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Web Site Marketing Makeover

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how to make your Web site more usable – on a budget

Marcia Yudkin is offering here the sort of tips on Web site ‘usability’ made famous by Jakob Nielsen – but she does it in a gentler and less challenging manner. Few of the suggestions she makes in Web Site Marketing Makeover require any expenditure – just energy and intelligence. This is the latest title from TopFloor Publishing – who specialise in books which offer geek-free, common sense advice to people working on a budget. It will be ideal for people who want to improve an existing web site – and for those designing one who want to make it effective.

Web Site Marketing Makeover She goes into the fine details of Web enterprise – starting from such fundamental issues as the name of the site, the appearance of the home page, and the number and size of the items on it. All her suggestions are designed to promote maximum usability and user-oriented design. She is a supporter of the approach taken by Nielsen, Edward Tufte, and Steve Krug. She describes how to create useful navigational links: how to name them, group them logically, and display them in a way which will attract users without making the page ugly.

There’s an interesting chapter on how to create the writing which is going to do the bulk of the work of conveying what you have on offer to your visitors. Yudkin is drawing on her experience as an advisor to a wide variety of businesses, and the examples she cites range from non-profit-making organisations, individual entrepreneurs and consultants, to big organisations such as finance companies and e-commerce giants.

Almost every page carries screenshots showing negative as well as positive examples to illustrate the advice she offers – and she is brave enough to talk you through her own makeovers of commercial sites.

For those interested in hard e-commerce, there is plenty on forms, subscription systems, payments, and how to build the confidence and trust of the customer. But typical readers are likely to be those working to a budget – and they will appreciate her pointers towards free resources in every section. These really are impressive in their range – free content, software, services, graphics, fonts, advice – even free e-commerce shopping trolleys.

This is another excellent addition to TopFloor’s Poor Richard series – worth it alone for the superb annotated listing of recommended books and Web resources.

© Roy Johnson 2002

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Marcia Yudkin, Poor Richard’s Web Site Marketing Makeover, Lakewood CO: TopFloor Publishing, 2001, pp.249, ISBN: 1930082169

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Web Site Measurement Hacks

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tips and tools to help optimise your online business

If you take a serious interest in your web site, once you’ve got over the obsession with how it looks, you’ll want to know how it performs. And if it includes any element of e-commerce, you’ll undoubtedly want to know how to improve that performance. Eric Peterson’s guide Web Site Measurement Hacks is a technical guide to doing that by measuring what is going on – and that means hard figures, the number of visitors you get, and what they do when they arrive at your site.

Web Site Measurement HacksThe first and most important thing is to know the definition of terms in this arcane world – to know the difference between ‘hits’, ‘visitors’, and ‘unique page views’ for instance. He explains these issues really well, and emphasises that you need to understand the technical details if you want to increase your site traffic. Although some of his suggestions are aimed at businesses with big money to spend on web site optimisation, I was glad to see that he included the cheap and even free options available for small and start-up entrepreneurs. This includes programs such as Analog, which I have used myself in the past.

He explains how to understand and analyse web logfiles, and how to get a more accurate picture of which human beings are visiting your site by excluding from the results robot searches and other data which has been pulled from cache. For those who are really technologically ambitious, there are instructions on how to build your own web measurement application, along with the necessary core code and the location of free downloadable add-ons.

As the book progresses it becomes more technical. First he deals with JavaScript page tags, then how to use one-pixel hidden graphic ‘bugs’ to learn more about what visitors do on your site. He also covers learning from errors – that is, understanding (and rectifying) the broken links and the pages which are not delivered on request to your visitors.

After that, he switches to explaining the details of online marketing. This involves a close examination of terms such as ‘click through rate’ and ‘cost per conversion’, as well as how to measure the effectiveness of banner advertising.

Most of his recommendations are sound. On the optimization of web page size he mentions the free service offered by Andy King (author of Speed Up Your Site). I ran a few pages from the site you are visiting now through his analyzer and learned a lot about possible improvements.

The later stages of usability become more and more complex. The hacks he discusses here are for people with serious e-commerce ambition who are prepared to spend time and money on making their site(s) more effective. They include features such as measuring the demographics of your site visitors, analysing their behaviour patterns, and gathering data on their engagement with the retail process.

This is a book which deals with both the technical issues of maintaining your Web’s infrastructure and the business implications of interpreting the data it generates. It’s a technology companion that any serious web entrepreneur will welcome.

© Roy Johnson 2005

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Eric T. Peterson, Web Site Measurement Hacks, Sebastopol, CA: O’Reilly, 2005, pp.405, ISBN: 0596009887

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Web Type: Start Here

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from typographic zero to hero in easy lessons

This is a very stylish production giving an overview of Web type. Every double-page spread has been carefully planned and laid out. It’s a book which follows the same principles of good design it espouses. Tom Arah starts with a crash course in the history and principles of typography, then quickly accelerates into the computer age, covering screen-readable fonts, and typeface conventions. Each page is as deeply layered as its possible to be in two dimensions, and every topic is illustrated with several graphic examples and screenshots. It’s a delightful book to browse as well as to read in depth. It’s a great introduction to the subject.

Web Type: Start HereThere’s a very user-friendly introduction to HTML, with a quick-start tutorial on how to control layout, colour, space, and fonts. All this is designed to create more visually interesting Web pages. Next comes the introduction of graphic images, displaying fonts correctly, and making them look as attractive and efficient as possible. It’s all done via a series of thirty-three practical projects. These take you through the skills required to control type and layout on screen

He shows you how to use style sheets, and there’s even advanced stuff on the type-handling abilities of Macromedia Flash and Adobe Acrobat. There’s a beginner’s introduction to Flash which I found useful as someone who wants to know the basic principles. He even shows you how to do Flash tricks using free software – so you don’t have to buy expensive programs.

If you are frustrated by the limitation of font control in HTML – and who isn’t! – you’ll be glad to read his explanation of font embedding – which rightly describes as “the Web’s best-kept secret”.

This is followed by a careful tutorial on using cascading style sheets, which he takes one step at a time, explaining not only type control but page layout and the control of all design elements. Web browsers are still catching up with these possibilities – but he takes a look ahead to CSS 3, which with luck will create a common set of standards.

I looked at a couple of other manuals whilst reading this, and was amazed at how old-fashioned they suddenly appeared. Books like this are setting new standards for presentation and production values.

© Roy Johnson 2004

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Tom Arah, Web Type: Start Here!, Lewes: ILEX, 2004, pp.192, ISBN: 1904705189

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Where Wizards Stay Up Late

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computer and Internet pioneers – a historical account

Do you know who invented the Internet? No, it wasn’t Al Gore – even though he once foolishly claimed he did. And in fact, it wasn’t just one person. What this fascinating documentary study reveals is the teamwork, the complementary technologies, and even the engineering competition which led to its development. It also dispels the notion that the innovation was fuelled by cold war defence concerns about possible nuclear attack.

Where Wizards Stay Up Late The majority of early adopters were research scientists in particle physics who simply wanted access to each other’s work. At first it was just a few research departments of US universities which linked themselves. The computers were huge mainframe affairs, and the results at that time still came through on punched tape. There were no mice or monitors, no Windows, and even the tiny amounts of memory were laughably small by today’s standards.

It’s amazing to realise how recent all these developments have been. It also emphasises the fact that this major innovation was a result of simultaneous developments in a number of separate disciplines, and one which came out of the sort of team work and democratic ethos which have left their mark on the Net to this day.

Katie Hafner and Matthew Lyon’s account adopts a lively documentary approach to telling the story of how it all happened. The writing is much influenced by Tom Wolfe’s new journalism, with rapid character sketches, cliff-hanging chapter endings, use of dramatic understatement, on-the-spot point of view, and lots of well-researched technical detail. Having said that, it’s not always an easy read. The names of engineers and scientists come in thick and fast, and the chronology jumps around bewilderingly in the sixties and seventies – but what emerges is a fascinating picture of many technological developments eventually pulled together to deliver what was in fact the birth of the Internet.

There’s a wonderfully dramatic moment when all the strands are pulled together in a contract submission to run the network – the computers, the wired links, and what emerges as the heart of the Net – packet-switching technology. This was invented simultaneously by Donald Davies in the UK and Paul Baran in the US. It allows information to be broken up into small units, transmitted, then reassembled without loss at any other part of a distributed network.

Their timescale stops short in the 1970s – which means the story doesn’t include anything on the World Wide Web – and strangely enough there’s very little mention of people such as Vannevar Bush or Ted Nelson. Their focus is all on the often wacky individuals and the college-boy teams who went on to become the Founding Fathers, though I was also glad to see that they give electrical engineers their due.

Other more well-orchestrated histories of this revolutionary development may be written in the future, but this one will be difficult to beat in the short term as an account of the skills, the drama, and the sheer inventiveness of these Net pioneers. There’s a full bibliography and a good index, so it’s no surprise that this title has been chosen as a set text on one of the Open University’s most popular ever courses – ‘You, your Computer, and the Internet’.

© Roy Johnson 2003

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Katie Hafner and Matthew Lyon, Where Wizards Stay Up Late: the origins of the Internet, New York: Free Press, new edition 2003, pp.304, ISBN 0743468376

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Wikipedia: The Missing Manual

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Wikipedia is now the biggest encyclopedia in the world. It’s currently twenty-five times larger than Encyclopedia Britannica, and expanding with every day that passes. That’s because anybody can add entries, edit the content, correct mistakes, or contribute new materials. But if you go to Wikipedia and try to start adding your own entries, supplementing other people’s contributions, or correcting mistakes – it’s not quite as simple as it might seem.

Wikipedia: The Missing ManualThere’s online help, but it’s rather deeply buried. That’s why books such as this one from the ‘missing manuals’ series have come into being. They provide the user guides which nobody in open source projects has got round to writing yet. This one doesn’t just tell you about how to create new Wikipedia entries or edit ones that already exist, it explains what types of new material will be acceptable, and which will not.

For instance, I found an entry recently which gave information about the main road which runs through the suburb of south Manchester UK where I live. It listed public buildings, a little local history, and topographical details.

But if I had a dog called Bosun and keyed in an entry on his appearance and habits, that would be removed. The reason? It doesn’t pass the ‘notability’ test. In other words, who cares about your pet dog, or your lovely daughter, or your taste in wallpaper? Yet if you happened to have some botanical information about sycamore trees, or the statistics related to voting patterns, that might be welcomed as new material.

John Broughton covers all the essentials a beginner will need to know – how to add or edit entries; how to create hyperlinks and footnotes; and how to add graphics. So if you would like to join the tens of thousands of (unpaid) volunteers adding to the six million articles in 250 languages – this is a great place to learn the rules of engagement.

The whole of Wikipedia is supervised by volunteer editors; everything is checked; and a record is kept of any changes made, plus when they were made, and who made them. If you were to insert a paragraph saying that Elvis Presley had recently been seen in Tesco, it would immediately be deleted. And if you mischievously added links to your own web site hoping to drive up traffic, these pages would be ‘reverted’, which is Wikispeak to say that they would be wound back to what they were before.

These are some of the reasons why readers can trust Wikipedia more than is sometimes thought. It is a self-regulating mechanism, and vigorous systems exist to combat mistakes, vandalism, and spam. Even the editors have other editors, checking their work.

Even though anybody can add entries to Wikipedia, it’s quite interesting to note what is not allowed. The list includes the presentation of original ideas, routine news coverage, self-promotion, instruction manuals, plot summaries and song lyrics, announcements, sports, and gossip. That’s why my dog Bosun doesn’t get a mention.

John Broughton leaves the technicalities of how to create pages and arrange tables of contents until the end. These sections also include some interesting details on Wikipedia’s house style – no definite or indefinite articles in titles for instance, and bulleted lists are discouraged.

The latter part of the book deals with issues which will interest information architects – the classification of data, how articles are categorized, and how Wikipedia deals with ‘disambiguation’ – which occurs when a single term can have multiple meanings. For instance ‘mercury’ could be the liquid metal or the mythological messenger. Wikipedia deals with these cases using what’s called ‘the principle of least astonishment’ – in other words, what would a reader most likely expect to see listed first.

He ends with some interesting tips on editing and what are essentially collaborative writing skills, plus guidance on checking sources and links, and striving for accuracy in all things. This is rather like an excellent potted course on online journalism. So if you fancy making a contribution, just sign on and get started. Wikipedia even lists articles which are waiting to be written. And to complement its spirit of open sources, the whole book is also available at Wikipedia.org where you are invited to edit and enhance its value.

© Roy Johnson 2008

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John Broughton, Wikipedia: The Missing Manual, O’Reilly, Sebastopol: CA, 2008, pp.477, ISBN: 0596515162

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Word Hacks

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Industrial-strength tricks for getting more out of Word

Microsoft Word is the world’s most popular word-processor – yet many people never use some of the powerful tools it has to offer. They might jiggle around with a few font choices and toolbar options, but there is a lot more under the bonnet which isn’t immediately apparent. Andrew Savikas’s new book Word Hacks offers tips and guidance for harnessing these hidden strengths. The tips are graded at beginner, moderate, and expert level – so you can work in a way which is comfortable for you. He starts off by telling you how to deal with all the menu options to make Word work as you want it to. Then it’s on to macros – a list of commands which you can store, to save you the problem of boringly repetitive keystrokes and menu choices. He also shows you how to hack your shortcut menus, and how to customise Word.

Word HacksThis ranges from trivial things such as changing the icons and buttons on your toolbars, to getting rid of the annoying and very unpopular Help assistant (Mr Paperclip). He then moves on to more useful tricks such as increasing the number of most recently used files (MRU) listed at the bottom of the File menu, and shows you how to mess with the number of font options available.

He shows you how to display samples of your fonts instead of just a list of their names; how to create bar graphs using tables; how to repeat a chapter heading across multiple pages; and how to increase the number of styles you can apply to footnotes ands captions.

Most of these tips only require you to type out a short macro (which he supplies) or to hack gently at the regular menu options. Any of the longer procedures are then saved as macros and assigned a keyboard shortcut of your choice.

You’ve probably noticed that Web addresses typed in Word turn automatically into hyperlinks – underlined and coloured blue. For those people (like me) who find this annoying, he shows you how to change the appearance and even get rid of them.

For serious and industrial strength writing he shows you how to do powerful search and replace edits, how to add custom (and temporary) dictionaries for special projects, how to take control of the way Word deals with bulleted lists, and how to make the most out of Word’s outlining feature.

There’s a whole chapter devoted to troubleshooting common Word problems – such as missing toolbars, repeated freezes and crashes, and the proliferation of unwanted temporary files. Then he finishes with some fairly advanced suggestions on forms and fields, plus how to get Word to perform calculations using tables, and using Word to work in XML and XSLT.

My guess is that this is one for people who like Word, who are committed to staying with it, and who want to get more from it in terms of power and productivity. It will also be useful to writers and editors working on book-length projects and reports. As usual with O’Reilly publications, the layout and presentation are impeccable.

© Roy Johnson 2004

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Andrew Savikas, Word Hacks: Tips and Tools for Taming your Text, Sebastapol: CA, 2004, pp.372, ISBN: 0596004931

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WordPress 3.0 Complete

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a blog, web site, and content management system

WordPress 3.0 (WP) started out as a blogging software program in 2003, but it has grown rapidly into a fully featured content management system (CMS). That’s partly because it was well designed in the first place, but mainly because it’s open source software (OSS), which means that designers and programmers all over the world have contributed to its development and improvement. This effort comes mainly in the form of extra plugins which increase the range of features and enhance what WordPress can do. But like many other OSS programs WP comes without an instruction manual, which means that it’s hard for beginners or new users to get to grips with what’s under the bonnet. There are user forums and FAQs, but most people will feel more confident with an instruction manual, which is why this guide is welcome.

WordPress 3.0April Hodge Silver establishes from the start that WP is now a fully developed publishing platform and can be used for running a blog, a commercial web site, or even used as a CMS. You can run WP on your own computer using it as a server (that’s the better option for advanced users) or you can let WordPress.com do it all for you, which means you have less control but is probably the better option for beginners or those who simply want their own blog. The ‘completeness’ of this guidance manual is that it covers all that’s required for both options.

The advantages and disadvantages of each choice are explained clearly. But in either case you will need the features and the configuration settings fully explained. They can be learned through trial and error, but the benefit of a guidance manual is that it will shorten the time involved and flatten the learning curve.

My advice in brief is this: if all you need is a blog, choose WordPress.com, but if you want to customise your site, have advertising, and take advantage of plugins and widgets – go for your own installation.

Once you reach the user-friendly WP control panel, the principles are the same for both users. Silver explains how to create a post (WP jargon for a page that you see on screen) and how to add graphics which will make it look more attractive.

The huge advantage of a program such as WP is that everything you upload is stored in a database, but you can control how it is summoned into your pages. A single graphic for instance can be presented at thumbnail, medium, or large size.

WP offers two editors in which you generate your content – one a ‘visual’ editor which requires very few skills or technical knowledge, and an HTML editor for those who know a little about coding. As soon as you start posting you’ll also start getting comment spam, but WP comes with a powerful tool called Akismet that deals with it automatically.

The control panel in WP makes all your work as easy as possible, but if you are not used to a CMS it can be difficult to conceptualise the relation between what you put in to the system and how it will appear on screen as the finished article. This guide does a good job at overcoming this problem by generous use of full scale screen shots, so you will know exactly what you should be looking at.

WP 3.0 now includes automatic menu creation. This can be used in conjunction with ‘categories’ to create the structure and the navigational system for your content. Silver then moves on to show how (free) widgets and plugins can be deployed to enhance a site. The great thing about these is that they are enhanced regularly, and can be updated with a single mouse click. And if you are really feeling ambitious you can even download a plugin to render your site ready for iPhone and iPod touch.

The central part of the book deals with the most important element of a WP site – the ‘theme’, which you lift off the shelf or develop yourself. This provides the basic structure of what your site will look like, it’s style, features, and behaviour.

Then comes the issue of developing your own plugins and widgets. As you can probably tell from this description, these issues are becoming more technically demanding, but you don’t need to know these techniques in order to create a successful site.

Silver finishes in the same technical vein – giving explanations for setting up an eCommerce site, then giving instructions for upgrading a WP installation. If you have opted for hosting on your own server, this will be invaluable, because WP is updated quite frequently, with new features and functions at every new version.

I spent a long time learning much of this the hard way – before WP manuals became available. And I certainly wish I’d had something like WordPress 3.0 Complete to hand at the time. It would have made my life a lot easier, and I would have known to get hold of the best online backup to save all my files whilst I was learning WordPress.

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© Roy Johnson 2011

April Hodge Silver, WordPress 3.0 Complete, Birmingham: Pakt, 2011, pp.322, ISBN: 1849514100

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WordPress for Dummies

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from blogging platform to content management system

WordPress was first launched in 2003 as open source software designed for blogging – and it is still used as such. But as its popularity has suddenly grown exponentially, enormous numbers of add-ons and plug-ins have been developed to provide extra features. Because it’s built on a solid base of MySQL and PHP, these extra features have transformed it from an individualist tool into a major communication platform. So much so that it’s now become a content management system (CMS) which offers an alternative to Joomla and Drupal. Releases of the software are named after jazz musicians. WordPress for Dummies is a guidance manual on how to use it.

WordPress for DummiesIf you want to see the sorts of web sites which use this combination of WP + templates – look here, here, and here. This is the best of the current guides to using WordPress. The strongest point in its favour – apart from the very direct ‘for Dummies’ approach – is that it gives instructions for would-be bloggers , but also explains the more sophisticated uses of WP for those who want to build a web site using a content management system. The beauty of WordPress is that it can do both.

In fact WordPress is pretty thoughtful software – which is what’s made it so popular. All blog posts can be drafted, auto-saved, spell-checked, and stored prior to publication. The options for interacting with site visitors are endless – which is presumably why WP has overtaken Blogger. It really does have the heavy-duty functionalities of a full-scale content management system combined with the ease of use of a simple blogging platform.

Basically, this guide covers the three main options for WordPress users – the hosted service where you have a blog at WordPress.com; the free software which you download from WordPress.org; and the multi-user version. And the author, Lisa Sabin-Wilson, now makes her living designing WordPress templates – so she knows what she’s talking about.

I set up a test blog at WordPress recently [here] and can confirm that it took me less than five minutes from start to finish – and that includes uploading a picture and editing my profile.

WordPress successfully combines ease of use with a range of powerful features, so if you’re thinking of starting your own blog, WP seems to be the way to go. So the first option, of using WP for blogging, couldn’t be simpler.

Just in case you’re worried, WordPress has got nothing to do with Microsoft Word. It’s an Open Source program, and therefor free. You access the program without payment, and updates are available to you at any time without charge.

The second option of hosting the software on your own machine gives you scope to make use of lots of extra features. Many of these are free plug-ins which add extra functionality to the system. But even more important than the trimmings, this guide explains in detail the crucial installation and configuration of WordPress. This is the part most people are likely to find find difficult.

Ambitious bloggers and web designers will know that everybody wants to have an individualised theme – that’s the style and layout of what appears on screen. How to do that is explained here as well – including some rudiments of style sheets and PHP coding.

The third option is to use the most advanced, multi-user version of WordPress. This is for people who want a community of users and contributors. I came across one recently – a football enthusiasts’ site where fans email their reviews of matches directly from the game. Post-match reports are available even before they’re on the national news channels. There are three whole chapters on how to set up and administer this version of the software.

Lisa Wilson finishes with recommendations for free WordPress themes and plug-ins. All of these allow you to customise your site or blog, and add functionalities that only a professional designer could have dreamed about only a couple of years ago.

It’s almost impossible for these printed guides to keep up with the pace of software development. New features are being added whilst the book is with the printer. Just get the latest edition, and recognise that there may be differences in what appears on screen. Of course, you can always read the complete documentation at codex.wordpress.org – but if like me you prefer a proper book to consult, rather than reading off screen, then it’s all here. This book not only showed me how to use WordPress: it helped me to understand some of the fundamental structures of content management systems.

© Roy Johnson 2010

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Lisa Sabin-Wilson, WordPress for Dummies, New York: Wiley, 3rd edition 2010, pp.408, ISBN: 0470592745

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WordPress Search Engine Optimization

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tips on settings, plugins, and page tweaking

WordPress SEO (Search Engine Optimization) is the art of improving the quality of web pages in order to increase their rankings in search engines – and thereby obtain more site visitors. And it is an art, because despite the mathematical complexity of the algorithms used by Google and others to calculate page rankings, there are many variable features which decide the ranking of a web page. This means that experience and fine judgement are required in deciding which are most important. That’s true even for WordPress, which has plenty of ib-built assistance on SEO.

WordPress SEONevertheless, there are basic principles that can be followed, and this manual offers a guide to what’s required. The first part of the book is an explanation of how SEO works – the manner in which search engines measure the value of your web pages; what information about them they store; and most importantly, which features of your pages can be tweaked so that they will receive a higher rating. This is all delivered in a thorough, clear, and jargon-free style.

Michael David covers the main content of your site, how pages are built, and how its navigation is arranged. It’s very reassuring to have the basics explained – particularly because of the ambiguous terms WordPress uses for its features. You need to know the difference between a ‘post’ and a ‘page’, even though they both look the same. And it’s helpful to learn that an ‘excerpt’ of a post only becomes a chunk of your page if you don’t fill in any text during the creation process. If there’s nothing in the excerpt box Google will grab the first 55 words of the page – and this will create duplicate material, which search engines penalise. With clever SEO however, the excerpt can be used as the summary of a post – or even an advert for it, using key words.

Michael David claims that the issue of key words is the crucial part of SEO. There are plenty of free sites and software to help you determine the search terms customers are using to locate the products or services you have to offer. The important point here is to put on one side the terms you use, and look at the terms your customers choose.

If there’s a weakness in Michael David’s approach it’s that in the practical examples he creates for discussion, he repeatedly chooses local businesses. ‘Denver Air Conditioning Units’ might be an easy company to get to the top of the search results – because you are limiting the reach of your web site to only that city area. But a company called ‘H.P Lightbrown Ltd’ that sells paper technology or architectural design services to a worldwide audience is a different matter. Nobody is going to search on the company name and you are competing with similar businesses throughout the world.

Many of the topics he covers are amazingly simple to effect – especially with all the help that WordPress offers – but they require careful thought. For instance a post contains a title, a permalink (URL), a slug, a description, an ‘excerpt’, and of course key words. All of these should be as brief as possible, but – here’s the rub – they all need to be slightly different to avoid repetition, for which your pages might be penalised.

There’s a short section on Google Analytics, explaining the information they feed back from spidering a site. This would have been more useful if it contained some practical examples of how this information could be used to tweak pages and increase their rankings.

He also includes a good chapter on writing the content of web pages with SEO in mind – the importance of being succinct and accurate, and how to include keywords without undue repetition. It’s all excellent advice – though it has to be said that this very little to do with WordPress.

All of this is only a prelude to the real business of improving your page rankings – which must be done by generating inbound links – in other words, getting approval from other people’s web sites. This is not easy, because it involves a very laborious process of making multiple submissions (requests for inclusion) to directories such as Yahoo.com and DMOZ.com. Alternatively you can try to attract links by generating content which is irresistibly popular or focused on something very popular or controversial.

The most common help you will be offered to deal with this issue is an invitation to join link farms. These are sites that are composed of nothing but links to other sites. Don’t bother – because as Michael David explains, they are valueless. He also provides other warnings again what are called ‘Black Hat’ techniques.

There is the by now almost obligatory chapter on using social media tools to promote your website. This too involves generating content that will ‘go viral’ (attract millions of viewers) which is much easier said than done – and it’s another chapter which has little to do with WordPress.

Fortunately Michael David finishes with a really useful appendix listing a selection of the most valuable WordPress plugins (all free) that can help you automate the processes he describes. I was mightily relieved to note that I had most of them installed on this site.

If you’ve got a WordPress blog or a full web site, you need to understand all the marvellous features WP offers to deliver good SEO. This guide not only shows you how to configure the software; it also explains why the strategies recommended are to your advantage.

WordPress 3.0   Buy the book at Amazon UK

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© Roy Johnson 2011

Michael David, WordPress 3.0 Search Engine Optimization, Birmingham: Pakt, 2011, pp.318, ISBN: 1847199003

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XHTML 1.0

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Guidance manual for moving from HTML to XHTML

It’s the sub-title of this book which is most significant. ‘The Next Generation of HTML’ signals its overall purpose – to explain how you can make the transition from HTML to XHTML. Why is this important? Because HTML has been superseded as the language of web design by XML – and XHTML is a version of it which will help you to move from one to the other. Ian Graham starts by explaining the difference between HTML and XHTML as markup languages, then describes basic document structure. This might seem tedious at first, but these issues are becoming increasingly important.

XHTML 1.0Document definitions are crucial once the X element [extensibility] is introduced into HTML. The new markup language opens up lots of new possibilities – particularly if you want to make your Web pages available on a variety of platforms and devices. After all, you can now write a page once, then adapt it for a variety of purposes by using different style sheets.

He covers all the basics of text presentation, hypertext links, graphics, then the spacing and layout that becomes possible by using style sheets. All the techniques he discusses are illustrated by both screen shots and code – so you can easily try out your own versions of effects – from layering to the tricky issues of styles within tables. He also very usefully provides illustrations of the same page viewed in different browsers.

He deals with the more advanced issues of frames, floating elements, tables, and forms, plus the possibilities of scripting and event handlers in dynamic pages.

The last part of the book contains two comprehensive reference lists – XHTML elements and cascading style sheet specifications, plus a section which explains the important differences for those people who wish to make the transition between HTML and XHTML.

There is even a website version of the book available which he promises to keep up to date – and I particularly liked the fact that he lists the (often free) development tools you will need if you plan to go down the XHTML route.

© Roy Johnson 2003

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Ian S. Graham, XHTML 1.0 – Language and Design Sourcebook: The Next Generation HTML, London/New York John Wiley, 2000, pp.692, ISBN 0471374857

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