WordPress for Business Bloggers

WordPress for Business Bloggers
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Table of Contents
Sample Chapters
  • Gain a competitive advantage with a well polished WordPress business blog
  • Develop and transform your blog with strategic goals
  • Create your own custom design using the Sandbox theme
  • Apply SEO (search engine optimization) to your blog
  • Market and measure the success of your blog
  • Integrate analytics and paid advertising into your WordPress blog
  • Fully tested and compatible with WordPress 2.6

Book Details

Language : English
Paperback : 356 pages [ 235mm x 191mm ]
Release Date : August 2008
ISBN : 1847195326
ISBN 13 : 9781847195326
Author(s) : Paul Thewlis
Topics and Technologies : All Books, CMS and eCommerce, Content Management (CMS), Open Source, WordPress

Table of Contents

Chapter 1: A Blog Less Ordinary—What Makes a Great Blog?
Chapter 2: Introducing Our Case Study—ChilliGuru
Chapter 3: Designing Your Blog
Chapter 4: Images and Videos
Chapter 5: Content Is King
Chapter 6: Search Engine Optimization
Chapter 7: Supercharged Promotion
Chapter 8: Connecting with the Blogosphere
Chapter 9: Analyzing Your Blog Stats
Chapter 10: Monetizing Your Blog
Chapter 11: Managing Growth
  • Chapter 1: A Blog Less Ordinary—What Makes a Great Blog?
    • You Can Stand Out from the Crowd
    • Where Do You Fit In?
    • Not All Business Blogs Are the Same
      • Increasing Sales
      • Adding Value
      • A Dialog with Your Customers
      • Raising Awareness
      • Showing Expertise
      • Customer Service
      • Public Relations
      • Driving Traffic
      • Add Some Personality
    • Categorizing Business Blogs
      • Product Blogs
      • Corporate or Company Blogs
      • News Blogs
      • Expert Blogs
    • The WordPress Arsenal
      • Good Design
      • Maximizing Usability
      • Promoting Your Blog
      • Analyzing the Statistics
      • Managing Content
      • Monetizing Your Blog
      • Measuring Success
        • Google PageRank
        • Alexa Ranking
    • Summary
  • Chapter 2: Introducing Our Case Study—ChilliGuru
    • ChilliGuru—The Man Behind the Blog
    • Before and After
    • Goals and Planning
      • Business Situation
      • Strategic Goals
      • The Blog Plan
        • Tactical Goals
      • Implementation
    • An Overview of the ChilliGuru Makeover
      • Design
      • Content
      • Promotion and Analysis
      • Generating Revenue
      • Enabling Growth
    • Summary
  • Chapter 3: Designing Your Blog
    • Blog Design Principles
      • Layout
      • Color
        • Web Color Theory
      • Typography
      • Usability and Accessibility
    • Implementing Your Blog Design
    • A Brief Introduction to CSS
      • The Early Days of the Web
      • Content and Style
      • Looking at the Code
      • The Style Sheet
      • Applying the Style Sheet
      • Tweaking the Styles
    • Setting Up a Local Development Environment
      • Installing XAMPP
      • Setting the 'root' Password for MySQL
      • Installing WordPress Locally
    • Case Study—ChilliGuru Design
      • The Style Sheet Header
      • The Page Layout
      • Colors and Fonts
      • The Header
      • The Menu
      • The Main Content Area
      • The Sidebars
      • The Footer
    • Summary
  • Chapter 4: Images and Videos
    • Image Theory Basics
      • Dimensions
      • Resolution
      • File Size
      • Optimization
      • Installing 'The GIMP'
    • Images in WordPress Posts
      • Thumbnail Creation
      • Thumbnail Size
      • Attachment Size
      • Styling Images
    • Setting Up an Image Gallery
      • NextGEN Gallery
        • Creating an Image Gallery Page
    • Using Video
      • EasyTube
    • Adding a Favicon
    • Summary
  • Chapter 5: Content Is King
    • Blog Writing Tips
      • Killer Headlines
      • Length of Posts
      • Post Frequency
      • Links to Other Blogs
      • Establishing Your Tone and Voice
      • The Structure of a Post
      • End with a Question
      • A Quick Check List
    • Categories and Tags
      • The Difference between Categories and Tags
      • Using Categories
      • Using Tags
      • Applying Tags and Categories to ChilliGuru
    • The 'About' Page
      • About You
      • About Your Blog
      • Anything to Declare
      • The ChilliGuru 'About' Page
    • Other Static Content
    • Backing Up
      • Backing up wp-content
      • Backing up the Database Using phpMyAdmin
      • Restoring the Database from a Backup File
    • Summary
  • Chapter 6: Search Engine Optimization
    • The Principles of SEO
      • How Search Engines Find Stuff
    • Keywords
      • Choosing Your Keywords
      • Using Your Keywords
    • Permalinks
      • Installing Dean's Permalink Migration Plugin
    • Title Tags
    • Sitemaps
      • Adding a Google Sitemap
    • Inbound Links
    • Robots.txt Optimization
    • Using Excerpts on the Home Page
    • Search Engine Submissions
      • The Big Four
      • DMOZ.org
      • Minor Search Engines and Directories
    • SEO Software and Tools
      • Web CEO
      • Google Webmaster Tools
      • Firefox SEO Extensions
    • Seeing Results
    • Summary
  • Chapter 7: Supercharged Promotion
    • Syndication
      • WordPress Feeds
        • Excerpts or Full Posts
      • FeedBurner
        • Setting Up FeedBurner
        • Using FeedBurner
      • Web Slices for Internet Explorer 8
        • Creating a Web Slice
    • Blog Indexes and Search Engines
      • Ping-O-Matic
      • FeedBurner's Pingshot
      • Technorati
      • Minor Blog Indexes
    • Using Social Networks
    • Using Twitter
      • Setting Up Twitter in WordPress
    • Social Bookmarking
      • Adding the Links
      • Bookmarking Tips
    • Summary
  • Chapter 8: Connecting with the Blogosphere
    • Defining the Blogosphere
    • Why it's so Important to be Connected
    • How to Engage with the Blogosphere
    • The Blogroll
      • Managing Your Blogroll
        • Adding Categories and Links
    • Feeding Off the Blogosphere
    • The Importance of Comments
      • Fishing for Comments
      • Managing the Conversation
      • Moderation
      • Dealing with Negative Comments
      • Trackbacks
      • Comment and Trackback Spam
    • Installing a Contact Form
      • Using cforms II to Build a Contact Form
      • Styling the Contact Form
      • Preventing Contact Form Spam
    • Summary
  • Chapter 9: Analyzing Your Blog Stats
    • Key Performance Indicators
      • Traffic
        • Hits
        • Unique Visitors
        • Visits
        • Page Views
      • Subscribers
        • RSS Subscriptions
        • Email Subscriptions
      • Comments and Feedback
      • Search Engine Results
      • Inbound Links
    • Web Analytics Tools
      • WordPress.com Stats
      • Google Analytics
      • Using Google Analytics
        • The Dashboard
        • Visitors
        • Traffic Sources
        • Content
      • Not an Exact Science
      • FeedBurner Stats
        • Subscribers
        • Live Hits
        • Item Use
        • Uncommon Uses
    • Alexa Rankings
    • Summary
  • Chapter 10: Monetizing Your Blog
    • Google AdSense
      • Getting Started with AdSense
      • Creating AdSense Ad Units
      • Using AdSense in WordPress
    • Affiliate Programs
      • Amazon Associates
        • Creating an Amazon Associates Widget
        • Using Your Amazon Widget in WordPress
      • Affiliate Networks
    • Direct Ad Sales
      • Banner Sizes
      • Where to Place Banner Ads
      • How Much to Charge
      • Your Media Pack and Rate Card
      • Rotating Banner Ads
      • Rotating Amazon Banners
    • Paid Reviews
    • Case Study Review
    • Summary
  • Chapter 11: Managing Growth
    • Keeping Up with the Workload
    • Going Mobile
    • Managing Increased Traffic
      • Installing WP Super Cache
      • Uninstalling WP Super Cache
    • Outgrowing Your Web Host
      • Moving WordPress to a New Server
    • Bringing In Other Writers
      • How to Find Guest Writers
    • Introducing WordPress MU
      • Installing WordPress MU
        • Switching ON mod_rewrite
        • Creating the Database
        • Setting up a Test Domain and Subdomains
        • Installing the WordPress MU Script
        • WordPress MU Basics
      • Developing a Blog Network
    • Summary

Paul Thewlis

Paul Thewlis has worked as a web communications professional in the public and private sectors. He is currently E-Communications Manager for a multinational transport company based in the UK. He began his web career as a Technical Editor, working on web design books for a well-known publisher. He has extensive experience of many content management systems and blogging platforms. He is an expert in the use of social media within corporate communications.

Contact Paul Thewlis

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Submit Errata

Please let us know if you have found any errors not listed on this list by completing our errata submission form. Our editors will check them and add them to this list. Thank you.


- 2 submitted: last submission 07 Apr 2014

Errata type: Typo | Page number: 0

"Bussiness" should be "Business" on the very first page and on the copyright page.

Errata type: URL change | Page number: 49

3rd paragraph: http://www.wellstyled.com/tools/colorscheme2/index-en.html-This is now a dead link. Please use the following link: http://ColorSchemeDesigner.com

Sample chapters

You can view our sample chapters and prefaces of this title on PacktLib or download sample chapters in PDF format.

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What you will learn from this book

  • Develop a ‘blogging business plan’: clarify your blogging goals and sketch out a process for achieving them in WordPress
  • Build a custom theme: so that the look of your blog immediately communicates your brand to visitors
  • Engage with the blogosphere: create beneficial relationships with other bloggers, making the most of each other’s traffic and customers
  • Optimize your site for search: incorporate good SEO practices into your blog posting and planning
  • Use social media marketing such as Digg, Reddit, Facebook, and Del.icio.us to drive traffic to your blog
  • Monitor visitors and analyze their activity using WordPress.com stats, Feedburner for your RSS feeds, and Google Analytics
  • Manage adverts and implement revenue-generating features using Google AdSense with the Adsense Manager plugin
  • Incorporate multimedia on your blog, including video and image galleries

Chapter 1: A Blog Less Ordinary—What Makes a Great Blog? – In this chapter we examine different types of business blogs. You will be shown a selection of great business blogs and see what you can learn from them.

Chapter 2: Introducing Our Case Study: ChilliGuru – You will be introduced to the case study blog and go through the process of developing strategic goals and your blog plan. You will learn that the planning process is important, even if your blog is already up and running.

Chapter 3: Designing Your Blog – In this chapter you will learn the basics of blog design and work through a brief introduction to HTML and CSS. You will see how easy it is to create your own custom design using the Sandbox theme.

Chapter 4: Images and Video – Here you will learn some advanced image and video handling techniques.

Chapter 5: Content Is King – This chapter focuses on techniques and methods for creating the best possible content for your business blog.

Chapter 6: Search Engine Optimization – This chapter covers some of the most important SEO strategies and how to apply them as well as how to submit your blog to the search engines.

Chapter 7: Supercharged Promotion – You will learn some advanced blog promotion techniques, including: advanced RSS with FeedBurner; using Internet Explorer 8 Web Slices; submitting to the blog search engines, like Technorati; using social networks, like Facebook and Twitter; using social bookmarks, like Digg and del.icio.us.

Chapter 8: Connecting with the Blogosphere – You will learn the importance of connecting with other bloggers and playing an active role in the blogosphere to promote your business blog.

Chapter 9: Analyzing Your Blog Stats – This chapter will teach you how to analyze your blog's performance using tools like Google Analytics and WordPress.com Stats.

Chapter 10: Monetizing Your Blog – This chapter introduces a variety of strategies to help you generate revenue from your blog, like using advertising and affiliate programs.

Chapter 11: Managing Growth – You will learn how to manage the growth of your blog by optimizing it for high traffic and introducing multiple authors by using WordPress MU.

In Detail

Blogging has been part of the web landscape for over a decade and has matured into a ubiquitous mode of live communication. The power of blogging has been recognized by the business community, and canny marketers view it as a powerful weapon in their digital arsenal. Done well, blogging can bring myriad benefits to businesses of any size. Done badly, it can cause more harm than good. Central to the success of any business blog is a thorough understanding of the technology. This book will give you a competitive advantage by helping you to create an engaging, effective, and well polished business blog.

WordPress allows users to easily create dynamic blogs with many outstanding features. Its versatility and ease of use has attracted a large, enthusiastic, and helpful community of users, who have created a large and diverse collection of plug-ins. It has various features that can help business bloggers to boost their business strategy.

This book will take you beyond the basics of WordPress, helping you take full advantage of its rich and powerful features to transform your basic blog into a more advanced and professional blog as quickly and painlessly as possible. You will learn everything you need to know to extend and grow your business blog. You will learn to mange the content including images and videos, which will make your blog more appealing. You'll also learn how to market and measure the success of your blog using Google web applications and other popular tools. So, if want to transform your business blog to give a kick start to your business this book is for you.

This book deals with using WordPress and third-party tools to manage and optimize your blog, focusing on the business aspects of blogging. It is not an introduction to WordPress and does not cover the basics such as installation or how to post. Most readers will already have an established WordPress blog or will at least be in the advanced stages of planning one.

This practical guide will show you how to make your business blog different from the crowd and attractive to your target audience by implementing the features of WordPress.


This is a practical, hands-on book based around a fictitious case study blog, which you will build on a development server using WordPress. The case study grows chapter by chapter, from installing your local development server, right up to the finished blog.
The book starts by looking at the important features that make a successful business blog: adding value to your products and services, providing proper customer service and support, driving traffic to your website, and so on. It then shows how to implement these features in WordPress. It provides clear instructions and detailed screenshots, so you can see exactly what to do at each step of the build. You will install and configure a selection of WordPress plug-ins to improve the functionality of the case-study blog.
When you have completed the case study, you will have the knowledge and confidence to apply all the techniques you have learned to your own WordPress business blog.


Who this book is for

This book is for anybody running or starting a business blog using WordPress. Whether you plan to use your blog for PR and marketing, or want to profit directly from blogging, this book offers you everything you need.

As we want to get into the specifics of business blogging as quickly as possible, we don’t cover the WordPress basics. So it’s best to have some experience with WordPress before you start with this book.

The book mainly focuses on a self-hosted WordPress installation, but most of the advice also applies to blogs hosted on WordPress.com.

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