Lecture7

MULTIMEDIA and COMMUNICATIONSComputer Science CS1033a/b

Marketing the WebsiteSearch EnginesA little History

Instructors: Laura Reid (section 001)

Vivi Tryphonopoulos (section 002)

Today’s Agenda

1. Announcements2. Warm Up

3. Today’s Lecture: Finish up Dreamweaver topics from last lecture

Links Tables Show you how to build a website in 10

minutes

Publishing your site Marketing the Website, how do we help people

find our web site Search Engines A little History

5 Lectures Left•Animations (2)

•Sound (1)

•Video (2)

Announcements

Assignment #1 Update:

Should all be marked.Check webct for your mark and your

evaluation sheet

AnnouncementsAssignment #2 - 15% Assignment #2 Details Due Monday June 1, 2009 by Midnight

You are NOT uploading NOT panther BUT INSTEAD copying files to your gaul account (P: drive) … see assigment writeup for details…

When you have finished your website. YOU MUST DOUBLE CHECK FROM A MACHINE NOT IN MIDDLESEX COLLEGE that ALL your links and images are working.

Do this from a machine in one of the labs in Natural Sciences or from your home machine or laptop but do NOT double check your site from a middlesex college lab machine

Use the url address: http://publish.gaul.csd.uwo.ca/jsmith34/assign2/

YOU MUST STILL submit to WebCT Submission Form .txt file

Warm Up Questions

Which of the following is an html tag:

a) <b>

b) </title>

c) <a href=“http://www.uwo.ca”>

d) All of the above are valid tags

e) None of the above are valid tags

<b>bold text </b>

<title>Law </title>

<a href=“lecture7.ppt">this is a link</a>

{b}bold text {/b}

{b}bold text {/b}

<b>bold text <b>

Warm Up Questions

Which of the following is true of a website?

a) It is a group of organized folders that may contain html/jpg/gif files only

b) It can consist of one page called mywebpage.html

c) The homepage should be called “index.html” or “index.htm”

Assignment 2

Due Friday, March 13, 2009

by 6:00pm

Don’t wait – start now

Lecture Topics

Last Week:Web DesignFinish up web page pieces from last week

• Tables

Today Lecture 7

• Publishing a website• Search Engines vs. Directories• Ranking Algorithms• Promoting your website

Once you have created a website on your hard drive you need to get it up on to the Web. This is called "uploading“ or “publishing” or “ftp’ing”

Publishing your Website

Stages of creating

a Website

Publish

Publishing your Website involves transferring the web page file(s) to the web server

• _________________________________

• An internet standard that allows you to upload and download files with other computers on the Internet

• Important: __________________ (security, firewalls,etc)

Added Features: Via FTP software can delete, rename,

move,and copy files on a server.

Stages of creating

a Website

Publish

What you need?

Publishing your Website

Downloading: process of receiving a program, document or file via a network from another computer

Remote Site (server) Local Computer

Uploading: Local computer Remote site (server )

Internet Provider host

Publishing your Website

Not all FTP clients will connect to a server

Other FTP applications:

Secure ShellFilezillaCutepdf

Mac-based: Fugu

Find out which FTP clients are compatible with their web server

Cuteftp

FileZilla

Publishing your Website

Need 4 pieces of information from web host:

1. Host name • check for the proper address provided

by your Web site's Host• panther.uwo.ca• [email protected]• ftp.tripod.com, ftp.nbci.com• ftp.hometown.aol.com

2. Username 3. Password 4. URL or Web page address

Publishing your Website

Once you have this information, you can use it to upload your Web pages and images to the Web site.

1. Connect to the Internet if not connected all the time.

2. Open up an FTP program Some good ones are WS-FTP for PC and Fetch for the Mac

3. Put in the host name of your Web site

4. Put in your username

5. Put in your password

6. Connect to the site

7. Highlight the files you would like on your Web site and click

on the option to transfer them to your Web site (Use Mirror image of files/folders on the web server)

8. Don't forget to transfer images and other multimedia files that

are associated with your Web site.

Similar steps with other FTP

software

Marketing

Stages – Marketing

How should I promote my website?

Include the website address:

1. Part of your 'signature'

2. On all printed materials

3. Website address is included on all advertisements.

Do not depend exclusively on search engines to bring traffic to your site

Stages – Marketing

Finding information on the Internet

Use of a program that searches the internet for topics or keywords

Points you to the sites

______________ vs __________________

Examples of ____________Engines

l Google! and its advanced search option All the Web: (formerly FAST Search) and its advanced search option AltaVista, its advanced search, and its text-only search (formerly

Raging Search) options AOL Search Ask Jeeves Search.com Starting Point HotBot and its advanced search option iWon and its advanced search option Lycos and its advanced search option MSN Search and its advanced search option Netscape Search Overture (paid listings) Teoma

Examples of ____________ Directories

Yahoo! www.yahoo.com http://dir.yahoo.com/ http://search.yahoo.com

About.com (formerly The Mining Company) aeiwi Britannica.com Galaxy Open Directory project (dmoz.org) Qango SearchKing SunSteam WWW Virtual Library Your Personal Net

Finding information on the Internet

Search Engine

Google, Alta Vista, Hotbot

A program that enables the user to search Internet sites __________________________________

Returns a list of the documents where the keywords were found

Subject Directories

Yahoo, About.com, AOL ,Open Directory

Internet sites are organized by __________________

allowing users to _________________

and then browse the list of resources in that category

Collection of websites organized by topic

85% of people find sites thru search engines

http://www.searchengineshowdown.com/reviews/

How is information organized?

Search Engines

Search engines search a database of information about the Internet

Uses spiders, webcrawlers to gather database information of websites; index sites and score pages and puts the information into a database

Publisher registers into database, or wait for spider

Examples:

Google, Alta Vista, Lycos, Hotbot

Subject Directories

human-selected (hand-picked) Internet resources and are arranged and classified in hierarchical topics.

Human editors review web pages, rank them, organize them into categorized list with brief descriptions

Wait for human editors

Open Directory is 1% size of Google

Examples:

Yahoo, Open Directory, AOL, About.com

______________________ is a web software that constantly searches for new Web pages and follows any links

Database: Addresses, page titles, significant words, topics

____________ the database NOT the internet sites

Search Engines

___________________

Subject Directories

________________________

Database: Addresses, page titles, significant words, topics

Accessed by Search engines

Meta-Search Engine or Metacrawler

Internet search engine which ______________________________

•Uses searches of other engines (tells you where from)

•Returns the “top” results”

•Doesn’t create its own database

www.metacrawler.com

How is information organized?

Top 10 Search Providers

http://www.marketingcharts.com/wp/wp-content/uploads/2008/06/nielsen-top-10-search-engines-share-of-searches-april-2008.jpg

Top 10 Search Terms

Top 10 Search Terms in 10 Categories, August 2008

http://searchenginewatch.com/showPage.html?page=3631004

http://searchenginewatch.com/showPage.html?page=3630718

STEP 1: Fetch pages

Crawl and index the billions of pages of the World Wide Web. This job is performed by Googlebot, a "spider" which connects to web servers around the world to fetch documents.

The spider gives each retrieved page a number so it can refer to the pages it fetched.

STEP 2: Build an index

List every document that contains a certain word. For example, the word "civil" might occur in documents 3, 8, 22, 56, 68, and 92, while the word "war" might occur in documents 2, 8, 15, 22, 68, and 77.

How does Google work?

STEP 3: Rank Results

• Rank them in terms of relevance

• Google uses many factors in ranking. -- PageRank algorithm

• PageRank evaluates two things: •how many links there are to a web page from other pages, •quality of the linking sites.

Visual Representation of the PageRank Concept:

http://en.wikipedia.org/wiki/Image:PageRank-hi-res.png

Example:www.abccompany.com ( 3 links from www.abc.com, www.nbc.com, nytimes.com)

www.grandbend.com (15 links from 15 different sites)

• FREQUENCY of keywords in the webpage

• APPEARANCE words "civil" and "war" right next to each other

STEP 4: Rank Results

Make a list of documents and their scores take the documents with the highest scores

as the best matches

Google does a little bit of extra work to try to show snippets (a few sentences) from each document that highlight the words that a user typed.

In the search ranking, Google returns the ranked URLs and the snippets to the user as results pages

An exercise for students: Understand why a search engine returns certain results over others.

1. Pretend that you're a search engine.

Pick a query like civil war or recycling or whatever you want. Search for the phrase on Google, pick three or four pages from the results, and print them out.

2. On each printout, find the individual words from your query (such as "civil" and "war") and use a highlighter to mark each word with color. Do that for each of the 3-5 documents that you print out.

3. Now tape those documents on a wall, step back a few feet, and squint your eyes.

Which document do you think would be most relevant? • Large headings vs smaller font• Frequency of highlights• Words at the top or the bottom of the page? • How often do the words need to appear?

FOOD FOR THOUGHT!

More Cool Stuff

Who Links To You: http://www.google.ca/intl/en/help/features.html#link

Try this in www.google.com Search first for: multimedia Then search for: western multimedia course

How can I improve the Ranking of a website in a search engine?

SEO – Search Engine Optimization

1. Ensure pages have full, meaningful titles. By far the most important tag is the TITLE This is the heading people will see in the

Search Engines and is what will make them click on your link or not.

<title> MIT ILP - Industry Liaison Program <title>

IMPORTANT

_________Property Title attribute and every webpage

MIT ILP - Industry Liaison Program (Not Homepage')

MIT ILP – Industry at ILPMIT ILP – About the ILP MIT ILP – ILP Services

http://ilp-www.mit.edu/display_page.a4d?key=H1

Here’s another one: http://www.thedancemovement.ca/

Dreamweaver it is the ____________________

2. Add a meta 'description'

This is the description of the site (1-2 lines) which SOMETIMES appears along with the title in the search results page of SOME search engines

<meta name="DESCRIPTION" content ="The text you want goes here.">

 Examples:

MIT ILP - Industry Liaison Program Inventions and technologies

MIT Industry Liaison Program assists industry researchers with Inventions or other forms of intellectual property (IP) in building value for their technologies and in accessing potential industry.

3. Add a meta ‘keywords'

Keywords are words that your customers would enter into a search engine to find your site

<meta name=“keywords" content ="web designers, development , developers, consulting development, professional web developers, web promotion ,

dynamic web site development ">TIPS:• Use single words… and do not repeat the same word more than

3-5 times• Use plurals - e.g. 'web developer', 'web developers' • Use important words in different forms:

develop web sitesweb site developersweb-site developmentdeveloping web sites'

• Keep your keywords meta tag length between 200 and 500 characters (10 – 15 words)

Keywords NOT a major factor __________________________________

These are weighed more heavily

• Lots of occurrences of each of the words on a page

• Special weight to keywords that appear

• Placement: High up on the page vs lower on page• Beginning of sentence vs embedded in sentence• Proximity: Multiples word side by side versus spread apart • In headings (Dreamweaver: Heading 1, Heading 2, Heading 3…)• In the title (important) • In the metatag Description• In the ALT tags for graphics• In the generic metatags “Keywords” • In the link text for inbound links• In the URL

Since Keywords are NOT a major factor when search engines consider ranking sites because of abuse

4. Add your page to the actual search engine site

• Take responsibility and submit yourself• For example: • Google’s search engine: • http://www.google.ca/addurl/?hl=en&continue=/addurl

Allow time! With countless millions of pages on the World Wide Web it may take 2- 6 weeks for new sites or pages to get indexed in the database.

How does one submit?

Different for Search Engine vs

Directory

Submit directly to Directories

http://www.entheosweb.com/website_promotion/directory_submission.asp

Submit directly to Search Engineshttp://www.entheosweb.com/website_promotion/directory_submission.asp

• Robots not used, but human editor reviews it• META tags, ALT image tags – DO NOT HELP WITH

RANKING• Best to describe your site accurately as editor reviews

your website and decides• MAKE SURE SITE IS COMPLETELY DONE BEFORE

SUBMISSION!

• Robots are used to index sites• Use the meta tags keywords, title, and ALT fields

Directory Mozilla- an open source directory

5. Get sites that score highly on the search engine results to link to your site.

• ___________________________________________

• ________________________ as wordpress sites find blogs and set links up

• ___________________: for a small fee distribute to about 60 PR engines

• _______________________ • though blogs and blog linking, build up friends in a community and interact with them leave useful comments and link and soon it will create a reciprocal effect

• __________________________ and where they allow you to, pingback a link to your website, also use Yahoo! Answers, you can give people feedback and again create some natural back linking.

http://www.seoconsult.co.uk/SEOBlog/top-seo-tips/5-quick-wins-to-build-page-rank.html

6. Check competitors web pages:

Use search engines to determine why theirs rank higher than your own site

www.google.ca (show why) Check “cache” Check View Source

REVIEW:•High up on the page •In headings •In BOLDFACE (at least in Inktomi) •In the URL •In the title (important) •In the description metatag •In the ALT tags for graphics. •In the generic keywords metatags

Knowing what your visitors like and dislike about your website -- > improve

--- analyze your website statistics ---

a. Track the effectiveness of a marketing/advertising campaign

b. Determine where to fine tune your website content

c. Determine the effectiveness of your website navigation

d. Improve relationships with your customers

e. Identify effective keywords and ones that need improvement

f. Provide information about how users are using your website

g. Know if search engine submissions have taken effect

Usage Statistics

- Why are statistics important?

Where Do Your Website Statistics Come From?

• ISP: Web servers keep logs of all visitor activity.

How Does it Work?

• When someone visits your site, the visitor requests the various files on the site.

• The log records all of these requests and other vital information (date, time, from where, much more)

May be part of service or extra cost

Usage Statistics

- Why are statistics important?

__________________

___________________

_____________________________________

TERM DEFINITION

Hits # of files sent to a user after a page request (includes graphic images)

Files # files retrieved from a web site

Visits/Unique Visitors & Repeat Visitors

# of users to your site

Pages / Page Views # of distinct html files or pages looked at on your website (stickiness)

Bandwidth (Kbytes)/Kilobytes

Total size of pages (or files) viewed by visitors

Entry Pages A list ranking the most popular entry pages (the page in which a visitor enters your site)

Exit Pages A list ranking the most popular exit pages (the last page your users visited prior to leaving your site).

Click Path Order in which people visit the various pages of your site

Referrers Web site where a visitor was just prior to reaching your site (filter out your own pages)

Website Statistics: Quick Sheethttp://www.suestudios.com/articles/article27.htmEvery provider provides different stats

TERM DEFINITION

Direct Request # of times a visitor accessed your pages by either directly typing your URL in the address bar, by using a bookmark or by following a link on an email message.

Search String /Search Terms keywords and/or keyword phrases that were used in searching for your website

User Agents /Browser What kind of browser visiting using (Explorer, Netscape, Mozilla, etc),

Platform Usage What operating system (Windows, Mac, Linux) or screen resolution visitors are using

Countries # of visits from different countries

Robots/ Spiders visitors # of times a robot or spider (Search Engine) ran over a website for submitting sites to the search engine

Errors Errors recorded while users visiting your site

Usage Statistics

UWO statshttp://www.uwo.ca/its/web.html

Usage Statistics on Western Search Engine

•Top query terms •Top queries with no results •Top queries with no clickthroughs •Top Requested Documents •Usage summary

UWO statshttp://www.uwo.ca/its/web.html

Usage Statistics on Western Corporate Web Site

• Full details for current month (large!)

• Top Ten • Usage by Hour • Usage by Day • Usage by Week • Usage by Month • Usage by Country/Domain • Check your stats • Stats for other servers • Glossary

Let’s try it out

I Installed a hit counter from http://my.statcounter.com/ into this page:

http://www.csd.uwo.ca/~lreid/cs033/TestCounter.html

The first tool for searching the Internet, was called _____________________

The original implementation was written in 1990 by Alan Emtage, Bill Heelan, and Peter J. Deutsch, then students at McGill University in Montreal.

Designed to index FTP archives, allowing people to find specific files.

It downloaded directory listings of all files located on public anonymous FTP servers; _____________________________________

http://archie.icm.edu.pl/archie-adv_eng.html (interface)

Original news announcement: http://groups.google.com/group/comp.archives/msg/a77343f9175b24c3?output=gplain

History of “Searching the Net”

1990:

"Gopher" was created late spring

_________________________, Farhad Anklesaria, Paul Lindner, Dan Torrey, and Bob Alberti of the University of Minnesota

Gopher is a distributed document (shared by computers) search and retrieval network protocol designed for the Internet.

Its goal was similar to that of the World Wide Web, but now been become obselete

http://www.search-marketing.info/search-engine-history/#www Fun Fact!

1991:

The World Wide Web is developed at CERN ______________ (Geneva, Switzerland)

Problem: Data was difficult to access and exchange due to differing encoding formats and networking schemes.

He works from several criteria:

o the system must be flexible, compatible with numerous languages and operating systems;

o the system must be capable of recording random links between objects;

o entering and correcting information is easily performed.

1991:

• Started in April 1994

• grown to more than 10,000 employees worldwide

• management team: • Tim Koogle, a veteran of Motorola• alumnus of the Stanford engineering department as

chief executive officer• Jeffrey Mallett, founder of Novell's WordPerfect

consumer division, as chief operating officer

• now a leading global Internet brand and one of the most trafficked Internet destinations worldwide

Founders of?

1995: APRIL

• brought to life in September 1998

• grown to more than 10,000 employees worldwide

• management team - most experienced technology professionals in the industry

Founders of?

1998: SEPT

See you next week

Animation Video (part 1)