Getting Found - Part II
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Transcript of Getting Found - Part II
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GettingFound–PartII
Websites,SearchEngines,andOnlineAdvertising
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CompanySpace
Thisistheareathatiscontrolledbythecompany
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PersonalSpace
Thisareaisuniquetotheindividualandbeyondthecompany’scontrol
Weexpecttofind:
• BuyerRemorse
• IndependentOpinions
• PromotionalBlogPosts
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What&Where
IntheCompanyspace,weseeeverythingfromdirectmessagingtobrandbuildingexercises
InthePersonalspace,everythingrelatestothemindorthetheheart
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TheMiddle
Thecenterarearepresentstheproduct,serviceorthecompanyitself.
Inthemiddle,wewillfindthreeattributes:
• Aesthetics–howsomethingappealstothesenses(subjective)
• Function–howwellsomethingworks(objective)
• Meaning–somethingweascribeto/havebeliefsabout(personal)
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ThePresentation
Ring1includesthingsthatare
notpartoftheproduct,service
orcompany,butdohavea
directimpactonhowwemight
perceiveit
IntheCompanyspace,that
wouldincludethingslike
productpackaging,asales
demoortheretailenvironment
whereitsbought
InthePersonalspace,itwould
includeafriend’s
recommendation,aproduct
ratingorcommentsonablog
post–anytrustedsourcethat
informsourpurchasingdecision
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Communications
Theoutermostlayerincludesall
thosethingsthatwhilenot
directlyassociatedwiththe
pointofinteraction,dohavean
indirectinfluenceonour
perceptions
IntheCompanySpace,this
includesadvertising,direct
mail,sponsorshipsandother
activitiesthatarerelatedbut
removedfromdirect
association
InthePersonalSpace,this
wouldincludetheAssociated
Press,productplacement
(movies)orparodies.
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WatchOutForBrowsers Thebiggestproblemwithwebsitedesigntodayisinternetbrowsers
Everybrowserhandleswebsitecodedifferently InternetExploreristheworstofallthebrowsers
IEdoesn’tsupportstandardCSScodeandmakesdesigners/developersaddnumerous“fixes”tomakesurethatthesiteisproperlyviewedineachdifferentversionofIE
Ifyoudon’tplanforthisproblemwhendesigningyourwebsite,youroveralluserexperiencewillberuinedbecausethesitewillnotdisplayproperlyorfunctionsmaynotwork
ThisisoneofthereasonswhyMozillaFirefoxisquicklybecomingoneoftheworld’smostdownloadedbrowsers
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MeasuringResults Nomatterwhatkindofwebsiteyoubuild,makesuretoincludeananalyticssoftwareofsomekind
Thereareavarietyofdifferentwaystodoit: Online–methodsthatembedacodeintoyourwebsitepagestotrackhowmanyvisitorsarecomingtoyourwebsite
Offline–downloadthelogfilesfromyourwebsiteandprocessthemwithaweblogviewer
Eitherway,youneedtoknowwhoiscomingtoyoursite,whattheyareviewingandhowlongtheyarestaying
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SearchEngineOptimization–MakeSureYouGetFound
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WhatIsSearchEngineOptimization? Searchengineoptimizationistheprocessofimprovingthevisibilityofawebsiteorwebpageinsearchenginesvianatural(organic)orunpaid(algorithmic)searchresults
Startedinthemid1990sasthefirstsearchenginesstartedtocatalogtheinternet
ThephraseSearchEngineOptimizationwasfirstusedin1997
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HowDoesASearchEngineWork? “Backintheolddays”–awebmasterwouldsubmittheURLofthepagetodifferentsearchengines TheSearchEnginewouldsendaspidertocrawlthepage Extractlinksfromit ReturninformationtotheSearchEnginetobeindexedandincluded
“Nowadays”–awebmastersubmitstheURLoranXMLsitemaptodifferentsearchengines TheSearchEnginedownloadsthepagestotheirserverswhereanindexerextractsinformationaboutthepage Wordsitcontainsandwheretheyarelocated Specificweightageforthewords Linksthatpagecontainsarescheduledtobecrawledatalaterdate
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TheRiseofGoogle LarryPageandSergeyBrin,graduatestudentsatStanford,developed“backrub”–asearchenginethatreliedonamathematicalalgorithmtoratetheprominenceofwebpages
Thequalityandstrengthofinboundlinks–meaningthelikelihoodthatagivenpagewouldbereachedbyawebuserwhorandomlysurfsthewebandfollowslinksfromonepagetoanother
Googlewaslaunchedin1998andthistechnologyisnowcalledGooglePageRank
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WhiteHatSEO Techniquesthatsearchenginesrecommendaspartofgooddesign
Produceresultsthatlastalongtime Isnotaboutfollowingguidelines,butaboutensuringthatthecontentasearchengineindexesisthesamecontentthattheuserwillsee
Bestsummedupas–creatingcontentforusersandmakingthatcontenteasilyaccessibletothespiders
Effectivemarketing,makingeffortstodeliverqualitycontenttoanaudiencethathasrequestedthequalitycontent
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BlackHatSEO Techniquesthatsearchenginesdonotapproveofandattempttominimizetheeffectof
Anticipatetheirsiteswilleventuallybebannedoncethesearchenginediscoverwhattheyaredoing
AnexampleofaBlackHattacticisaddingtexttoapagethatishiddeneitheras: Textcoloredsimilartothebackground Inaninvisibledivtag Positionedoffscreen
Anothermethodgivesadifferentpagedependingonwhetherthepagehasbeenrequestedbyasearchengineorahuman–knownascloaking
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WhatHappensIfCaught? 2005–GooglebannedacompanycalledTrafficPowerforusingdeceptivetacticstogetsitesrankedhigher.
Sincetheynevertoldtheirclientswhattheyweredoing,onlysomeoftheirclientswerebanned
Feb2006–GoogleremovedBMWGermanyandRicohGermanyforuseofdeceptivepractices
Bothcompaniesquicklyapologized,removedtheoffendingpagesandwererestoredtoGoogle’slist
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HowDoYouMakeSureYourSiteGetsFound? MakesureyousubmitittoallthesearchenginesfromGoogle,YahooandBing
Makesurethatall“onpage”elementsareadded Bodycopy Titleelements H1headingelements ImageALTTags Anchortext Keywordsandkeywordrelevance
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GettingItRight
Makecontentusersdesireandwillwanttoshare
Buildusabilityandhighqualitydesignintoyoursite
Ensurethatspiderscanparseallcontentandduplicationisn’tanissue
Makeiteasytoreachdeeppagesinasfewclicksaspossible–The“TwoClick”rule
Chosekeywordsthatwillgarnertrafficandmakesuretheyareinyourcontent
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