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Getting Found - Part II
 

Getting Found - Part II

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Lecture 5 of my Interactive Marketing course - Search Engine Optimization.

Lecture 5 of my Interactive Marketing course - Search Engine Optimization.

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    Getting Found - Part II Getting Found - Part II Presentation Transcript

    • Getting
Found
–
Part
II
Websites,
Search
Engines,
and
Online
Advertising

    • Company
Space
This
is
the
area
that
is
controlled
by
the
company

    • Personal
Space
This
area
is
unique
to
the
individual
and
beyond
the
company’s
control
We
expect
to
find:
•  Buyer
Remorse
•  Independent
Opinions
•  Promotional
Blog
Posts

    • What
&
Where
In
the
Company
space,
we
see
everything
from
direct
messaging
to
brand
building
exercises
In
the
Personal
space,
everything
relates
to
the
mind
or
the
the
heart

    • The
Middle
The
center
area
represents
the
product,
service
or
the
company
itself.
In
the
middle,
we
will
find
three
attributes:
•  Aesthetics
–
how
 something
appeals
to
the
 senses
(subjective)
•  Function
–
how
well
 something
works
 (objective)
•  Meaning
–
something
we
 ascribe
to/have
beliefs
 about
(personal)

    • The
Presentation
Ring
1
includes
things
that
are
not
part
of
the
product,
service
or
company,
but
do
have
a
direct
impact
on
how
we
might
perceive
it
In
the
Company
space,
that
would
include
things
like
product
packaging,
a
sales
demo
or
the
retail
environment
where
its
bought
In
the
Personal
space,
it
would
include
a
friend’s
recommendation,
a
product
rating
or
comments
on
a
blog
post
–
any
trusted
source
that
informs
our
purchasing
decision

    • Communications
The
outermost
layer
includes
all
those
things
that
while
not
directly
associated
with
the
point
of
interaction,
do
have
an
indirect
influence
on
our
perceptions
In
the
Company
Space,
this
includes
advertising,
direct
mail,
sponsorships
and
other
activities
that
are
related
but
removed
from
direct
association
In
the
Personal
Space,
this
would
include
the
Associated
Press,
product
placement
(movies)
or
parodies.

    • Watch
Out
For
Browsers
  The
biggest
problem
with
website
design
today
is
 internet
browsers
  Every
browser
handles
website
code
differently
  Internet
Explorer
is
the
worst
of
all
the
browsers
   IE
doesn’t
support
standard
CSS
code
and
makes
designers/ developers
add
numerous
“fixes”
to
make
sure
that
the
site
is
 properly
viewed
in
each
different
version
of
IE
   If
you
don’t
plan
for
this
problem
when
designing
your
 website,
your
overall
user
experience
will
be
ruined
because
 the
site
will
not
display
properly
or
functions
may
not
work
  This
is
one
of
the
reasons
why
Mozilla
Firefox
is
quickly
 becoming
one
of
the
world’s
most
downloaded
browsers

    • Measuring
Results
  No
matter
what
kind
of
website
you
build,
make
sure
to
 include
an
analytics
software
of
some
kind
  There
are
a
variety
of
different
ways
to
do
it:
   Online
–
methods
that
embed
a
code
into
your
website
pages
 to
track
how
many
visitors
are
coming
to
your
website
   Offline
–
download
the
log
files
from
your
website
and
process
 them
with
a
weblog
viewer
  Either
way,
you
need
to
know
who
is
coming
to
your
site,
 what
they
are
viewing
and
how
long
they
are
staying

    • Search
Engine
Optimization

 –
Make
Sure
You
Get
Found

    • What
Is
Search
Engine
Optimization?
  Search
engine
optimization
is
the
process
of
improving
 the
visibility
of
a
website
or
web
page
in
search
engines
 via
natural
(organic)
or
unpaid
(algorithmic)
search
 results
  Started
in
the
mid
1990s
as
the
first
search
engines
 started
to
catalog
the
internet
  The
phrase
Search
Engine
Optimization
was
first
used
in
 1997

    • How
Does
A
Search
Engine
Work?
  “Back
in
the
old
days”
–
a
webmaster
would
submit
the
 URL
of
the
page
to
different
search
engines
   The
Search
Engine
would
send
a
spider
to
crawl
the
page
   Extract
links
from
it
   Return
information
to
the
Search
Engine
to
be
indexed
and
 included
  “Nowadays”
–
a
webmaster
submits
the
URL
or
an
XML
 sitemap
to
different
search
engines
   The
Search
Engine
downloads
the
pages
to
their
servers
 where
an
indexer
extracts
information
about
the
page
   Words
it
contains
and
where
they
are
located
   Specific
weightage
for
the
words
   Links
that
page
contains
are
scheduled
to
be
crawled
at
a
later
date

    • The
Rise
of
Google
  Larry
Page
and
Sergey
Brin,
graduate
students
at
 Stanford,
developed
“backrub”
–
a
search
engine
that
 relied
on
a
mathematical
algorithm
to
rate
the
 prominence
of
web
pages
  The
quality
and
strength
of
inbound
links
–
meaning
the
 likelihood
that
a
given
page
would
be
reached
by
a
web
 user
who
randomly
surfs
the
web
and
follows
links
from
 one
page
to
another
  Google
was
launched
in
1998
and
this
technology
is
now
 called
Google
PageRank

    • White
Hat
SEO
  Techniques
that
search
engines
recommend
as
part
of
 good
design
  Produce
results
that
last
a
long
time
  Is
not
about
following
guidelines,
but
about
ensuring
that
 the
content
a
search
engine
indexes
is
the
same
content
 that
the
user
will
see
  Best
summed
up
as
–
creating
content
for
users
and
 making
that
content
easily
accessible
to
the
spiders
  Effective
marketing,
making
efforts
to
deliver
quality
 content
to
an
audience
that
has
requested
the
quality
 content

    • Black
Hat
SEO
  Techniques
that
search
engines
do
not
approve
of
and
 attempt
to
minimize
the
effect
of
  Anticipate
their
sites
will
eventually
be
banned
once
the
 search
engine
discover
what
they
are
doing
  An
example
of
a
Black
Hat
tactic
is
adding
text
to
a
page
 that
is
hidden
either
as:
   Text
colored
similar
to
the
background
   In
an
invisible
div
tag
   Positioned
offscreen
  Another
method
gives
a
different
page
depending
on
 whether
the
page
has
been
requested
by
a
search
engine
 or
a
human
–
known
as
cloaking

    • What
Happens
If
Caught?
  2005
–
Google
banned
a
company
called
Traffic
Power
for
 using
deceptive
tactics
to
get
sites
ranked
higher.

  Since
they
never
told
their
clients
what
they
were
doing,
 only
some
of
their
clients
were
banned
  Feb
2006
–
Google
removed
BMW
Germany
and
Ricoh
 Germany
for
use
of
deceptive
practices
  Both
companies
quickly
apologized
,
removed
the
 offending
pages
and
were
restored
to
Google’s
list

    • How
Do
You
Make
Sure
Your
Site
Gets
Found?
  Make
sure
you
submit
it
to
all
the
search
engines
from
 Google
,
Yahoo
and
Bing
  Make
sure
that
all
“on
page”
elements
are
added
   Body
copy
   Title
elements
   H1
heading
elements
   Image
ALT
Tags
   Anchor
text
   Keywords
and
keyword
relevance

    • Getting
It
Right
Make
content
users
desire
and
will
want
to
share
Build
usability
and
high
quality
design
into
your
site
Ensure
that
spiders
can
parse
all
content
and
duplication
isn’t
an
issue
Make
it
easy
to
reach
deep
pages
in
as
few
clicks
as
possible
–
The
“Two
Click”
rule
Chose
keywords
that
will
garner
traffic
and
make
sure
they
are
in
your
content