GettingFound–PartII

Websites,SearchEngines,andOnlineAdvertising

CompanySpace

Thisistheareathatiscontrolledbythecompany

PersonalSpace

Thisareaisuniquetotheindividualandbeyondthecompany’scontrol

Weexpecttofind:

•  BuyerRemorse

•  IndependentOpinions

•  PromotionalBlogPosts

What&Where

IntheCompanyspace,weseeeverythingfromdirectmessagingtobrandbuildingexercises

InthePersonalspace,everythingrelatestothemindorthetheheart

TheMiddle

Thecenterarearepresentstheproduct,serviceorthecompanyitself.

Inthemiddle,wewillfindthreeattributes:

•  Aesthetics–howsomethingappealstothesenses(subjective)

•  Function–howwellsomethingworks(objective)

•  Meaning–somethingweascribeto/havebeliefsabout(personal)

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

Communications

Theoutermostlayerincludesall

thosethingsthatwhilenot

directlyassociatedwiththe

pointofinteraction,dohavean

indirectinfluenceonour

perceptions

IntheCompanySpace,this

includesadvertising,direct

mail,sponsorshipsandother

activitiesthatarerelatedbut

removedfromdirect

association

InthePersonalSpace,this

wouldincludetheAssociated

Press,productplacement

(movies)orparodies.

WatchOutForBrowsers  Thebiggestproblemwithwebsitedesigntodayisinternetbrowsers

  Everybrowserhandleswebsitecodedifferently  InternetExploreristheworstofallthebrowsers

  IEdoesn’tsupportstandardCSScodeandmakesdesigners/developersaddnumerous“fixes”tomakesurethatthesiteisproperlyviewedineachdifferentversionofIE

  Ifyoudon’tplanforthisproblemwhendesigningyourwebsite,youroveralluserexperiencewillberuinedbecausethesitewillnotdisplayproperlyorfunctionsmaynotwork

  ThisisoneofthereasonswhyMozillaFirefoxisquicklybecomingoneoftheworld’smostdownloadedbrowsers

MeasuringResults  Nomatterwhatkindofwebsiteyoubuild,makesuretoincludeananalyticssoftwareofsomekind

  Thereareavarietyofdifferentwaystodoit:  Online–methodsthatembedacodeintoyourwebsitepagestotrackhowmanyvisitorsarecomingtoyourwebsite

  Offline–downloadthelogfilesfromyourwebsiteandprocessthemwithaweblogviewer

  Eitherway,youneedtoknowwhoiscomingtoyoursite,whattheyareviewingandhowlongtheyarestaying

SearchEngineOptimization–MakeSureYouGetFound

WhatIsSearchEngineOptimization?  Searchengineoptimizationistheprocessofimprovingthevisibilityofawebsiteorwebpageinsearchenginesvianatural(organic)orunpaid(algorithmic)searchresults

  Startedinthemid1990sasthefirstsearchenginesstartedtocatalogtheinternet

  ThephraseSearchEngineOptimizationwasfirstusedin1997

HowDoesASearchEngineWork?  “Backintheolddays”–awebmasterwouldsubmittheURLofthepagetodifferentsearchengines  TheSearchEnginewouldsendaspidertocrawlthepage  Extractlinksfromit  ReturninformationtotheSearchEnginetobeindexedandincluded

  “Nowadays”–awebmastersubmitstheURLoranXMLsitemaptodifferentsearchengines  TheSearchEnginedownloadsthepagestotheirserverswhereanindexerextractsinformationaboutthepage  Wordsitcontainsandwheretheyarelocated  Specificweightageforthewords  Linksthatpagecontainsarescheduledtobecrawledatalaterdate

TheRiseofGoogle  LarryPageandSergeyBrin,graduatestudentsatStanford,developed“backrub”–asearchenginethatreliedonamathematicalalgorithmtoratetheprominenceofwebpages

  Thequalityandstrengthofinboundlinks–meaningthelikelihoodthatagivenpagewouldbereachedbyawebuserwhorandomlysurfsthewebandfollowslinksfromonepagetoanother

  Googlewaslaunchedin1998andthistechnologyisnowcalledGooglePageRank

WhiteHatSEO  Techniquesthatsearchenginesrecommendaspartofgooddesign

  Produceresultsthatlastalongtime  Isnotaboutfollowingguidelines,butaboutensuringthatthecontentasearchengineindexesisthesamecontentthattheuserwillsee

  Bestsummedupas–creatingcontentforusersandmakingthatcontenteasilyaccessibletothespiders

  Effectivemarketing,makingeffortstodeliverqualitycontenttoanaudiencethathasrequestedthequalitycontent

BlackHatSEO  Techniquesthatsearchenginesdonotapproveofandattempttominimizetheeffectof

  Anticipatetheirsiteswilleventuallybebannedoncethesearchenginediscoverwhattheyaredoing

  AnexampleofaBlackHattacticisaddingtexttoapagethatishiddeneitheras:  Textcoloredsimilartothebackground  Inaninvisibledivtag  Positionedoffscreen

  Anothermethodgivesadifferentpagedependingonwhetherthepagehasbeenrequestedbyasearchengineorahuman–knownascloaking

WhatHappensIfCaught?  2005–GooglebannedacompanycalledTrafficPowerforusingdeceptivetacticstogetsitesrankedhigher.

  Sincetheynevertoldtheirclientswhattheyweredoing,onlysomeoftheirclientswerebanned

  Feb2006–GoogleremovedBMWGermanyandRicohGermanyforuseofdeceptivepractices

  Bothcompaniesquicklyapologized,removedtheoffendingpagesandwererestoredtoGoogle’slist

HowDoYouMakeSureYourSiteGetsFound? MakesureyousubmitittoallthesearchenginesfromGoogle,YahooandBing

 Makesurethatall“onpage”elementsareadded  Bodycopy  Titleelements  H1headingelements  ImageALTTags  Anchortext  Keywordsandkeywordrelevance

GettingItRight

Makecontentusersdesireandwillwanttoshare

Buildusabilityandhighqualitydesignintoyoursite

Ensurethatspiderscanparseallcontentandduplicationisn’tanissue

Makeiteasytoreachdeeppagesinasfewclicksaspossible–The“TwoClick”rule

Chosekeywordsthatwillgarnertrafficandmakesuretheyareinyourcontent