Getting Found - Part II

Page 1

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



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