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WordPress for Business Bloggers

Paul Thewlis

Promote and grow your WordPress blog with advanced plug-ins, analytics, advertising, and SEO
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Book Details

ISBN 139781847195326
Paperback356 pages

About This Book

  • 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

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

Table of Contents

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
Categorizing Business Blogs
The WordPress Arsenal
Chapter 2: Introducing Our Case Study—ChilliGuru
ChilliGuru—The Man Behind the Blog
Before and After
Goals and Planning
An Overview of the ChilliGuru Makeover
Chapter 3: Designing Your Blog
Blog Design Principles
Implementing Your Blog Design
A Brief Introduction to CSS
Setting Up a Local Development Environment
Case Study—ChilliGuru Design
Chapter 4: Images and Videos
Image Theory Basics
Images in WordPress Posts
Setting Up an Image Gallery
Using Video
Adding a Favicon
Chapter 5: Content Is King
Blog Writing Tips
Categories and Tags
The 'About' Page
Other Static Content
Backing Up
Chapter 6: Search Engine Optimization
The Principles of SEO
Title Tags
Inbound Links
Robots.txt Optimization
Using Excerpts on the Home Page
Search Engine Submissions
SEO Software and Tools
Seeing Results
Chapter 7: Supercharged Promotion
Blog Indexes and Search Engines
Using Social Networks
Using Twitter
Social Bookmarking
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
Feeding Off the Blogosphere
The Importance of Comments
Installing a Contact Form
Chapter 9: Analyzing Your Blog Stats
Key Performance Indicators
Web Analytics Tools
Alexa Rankings
Chapter 10: Monetizing Your Blog
Google AdSense
Affiliate Programs
Direct Ad Sales
Paid Reviews
Case Study Review
Chapter 11: Managing Growth
Keeping Up with the Workload
Going Mobile
Managing Increased Traffic
Outgrowing Your Web Host
Bringing In Other Writers
Introducing WordPress MU

What You Will Learn

  • 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 to drive traffic to your blog
  • Monitor visitors and analyze their activity using 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

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 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.


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