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13 Web Promotion

13 Web Promotion. Learning Outcomes. Identify Commonly Used Search Engines Describe Components of a Search Engine Design Web Pages that Are Search Engine Friendly Submit a Website for Inclusion in a Search Engine Monitor a Search Engine Listing Describe Other Website Promotion Activities

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13 Web Promotion

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  1. 13 Web Promotion

  2. Learning Outcomes • Identify Commonly Used Search Engines • Describe Components of a Search Engine • Design Web Pages that Are Search Engine Friendly • Submit a Website for Inclusion in a Search Engine • Monitor a Search Engine Listing • Describe Other Website Promotion Activities • Use the iframe Element to Create an Inline Frame

  3. Overview • Advantages • Increased Site Traffic • Revenue Opportunities • Enhanced Customer Relations • Disadvantages • Labor Intensive • Consistent Rankings Difficult

  4. Search Engine Types • Directory (Yahoo) • Categorized • Engines (Google) • Algorithm Ranks Keyword Relevance • Spiders/Crawlers • Combination • Metacrawlers

  5. Search Engine Market Share comScore 9/13

  6. Result Types • Organic • Naturally Found as Best Match • Sponsored • Paid for Listing • Site is Charged if Visitor Clicks on It

  7. Result Types • Sponsored • CPC (Cost Per Click) or PPC (Pay Per Click) • Signed Up for Paid Sponsor or Ad Program • Price Charged When Visitor Clicks Link to Your Web Site • CPM (Cost Per Impressions) • Your Cost for Every 1000 Times Your Ad is Displayed • Whether or Not Visitor Clicks on Your Ad • CTR (Click Through Rate) • Ratio of # of Times Ad is Clicked to # of Times Ad is Viewed • Ad Shown 100 Times & 20 People Clicked On It • CTR Would be 20/100 or 20%

  8. Result Usage • 93% Visit Only First SERP • 47% Scrolled First SERP SERP PositionClicks #1 51% #2 16% #3 6% #4 6%

  9. Design • Home Page & Interior Pages • Upper Right • 30 Character Text Box • Encourage Longer Queries • Better Results • Reduced Errors Due to Visibility • “Search” on Button Face

  10. Methodology • Spider / Crawler / Bot • Computer Program that Follows Links • “Crawls” The Web • Accesses & Documents Web Pages • Categorizes Pages & Stores Information in a Database • Accesses Following Web Page Components: • Title Element • Meta Tag Description • Text in Headings & Title Attributes • Page Content • Links

  11. Search Engine Optimization (SEO) • META Element Attributes • Description <meta name="description" content="College of DuPage faculty site for Mike Losacco, a Professor in Computer Information Systems (CIS) for the Business & Technology Division with expertise in Web Design & Development.">

  12. Search Engine Optimization (SEO) • META Element Attributes • Trademark Infringement • Use a Company’s Mark to: • Confuse Customers • Divert Business • Eli Lilly v. Natural Answers (11/2000) • Prozac in META Tags

  13. Search Engine Optimization (SEO) • Keywords • Log of Actual Searches • Page / Folder Names • <title> • 7 – 10 Words Max • <meta> • Description • 150 Character Max

  14. Search Engine Optimization (SEO) • Keywords • Image Alt Attribute • Anchor Text (Hyperlinks) • Anchor Title Attribute • Keyword Density • % of Total Content Made Up of Keywords • 3% - 10%

  15. Search Engine Optimization (SEO) • Page Popularity • Frequency Linked To by Other Sites • Difficult to Influence • http://linkpopularity.com • Google: link:yourdomainname.com

  16. Search Engine Optimization (SEO) • Competition • View Elements of Top Sites • Reciprocal Links • Associations / Directories • Affiliate Programs • Banner Ads • Banner Exchange

  17. Search Engine Optimization (SEO) • Miscellaneous • Header Element Content • Optimization — One of Each on Page • Hyphen ( - ) vs. Underscore ( _ ) • Name of File vs. Nameoffile • Static URLs More Easily Spidered Than Dynamic • Maintenance • Periodical Reevaluation of Titles / Tags • Update As Content Changes • Current Industry Usage & Buzzwords

  18. Search Engine Optimization (SEO) • Collect Statistics • Referring Sites • Search Engines • Search Phrases • Search Keywords • Minimal Tweaking • 3-6 Months to See Results • Track Engine Methodologies • www.searchenginewatch.com

  19. Social Media Optimization (SMO) • Benefits • Increased Brand Awareness • Increased Inbound Links (Helpful for SEO) • Methods • Social Bookmarking • Blogs & RSS Feeds • Social Networking • Twitter, Facebook, LinkedIn, YouTube

  20. QR (Quick Response) Code • Two-dimensional Barcode in a Square Pattern • Readable by: • Smartphone Camera Scan Application • QR Barcode Reader • Free Generators • http://qrcode.kaywa.com • http://www.qrstuff.com

  21. Black Hat SEO • Cloaking • Creating Separate Pages for Search Spiders • Search Spam • Creating Thousands of Pages with No Real Content • Duplicate Information or Lists of Keywords • Link Farms • Thousands of Fake Sites Just to Link to Real Site

  22. Black-Hat SEO • Comment Spam • Automated Script • Posts Links to Blogs, Forums, etc. • Domain Repurposing • Buy Site with Respectable Ranking • Completely Replace Content

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