From increasing site traffic to maximizing leads, from revving up responsiveness to increasing sailing, from prospect retention to closing more sales, website optimization world of the 21st century is explored, exemplified and explained. Website Optimization combines the disciplines of online marketing and site performance tuning to achieve competitive advantage necessary on today's Web. Plus, the speed increase in your site, reduced download footprint, improved reliability, and good sailing will work synergistically with the 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 - handles the best (and worst) practices to improve search engine visibility, including guidelines for optimizing the step-by-step keyword, 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, reduced download footprint, and increase reliability Advanced tuning - including client side techniques such as on-demand content , increased progressively, and inline images to save the HTTP request. 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 - illustrates the best metrics and tools to gather details about visitors and measure web conversion and success rates , and includes both search marketing metrics and web performance measures including Pathloss and waterfall charts.