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Digital cultural heritage spring 2015 day 3


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My class on Digital Cultural Geritage at IMT Institute for Advanced Studies, in Lucca, Tuscany, Italy. Spring 2015

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Digital cultural heritage spring 2015 day 3

  1. 1. Seminar at IMT Lucca - Spring 2015 Prof. Stefano Gazziano Data, Value, People
  2. 2. Internet is a powerful a channel to spread info, and culture, which power towards management of cultural heritages is just being unleashed. Topics  Pros and cons of using internet in managing cultural heritage assets.  The "death of distance" and motivation to cross real distances. "Being digital" helps increase real visits.  Virtual Museums, Virtual reality, Augmented reality: technologies and content to improve the user experience of cultural heritage sites  Internet platforms, on-site installations, mobile devices, cloud computing platforms. Stefano A Gazziano 2
  3. 3. Internet is a gold mine, users are the nuggets. Let us learn how we can enrich culture. Topics  What is “Big data” and what use it is.  “Analytics” or who are our internet visitors, what are they looking for, and do they found it on our internet presence ?  Data acquisition. Open data standards.  Digital contact with users. Before and after the visit.  Museum analytics, assessing user satisfaction. Case study. Stefano A Gazziano 3
  4. 4. Internet has rules, netiquette, and we must conform and be smart. A few “musts” to put cultural heritage on the net. Topics  Search Engine Optimization. Content updates, internet staff.  Web reputation management.  Search engine marketing: crawling, indexing, ranking.  Analitycs and conversions of a web site. Stefano A Gazziano 4
  5. 5. The web is really a wide world, and there is a lot more to do than just publish a web site. Topics  Social networks: engagement techniques and online tools.  Going viral. Case study Stefano A Gazziano 5
  6. 6. Internet has rules, netiquette, and we must conform and be smart. Topics  Scannable text, web is not a newspaper  Search Engine Optimization. Content updates, internet staff.  Web reputation management.  Search engine marketing: crawling, indexing, ranking.  Analitycs and conversions of a web site. Stefano A Gazziano 6
  7. 7.  Instructor’s slides  Google Webmasters Guidelines 9?hl=en  Web Reputation Management on Wikipedia  Is Online Reputation Management Worth The Money?. Forbes, online-reputation-management-worth-the-money/ Stefano A Gazziano 7
  8. 8.  It’s all about CONTENT  And a few technicalia we leave to web designers and webmasters but we have to know a bit about Stefano A Gazziano 8
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  11. 11. Stefano A Gazziano 11 Read the text on printouts and keep track of how long it takes (write down your time) The read text on next slide and write down your time
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  17. 17. SEO: Search Engine Optimization writing what Google wants to see SMO: Social Media Optimization a.k.a. Web Reputation Management viral information, targeted ads, fora posts SEM: Search Engine Marketing crawling, indexing, processing, ranking Analytics insights into your website traffic Conversion getting your prospect to do what you want them to do
  18. 18. 1 - Google Rules It's the ranking in Google that counts 2 - Follow Google rules (more about this, later) 3 - Be realistic Want your website to be first in the search for "Beautiful Girls" ?? Just forget it.
  19. 19.  I know, it’s trivial, but true. Particularly so for Google  The Google Webmaster Guidelines Stefano A Gazziano 19
  20. 20. ◦ What is the Page Rank ◦ How to check a page rank (one of the many PR check sites) or Google ◦ A word of caution on page rank
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  22. 22. - Use explanatory names for the page <title> web design course at JCU University Rome Italy </title> i.e. include keywords in <title> - Forget about <meta> tags <meta name="keywords" content="website conversion, web conversion rate,improve,sell online,website, web site,make money"> is irrelevant now - Update website frequently, and let it be visited by non unique IP's, spread your link into high ranking websoites (blogs are ok) - <h1> and <h2> mention <title> words and matches same words in text, Be reasonable - excesses are considered cheating and punished harshly by Google
  23. 23. - Submit it to Google at - Submit a Sitemap using Google Webmaster Tools. Google uses your Sitemap to learn about the structure of your site and to increase our coverage of your webpages. - Make sure all the sites that should know about your pages are aware your site is online.
  24. 24. What is Googlebot? Googlebot is Google's web crawling bot (sometimes also called a "spider"). Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index. See Google Webmasters Tools Help DON'T: - use more than 100 unique links in the same page - use more than 2 dyn links - put page more than 3 click links away from home page - require "session id" or "registration" cookies - split the page into frames - redirect before showing contents - use forms to submit, drop down menus, search boxes, login required
  25. 25. Content Your asset Updates Content Management System Design Web Analytics Stefano A Gazziano 25 Dedicated e-team supported by professional consulting
  26. 26.  Un content management system (CMS)è un sistema software che permette la pubblicazione e la gestione dei contenuti di un sito web, portale, o Sistema di siti.  I CMS permettono anche la manutenzione del sito, e procedure di lavoro collaborativo, eventualmente anche automatizzate.  Ne sono esempi i siti delle grandi aziende, dei giornali o reti media, ma anche i blog, le newsletter, i siti di ecommerce  Il vantaggio dei CMS è la realizzazione di siti web senza alcuna conoscenza di HTML, CSS o altri linguaggi tecnici ICT 26
  27. 27. I piu’ comuni CMS : - Facebook  Wordpress  Joomla  Plone  Media Wiki  Microsoft Share Point  Facebook 27
  28. 28. JOOMLA Considerato il piu’ diffuso in rete, ca il 3% di tutti i siti web del mondo web sono basati su Joomla. Adatto ad operazioni medio e medio-grandi «Local / Web application» 28
  29. 29. WORDPRESS 29
  30. 30.  In gruppi di max 3 studenti  Scegliere tema  Aprire blog con Wordpress 30
  31. 31. insights into your website traffic and marketing effectiveness.
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  34. 34. Getting started with Analytics involves three simple steps:  Sign up ◦ Visit the Analytics website at ◦ Click the "Sign up Now" link underneath the Access Analytics button. ◦ Follow the on-screen instructions to create your account. If you do not yet have a Google Account, you can create one at this point.  Set Up Your Account It's important to set up your account or accounts correctly in order to get the most out of your reports. Read the overview of managing Analytics accounts, users and data to get started.  Set Up Your Tracking Code In order for your profile to begin collecting data and populating reports, you need to set up the tracking code for the website that you want data for. Learn more about setting up tracking.  That's it! Of course this is just the beginning, so read the rest of the articles in this Help Centre to learn how to customise the tracking code, link your AdWords account to Analytics, add users to your account and more. 34
  35. 35.  The tracking code: sample <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-Y']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + ''; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>  Uniquely identifies your website and allows Google to track visits 35
  36. 36.  Requires an account already set up, a web site online for long enough to make sense looking at insights, and at least one profile  Follow your teacher 36
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  38. 38. Reverse SEO: not putting your web site high in ranking, but push down other "negative" web sites. Define exactly the keyword (search term) you want them to plunge down in seaches (e.g. "my name") Produce optimized and differentiated content focused on that search term (always "my name"...) Update, and visit using "onion routing" to reach online anonimity (e.g. use TOR network) Wait 2-3 months ...
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  40. 40.  The Google AdWords program enables you to create advertisements which will appear on relevant Google search results pages and our network of partner sites. To learn more about AdWords and begin advertising immediately, please visit  The Google AdSense program differs in that it delivers Google AdWords ads to individuals' websites. Google then pays web publishers for the ads displayed on their site based on user clicks on ads or on ad impressions, depending on the type of ad. 40
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