
Gila Wilderness Ventures Web site 57
Goals, setting, achieving internal needs 25
Goals, setting, branding company or product 24
Goals, setting, for business 19—22 363
Goals, setting, for Web site 22—23 56—58
Goals, setting, generating leads or qualifying prospects 24—25
Goals, setting, generating revenue 25
Goals, setting, providing customer service through information 23
Goals, setting, transforming business 25—26
Goals, specifying objectives for 26—27
going live 51 208—209
Golden rule of marketing 119
Goodmail 355
Google AdWords, comparison charts 261
Google AdWords, country, specifying 214
Google AdWords, Keyword Tool 267
| Google AdWords, Quality Score 272—273
Google AdWords, sandbox 232
Google AdWords, Starter version 260
Google AdWords, summary report 270
Google AdWords, template 268
Google AdWords, using 272—275
Google AdWords, Yahoo! Search Marketing compared to 262—263
Google Checkout 107
Google search engine, AdSense program 258 259 275
Google search engine, as primary 224 360
Google search engine, banner advertising 285
Google search engine, brand network 225
Google search engine, finding qualified inbound links 235—236
Google search engine, free local listings 361—362
Google search engine, Froogle.Google.com Web site 277 361
Google search engine, improving PageRank 233—235
Google search engine, optimizing site for 231—236
Google search engine, sandbox, dealing with 231—232
Google search engine, search algorithm 105 236
Google search engine, Sitemaps 230
Google search engine, toolbar 234
grammar, checking 72—73
Graphic designer See designer/developer
Gross margin 14
Group e-mail, sending 183—184
Guaranteed Fit Tango Shoes loyalty program 220
Guerrilla marketing, B2B 153—154
Guerrilla marketing, description of 152
Guerrilla marketing, keys to success 152—153
Guerrilla marketing, market segmentation 28
Guerrilla marketing, niche, targeting 153
Guestbook 135 136—137
Hacienda Nicholas Web site 139
Harris Interactive report 29
Headline for updated content 125—126
Headline, keyword in 243
Headline, newsletter 189
Headline, pay per click ad 268
Headline, writing 71
Healthcare Intelligence Network Web site 294
HeartSmartOnline.com Web site 174 175
Hierarchical directory 236
Hierarchy of needs 32—33 35
Hit rate 322
Host statistics 325
Hot Deal category 101
Hotscripts.com Web site 140
House ad 287
Hover text 228
HTML newsletter 192
Hype and technology 298
Ifixipodsfast.com Web site 299—300
Image, sources for 338 339
Immersive advertising 58
Implementing inbound link campaign 171—173 361
Implementing pay per click plan 261—263
Implementing text messaging campaign 312
impressions 36 255 258
Impulse buy 100
Inbound link campaign, description of 168
Inbound link campaign, implementing 171—173 361
Inbound link campaign, importance of 365—366
Inbound link campaign, link popularity, evaluating 169—171
Inbound link campaign, nice versus naughty links 173—174
Inbound link campaign, protocol for 174—176
Inbound link, Google-qualified, finding 235—236
Individualized RSS (IRSS) 302 304
Industry statistics 329
Influencer site 162—164
Informal tone 72
Informing users of product options 97—98
Inkspress Web site 332 333
Inlining 338
Inovium Electronic Funds 108
insertion order 200
Integrated sponsorship 293
Integrated storefront 114
Interactive application 354
Interactive game 146
Interests of visitor, gearing site to 59—60 64
Internal banner, displaying 137—138
Internal needs, achieving 25
International marketing, domain name 54
International marketing, researching 210—212
International marketing, resources for 211—212
International marketing, site promotion 213—215
Internet Crime Complaint Center 347
Internet Fraud Watch Web site 347
Internet Systems Consortium Web site 29
Internet, high-speed connection to 2
Internet.com Web site 29
Interstitial ad 286
inverted pyramid 71
Invisible text 244
IRSS (Individualized RSS) 302 304
Istockphoto.com Web site 75
Jack-Tar newsletter 200—201
JellyBelly.com Web site 95
Job segmentation 28
JohnnyCupcakes.com alert page 232
Jones Soda Web site 350—351
JPG format 75
KEI (Keyword Effectiveness Index) rating 242 243
Keith Haring Foundation 345 346
Key performance indicator (KPI) 322
Keyword density or keyword ratio 244
Keyword Effectiveness Index (KEI) rating 242 243
Keyword meta tag 239—240
Keyword stuffing 244
Keyword, choosing 241—243
Kid-safe zone, establishing 344—346
KISS maxim 122
KPI (key performance indicator) 322
La Casita Bed & Breakfast Web site 295
landing page 260 269
Launching site 51 208—209
Lawrence.com Web site 58—59
Lawyers.com Web site 209
Lead (customer), cost of acquiring 13
Lead (customer), generating 24—25 89
Lead, writing 71
Legal issues, CAN-SPAM Act 177 187 188 196
Legal issues, copyright protection 336—339
Legal issues, disclaimer language 128 143 340—342
Legal issues, hyperlinks 342—343
Legal issues, kid-safe zones 344—346
Legal issues, overview of 335
Legal issues, privacy policy 343—344
Legal issues, protecting business 347—348
Legal issues, resources on 336
Legal issues, trademarks 340
Length of visit statistic 325
Library of Congress 338
Lifecycle segmentation 28
Link See also inbound link campaign
Link as internal motivator 89
Link farm 173
Link from newsletter to site 190
Link popularity, evaluating 169—171 251 288
Link to forward newsletter 193
Link to Subscribe page 193
Link, exchanging with bloggers 158
Link, legal issues 342—343
Link, reciprocal 168 174—176
LinkedIn.com Web site 161
Links & Law Web site 343
List management services 192
List of e-mail addresses, maintaining 196—197
List of e-mail addresses, sources for 198—199
LMK Interiors, Ltd. 23
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