Lecture7
Upcoming SlideShare
Loading in...5
×
 

Lecture7

on

  • 1,059 views

 

Statistics

Views

Total Views
1,059
Views on SlideShare
1,059
Embed Views
0

Actions

Likes
0
Downloads
5
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Lecture7 Lecture7 Presentation Transcript

  • MULTIMEDIA and COMMUNICATIONS Computer Science CS1033a/b Marketing the Website Search Engines A little History Instructors: Laura Reid (section 001) Vivi Tryphonopoulos (section 002) A Vision of Students Today
  • Today’s Agenda
    • Announcements
    • Warm Up
    • Today’s Lecture:
      • Finish up Dreamweaver topics from last lecture
          • Links
          • Tables
          • Show you how to build a website in 10 minutes
      • Publishing your site
      • Marketing the Website, how do we help people find our web site
      • Search Engines
      • A little History
    • 5 Lectures Left
      • Animations (2)
      • Sound (1)
      • Video (2)
  • Announcements
    • Assignment #1 Update:
    • Should all be marked.
    • Check webct for your mark and your evaluation sheet
  • Announcements
    • Assignment #2 - 15% Assignment #2 Details
    • Due Monday June 1, 2009 by Midnight
      • You are NOT uploading NOT panther BUT INSTEAD copying files to your gaul account (P: drive) … see assigment writeup for details…
      • When you have finished your website. YOU MUST DOUBLE CHECK FROM A MACHINE NOT IN MIDDLESEX COLLEGE that ALL your links and images are working.
      • Do this from a machine in one of the labs in Natural Sciences or from your home machine or laptop but do NOT double check your site from a middlesex college lab machine
      • Use the url address: http://publish.gaul.csd.uwo.ca/jsmith34/assign2/
    • YOU MUST STILL submit to WebCT
      • Submission Form
      • .txt file
  • Warm Up Questions
    • Which of the following is an html tag:
    • <b>
    • </title>
    • <a href=“ http://www.uwo.ca ”>
    • All of the above are valid tags
    • None of the above are valid tags
    <b>bold text </b> <title>Law </title> <a href=“lecture7.ppt&quot;>this is a link</a> {b}bold text {/b} {b}bold text {/b} <b>bold text <b>
  • Warm Up Questions Which of the following is true of a website?
    • It is a group of organized folders that may contain html/jpg/gif files only
    • It can consist of one page called mywebpage.html
    • The homepage should be called “index.html” or “index.htm”
  • Assignment 2 Due Friday, March 13, 2009 by 6:00pm Don’t wait – start now
  • Lecture Topics
    • Last Week:Web Design
    • Finish up web page pieces from last week
      • Tables
    • Today Lecture 7
      • Publishing a website
      • Search Engines vs. Directories
      • Ranking Algorithms
      • Promoting your website
  • Once you have created a website on your hard drive you need to get it up on to the Web. This is called &quot;uploading“ or “publishing” or “ftp’ing” Publishing your Website Stages of creating a Website Publish
  • Publishing your Website
    • involves transferring the web page file(s) to the web server
    • _________________________________
    • An internet standard that allows you to upload and download files with other computers on the Internet
    • Important: __________________ (security, firewalls,etc)
    • Added Features:
    • Via FTP software can delete, rename, move,and copy files on a server .
    Stages of creating a Website Publish What you need?
  • Publishing your Website Downloading: process of receiving a program, document or file via a network from another computer Remote Site (server)  Local Computer Uploading: Local computer  Remote site (server ) Internet Provider host
  •  
  • Publishing your Website Not all FTP clients will connect to a server
    • Other FTP applications:
    • Secure Shell
    • Filezilla
    • Cutepdf
    • Mac-based: Fugu
    Find out which FTP clients are compatible with their web server Cuteftp FileZilla
  • Publishing your Website
    • Need 4 pieces of information from web host:
      • Host name
        • check for the proper address provided by your Web site's Host
        • panther.uwo.ca
        • [email_address]
        • ftp.tripod.com, ftp.nbci.com
        • ftp.hometown.aol.com
      • Username
      • Password
      • URL or Web page address
  • Publishing your Website
    • Once you have this information, you can use it to upload your Web pages and images to the Web site .
    • Connect to the Internet if not connected all the time.
    • Open up an FTP program Some good ones are WS-FTP for PC and Fetch for the Mac
    • Put in the host name of your Web site
    • Put in your username
    • Put in your password
    • Connect to the site
    • Highlight the files you would like on your Web site and click on the option to transfer them to your Web site ( Use Mirror image of files/folders on the web server)
    • Don't forget to transfer images and other multimedia files that are associated with your Web site.
    Similar steps with other FTP software
  • Stages – Marketing Marketing
    • How should I promote my website?
    Stages – Marketing
    • Include the website address:
    • Part of your 'signature'
    • On all printed materials
    • Website address is included on all advertisements .
    Do not depend exclusively on search engines to bring traffic to your site
  • Finding information on the Internet
    • Use of a program that searches the internet for topics or keywords
    • Points you to the sites
    • ______________ vs __________________
  • Examples of ____________Engines
    • l
    • Google! and its advanced search option
    • All the Web: (formerly FAST Search) and its advanced search option
    • AltaVista , its advanced search , and its text-only search (formerly Raging Search) options
    • AOL Search
    • Ask Jeeves
    • Search.com
    • Starting Point
    • HotBot and its advanced search option
    • iWon and its advanced search option
    • Lycos and its advanced search option
    • MSN Search and its advanced search option
    • Netscape Search
    • Overture (paid listings)
    • Teoma
  • Examples of ____________ Directories
    • Yahoo!
        • www.yahoo.com
        • http://dir.yahoo.com/
        • http://search.yahoo.com
    • About.com (formerly The Mining Company)
    • aeiwi
    • Britannica.com
    • Galaxy
    • Open Directory project (dmoz.org)
    • Qango
    • SearchKing
    • SunSteam
    • WWW Virtual Library
    • Your Personal Net
  • Finding information on the Internet
    • Search Engine
    • Google, Alta Vista, Hotbot
    • A program that enables the user to search Internet sites __________________________________
    • Returns a list of the documents where the keywords were found
    • Subject Directories
    • Yahoo, About.com, AOL , Open Directory
    • Internet sites are organized by __________________
    • allowing users to _________________ and then browse the list of resources in that category
    • Collection of websites organized by topic
    85% of people find sites thru search engines http:// www.searchengineshowdown.com/reviews/
  • How is information organized?
    • Search Engines
    • Search engines search a database of information about the Internet
    • Uses spiders, webcrawlers to gather database information of websites; index sites and score pages and puts the information into a database
    • Publisher registers into database, or wait for spider
    • Examples:
    • Google , Alta Vista, Lycos, Hotbot
    • Subject Directories
    • human-selected (hand-picked) Internet resources and are arranged and classified in hierarchical topics.
    • Human editors review web pages, rank them, organize them into categorized list with brief descriptions
    • Wait for human editors
    • Open Directory is 1% size of Google
    • Examples:
    • Yahoo , Open Directory, AOL, About.com
    ______________________ is a web software that constantly searches for new Web pages and follows any links Database: Addresses, page titles, significant words, topics ____________ the database NOT the internet sites
    • Search Engines
    • ___________________
    How is information organized?
    • Subject Directories
      • ________________________
    Database: Addresses, page titles, significant words, topics Accessed by Search engines
    • Meta-Search Engine or Metacrawler
    • Internet search engine which ______________________________
    • Uses searches of other engines (tells you where from)
    • Returns the “top” results”
    • Doesn’t create its own database
    www.metacrawler.com
  • Top 10 Search Providers http://www.marketingcharts.com/wp/wp-content/uploads/2008/06/nielsen-top-10-search-engines-share-of-searches-april-2008.jpg
  • Top 10 Search Terms Top 10 Search Terms in 10 Categories, August 2008 http://searchenginewatch.com/showPage.html?page=3631004 http://searchenginewatch.com/showPage.html?page=3630718
  • STEP 1: Fetch pages Crawl and index the billions of pages of the World Wide Web. This job is performed by Googlebot, a &quot;spider &quot; which connects to web servers around the world to fetch documents. The spider gives each retrieved page a number so it can refer to the pages it fetched. STEP 2: Build an index List every document that contains a certain word. For example, the word &quot;civil&quot; might occur in documents 3, 8, 22, 56, 68, and 92, while the word &quot;war&quot; might occur in documents 2, 8, 15, 22, 68, and 77. How does Google work?
    • STEP 3: Rank Results
    • Rank them in terms of relevance
    • Google uses many factors in ranking. -- PageRank algorithm
    • PageRank evaluates two things:
      • how many links there are to a web page from other pages,
      • quality of the linking sites .
    • Visual Representation of the PageRank Concept: http://en.wikipedia.org/wiki/Image:PageRank-hi-res.png
      • Example:
      • www.abccompany.com ( 3 links from www.abc.com, www.nbc.com , nytimes.com )
      • www.grandbend.com (15 links from 15 different sites)
    • FREQUENCY of keywords in the webpage
    • APPEARANCE words &quot;civil&quot; and &quot;war&quot; right next to each other
    • STEP 4: Rank Results
    • Make a list of documents and their scores
    •  take the documents with the highest scores as the best matches
    • Google does a little bit of extra work to try to show snippets (a few sentences) from each document that highlight the words that a user typed.
    • In the search ranking, Google returns the ranked URLs and the snippets to the user as results pages
  • FOOD FOR THOUGHT!
    • An exercise for students: Understand why a search engine returns certain results over others.
    • Pretend that you're a search engine. Pick a query like civil war or recycling or whatever you want. Search for the phrase on Google, pick three or four pages from the results, and print them out.
    • On each printout, find the individual words from your query (such as &quot;civil&quot; and &quot;war&quot;) and use a highlighter to mark each word with color. Do that for each of the 3-5 documents that you print out.
    • Now tape those documents on a wall, step back a few feet, and squint your eyes.
      • Which document do you think would be most relevant?
        • Large headings vs smaller font
        • Frequency of highlights
        • Words at the top or the bottom of the page?
        • How often do the words need to appear?
  • More Cool Stuff
    • Who Links To You:
      • http ://www.google.ca/intl/en/help/features.html#link
    • Try this in www.google.com
      • Search first for: multimedia
      • Then search for: western multimedia course
  • How can I improve the Ranking of a website in a search engine? SEO – Search Engine Optimization
    • Ensure pages have full, meaningful titles.
      • By far the most important tag is the TITLE
      • This is the heading people will see in the Search Engines and is what will make them click on your link or not .
      • <title> MIT ILP - Industry Liaison Program <title>
    IMPORTANT _________ Property Title attribute and every webpage MIT ILP - Industry Liaison Program (Not Homepage') MIT ILP – Industry at ILP MIT ILP – About the ILP MIT ILP – ILP Services http ://ilp-www.mit.edu/display_page.a4d?key=H1 Here’s another one: http://www.thedancemovement.ca/ Dreamweaver it is the ____________________
    • Add a meta 'description'
    • This is the description of the site (1-2 lines) which SOMETIMES appears along with the title in the search results page of SOME search engines
    < meta name=&quot;DESCRIPTION&quot; content =&quot; The text you want goes here .&quot;>
    •   Examples:
    • MIT ILP - Industry Liaison Program Inventions and technologies
    • MIT Industry Liaison Program assists industry researchers with Inventions or other forms of intellectual property (IP) in building value for their technologies and in accessing potential industry.
    • Add a meta ‘keywords'
    • Keywords are words that your customers would enter into a search engine to find your site
    < meta name=“keywords&quot; content =&quot; web designers, development , developers, consulting development, professional web developers, web promotion , dynamic web site development &quot;>
    • TIPS:
    • Use single words… and do not repeat the same word more than 3-5 times
    • Use plurals - e.g. 'web developer', 'web developers'
    • Use important words in different forms:
        • develop web sites
        • web site developers
        • web-site development
        • developing web sites'
    • Keep your keywords meta tag length between 200 and 500 characters (10 – 15 words)
    Keywords NOT a major factor __________________________________
    • These are weighed more heavily
    • Lots of occurrences of each of the words on a page
    • Special weight to keywords that appear
      • Placement: High up on the page vs lower on page
      • Beginning of sentence vs embedded in sentence
      • Proximity: Multiples word side by side versus spread apart
      • In headings (Dreamweaver: Heading 1, Heading 2, Heading 3…)
      • In the title (important)
      • In the metatag Description
      • In the ALT tags for graphics
      • In the generic metatags “Keywords”
      • In the link text for inbound links
      • In the URL
    Since Keywords are NOT a major factor when search engines consider ranking sites because of abuse
    • Add your page to the actual search engine site
    • Take responsibility and submit yourself
    • For example:
    • Google’s search engine:
    • http:// www.google.ca/addurl/?hl = en&continue =/ addurl
    Allow time! With countless millions of pages on the World Wide Web it may take 2- 6 weeks for new sites or pages to get indexed in the database . How does one submit? Different for Search Engine vs Directory
  • Submit directly to Directories http://www.entheosweb.com/website_promotion/directory_submission.asp Submit directly to Search Engines http://www.entheosweb.com/website_promotion/directory_submission.asp
    • Robots not used, but human editor reviews it
    • META tags, ALT image tags – DO NOT HELP WITH RANKING
    • Best to describe your site accurately as editor reviews your website and decides
    • MAKE SURE SITE IS COMPLETELY DONE BEFORE SUBMISSION
    • !
    • Robots are used to index sites
    • Use the meta tags keywords, title, and ALT fields
    Directory Mozilla- an open source directory
    • Get sites that score highly on the search engine results to link to your site.
    • ___________________________________________
    • ________________________ as wordpress sites find blogs and set links up
    • ___________________ : for a small fee distribute to about 60 PR engines
    • _______________________
      • though blogs and blog linking, build up friends in a community and interact with them leave useful comments and link and soon it will create a reciprocal effect
    • __________________________ and where they allow you to, pingback a link to your website, also use Yahoo! Answers, you can give people feedback and again create some natural back linking.
    http://www.seoconsult.co.uk/SEOBlog/top-seo-tips/5-quick-wins-to-build-page-rank.html
    • 6. Check competitors web pages:
    • Use search engines to determine why theirs rank higher than your own site
      • www.google.ca (show why)
      • Check “cache”
      • Check View Source
    • REVIEW:
    • High up on the page
    • In headings
    • In BOLDFACE (at least in Inktomi)
    • In the URL
    • In the title (important)
    • In the description metatag
    • In the ALT tags for graphics.
    • In the generic keywords metatags
    • Knowing what your visitors like and dislike about your website -- > improve
    • --- analyze your website statistics ---
    • Track the effectiveness of a marketing/advertising campaign
    • Determine where to fine tune your website content
    • Determine the effectiveness of your website navigation
    • Improve relationships with your customers
    • Identify effective keywords and ones that need improvement
    • Provide information about how users are using your website
    • Know if search engine submissions have taken effect
    Usage Statistics - Why are statistics important?
    • Where Do Your Website Statistics Come From?
    • ISP: Web servers keep logs of all visitor activity .
    • How Does it Work?
    • When someone visits your site, the visitor requests the various files on the site.
    • The log records all of these requests and other vital information (date, time, from where, much more)
    • May be part of service or extra cost
    Usage Statistics - Why are statistics important?
  • __________________ ___________________ _____________________________________
  • Website Statistics: Quick Sheet http://www.suestudios.com/articles/article27.htm Every provider provides different stats Web site where a visitor was just prior to reaching your site (filter out your own pages) Referrers Order in which people visit the various pages of your site Click Path A list ranking the most popular exit pages (the last page your users visited prior to leaving your site). Exit Pages A list ranking the most popular entry pages (the page in which a visitor enters your site) Entry Pages Total size of pages (or files) viewed by visitors Bandwidth (Kbytes)/ Kilobytes # of distinct html files or pages looked at on your website (stickiness) Pages / Page Views # of users to your site Visits/Unique Visitors & Repeat Visitors # files retrieved from a web site Files # of files sent to a user after a page request (includes graphic images) Hits DEFINITION TERM
  • Errors recorded while users visiting your site Errors # of times a robot or spider (Search Engine) ran over a website for submitting sites to the search engine Robots/ Spiders visitors # of visits from different countries Countries What operating system (Windows, Mac, Linux) or screen resolution visitors are using Platform Usage What kind of browser visiting using (Explorer, Netscape, Mozilla, etc), User Agents /Browser keywords and/or keyword phrases that were used in searching for your website Search String /Search Terms # of times a visitor accessed your pages by either directly typing your URL in the address bar, by using a bookmark or by following a link on an email message. Direct Request DEFINITION TERM
  • Usage Statistics
    • UWO stats
    • http://www.uwo.ca/its/web.html
    • Usage Statistics on Western Search Engine
      • Top query terms
      • Top queries with no results
      • Top queries with no clickthroughs
      • Top Requested Documents
      • Usage summary
    • UWO stats
    • http://www.uwo.ca/its/web.html
    • Usage Statistics on Western Corporate Web Site
      • Full details for current month (large!)
      • Top Ten
      • Usage by Hour
      • Usage by Day
      • Usage by Week
      • Usage by Month
      • Usage by Country/Domain
      • Check your stats
      • Stats for other servers
      • Glossary
  • Let’s try it out
    • I Installed a hit counter from http://my.statcounter.com/ into this page: http://www.csd.uwo.ca/~lreid/cs033/TestCounter.html
    • The first tool for searching the Internet, was called _____________________
    • The original implementation was written in 1990 by Alan Emtage , Bill Heelan, and Peter J. Deutsch, then students at McGill University in Montreal.
    • Designed to index FTP archives, allowing people to find specific files.
    • It downloaded directory listings of all files located on public anonymous FTP servers ; _____________________________________
    • http ://archie.icm.edu.pl/archie-adv_eng.html (interface)
    • Original news announcement: http://groups.google.com/group/comp.archives/msg/a77343f9175b24c3?output=gplain
    History of “Searching the Net” 1990:
    • &quot;Gopher&quot; was created late spring
    • _________________________, Farhad Anklesaria, Paul Lindner, Dan Torrey , and Bob Alberti of the University of Minnesota
    • Gopher is a distributed document (shared by computers) search and retrieval network protocol designed for the Internet.
    • Its goal was similar to that of the World Wide Web, but now been become obselete
    • http://www.search-marketing.info/search-engine-history/#www
    Fun Fact! 1991:
    • The World Wide Web is developed at CERN
    • ______________ (Geneva, Switzerland)
    • Problem: Data was difficult to access and exchange due to differing encoding formats and networking schemes.
    • He works from several criteria:
      • the system must be flexible, compatible with numerous languages and operating systems;
      • the system must be capable of recording random links between objects;
      • entering and correcting information is easily performed.
    1991:
    • Started in April 1994
    • grown to more than 10,000 employees worldwide
    • management team:
      • Tim Koogle, a veteran of Motorola
      • alumnus of the Stanford engineering department as chief executive officer
      • Jeffrey Mallett, founder of Novell's WordPerfect consumer division, as chief operating officer
    • now a leading global Internet brand and one of the most trafficked Internet destinations worldwide
    Founders of? 1995: APRIL
    • brought to life in September 1998
    • grown to more than 10,000 employees worldwide
    • management team - most experienced technology professionals in the industry
    Founders of? 1998: SEPT
  • See you next week
    • Animation
    • Video (part 1)