Quick Links
Chapter 1
Keyphrase Research
Chapter 2
Internet Copywriting
Chapter 3
Inbound Link Campaigns
Chapter 4
Search Engine Optimization
Chapter 6
Internet Press Releases
Chapter 8
Internet Outreach
Chapter 9
Email Alerts
Chapter 10
Affiliate Programs
Chapter 11
Case Studies
Chapter 1 : Keyphrase Research
Overview
First, Profile Your Audience
Target Keyphrases, Not Keywords
Select Your Keyphrases
Step 1: Brainstorm Keyphrases
Step 2: Add Keyphrases from Your Website's Log File
Step 3: Find Related Keyphrases
Step 4: Hijack Your Opponents' Keyphrases
Step 5: Leverage Online Keyphrase Tools
Step 6: Prune and Prioritize Your Keyphrases
Useful Tools
TOP
Chapter 2 : Internet Copywriting
The Opportunity
Pros & Cons
Recommendations
Select a Primary Keyphrase for Each Webpage
Select Secondary Keyphrases
Identify Keyphrase Variations
Aim for Keyphrase Density of 3% - 7%
Structure Page Content Into Related Blocks of Text, with Relevant Headings
Insert Keyphrases Early in the Page Title and the Headline
Stuff, But Don't Clump
Replace Generic Words with Keyphrases
Use Keyphrase-Rich Hyperlink Text
Avoid Over Doing It
Self Assessment
Useful Tools
Further Reading
TOP
Chapter 3 : Inbound Link Campaigns
The Opportunity
Pros & Cons
Recommendations
Earn Link Love by Offering LinkWorthy Linkbait
Linkbait: Humor, Conflict, and Controversy
Linkbait: Tools and Freebies
Linkbait: Case Studies and Research Findings
Linkbait: Interactive Games, Screensavers, and Ring Tones
Linkbait: Lists
Linkbait: Celebrity Photos and Interviews
Linkbait: Critical Reviews
Linkbait: Scholarships, Grants and Awards
Target the "Linkerati"
Request "Keyphrase-Rich" Text Links
Seek Inbound Links from Webpages with High Relevance and High PageRank
Request Links from Websites that Link to Your Major Allies and Opponents
Use a Contact Management System for Link Requests
Personalize Link Requests
Seek Inclusion in Editorially-Reviewed Internet Directories
Insert Inbound Links Into Educational Material Published at Web Guides
Recommend Your Website to Reviewers
Post, Tag, and Bookmark at Social Media Websites
Earn Links from Government (.gov) and Academic (.edu) Websites
Experiment with Paying Bloggers for Reviews... Selectively
Insert a Link in Your Response at Yahoo Answers
Insert Keyphrase-Rich Text Links into Job and Volunteer Postings
Insert Keyphrase-Rich Text Links into Press Releases
Insert Keyphrase-Rich Text Links into Syndicated Articles
Get Full Credit for All of the Webpages that Link to You
Add a "Link to Us" Button on Every Page of Your Website
Bestow a "Seal of Approval"
Avoid Reciprocal Links and Link Exchanges
Avoid Buying Text Links
Track Your Link Campaign Progress
Self Assessment
Useful Tools
Further Reading
TOP
Chapter 4 : Search Engine Optimization
The Opportunity
Pros & Cons
Recommendations
Offer 100+ Pages that Feature One Narrow Topic Per Page
Translate Topics Into Keyphrases that Attract At Least Moderate Search Activity
Lead Your "Title Tags" with Primary Keyphrases
Treat Description Meta Tags as Keyphrase-Rich Ads
Use the Keywords Meta Tag for Emphasis
Use Keyphrase-Rich Heading Tags
Copywrite for Search Engines
Insert Keyphrases into Alt Text, Image Names, and Image Captions
Use Your Primary Keyphrase in a Link to a Highly-Ranked Authority
Enhance Hyperlinks with Keyphrase-Rich Title Attributes ("Tool Tips")
Insert Keywords into URL Addresses
Do Not Use Frames
Don't Hide Your Content in Dynamically Generated Webpages
Don't Hide Your Keyphrases in Images or Flash
Offer Search-Engine Friendly Navigation Menus
Create an XML Site Map for Google, Yahoo, and MSN
Use a Robots.txt File to Focus Crawlers on Your Most Important Content
Use 301 Redirects as More than a "Forwarding Address"
Self Assessment
Useful Tools
Further Reading
TOP
Chapter 6 : Internet Press Releases
The Opportunity
Pros & Cons
Recommendations
Be Newsworthy
In the Absence of Hard News, Create "Angles"
Earn Attention in Less than Eight Seconds
Write Like a Reporter
"Insert" Keyphrases
Hyperlink to a "Call-to-Action" Landing Page
Include Links to Visuals
Leverage Your Online Press Room
Earn Press Room Spidering by the Google Newsbot
Distribute Your Press Releases via Newswires
Distribute Your Press Releases Directly to Journalists
Pitch to Influential Bloggers... Carefully
Distribute Your Press Releases via Multiple Channels
Self Assessment
Useful Tools
Further Reading
TOP
Chapter 8 : Internet Outreach
The Opportunity
Pros & Cons
Recommendations
Use YouTube to Promote Your Cause
Use MySpace to Promote Your Cause
Use Facebook to Promote Your Cause
Use Flickr to Promote Your Cause
Use Del.icio.us to Promote Your Cause
Use Digg to Promote Your Cause
Use Care2 to Promote Your Cause
Use Wikipedia to Promote Your Cause
TOP
Chapter 9 : Email Alerts
The Opportunity
Pros & Cons
Recommendations
Build Your Email List via Opt-In Registrations but Not Necessarily Double Opt-In Registrations
Build Your Email List via Co-Registration
Build Your Email List via Sponsored Mailings but Not Email List Rental
Build Your Email List via Exit Pop-Ups
Offer a Related Incentive
Highlight the Topic and Offer in Email Subject Lines
Highlight Key Points in Headings, Bold Text, and Call-Outs
Boost Email Response Rates by Appealing to the Basic Human Motivators
Boost Response Rates with Personalization and Dynamic Message Assembly
Boost Response Rates with Testimonials
Concept Photography: Boost Response Rates with Photographs that Convey Benefits
Test "Creative" and "Offers" Prior to Roll-Out
Test Using a Minimally-Sufficient Sample Size
Test New Email Concepts vs. Your "Control"
Customize Offers for Each Segment of Your Email List
Measure Email Success Based on Conversions, Not Just Click-Thrus
Test Every Time
Mail a Sequence of Emails to New Subscribers from 0 to 60 Days After Registration
Don't Assume that a Very Low Unsubscribe Rate is "Good"
Offer Both HTML and Text Email Formats
Test HTML Appearance and Function with Seed Accounts at Popular Email Domains
Monitor Inbox Delivery
Manage Email Bounces Proactively
Stay Off Email Blacklists
Apply for Whitelisting and Sender Authentication
Leverage Third-Party Email Software and Services
Comply with Email Spam Laws (Even If It's Not Required)
Incorporate Wiggle Room Into Your "Privacy Policy"
Self Assessment
Useful Tools
Further Reading
TOP
Chapter 10 : Affiliate Programs
The Opportunity
Pros & Cons
Recommendations
Define a Meaningful and Measurable Objective
Calculate Your Maximum "Cost Per Action" (CPA)
Check Comparables Before Committing to Start-Up Costs
Assign an On-Staff Affiliate Manager
Select an Affiliate Network
Recruit Publishers
Motivate Your Publishers
Provide Banner Ads to Your Publishers
Offer Free Content to Your Publishers
Monitor Your Publishers
Optimize Your "Landing Page" for Conversion
Use Verified, Backed-Up Referral and Conversion Tracking
Self Assessment
Useful Tools
Further Reading
TOP
Chapter 11 : Case Studies
Overview
Big Cat Rescue
Background
The Challenge
The Solution
Benefits
Lessons Learned
Pew Center
Background
The Challenge
The Solution
Benefits
Lessons Learned
VolunteerMatch.org
Background
The Challenge
The Solution
Benefits
Lessons Learned
March of Dimes
Background
The Challenge
The Solution
Benefits
Lessons Learned
PETA
Background
The Challenge
The Solution
Benefits
Lessons Learned
TOP
Keyphrase Research
Internet Copywriting
Inbound Link Campaigns
Search Engine Optimization
Internet Press Releases
Internet Outreach
Email Alerts
Affiliate Programs
Case Studies
Issue Marketing
Michael Organ
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