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Website Optimization [Paperback]

by Andrew King B.
4.8 out of 5 stars  See all reviews (22 customer reviews)

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Book Description

July 15, 2008 0596515081 978-0596515089 1
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, and 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.

Frequently Bought Together

Website Optimization + High Performance Web Sites: Essential Knowledge for Front-End Engineers + Even Faster Web Sites: Performance Best Practices for Web Developers
Price for all three: $72.95

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Editorial Reviews

Book Description

Speed, Search Engine & Conversion Rate Secrets

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.

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). His license plate reads OPT1MIZ. His hobbies include photography, hiking, and skiing.

Product Details

  • Paperback: 398 pages
  • Publisher: O'Reilly Media; 1 edition (July 15, 2008)
  • Language: English
  • ISBN-10: 0596515081
  • ISBN-13: 978-0596515089
  • Product Dimensions: 9.2 x 7.1 x 1 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #691,201 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
17 of 19 people found the following review helpful
5.0 out of 5 stars Extremely thorough book on managing a successful website December 15, 2008
Format:Paperback|Verified Purchase
The first line of the preface to this book reads, "We've had a website for years now, but it hardly pays for itself." This book aims to solve the mysteries that many site owners feel about the performance of their website. Some owners don't know any better, some don't know where to start, and still others rely on false metrics to make their site seem as though it is doing better than it actually is. This book doesn't contain myths. This book doesn't contain "feel-good" stats about websites. This book contains in-depth information related to every aspect of your website, and how you can turn your website into something that works for you and, ultimately, achieves the goals you set in the beginning. This may be a financial goal and your website is responsible for driving sales. This may be a social networking goal, where you want to nurture a growing community. This may be an advertising goal, where you can optimize your site for advertising campaigns. The core of this book will help you, no matter what the goal of your website. Andy King has done an incredible job of thoroughly covering the areas of performance, optimizing these areas, and then properly analyzing the results.

This book is divided up into two parts: Search Engine Marketing Optimization and Web Performance Optimization.


Natural Search Engine Optimization
Anyone who has ever been in charge of optimizing a website for search engines can attest to the many challenges they may be presented with. These challenges are, often times, unique to any given project. Andy starts off the book by introducing natural, or organic SEO.
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8 of 8 people found the following review helpful
5.0 out of 5 stars Well Written and Thorough October 13, 2008
First off, if you are a developer like me this book is not about the type of optimization that comes to mind when looking at the title (at least not fully). While Website Optimization does cover the technical details of optimization such as making full use of CSS, making efficient use of Javascript, and implementing AJAX wisely. It also covers the search engine marketing side of optimization. This includes the how to get your site to rank higher, how to plan and run a pay per click marketing campaign, and how to increase the percentage of clicks that turn into purchases. I see applicability for this section of the book beyond commercial websites. Open source projects or informational websites can use the techniques to increase their visibility.

The book is well researched with many footnotes, charts, and illustrative case studies that demonstrate the techniques presented. The case studies follow the chapters that introduce a given marketing technique. The provides a concrete example that helps solidify the understanding of the material previously presented.

The final chapter ties together the marketing and the technical with ways to measure how well you are doing at your optimizations efforts. If you are serious about improving your website from a marketing or a technical perspective this book gives you the tools you need to do so. The rest is up to you.
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8 of 9 people found the following review helpful
5.0 out of 5 stars Slimming Down, Speeding Up, and Cashing In August 6, 2008
Andy King scored a big hit in 2003 with his first book 'Speed Up Your Site'. It's a guide which still has its own live web site where you can analyse the effectiveness of your web pages. This latest magnum opus goes way beyond that in scope and depth.

It's a guide to maximising every aspect of a website and its performance.It's an amazingly practical manual, with page after page of ideas, suggestions, and strategies for getting your pages more widely known and read. On the whole, it's not too technical, and he supplies snippets of code only when necessary. All the tips are within the grasp of anyone who is used to running a web site, and along the way he explains the principles of search engine optimization (SEO) as well as briefing you on how SEs treat your site.

This is an up-to-date account of how search engines such as Yahoo and Google rank your pages and deal with search requests. He also presents real-life case studies in which he shows 'before and after' makeovers of professional sites. These are most instructive in that the 'before' pages look attractive and professional enough - until their underlying weaknesses are analysed and rectified. The improvements give what are claimed as up to fifty times more site visitors per day, and in the case of a cosmetic dentist the need to employ more staff and move to bigger offices in Philadelphia.

The first half of the book deals with search engine marketing optimization, which can be expensive as one enters the world of paid advertising. But the second concentrates on things which anyone can do and afford - making pages smaller, lighter, and faster by trimming off the surplus fat.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Required reading for Web developers November 14, 2008
My biggest challenge was getting everyone to buy into optimization. I solved this problem by requiring everyone from development, design, customer support, and management to read Andrew King's book, "Website Optimization: Speed, Search Engine & Conversion Rate Secrets." My advice is read Chapter 10 first. Chapter 10 of Andrew King's book explains why you should include these changes in your original design the first time, which then allows for the marketing team to start using Google's Web site Optimizer to test new ideas and theories.

I think everyone will have the same response after reading this book: the excitement of possibilities! The book explains why optimization is not hocus-pocus created by the marketing team.
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Most Recent Customer Reviews
5.0 out of 5 stars Presents a complex subject with good tips for the novice and reminders...
A very good reference source for anyone trying to grasp the complexity of technological issues that influence the user experience of a web site. Read more
Published 2 months ago by J. Crowe
2.0 out of 5 stars Outdated material
This book, published in 2008, is useful only for someone doing research on this topic's history. I should have checked the publication date prior to purchase.
Published 3 months ago by Frank Hannah
5.0 out of 5 stars Service
Amazon is a fantastic website. This site has never let me down. Whenever I need to order something online I come to Amazon because I know that they have everything that I am... Read more
Published 6 months ago by Patricia H. Wilmink
5.0 out of 5 stars Great Book!
This book is full of great ideas for many different topics. Not only does the author cover website optimization techniques but he covers how SEO (search engine optimization) works,... Read more
Published 9 months ago by R. Meanor
5.0 out of 5 stars Wow! Stellar book, jam packed with useful insights!
I just finished reading it, and am just blown away by breadth, depth, and consiseness of this book. This is the clearest and most comprehensive treatise of website optimization... Read more
Published 17 months ago by Architect
5.0 out of 5 stars "Website Optimization : ...Secrets" > Search Engine Marketing & Web...
>>>..."Website Optimization : ...Secrets" is a "MustRead & Use" for Web Marketers, Web Developers & Web Team Managers, etc.!!!...>>> Andrew B. Read more
Published 19 months ago by Michael GreenGold
4.0 out of 5 stars Ask Felgall - Book Review
This book covers a whole range of optimisation techniques from how to get a better position in search engine results, how to get the best value from pay per click marketing, how to... Read more
Published on December 12, 2011 by Stephen Chapman
5.0 out of 5 stars Very helpful
I think the most informative section of this book is the search engine optimization section. It sounds cheesy to say it but I would've thought I needed to purchase an SEO book... Read more
Published on October 17, 2011 by Darius
5.0 out of 5 stars Accessible, thorough and instantly valuable
Website Optimization comes with no guarantee you will be able to finish it the first time. Persevere. It is worth every bit of effort. Read more
Published on January 21, 2011 by Alexander Kine
5.0 out of 5 stars Can't Beat an O'Reilly Title!1
Andrew King's book is a must for real estate agents. How many of you have websites that don't pay? How many of you have websites that appear on page nineteen of a local search? Read more
Published on October 24, 2009 by Frank Beckendorf
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