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CIS 1310 – HTML & CSS
13
Web Promotion
CIS 1310 – HTML & CSS
Learning OutcomesLearning 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
CIS 1310 – HTML & CSS
How Consumers Discover SitesHow Consumers Discover Sites
CIS 1310 – HTML & CSS
OverviewOverview
Advantages
Increased Site Traffic
Revenue Opportunities
Enhanced Customer Relations
Disadvantages
Labor Intensive
Consistent Rankings Difficult
CIS 1310 – HTML & CSS
Search Engine TypesSearch Engine Types
Directory (Yahoo)
Categorized
Engines (Google)
Algorithm Ranks Keyword Relevance
Spiders/Crawlers
Combination
Metacrawlers
CIS 1310 – HTML & CSS
Search Engine Market ShareSearch Engine Market Share
comScore 8/14
Microsoft19.4%
Ask2.0%
Yahoo10.0%
AOL1.3%
Google67.3%
CIS 1310 – HTML & CSS
2014 Google Search Trends2014 Google Search Trends
CIS 1310 – HTML & CSS
Result TypesResult Types
Organic
Naturally Found as Best Match
Sponsored
Paid for Listing
Site is Charged if Visitor Clicks on It
CIS 1310 – HTML & CSS
Result TypesResult 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%
CIS 1310 – HTML & CSS
Result UsageResult Usage
93% Visit Only First SERP
59% Look No Farther than Third Result
47% Scrolled First SERP
SERP Position Clicks
#1 51%
#2 16%
#3 6%
#4 6%
CIS 1310 – HTML & CSS
DesignDesign
Home Page & Interior Pages
Upper Right
30 Character Text Box
Encourage Longer Queries
Better Results
Reduced Errors Due to Visibility
“Search” on Button Face
CIS 1310 – HTML & CSS
MethodologyMethodology
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
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)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.">
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)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
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)Search Engine Optimization (SEO)
Keywords
Log of Actual Searches
Page / Folder Names
<title>
7 – 10 Words Max
<meta>
Description
150 Character Max
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)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%
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)Search Engine Optimization (SEO)
Page Popularity
Frequency Linked To by Other Sites
Difficult to Influence
http://linkpopularity.com
Google: link:yourdomainname.com
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)Search Engine Optimization (SEO)
Competition
View Elements of Top Sites
Reciprocal Links
Associations / Directories
Affiliate Programs
Banner Ads
Banner Exchange
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)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
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)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
CIS 1310 – HTML & CSS
Social Media Optimization (SMO)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
CIS 1310 – HTML & CSS
QR (Quick Response) CodeQR (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
CIS 1310 – HTML & CSS
Black Hat SEOBlack 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
CIS 1310 – HTML & CSS
Black-Hat SEOBlack-Hat SEO
Comment Spam
Automated Script
Posts Links to Blogs, Forums, etc.
Domain Repurposing
Buy Site with Respectable Ranking
Completely Replace Content
CIS 1310 – HTML & CSS
Inline FrameInline Frame
AKA Floating Frame
Embeds One Web Page Within Another in a Scrolling Area
Use to Embed YouTube Video
<iframe> … </iframe>
<iframe src="http://www.youtube.com/embed/VIDEO_ID" width="640" height="385"> View the <a href="http://www.youtube.com/watch?v=VIDEO_ID">
YouTube Video</a> </iframe>