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Matakuliah : M0492 / Web-based Programming Lanjut
Tahun
: 2007
Web-based Programming Lanjut
Pertemuan 11
Promoting Site and
Managing Banner Advertising
• Search Engines
– How do they work?
– What’s the best way to get listed
• Web Rings
• Banner Ads
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Search Engines
• Search engines
– one of the most common ways people find information on the Web
– only to links from other Web pages
– If you want people to find your E-Commerce site, you need to get it into
search engine
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Search Engines
• How Do They Work ?
– The Web grows and changes dramatically every month and there is no central
list of all the pages
– Search engine are actually the product of a combination of two task :
“spidering” and “indexing”.
– First, must try to find every page on the Web.
• Web spider tries to build a central list by periodically requesting every Web
page with every URL it has ever seen.
• If there is no longer a Web page at a URL, the spider deletes the URL from
its list.
• If there is a Web page, the spider scans the page for links to other pages, if
it finds any, adds those URLs to its central list.
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Search Engines
– Second, when spider finds a URL, indexer goes to works.
• The indexer scans each page for key words and stores them along with
the page’s URL and a summary or abstract of the page.
– After a page has been spidered and indexed, it can be found
– Two major kinds of search engines handle the indexing process:
• Web directories, such as Yahoo! and the Open Directory Project, use
people to place Web sites into a search structure
• Web indices, use software to perform the same function.
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Search Engines
• What’s the Best Way to Get Listed
– Getting your URL onto a search engine spider’s central list is necessary, but
no sufficient to meet E-Commerce goal.
– Imagine if your store wound up as site number 105.523. Would anyone ever
find it?
– Getting your site to appear at the top of a search engine’s results page is part
science, part art, and part plain hard work.
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Search Engines
– Three things to remember:
• Shorter is better than longer
• More is better than fewer
• A few search engines handle most of the searchers
– Shorter Is Better Than Longer
• Most search engines consider the hot areas to be relevant to a search
phrase if some or all the phrase appears is the page title, the page
description and keywords, and the first few paragraphs of the body of the
page
• The relevance metric is an attempt to compute a ratio of how much of the
page is “on-topic” vs. “off-topic”, it is just as important to make a
document appear less off-topic as it is to make it seem more on-topic
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Search Engines
– More Is Better Than Fewer
• It is important to reduce the amount of off-topic text in a page to make it
score higher in a search.
• To make your site appear in more than one search result set, create a
separate page that is optimized for each search phrase.
• For example, if you want your site to come up high on the search results
for “candy store”, “chocolate bar”, and “bubble gum”, make three
separate pages. Give each page a title and meta tags that are optimized to
score high for one of these phrases.
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Search Engines
– A Few Search Engines Handle Most of the Searches
• After the pages are created, let the search engines know about them.
• Services exist that will submit your site to hundreds of search engine for a
fee, but most of the searches are done on a small number of search
engines.
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Search Engines
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Web Rings
• Recreational surfers often use Web rings to find new sites that interest them
• A Web ring is a collection of Web sites that have something in common.
• The home page of each of these sites is linked to two other sites on the same
topic, so that it is possible to navigate among all the sites that belong to the ring.
• You can establish your own Web ring or join an existing ring by visiting
www.webring.org
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Banner Ads
• Another way to increase the traffic to your Web store is to advertise.
• Banner ads are available for purchase, but are also available through advertisingsharing programs known as link exchanges.
• Link exchanges
– As with other advertising, you can easily pay for Internet advertising;
however, the Internet makes cooperative advertising available to everyone.
– Cooperative advertising is the practice of sharing advertising space and
advertising costs.
– Most banner advertisers limit the size of banners files to 10K or smaller to
reduce the impact of the banner download on the user.
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Banner Ads
– With Internet banner advertising, cooperative advertising manifests itself in
link exchange.
• Link exchange provide an easy way for Web site operators to trade
advertising impressions with each other
– A Webmaster signs up with a link exchange, uploads a banner, and inserts
some exchange-provided HTML on his Web site
– The HTML automatically dowloads a banner from the exchange and records an
impression on behalf of the site.
– For each banner impression on the Webmaster’s site, the exchange credits the
member Web site with some number of ad impression.
• An impression is an industry standard term for the number of times a
banner advertisement has been displayed.
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Banner Ads
– Impressions are often contrasted with what are variously called transfers or
click-throughs measure the number of times that an ad has been clicked.
– Exchanges typically require that a Web site display more than one ad in order
to earn display credit.
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