Bioinformatics Programming Using Python

Table of Contents......Page 7
Preface......Page 15
 Organization......Page 16
 Using Code Examples......Page 17
 Conventions Used in This Book......Page 18
 Acknowledgments......Page 19
Part I. Making Money with a Website......Page 21
 Chapter 1. Creating Successful Websites......Page 23
  The Taxonomy of Success......Page 24
   Entertainment......Page 25
   Useful Free Services and Software......Page 26
   Magazines and Newspapers......Page 28
   The Blogosphere......Page 29
   Practical Information: Content Sites and Niches......Page 30
   E-Commerce Sites......Page 31
   Using the Google Toolbar......Page 32
   Let the Google Search Engine Be Your Guide......Page 33
   Finding Popularity with Alexa......Page 35
  How Much Content Is Enough?......Page 37
   Page and Site Design......Page 38
   Page Size......Page 39
   Keeping Content Fresh......Page 40
   Positioning Ads......Page 41
   Separating Content from Design......Page 43
   Server-Side Includes......Page 45
   PHP Includes......Page 47
   Optimal Include Layout......Page 48
  The Power of Community......Page 49
  Action Items......Page 51
  Telling a Story......Page 53
  Basics of Marketing......Page 56
  Creating a Plan......Page 58
  Naming Your Site......Page 60
  Introducing SEM......Page 61
  Comparing SEO with SEM......Page 62
  Action Items......Page 63
 Chapter 3. Driving Traffic to a Website......Page 65
  Submitting Your Sites to Search Engines......Page 66
   Submission Tools......Page 67
  Working with Google......Page 69
  Taking Advantage of Site Mapping......Page 74
  Working with Directories......Page 77
   Getting Open Directory Project Listings......Page 78
   Getting Yahoo! Directory Listings......Page 82
  Becoming Popular by Generating Inbound Links......Page 83
   Finding Sites to Make a Link Request......Page 85
    Finding email addresses......Page 86
    Emails should not be spam......Page 87
  The Power of the Press Release......Page 88
  Unleashing Your Inner Blogger......Page 91
  Using Syndication Feeds to Your Benefit......Page 93
   Creating Feeds......Page 94
   Telling the World About Your Feed......Page 95
   Submitting Feeds......Page 96
  Creating Email Lists and Surmounting the Spam Problem......Page 97
  Action Items......Page 98
 Chapter 4. Nuts and Bolts of SEO......Page 101
  SEO’s Evolution......Page 102
   What SEO Can (and Cannot) Do......Page 103
   Free Tools......Page 105
    HTML suggestions......Page 106
    Your site on the web......Page 107
   Commercial SEO Analysis Software......Page 108
   Images......Page 109
   File Formats......Page 110
   Viewing Your Site with an All-Text Browser......Page 111
  Excluding the Bot......Page 112
   The robots.txt File......Page 114
   Meta Robot Tags......Page 115
  Meta Information......Page 116
  Design for SEO......Page 119
   Words and Keyword Density......Page 120
    Choosing keywords......Page 121
    Keyword placement......Page 123
  Using PageRank......Page 125
  Linking......Page 129
   Inbound links......Page 130
   Cross Links......Page 131
   Google’s Prohibitions......Page 132
  Action Items......Page 135
 Chapter 5. Making Money with Affiliate Programs......Page 137
  Kinds of Ad Programs......Page 138
  Understanding Affiliate Programs......Page 139
   Mechanics of the Process......Page 140
   Creatives......Page 143
   Areas of Concern......Page 146
    Amount of the commission......Page 147
    Sales and commission tracking......Page 148
    Matching affiliates with content......Page 149
   Benefits of Affiliate Aggregators......Page 150
    Commission Junction......Page 151
    Kolimbo......Page 158
    LinkShare......Page 160
   Ad Hoc Affiliation......Page 165
    iContact......Page 167
   The Amazon.com Associate Program......Page 168
  Action Items......Page 173
 Chapter 6. Making Money by Hosting Advertising......Page 175
  Understanding Cost Per Click (CPC)......Page 176
  Contextual Relevance......Page 178
   How Good Is the Context?......Page 180
   Serving Ads......Page 181
   Dollars and Cents......Page 183
  CPC Vendors Compared......Page 185
   Signing Up......Page 186
   Choosing the Kinds of Ads......Page 187
   Selecting Ad Formats......Page 188
   Adding Code to Your Pages......Page 193
  Display and Banner Ads......Page 196
  Action Items......Page 197
 Chapter 7. Understanding the Google Behemoth......Page 199
  The Parts of Google......Page 200
   Gmail......Page 203
   Maps......Page 204
   YouTube......Page 205
  Content Versus Search......Page 206
  Anatomy of a Search Query......Page 207
   The Rules of Simple Search......Page 209
   Effective Searching......Page 210
   The Search Results Page......Page 211
  The Automated Ad Broker: AdWords......Page 213
  Action Items......Page 215
Part II. Cashing in with AdSense......Page 217
  Applying for an AdSense Account......Page 219
   Payment Preferences......Page 223
   Account Access......Page 225
   Filing Tax Information......Page 226
  AdSense Programs......Page 227
  AdSense for Content Ad Settings......Page 231
   Ad Type......Page 232
   Ad Format and Colors......Page 233
    Format......Page 234
    Colors......Page 236
    More options......Page 237
    Ad unit example......Page 238
    Link unit example......Page 242
   Managing Ads......Page 244
   Custom Ad Colors......Page 245
   Using Channels......Page 247
   Applying Competitive Filters......Page 249
  AdSense for Search Settings......Page 250
  AdSense for Feeds......Page 255
  AdSense for Domains......Page 259
  Video Units......Page 263
  Linking Google AdSense to Google Analytics......Page 266
  Action Items......Page 267
  Fundamentals of Navigation......Page 269
  Understanding the Metrics......Page 273
  Running Reports......Page 274
   Saving a Report as a Template......Page 275
   Choosing a Date Range......Page 276
   Aggregate Versus Channel Data......Page 277
  Statistics......Page 279
  Downloading a CSV File......Page 280
   Search Performance......Page 281
   How Are Your Parked Domains Doing?......Page 282
  Optimization Tips......Page 283
  Site Diagnostics......Page 284
  Your Earnings......Page 285
  Tools Beyond AdSense for Tracking......Page 286
   Listening to Web Logs......Page 287
   Web Analytic Software......Page 293
  Action Items......Page 294
Part III. Working with AdWords......Page 295
   Creating Your Account......Page 297
   Creating Your First Campaign......Page 300
   Bidding and Budget......Page 302
   Advanced Settings......Page 303
   Creating an Ad......Page 304
   Crafting an Ad......Page 306
   Choosing Keywords......Page 308
   Providing Payment Information and Activating Your Account......Page 309
   Graduating......Page 310
  Ad Campaigns and Ad Groups......Page 311
   Creating and Editing Ad Campaigns......Page 312
   Creating a New Campaign......Page 313
    Pausing, resuming, and deleting an ad campaign......Page 319
    The Campaign Summary......Page 320
    Excluding sites or categories......Page 321
    Adding negative keywords......Page 323
    Changing campaign settings......Page 324
    Optimizing ad service......Page 325
    Ad scheduling......Page 326
    Where ads display......Page 327
    Creating a new ad group......Page 328
    Editing an ad group......Page 329
    Creating an image ad......Page 330
  Getting a My Client Center Account......Page 332
  Action Items......Page 334
  Monitoring Your AdWords Activity......Page 335
   Understanding Your Campaign Summary......Page 337
   Drilling Down into a Campaign......Page 340
   Understanding Ad Group Performance......Page 341
    Search and content results......Page 342
    Individual keyword results......Page 343
  Campaign Management Tools......Page 345
   Using the Ads Diagnostic Tool......Page 346
   Optimizing Your Ads......Page 350
    Keyword Tool......Page 351
    Estimating traffic......Page 354
    Campaign Optimizer......Page 355
  Action Items......Page 359
  The Customer Life Cycle......Page 361
   Keywords......Page 362
   Getting Seen......Page 363
   Landing Pages That Work......Page 364
  Success via Iteration......Page 365
  Estimating Traffic......Page 367
   Excluding Sites and Categories......Page 370
   IP Exclusion......Page 372
  Action Items......Page 373
  Using AdWords Reports......Page 375
   Kinds of Reports......Page 376
   Creating a Placement/Keyword Report......Page 377
  Conversion Tracking......Page 382
   Understanding Conversion Tracking......Page 383
    Conversion tracking reports......Page 385
    Tracking views of content network ads as conversions......Page 386
    Setting up a new PayPal button......Page 387
   Tracking Visitors to a Crucial Page......Page 393
  Google Analytics......Page 394
   Getting Started with Google Analytics......Page 396
    The Dashboard......Page 399
    Map Overlay......Page 400
    Content Overview......Page 401
    Goals......Page 402
  Action Items......Page 403
  Display Ad Builder......Page 405
  Mobile Ads......Page 412
  Video Ads......Page 415
  Advertising on TV......Page 416
  Action Items......Page 419
Index......Page 421