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: E-commerce & Network Applications

Search Engine Optimization (SEO)

2006

2

1.

,

.

.

:

(search engine

optimization)

(pay per click)

(paid inclusion)

.

,

.

Ioanniswww.ebooks4greeks.gr

3

2. (Search engine marketing)

2.1

. (ranking)

.

.

,

.

2.2

.

(sponsored search) .

Google, Yahoo Microsoft.

- , ,

[1]. ,

4

,

,

,

.

,

"sponsored links", , "sponsored ads",

, .

.

, US$0.01 US$0.50

.

1: Pay per click

5

,

, .

Google

.

.

Google

GoogleAdWords Yahoo Yahoo!Search, MSN

, MSN adCenter,

.

2.3

,

(search index) [2].

Google.

.

.

. ,

,

.

6

3. (SEO)

,

, (S.E.O),

-

.

3.1

,

, spiders web crawlers,

,

.

, ,

, - .,

.

,

.

,

.

.

.

.

,

.

7

, .

SEO

,

. ,

,

.

, marketing,

. ,

.

SEO , "white hat SEO"

, "black hat SEO".

.

black hat SEO

cloaking spamdexing.

3.2

.

.

.

crawlers, ,

8

.

.

,

:

domain

(URL)

HTML tags:

NOFRAMES tags

Google

.

PageRank

( )

.

,

Google.

, , .

, , SEO,

:

9

1. tag

2.

3.

4.

PageRank Google

,

.

1997 Usenet,

.

,

. 2005 AirWeb

.

SEO

. ,

SEO

, SEO

SEO .

, Wall Street Journal [3] Google

Traffic-Power.com ,

.

Google

. ,

, ,

.

10

, Yahoo MSN

SEO ,

.

SEO

. Google

Sitemap

Google.

,

.

Google Yahoo

XML

. SiteMap

Google Yahoo

SiteExplorer

Yahoo. ,

,

.

, crawlers,

. Cho et al. [4]

crawlers

, ,

, robots.txt .

11

3.3 White hat

SEO.

, .

.

on-page off-page. , on-page

optimization off-page optimization [5]. ,

, white hat,

, black hat.

white hat

. ,

crawlers .

,

. white

hat SEOs ,

,

.

,

SEO. Google

Google Accessible Web Search.

,

crawlers, ALT

. Flash

12

.

:

meta tags

web crawlers

cookies

(logging in)

link bait :

, SEO

.

.

3.3.1

. ,

,

.

13

.

meta-tag keywords .

.

.

.

.

. , ,

4%-7%.

,

header tags , html

.

bold tags strong tags:

.

[6]:

meta keywords, Google

-

H3

(

)

( )

ALT tag

14

8

3.3.2 meta-tags A

meta-tags.

.

mainpage.asp?id=info

, bicycle-info.html.

bicycle.

domain . ,

www.bicycles-sales.com

www.anycompany.com.

-,

SEO Advanced Meta-Tags Generator,

meta-tag

.

15

2: Advanced Meta-Tags Generator

3.3.3 link bait

link baiting (or linkbaiting)

,

16

forums, blogs . SEO

PageRank Google.

Nick Wilson [7]

.

:

,

17

3.4 Black hat

.

.

,

.

black hat

. cloaking

spamdexing

3.4.1 Cloaking

cloaking

.

, HTTP.

,

.

spiders

.

.

HTTP .

cloaking

, Macromedia Flash. cloaking,

.

18

3.4.2

,

, ,

,

.

spider

.

.

3.4.3 doorway doorway

.

..

.

,

doorway

, , , ,

.

.

,

cloacking,

doorway .

Bridge Pages, Gateway Pages Jump Pages.

3.4.4 Spamdexing

19

spamdexing.

.

SEO

.

.

http://www.internetservices.gr/

http://www.1-internet.net/,

.

,

Web Farms, Web Rings Links Exchange,

.

,

.

. Google, 2006

BMW Ricoh

[8].

3.4.5 Google bombing

google bombing,

Google, PageRank.

20

[9].

, PageRank

, ,

. Google bomb,

.

blogs

forums .

Google bomb

, George Bush

, .

failure

Google, George Bush

(www.whitehouse.gov/president), -

.

(www.giannakou.gr).

Google bombing

spamdexing,

,

.

21

3.5 SEO

, marketing.

SEO

.

, seo experts.

,

. ,

,

,

forums blogs.

SEO

.

:

3:

22

, . Search engine optimization [10]

SEOGreece [11] .

23

.

.

SEO,

. SE

.

.

, black hat, spamdexing coaxing,

.

,

, SEO

. , SEO

SEO

. ,

SEO

.

24

[1] http://www.foundagency.com.au

[2] D. Sullivan, The evolution of paid inclusion,

http://searchenginewatch.com/showPage.html?page=2163971

[3] D. Kesmodel, 'Optimize' Rankings At Your Own Risk, Wall Street

Journal Online, September 9, 2005

[4] J. Cho, H. Garcia-Molina,L. Page: Efficient Crawling Through URL

Ordering, in Proceedings of 7th World Wide Web Conference, 1998

[5] http://www.seochat.com/c/a/Search-Engine-Optimization-Help/SEO-

Firms-The-Good-the-Bad-and-the-Ugly

[6] T. Calishain, R. Dornfest,Google Hacks, O Reilly, 2nd edition, 2004

[7] N. Wilson, The art of linkbaiting, http://performancing.com/node/38

[8] M. Cutts, Ramping up on international webspam, published

February 4, 2006, at Matt Cutts Blog:

http://www.mattcutts.com/blog/ramping-up-on-international-webspam

[9] Tom Zeller Jr.. "A New Campaign Tactic: Manipulating Google Data,"

New York Times. Oct 26, 2006. pg. A.20

[10] Search Engine Marketing at: http://www.searchenginemarketing.gr/

[11] SEOGreece at: http://www.seogreece.gr/