1. Find Customer – Bind Customer
Increasing Profitability
Reducing Transaction Cost
Prof. Dr. Tilo Hildebrandt

2. Prof. Dr. Tilo Hildebrandt
Selling Pyramid
Buyer
Shopping Cart
to Buy: 25% 3
Near Buyer
Shop Visitor
to Cart: 40% 12
Shop Visitor 30
Visitor to Shop:
30%
Site Visitor
100
Prof. Dr. Tilo Hildebrandt

3. Prof. Dr. Tilo Hildebrandt
Marketing Pyramid
Partner
After Sales
CRM
Buyer
Usability
Member
Community
Marketing
Surfer
Internet
Marketing
Prof. Dr. Tilo Hildebrandt

4. Prof. Dr. Tilo Hildebrandt
Janus Strategy
Website optimized for Visitors (Usability)
Website optimized for Robots (Findability)
Prof. Dr. Tilo Hildebrandt

5. Prof. Dr. Tilo Hildebrandt
Janus Strategy
Relevance
Website
Source Code
Usability
Findability
I-Surfer
I-Robot
Prof. Dr. Tilo Hildebrandt

6. Structure of a Search Engine
WWW
Data Collection
URL {Textstrings,...}
Query
Results
Analysing
Query
Sequenz
Robot(s)
Indexer, Parser
URL List
Inverse Index
Database
URL {Keyword 1,2,...}
Database
Keyword {URL 1,2,...}
Offpage Analysis
Hyperlinks
Onpage
Analysis
New URL Entries
URL Entries
(in Anlehnung an A. Arasu et al. „Searching the Web“, ACM Transactions on Internet Technology, Vol. 1/1, August 2001, S. 4)

7. Prof. Dr. Tilo Hildebrandt
Findability
Cookbook
+ Do‘s
- Dont‘s
Catalog Entries
Link Baiting
Meta Tags
Static Webpages
Content is King
Doorway-Pages
Cloaking
Keyword-Stuffing
Hidden Content
Link-Farm
Prof. Dr. Tilo Hildebrandt