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| Zimmerman J. — Web Marketing For Dummies |
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| Ïðåäìåòíûé óêàçàòåëü |
Reference, checking 46
Referrer 324
Refund policy 109
Renaming site 54—55
Renting subscriber for newsletter 198—200
Report of banner advertising campaign 291
Report of pay per click ad campaign 269—271
Reporting cybercrime 347
Reporting from online store 92
Request for proposal (RFP), development timeline 51
Request for proposal (RFP), elements of 50—51 64
Request for proposal (RFP), sample 52
Request for proposal (RFP), techniques for onsite marketing 123
Request for proposal (RFP), use of 64
Request for proposal (RFP), writing 50
Requesting link 174
Requesting permission 138 338 339
Requesting rating from customer 140
Researching market 29
Resubmitting site to search engine 251
Retaining customer 219
Return on investment (ROI) for pay per click 260
Return on investment (ROI), estimating 15
Return policy 109
Return visit, designing for 58—59
Revenue, enhancing with upsales and impulse buys 99—102
Revenue, generating through sales and advertising 25
Reviewing business fundamentals 349—350
Reviewing design 368—369
Reviewing marketing plan 350 352
Reviewing page statistics 370
Reviewing pay per click ad reports 269—271
Reviewing price 350
Reviewing site operation 369
Reviewing Web analytics 371
RFP See request for proposal
Rich media, using 76—78 353
Robot 226
ROI (return on investment), estimating 15
ROI (return on investment), for pay per click 260
Royalty-free arrangement 338
RSS See Real Simple Syndication
Rules, adjusting to 354—355
Run of site 287 289
RunBargains.com Web site 185 186
Safety needs 33 35
Sales to children 345
Sales, generating revenue through 25
Sales, international 54 210—212
Sales, optimizing site for 371—372
Self-promotion, award sites, submitting to 140—141
Self-promotion, internal banners 137—138
Self-promotion, product reviews, soliciting 140
Self-promotion, testimonials 138—139
Selling internationally, domain name 54
Selling internationally, researching 210—212
Sending gift 101
SEO (search engine optimization) 226 252
Service Corps of Retired Executives (SCORE) 18
Service mark 340
Seven, importance of 152
Shipping as marketing issue 111
Shipping confirmation 110
Shipping label 110
Shipping, charging for 111—112
Shipping, internationally 212
Shipping, packaging, putting URL on 204 359
Shipping, policy on, communicating 112
Shopper See converting shopper to buyer
shopping cart, abandonment of 330
Shopping cart, description of 92
Shopping cart, discounts 142
shopping online See online store
Shopping search engine 276—277
Shopping.com Web site 351
Shopzilla Customer Certified Rating program 109
short messaging service (SMS) 311—314
Signature block, e-mail 178 360
Signature block, message board and chat room 155
Signing up for newsletter 197—198
Signing up for RSS feed 303—304
Site index, creating 48—50
Site index, search engine 229—231
Site launch, coordinating 208—209
Sitemap 230—231
Size of banner ad 289
SkyStone Trading Web site 103
Small Business Administration (SBA) 18
Small Business Development Centers 13 18
SMS (short messaging service) 311—314
Soapdom.com Web site 129—130
Social needs 33 35
Social networking for building online community 135—136 137
Social networking for marketing 159—162
Social networking, business 161
Social networking, personal 160
Software See also application
Software for checking search engine ranking 251
Software, ACT! contact management 196
Software, blog and wiki 133—134
Software, bulk e-mail 183—184
Software, community-building 136—137
Software, guestbook 135 136—137
Software, message board and chat 131—132
Software, social network 135 137
Software, survey/poll 137 306
Spam 177 312
Special category 101
Specialty segmentation 28
Specialty storebuilder 114
Spelling, checking 72—73
Spider 226
Splash page 77 227—228
Sponsoring newsletter or site 293—294
Spreadsheet, example of 36 40
Staffing Advisors newsletter 184 185
Starting an Online Business For Dummies, 4th Edition (Holden) 18 91
State of Alaska tourist site 59—60
Static banner ad 284 285
Stationery, putting URL on 204 359
Statistical packages, free 321—322
Statistical packages, paid 326—327
Statistics See Web analytics
Stickiness 57—58
STORE See merchandising online store; online store
Store statistics 321 329—330
Storefront Checklist 112 117
Streaming video 298
Structure of site, AIDA, using 64—65
Structure of site, assessing 65—66
Structure of site, search engine 226—227
Style guide 203—204
Stylebook 86
Subject line of e-mail message 182
Subject line of newsletter 189
Submitting to dmoz 245—246
Submitting to specialty search engines and directories 246—250
Subscriber for newsletter, address list, updating 196—197
Subscriber for newsletter, collecting new names 197—198
Subscriber for newsletter, finding 195—196
Subscriber for newsletter, renting 198—200
Subservient Chicken Web site 146 147
Supporting customer 108—110
Survey/poll software 137 306
Sweepstakes 143
SweetSantaFe.com Web site 24 79—80
Tagging site 12
Target audience, online compared to offline 28
Target market, defining 27—29
Targeting narrow market 11
| Tax issues 355
Teaser line 190
Technology. See also Real Simple Syndication (RSS) feed, adapting to 353—354
Technology. See also Real Simple Syndication (RSS) feed, early adopters 299
Technology. See also Real Simple Syndication (RSS) feed, hype 298
Technology. See also Real Simple Syndication (RSS) feed, podcasts 307—311
Technology. See also Real Simple Syndication (RSS) feed, trends in 297
Technology. See also Real Simple Syndication (RSS) feed, Webcasts, Web conferences, and Webinars 304—307
Technology. See also Real Simple Syndication (RSS) feed, wireless marketing 311—315
Tell a Friend option 143—144 361
Template, using 43—45
Terms of use agreement 340—341 342
Testimonial 138—139 360
Testing for browser compatibility 83
Tew, Alex, Web site of 355
Text link 72
text messaging 311—314
Text of e-mail message 182—183
Text-only e-mail 189 192
Third person, use of 72
Third-party site 162—164
ThirdAge.com Web site, copyright notice 337
ThirdAge.com Web site, disclaimer 342
Thumbnail 75
Thunder Scientific Web site 212 251—252
Tijuana Flats restaurant chain, Web site 77—78
TimCarter.com Web site 259
Time of day of visit statistic 324
Time, for development and promotion 364
Timing of newsletter 193—195
Title meta tag 238—239
Token 228
Top-level domain 54 314
Tracking activity 320—322
Tracking conversion rate 88 324
Tracking costs 319
Tracking effectiveness 152—153
Tracking link campaign 173
Tracking order 92
Tracking production 110
Tracking traffic 368
Tracking, identifying parameters for 322—329
Trade publications 352
Trademark 340
Traffic, building with multiple techniques 9 370
Traffic, redirecting 55—56 207
Traffic, tracking 322—329 368
Transforming business 25—26
Translating site 214 215
TriathlonLab.com loyalty program 220
Tribe.net Web site 341
troubleshooting 367—368
Trust, building 109
TRUSTe organization 109 139
Unique visitor 323
United States Patent and Trademark Office (USPTO) 340
Unmoderated message board 130
Unsubscribe rate 187
Updating content, automatically 126—128
Updating content, determining what to update 124—125
Updating content, importance of 365 372
Updating content, maintaining search engine ranking 250—252
Updating content, methods for 78—80
Updating content, schedule for 123—124
Updating e-mail address list 196—197
Upper-left corner of screen 68
Upper-right corner of screen 68 97
Upsales 100
URL See also domain name
URL viewed statistic 324
URL, construction of 228—229
URL, including in signature block 360
URL, including on marketing materials 204—206 359
Usability issues 82—83
Use differentiation 354—355
UseIt.com Web site 84
User session 322—323
USPTO (United States Patent and Trademark Office) 340
VeriSign organization 109
Vertical industry segmentation 28
Vertical market 167
Video blog (vlog), broadband access 298
Video blog (vlog), contests 300
Video blog (vlog), description of 298
Video blog (vlog), population using 299
Video blog (vlog), resources 299
Video blog (vlog), uses of 299—300
Video on Demand 354
Video producer 301
View Cart button 105
Viewing meta tag 237
Viral marketing 144—147 352
Visit 322—323
Visitor, attention of, catching 56—57 64
Visitor, benefits of site, selling to 59—60
Visitor, unique 323
Visitorville.com Web site 327 328
Vlog See video blog
VMix.com Web site 341
W3C Web Accessibility Initiative 85
Warranty policy 109
Warranty, product 341
Web analytics, conversion rate 331—333
Web analytics, description of 319
Web analytics, diagnosing conversion rate problems 331—333
Web analytics, identifying parameters to measure 322—329
Web analytics, importance of 366
Web analytics, interpreting sales statistics 329—330
Web analytics, page statistics 370
Web analytics, resources for 320—321
Web analytics, reviewing 371
Web analytics, sales 329—330
Web analytics, statistical packages, free 321—322
Web conference 304—307
Web Design Directory Web site 47
Web Design For Dummies, 2nd Edition (Lopuck) 48
Web developer See designer/developer
Web Marketing Today Web site 29
Web Pages That Suck Web site 85
Web Position software 251
Web Site Assessment Form 66
Web Site Planning Form, Business Profile section 19—22
Web Site Planning Form, Financial Profile section 26
Web Site Planning Form, Marketing Profile section 27 29—30
Web sites See also specific sites
Web sites, 301 redirect 56
Web sites, accessibility issues 85
Web sites, affiliate program resources 216
Web sites, audio, video, image, and multimedia directories 249—250
Web sites, automated content updates 127—128
Web sites, autoresponders 180
Web sites, award 140—141
Web sites, blog and wiki software 133—134
Web sites, blog resources and search engines 157—158
Web sites, bookmarking 12
Web sites, browser compatibility testing 83
Web sites, bulk e-mail software 183—184
Web sites, business news 352
Web sites, chat and message board directories 154—155
Web sites, classified ads 295—296
Web sites, community-building software 136—137
Web sites, content management systems 80
Web sites, conversion rate 331—332
Web sites, copyright and legal notice examples 342
Web sites, design resources 87
Web sites, developing for wireless access 314—315
Web sites, directories 247—249
Web sites, e-mail address list sources 198—199
Web sites, e-mail template/hosting solutions 191
Web sites, electronic bill presentation and payment 108
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