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

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

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

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

5. Prof. Dr. Tilo Hildebrandt Janus Strategy FindabilityUsability Relevance I-RobotI-Surfer Source Code Website

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

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