Web Site Analysis and Reporting

To ensure the success of your e-business, your site must offer visitors more than information on your goods and services. From gaining maximum exposure on search engines to eliminating online security risks, Web Site Analysis and Reporting details the steps that a successful online business must take to improve its online presence and increase traffic. It delves into the importance of developing a successful tool for analyzing current Web site activities and fully utilizing this information to create a stronger site.

Create Engine-Friendly Web Sites
Today's successful Web masters and designers realize the power held by major search engines and directories. Maximize your "findability" as the authors show how you can get the most out of search engine positioning.

Minimize Your Security Risks
To be successful, your site must ensure that customers' purchase information is secure. This book covers the multitude of areas involved in Web site security, including operating systems, Web servers, data integrity and confidentiality, data protection and recovery, and the potential dangers of interactive Web sites.

Analyze Your Traffic
A sophisticated logging system is only effective if the data is analyzed and the information is then applied. Examine the intricacies of these log files—which parts are truly important, what log files can tell you, and how you can use the information to strengthen your site.

• Analysis and reporting tools for site promotion, search engine readiness, and traffic and site log analysis
• E-commerce and shopping cart tools for Web site enhancement
• Relationship marketing and search engine positioning tools
• Important security software and tools
• A list of useful links and books for additional tips

Introduction

Chapter 1: Analyzing Web Pages for Maximum Effectiveness
Using Page Design Etiquette
Plotting and Layout
Including Contact Information
Copyright Issues
Going Interactive
Analyzing the Competition
Tools to Analyze and Develop Web Pages
Conclusion

Chapter 2: Analyzing Your Site's Structure for Maximum Accessibility
Checking for Navigation concerns
Translating Logical Structure into Site Sections
Using a Site Map
Assisting Users with Onsite Search Engines
The Database-Driven Web Site
Using Intranets, Extranets, and the Internet to Appeal to an Array of Customers
Establishing the Structure of Your Site
Finding the Right Technology
Conclusion

Chapter 3: Offering Free or Discounted Items or Information
Capitalizing on the Popularity of Freebies
Offering Discounts or Sale Items
Doling Out Good Advice
Maintaining Interest with Fresh Material
Conclusion

Chapter 4: Setting Up Polls, Contests, and Other Traffic-Generating Avenues
Using Polls Effectively
Offering Contests and Sweepstakes
Using Personal Icons
Providing Fax or E-mail Services
Offering Awards
Producing Effective Ad Copy on Your Site
Reaching a Global Market
Setting Up Related Directories and Vertical Search Engines
Adding Interactive Features to Your Web Site
Conclusion

Chapter 5: Using Forms and Scripts to Capture E-mail Addresses Setting Up Forms to Retrieve E-mail Addresses for Newsletters or Mailing Lists
Using Recommend Forms with Effective E-mail to Increase Your Site's Scope
Using Autoresponders
Languages to Benefit Your Site
Conclusion

Chapter 6: Multiplying the Reach of Your Web Site through Affiliate Programs
What Is an Affiliate Program?
Reaping the Benefits of Affiliate Programs
Setting Up an Affiliate Program
Managing an Effective Affiliate Program
Analyzing Your Affiliate Program Step-by-Step
Locating Affiliate Tools and Resources
Conclusion

Chapter 7: Creating Effective Online Communities
Reaping the Benefits of an Online Community
Selecting the Components of Your Community
Getting Assistance in Setting Up Your Community
Managing Your Online Community
Is Your Community Working?
Promoting Your Community
Step-by-Step Analysis of Your Community
Conclusion

Chapter 8: Getting to Know Your Customer
Data Mining—What is It?
How to Mine Data
Translating Raw Data into Patterns
Respecting Privacy Issues
Gathering Your Data-Mining Tools
Conclusion

Chapter 9: Analyzing Your Engineering Process
Learning from the Software Engineering Institute
Applying Process Improvement to Web Development
Documenting Your Practices
Collecting Metrics
Keeping Your Site Under Source Code Control
Resources
Conclusion

Chapter 10: Incorporating Internet Ethics
Protecting the Privacy of Facts and Actions
Avoiding Questionable E-business Tactics
Writing and Displaying Your Privacy Policy
Tips for Preserving Privacy
Consulting Online Resources
Conclusion

Chapter 11: Proving Your Trustworthiness
The Importance of Trust
Avoiding a Sense of Distrust
Gaining Trust Company Endorsements
Conclusion

Chapter 12: Analyzing the E-commerce Portions of Your Site
Defining a Well Laid-Out Design
Analyzing the E-commerce Portions of Your Site
Conclusion

Chapter 13: Testing the Effectiveness of Your Shopping Cart
What Are Shopping Carts and Why Will They Change Your Life?
When Shopping Carts Attack: Addressing Security Concerns
Analyzing Your Cart's Navigation and Usability
Using Alternatives to Shopping Carts
Software and Solutions
Conclusion

Chapter 14: Offering Various Payment Plans for Your Customers
Taking Payments Online
Observing Security Issues
Analyzing Your Ability to Accept Payments
Conclusion

Chapter 15: Implementing Relationship Commerce
What Is Relationship Commerce and Why Is It Important?
Building Relationship Commerce through Your Site
Maintaining the Relationship
Getting the Word Out
Conclusion

Chapter 16: Getting the Technology, Services, and Software You Need
Analyzing Your Needs
Tools for Your Site
Services to Benefit Your Site
Conclusion

Chapter 17: The Importance of Search Engines to the Success of Your Online Business
Why Are Search Engines and Directories Important to Your Online Business?
Understanding the Differences between Search Engines and Directories
Understanding the Relationships between Search Engines and Directories
Introduction of the Major Search Engines
Introduction of Important Directories
Search Engine Statistics
Conclusion

Chapter 18: Basic Optimization Strategies
Choosing Effective Keyword Phrases
Placing Your Keywords for Best Results
Creating Captivating Titles and Descriptions
Building Additional Doorways into Your Site
Content Is Crucial!
Keeping Up with Industry Changes
Finding More Information
Conclusion

Chapter 19: Analyzing Your Source Code
Examining HTML Areas that Can Affect Search Engine Rankings
Do NOT Spam!
Revising Your Code to Improve Rankings
A Step-by-Step Analysis of Your Source Code
Using Analysis Tools and Services
Conclusion

Chapter 20: Analyzing Your Web Site Design with the Engines in Mind
Simplicity Counts!
Linking among Pages
Linking among Additional Domains
Using a Site Map or Hallway Page
Separating Data into Individual Pages
Capitalizing on Themes
Considering Directory Preferences
A Step-by-Step Analysis of Your Web Site for the Engines
A Step-by-Step Analysis of Your Web Site for the Directories
Conclusion

Chapter 21: Analyzing Technology that Can Be Detrimental to Search Engine Rankings
Avoiding Frames
Minimizing JavaScript Code
Making Flash Pages More Searchable
Checking Tables for Keywords
Linking Beyond Image Maps
Working with Dynamically-Created HTML
Developing Strategies for Other Problem Areas
Cloaking as a Solution to Problematic Technologies
Conclusion

Chapter 22: Studying Your Competition
Resubmitting Competing Pages
Analyzing Competitors Pages
Why Their Pages Are Beating Yours
Conclusion

Chapter 23: Purchasing Keywords at the Pay Engines
Exploring Other Pay-per-Click Engines
Purchasing Internet Keywords through RealNames
Conclusion

Chapter 24: Engine-Specific Strategies
AltaVista
Excite
FAST/AII the Web
Goggle
HotBot
GO/InfoSeek
Northern Light
Conclusion

Chapter 25: Strategies for Working with Directories
General Guidelines for Working with Directories
Yahoo!
Open Directory Project (ODP)
NBCi
LookSmart
Conclusion

Chapter 26: Analyzing Security Risks
Understanding the Types of Attacks
Examining Your Internal Vulnerabilities
Employing a Thorough Security Policy
Warding Off Creepy Crackers
Conclusion

Chapter 27: Minimizing Risks to Data Integrity and Confidentiality
Understanding Stored Data Risks
Transmitted Data Risks Protecting Data
Safeguarding Against Site Integrity Risks
Analyzing Your Data Security
Using Software to Secure Your Data
Conclusion

Chapter 28: Prevention, Detection, and Recovery
Anticipating Physical Security Needs
Employing Prevention Methods
Detecting an Intruder
Responding to an Attack
Attending Seminars and Conferences
Conclusion

Chapter 29: Avoiding the Dangers of Interactive Web Sites
Analyzing Scripts and CGI for Risks
Safeguarding Databases
Practicing General Good Sense
Conclusion

Chapter 30: Using Referrer and Session Logs
Tapping the Power of Referrer Logs
Using Session Logs to Track Activity
Suggested Software
Conclusion

Chapter 31: Tracking with Log Files from Onsite Search Engines
Why Do You Need an Onsite Search Engine?
Setting Up an Onsite Engine
Translating Log Information into a Better Site
Finding a Site Search Engine
Conclusion

Chapter 32: Tracking Online Sales to Determine the Effectiveness of Marketing Campaigns
Tracking Hits and Sales through Online Advertising Methods
Tracking Software or Services
Conclusion

Appendix A: Recommended Reading List

Appendix B: Recommended Web Sites

Appendix C: Checklists

Index