Transcript CIS 1310 – HTML & CSS

13
Web Promotion
CIS 1310 – HTML & CSS
Learning Outcomes
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Identify Commonly Used Search Engines
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Describe Components of a Search Engine
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Design Web Pages that Are Search Engine Friendly
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Submit a Website for Inclusion in a Search Engine
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Monitor a Search Engine Listing
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Describe Other Website Promotion Activities
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Use the iframe Element to Create an Inline Frame
CIS 1310 – HTML & CSS
How Consumers Discover Sites
CIS 1310 – HTML & CSS
Overview
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Advantages
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Increased Site Traffic
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Revenue Opportunities
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Enhanced Customer Relations
Disadvantages
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Labor Intensive
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Consistent Rankings Difficult
CIS 1310 – HTML & CSS
Search Engine Types
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Directory (Yahoo)
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Categorized
Engines (Google)
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Algorithm Ranks Keyword Relevance
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Spiders/Crawlers
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Combination
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Metacrawlers
CIS 1310 – HTML & CSS
Worldwide Search Engine Market Share
CIS 1310 – HTML & CSS
2014 Google Search Trends
CIS 1310 – HTML & CSS
Result Types
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Organic
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Naturally Found as Best Match
Sponsored
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Paid for Listing
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Site is Charged if Visitor Clicks on It
CIS 1310 – HTML & CSS
Result Types
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Sponsored
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CPC (Cost Per Click) or PPC (Pay Per Click)
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Signed Up for Paid Sponsor or Ad Program
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Price Charged When Visitor Clicks Link to Your Web Site
CPM (Cost Per Impressions)
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Your Cost for Every 1000 Times Your Ad is Displayed
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Whether or Not Visitor Clicks on Your Ad
CTR (Click Through Rate)
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Ratio of # of Times Ad is Clicked to # of Times Ad is Viewed
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Ad Shown 100 Times & 20 People Clicked On It
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CTR Would be 20/100 or 20%
CIS 1310 – HTML & CSS
Result Usage
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93% Visit Only First SERP
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59% Look No Farther than Third Result
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47% Scrolled First SERP
SERP Position
Clicks
#1
51%
#2
16%
#3
6%
#4
6%
CIS 1310 – HTML & CSS
Design
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Home Page & Interior Pages
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Upper Right
30 Character Text Box
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Encourage Longer Queries
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Better Results
Reduced Errors Due to Visibility
“Search” on Button Face
CIS 1310 – HTML & CSS
Methodology
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Spider / Crawler / Bot
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Computer Program that Follows Links
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Accesses & Documents Web Pages
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“Crawls” The Web
Categorizes Pages & Stores Information in a Database
Accesses Following Web Page Components:
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Title Element
Meta Tag Description
Text in Headings & Title Attributes
Page Content
Links
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)
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META Element Attributes
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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)
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META Element Attributes
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Trademark Infringement
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Use a Company’s Mark to:
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Confuse Customers
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Divert Business
Eli Lilly v. Natural Answers (11/2000)
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Prozac in META Tags
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)
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Keywords
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Log of Actual Searches
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Page / Folder Names
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<title>
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7 – 10 Words Max
<meta>
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Description
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150 Character Max
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)
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Keywords
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Image Alt Attribute
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Anchor Text (Hyperlinks)
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Anchor Title Attribute
Keyword Density
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% of Total Content Made Up of Keywords
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3% - 10%
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)
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Page Popularity
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Frequency Linked To by Other Sites
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Difficult to Influence
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http://linkpopularity.com
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Google: link:yourdomainname.com
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)
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Competition
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View Elements of Top Sites
Reciprocal Links
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Associations / Directories
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Affiliate Programs
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Banner Ads
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Banner Exchange
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)
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Miscellaneous
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Header Element Content
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Hyphen ( - ) vs. Underscore ( _ )
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Optimization — One of Each on Page
Name of File vs. Nameoffile
Static URLs More Easily Spidered Than Dynamic
Maintenance
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Periodical Reevaluation of Titles / Tags
Update As Content Changes
Current Industry Usage & Buzzwords
CIS 1310 – HTML & CSS
Search Engine Optimization (SEO)
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Collect Statistics
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Referring Sites
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Search Engines
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Search Phrases
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Search Keywords
Minimal Tweaking
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3-6 Months to See Results
Track Engine Methodologies
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www.searchenginewatch.com
CIS 1310 – HTML & CSS
Social Media Optimization (SMO)
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Benefits
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Increased Brand Awareness
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Increased Inbound Links (Helpful for SEO)
Methods
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Social Bookmarking
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Blogs & RSS Feeds
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Social Networking
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Twitter, Facebook, LinkedIn, YouTube
CIS 1310 – HTML & CSS
QR (Quick Response) Code
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Two-dimensional Barcode in a Square Pattern
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Readable by:
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Smartphone Camera Scan Application
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QR Barcode Reader
Free Generators
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http://qrcode.kaywa.com
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http://www.qrstuff.com
CIS 1310 – HTML & CSS
Black Hat SEO
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Cloaking
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Creating Separate Pages for Search Spiders
Search Spam
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Creating Thousands of Pages with No Real Content
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Duplicate Information or Lists of Keywords
Link Farms
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Thousands of Fake Sites Just to Link to Real Site
CIS 1310 – HTML & CSS
Black-Hat SEO
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Comment Spam
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Automated Script
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Posts Links to Blogs, Forums, etc.
Domain Repurposing
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Buy Site with Respectable Ranking
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Completely Replace Content
CIS 1310 – HTML & CSS
Inline Frame
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AKA Floating Frame
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Embeds One Web Page Within Another in a Scrolling Area
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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>
CIS 1310 – HTML & CSS