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 Use the iframe Element to Create an Inline Frame

How Consumers Discover Sites

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

Search Engine Types Engines Metasearch
e.g., Google, Yahoo, Bing, Startpage Algorithm Ranks Keyword Relevance Spiders/Crawlers Metasearch e.g., Dogpile, Metacrawler, Search Searches Multiple Search Engines at Once There are two main types of search engines. Directories, such as Yahoo, use broad categories to guide viewers to progressively more specific types of sites. Engines, like Google, have proprietary algorithms known as spiders or crawlers (which are automated pieces of code) that ranks a particular site based on what the search engine deems important. A viewer types the word or words that represent what they are searching for and the engine returns the sites that match that particular combination of words. The latest trend is to offer both types in a single site. Metacrawlers are search engines that search multiple search engines for you and return the combined results.

Worldwide Search Engine Market Share

Search Engine Market Share by Device

2016 Google Search Trends

2016 Retail Search Trends

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

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%

Result Usage 93% Visit Only First SERP
59% Look No Farther than Third Result 47% Scrolled First SERP SERP Position Clicks # % # % #3 6% #4 6%

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

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

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."> META tags are used within the <HEAD> to embed any useful information not defined by other HTML tags. Such information can be extracted by servers/clients for use in identifying, indexing and cataloguing documents. The two that are useful to search engines are the description and keywords META tags. The description META tag allows the web designer to give a verbose description of the contents of the page. The keywords META tag allows the web designer to list the words that they think viewers would use to search for their site. An example follows on the next slide.

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 You must be careful when using META tags, however. Use of another company’s mark to confuse potential customers or divert business is considered trademark infringement. In November, 2000 Eli Lilly won a trademark infringement decision against Natural Answers, a company who used the term Prozac (owned by Eli Lilly) in their META tags.

Keywords Log of Actual Searches Page / Folder Names <title> 7 – 10 Words Max <meta> Description 150 Character Max Some techniques to consider when trying to get your pages ranked include: Study what methodologies are currently being employed by search engines and customize your sites to those methodologies. A good place to learn more about this is Go to a search engine that you wanted to be ranked in and type the keywords that you would use to search for your site. Navigate to the top sites that the search engine returns and look at the titles and META tags that they use. Incorporate them into your site. If your type of business has any associations, see if you can get a link on the association site to your site. Similarly, if there are sites that act as a directory to businesses that offer the same goods or services as yours, contact them to see if you can get a link on their site.

Keywords Image Alt Attribute Anchor Text (Hyperlinks) Anchor Title Attribute Keyword Density % of Total Content Made Up of Keywords 3% - 10%

Page Popularity Frequency Linked To by Other Sites Difficult to Influence Google: link:yourdomainname.com One method of ranking a page uses an algorithm to count the number of occurrences a particular unique word has on a page. The higher the number of occurrences are, the higher the ranking. Sometimes more importance is given to where the occurrence of the word is, in the title, heading, or body, for example. Some sites try to embellish the number of occurrences by having a particular word or words recurring after each other in a text color that is the same as the background color. In essence, this makes the words invisible to the viewer, but not to the spider.

Competition View Elements of Top Sites Reciprocal Links Associations / Directories Affiliate Programs Banner Ads Banner Exchange

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 Some techniques to consider when trying to get your pages ranked include: Study what methodologies are currently being employed by search engines and customize your sites to those methodologies. A good place to learn more about this is Go to a search engine that you wanted to be ranked in and type the keywords that you would use to search for your site. Navigate to the top sites that the search engine returns and look at the titles and META tags that they use. Incorporate them into your site. If your type of business has any associations, see if you can get a link on the association site to your site. Similarly, if there are sites that act as a directory to businesses that offer the same goods or services as yours, contact them to see if you can get a link on their site.

Collect Statistics Referring Sites Search Engines Search Phrases Search Keywords Minimal Tweaking 3-6 Months to See Results Track Engine Methodologies

Usability Insights Gained from Search Logs What People Want but Can't Find Uses: Search-engine Tuning, Popular Links Lists, FAQs What People Want but Does Not Exist Uses: Content Strategy Difference Between User Vocabulary and Site Vocabulary Uses: SEO, Navigation, Content Improvement Terms People Misspell Frequently Uses: SEO

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

QR (Quick Response) Code
Two-dimensional Barcode in a Square Pattern Readable by: Smartphone Camera Scan Application QR Barcode Reader Free Generators

Black Hat SEO Cloaking Search Spam Link Farms
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

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

Inline Frame AKA Floating Frame <iframe> … </iframe>
Embeds One Web Page Within Another in a Scrolling Area Use to Embed YouTube Video <iframe> … </iframe> <iframe src=" width="640" height="385"> View the <a href=" YouTube Video</a> </iframe>

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