cis 1310 – html & css 13 web promotion. cis 1310 – html & css learning outcomes ...

CIS 1310 – HTML & CSS

13

Web Promotion


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


How Consumers Discover SitesHow Consumers Discover Sites


OverviewOverview

Advantages

Increased Site Traffic

Revenue Opportunities

Enhanced Customer Relations

Disadvantages

Labor Intensive

Consistent Rankings Difficult


Search Engine TypesSearch Engine Types

Directory (Yahoo)

Categorized

Engines (Google)

Algorithm Ranks Keyword Relevance

Spiders/Crawlers

Combination

Metacrawlers


Search Engine Market ShareSearch Engine Market Share

comScore 8/14

Microsoft19.4%

Ask2.0%

Yahoo10.0%

AOL1.3%

Google67.3%


2014 Google Search Trends2014 Google Search Trends


Result TypesResult Types

Organic

Naturally Found as Best Match

Sponsored

Paid for Listing

Site is Charged if Visitor Clicks on It


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%


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%


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


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


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.">



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



Keywords

Log of Actual Searches

Page / Folder Names

<title>

7 – 10 Words Max

<meta>

Description

150 Character Max



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

http://linkpopularity.com

Google: link:yourdomainname.com



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



Collect Statistics Referring Sites

Search Engines

Search Phrases

Search Keywords

Minimal Tweaking 3-6 Months to See Results

Track Engine Methodologies www.searchenginewatch.com


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


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


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


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


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>