 |
|
Hendrik Speck
Biography
| Lectures
| Bibliography
| Projects
| Resources
| Links
|
|
|
ONLINE MARKETING, INFORMATION ARCHITECTURE AND SEARCH ENGINE OPTIMIZATION
Online Marketing, Information Architecture, and Search Engine Optimization offers a brief introduction into the history and strategies of online and direct marketing; discussing the fundamentals of marketing, advertising, online business and ecommerce; evaluating online media, properties, audience/ circulation, and affiliations/ relationships; optimizing information architectures and document structures; and teaching how to improve search engine rankings, maximize site traffic, and attract targeted traffic.
The course will explore the general system architecture and anatomy of search engines, including crawling, indexing, and searching. Students will learn about information retrieval, search engine generations, methods and technologies; focusing on the linkpopularity and authority based PageRank® system by Google, Inc. Lessons will clarify the underlying procedures, algorithms, and implications. Students will design and optimize information architectures and documents addressing the aforementioned concerns.
The course will also cover advanced methods of code, page and architecture optimization and discuss structural, legal and ethical implications. Students will analyze several case studies, investigate and improve the information architecture, page structure, search engine ranking and traffic of several online examples and assignments. Class members will participate in several directories, Open Source projects and online communities. Students will devise and program several related applications and solutions, and prepare a final project that demonstrates the mastery of the methods and technology discussed in the class.
|
|
|
|
|
|
WEEK 4 - Code, Domain and Keyword Optimization |
|
|
|
Brand, Company Name, Product, Keywords
Branding versus Keywords
Hyphenation in Domain Names, CC TLD, Multilingual Domains
Host, Country, Accessibility, Bandwidth
Multiple Domain Names/ Clustered Sites
Resource.
Domain Search.
SpeedNames.
WhoIsReport. Domain Name and WhoIs Search.
CentralNic. Domain Ferret.
WhoIsReport. Domain Name and WhoIs Search.
Dotster. Domain Analysis.
Checkdomain.com. Domain Analysis.
Domainator. Domain Analysis.
SearchEngineWorld. World Domain Name Registrars.
Deleted Domains. Expired Domain Names.
Nameboy. Expired Domain Names.
Snapnames. Expired Domain Names.
Domains Bot. Expired Domain Names.
Daily Expired Domains.
Remark. Further search engines that list expired domains can be found at the Open Directory Project/ Dmoz at:
http://dmoz.org/Computers/Internet/Domain_Names/Unregistered_Domain_Lists/.
Reading.
Markovich, Matt. Taken Over by Porn. Porn Purveyors Grab Expiring Web Sites From Previous Owners.ä ABCNews. December 17, 2001
Resource.
UXNSpamCombat. DNS, TraceRoute, Ping, Spamblocker Query
SearchEngineWorld.Server Header Check.
KEYWORD ANALYSIS
Domain/ Keyword Ratio Analysis/ Competitor Keyword Analysis/ Popular Keyword Lists
Resource.
Wordtracker.com. Free Keyword Analysis
Google. AdWords Analysis.
Google. AdWords Estimator.
Google. Keyword Sets.
Espotting. Keyword Analysis.
Overture. Keyword Suggestion.
Overture. Keyword Suggestion.
Overture. Keyword Analysis.
Overture. Keyword Analysis.
Overture. Keyword Analysis Germany.
Overture. Keyword Analysis France.
Search Engine World. Keyword Density.
SearchEngineWorld. Da Scrambler.
Search Engine World. Reverse Searching for Meta Tags.
Bruce Clay. Search Engine Optimization Tool.
Marketleap. Keyword Verification.
WebMarketing.co.uk.
Link Tree. Keywords and Anchor Text.
Key Word City.
7Search. Keyword Suggestion.
KEYWORD EXCEPTIONS
Spelling Mistakes ö Britney Spears
Umlaute and Accents
Typos in domain and keywords
Snowä and Cocainä Examples
International TLD Domains
Case Study.
Jakob Nielsen Keyword Stuffing.
Please analyze the following URL: http://www.useit.com/jakob/ from Jakob Nielsen, a usability designer, under the aspects of search engine optimization. Special attention should be devoted to the lower part of the page.
Google Hacks Examples
Question.
What is a Domain?
Which information is provided by WhoIs databases?
What is a Virtual Domain?
What is a Keyword?
Describe the meaning of the phrase Keyword Density.
Explain the sense of the term Keyword Phrase.
Describe the objectives of Keyword Research.
Explain the expressing Keyword Stuffing.
What is the significance of Misspellings?
What is Spamming?
Case Study.
Analyze and compare xxxxx for the following keywords and search queries: Distance Learning, MBA, Master, Executive Program. Compare the following brands and explain your findings: Mercedes, Daimler, BMW, Porsche, Audi, VW, and Opel. Identify other keywords and search queries with a higher xxxxxxxxxx
Case Study.
Ultimate Search.
Describe the objectives and methods of Ultimate Search, Inc., based in Hong Kong. Explore the business model of this company, and explain the intentions of the 3.750 domains of this company that are listed in Google, including: www.vrml.org, www.empty.net, and www.makingfilm.com. Further information can be found at DMOZ, the Open Directory Project, in the Category of Unethical Firms, available at: http://ch.dmoz.org/Society/Issues/Business/Allegedly_Unethical_Firms/Ultimate_Search,_Inc./.
|
|
|
WEEK 5 - Page Optimization |
|
|
|
|
Analysis, Customization, and Optimization
Document - Domain, Filename
Head - Title, Meta Tags: Title, Description, Abstract, Keywords, Robots, Audience and Language
Body - Heading Tags, Body text, Keywords, Bold Text, Italic Text, Comments Tags, Alt Tags
Images ö Image Names, Alt Attributes, Content, Structure, Keyword Density, Keyword Frequency, Keyword Proximity/Distance and Word Order, Placement
General - Error Free code, Validation W3C, Grammar Check
Links, Link 404 Check, Link Description, Links Alt Tags
Resource.
SearchEngineWorld. Search Engine Meta Tag Support.
Bruce Clay. Search Engine Optimization Tool.
SearchEngineWorld. 26 steps to 15k a Day.
SearchEngineWorld. Rules of Site Promotion.
SearchEngineWorld. Designing a High Search Engine Rankings Page.
SearchEngineWorld. Misc Tips: Web Site Promotion Do's and Don'ts.
SearchEngineWorld. Site Promotion Things You Should Avoid.
SearchEngineWorld. Webpage Size Checker.
SearchEngineWorld. Search Engine Spider Simulator.i
Reading.
GoogleDance. Google Optimization Tips.
http://www.google-dance.com/HTML-tips.html
XBiz. Going After Google.
http://xbiz.com/articles/index.php?article_idp=380
SearchEngineWorld. Designing For Repeat Users.
http://www.searchengineworld.com/tips/repeat.htm
Assignment One Due.
Assignment Two.
Page and Document Optimization.
Analyze competitors and market, conduct keyword intelligence, and optimize the page architecture for several pages, given design templates and predefined content. Submit the pages to all necessary search engines and consider and follow the ethical guidelines of these services.
Required.
Optimized pages.
Remark. Grading Criteria for Assignments Two and Five: Meta Tags, Alt Tags, Keyword List, Page Optimization, Competitors, Link Popularity and Ranking in: Google, Yahoo, MSN, AOL, Fast/AllTheWeb, Inktomi, Excite, Yahoo. Please use international English/not localized browser settings, default search options and adult filter settings
Question.
What means HTML?
What is a Title Tag?
Describe the significance of Meta Tags.
How significant are Heading Tags?
What is the purpose of Comment Tag?
Explain the objectives of Alt Tags.
|
|
|
WEEK 6 - Ethical and Legal Guidelines |
|
|
|
Resource.
Google. Webmaster Dos and Don't's.
Google. Amended Interim Designation of Agent to Receive Notification of Claimed Infringement.
AltaVista. Terms of Use.
AltaVista. Combatting Spam.
Dmoz. Open Directory Project. ODP Guidelines.
Resource Zone.Unofficial ODP Board.
Dmoz. Open Directory Project. Free Site Submission.
Dmoz. Documentation Project.
Yahoo. Yahoo Directory. How To Suggest Your Site.
Zeal. Looksmart Directory. User Guidelines.
SPAM ö Sites positioned ahead of me.
Resource.
AllTheWeb. Digital Millennium Copyright Act Policy.
AltaVista. Copyright and Trademark Notices.
AOL. Procedure for Making Claims of Copyright Infringement.
AskJeeves. Copyright and Trademark Notices.
Google. Digital Millennium Copyright Act.
LookSmart. Terms Of Service.
Microsoft. Notice And Procedure For Making Claims Of Copyright Infringement.
Yahoo. Copyright and Intellectual Property Agent for Notice.
SITE SUBMISSION
Resource.
Google. Free Site Submission.
Yahoo. Yahoo Directory. Free Site Submission
Zeal. Looksmart Directory. Free Site Submission.
AltaVista. Free Site Submission
All the Web. Free Site Submission.
Lycos. Free Site Submission.
Hotbot. Inktomi. Free Site Submission.
Bcentral. Inktomi. Free Site Submission.
AddMe Free Site Submission
AskJeeves (mailto:url@askjeeves.com)
InfoSpace Free Site Submission
Overture. Paid Commercial Site Submission
Microsoft Small Business Solutions.
SubmitWolf. Search Engine Optimization.
WebPosition. Search Engine Optimization.
Rankware/Promoware. Search Engine Optimization.
WebSiteCEO.
Marketleap. Search Engine Saturation.
INTELLECTUAL PROPERTY, DMCA AND COPYRIGHT INFRINGEMENTS
A searchable archive of Cease and Desist Notes/DMCA Safe Harbor Provisions to Google Inc, a service provider under Section 512 of the Digital Millennium Copyright Act (DMCA), can be found at Chilling Effects, a joint project of the Electronic Frontier Foundation and Harvard, Stanford, Berkeley, University of San Francisco, and University of Maine law school clinics at:
http://www.chillingeffects.org/dmca512/search.cgi.
Remark: The site includes several spelling mistakes, false names, wrong titles and misinterpretations.
One interesting DMCA case focuses on site duplication, Google traffic and Search Engine Optimization SEO: An insurance company demands from Google to eliminate the PageRanking effects and archive of the site duplication.
Resource.
Business-at.com. Insurance Company Wants Duplicate Site Down.ä Letter to Google User Support. Chilling Effects. DMCA Complaints. December 11, 2002
Mir Internet Marketing, Inc. Mir Internet Marketing Claims Copyright Infringement #14.ä Fax to Google Inc. Chilling Effects. DMCA Complaints. March 20, 2003
Microsoft Corporation. Microsoft Complains of Product Key in Google Cache - Notice of Infringing Activity.ä Fax to Google Inc. Chilling Effects. DMCA Complaints. March 12, 2003
Macromedia, Inc. Macromedia Complaint to Google #4 - DMCA Notice #4(last one). Crack.ä Email to Google Inc. Chilling Effects. DMCA Complaints. April 26, 2002
Macromedia, Inc. Macromedia Complaint to Google #3 - DMCA Notice #3. Serial Number.ä Email to Google Inc. Chilling Effects. DMCA Complaints. April 26, 2002
Macromedia, Inc. Macromedia Complaint to Google #2 - DMCA Notice #2. Serial Numberä Email to Google Inc. Chilling Effects. DMCA Complaints. April 26, 2002
Macromedia, Inc. Macromedia Complaint to Google #1 - Illegal Posts. DreamWeaver Crack.ä Email to Google Inc. Chilling Effects. DMCA Complaints. April 26, 2002
Church of Scientology. Religious Technology Center. Scientology Complaint to Google #7 - Notice of Copyright Infringement Google Usenet Archive.ä Email to Google Inc. Chilling Effects. DMCA Complaints. August 15, 2002
Church of Scientology. Religious Technology Center. Scientology Complaint to Google #6 - Notice of Copyright Infringement Google Usenet Archive.ä Email to Google Inc. Chilling Effects. DMCA Complaints. June 19, 2002
Church of Scientology. Religious Technology Center. Scientology Complaint to Google #5 - Notice of Copyright Infringement Google Usenet Archive.ä Email to Google Inc. Chilling Effects. DMCA Complaints. April 29, 2002
Church of Scientology. Religious Technology Center and Bridge Publications. Scientology Complaint to Google #4 - Notice of Copyright Infringement.ä Email to Google Inc. Chilling Effects. DMCA Complaints. April 18, 2002
Church of Scientology. Religious Technology Center and Bridge Publications. Scientology Complaint to Google #3 - Notice of Infringement under the DMCA; home.kvalito.no.ä Email to Google Inc. Chilling Effects. DMCA Complaints. April 10, 2002
Church of Scientology. Religious Technology Center and Bridge Publications. Scientology Complaint to Google #2 - Notice of Infringement under the Digital Millennium Copyright Act www.clambake.org.ä Email to Google Inc. Chilling Effects. DMCA Complaints. April 9, 2002
Church of Scientology. Google Asked to Delist Scientology Critics - Re: Notice of Infringement under DMCA; www.xenu.net.ä Letter to Google Customer Support. Chilling Effects. DMCA Complaints. March 8, 2002
ãAttorney Demands Removal of ÎLawyer From Hell' Sites.ä Fax to Google Inc. Customer Support. Chilling Effects. DMCA Complaints. October 10, 2002
Nemesys Music and Steinberg Media. Music companies request programs' removal from Google Groups.ä Fax to Google Inc. User Support/DMCA. Chilling Effects. DMCA Complaints. August 23, 2002
Hughes and Luce. Alleged copying of article about Flight 93.ä Fax to Google Inc. Customer Support, DMCA Complaints. Chilling Effects. DMCA Complaints. March 20, 2003
Russian Beauties (Photo Studio S.K). ÎRussian Beauties' Photographer Complains to Google.ä Fax to Google Inc. Chilling Effects. DMCA Complaints. April 4, 2003
INS Experts, Inc. Google asked to remove links to immigration aid sites - Copyright Infringement Notice (INS Experts).ä Fax to Google Inc. Chilling Effects. DMCA Complaints. June 18, 2002
The University of Liverpool. The University of Liverpool alleges infringement on site with Îlinks to offensive material'.ä Fax to Google Inc. Chilling Effects. DMCA Complaints. October 30, 2002
GOOGLE ADWORDS, TRADEMARKS AND COPYRIGHT
Resource.
Frost, Laurence. French Lawsuit challenges Google Ad Model.ä USA Today. Tech Investor. Associated Press. April 26, 2004
Frost, Laurence. French Lawsuit Challenges Google.ä Washington Post. April 25, 2004
Oates, John. Google back in court over Adwords.ä The Register. April 26, 2004
Reuters. Google to Defend Ad Sales Practice in French Court.ä Reuters. April 26, 2004
Wilkens, Andreas. AXA klagt gegen Google.ä Heise News Ticker. April 26, 2004
Example.
DMCA Cease and Desist Letter.
Question.
Describe the term Submission.
Explain the meaning and implications of Spamming.
What means PFI (Pay for Inclusion)? Which search engines use this business model?
What means FFA (Free for All)?
What are directories?
Chilling Effects Definitions
|
|
|
<<Schedule Week 1-3 |
Schedule Week 7-9>> |
|
|
Remark: The information presented on this website does not represent an offer to buy or sell anything, it is intended for educational purposes only. The European Graduate School is evaluating an Associate status with Amazon.com. Although it is advisable to use the aforementioned material for reading assigments and class studies, there are other publishers, editions and sources that might serve the same purpose.
Privacy Statement: The European Graduate School will not sell, lease or distribute any information, user names, addresses or any other information deemed private. The European Graduate School believes in users personal privacy and will not violate that trust.
| |
|
