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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 13 - Google Labs, Third Party Products, and Information

Resource.
Google Weblog. Weblog.
Google. Text Based Interface.

Remark. The following URL requests from Google to deliver the Top 100 results for a specific keyword from the text based interface. http://www.google.com/ie?q=&num=100

Resource.
Google Zeitgeist. Popular Statistics
Googlism.
Alexa Toolbar. Free Toolbar. Internet Explorer Only.
Alexa Internet. Site Report and Associates Tools.
News. Google Search.
Grokker.
Newstrove.
DayPop. News Bursts/Word Bursts.
Visimo Search (Search includes and ranks: AOL, Yahoo, MSN, Fast, Netscape, Wise Nut, Lycos, Hotbot, Looksmart)
Iboogie.
Surfwax. Meta Search Engine.

MAPPING AND VISUALIZATION

Resource.
Touchgraph

Kartoo.Visual Meta Search Engine.
Anacubis. Visual Search.
Product. WebMap.
Product. Astra Sitemanager.
Minitasking. Visual Gnutella Filesharing.
Atlas Of Cyberspace.
Dynamic Diagrams, Inc.
Kahn, Paul, Krzysztof Lenk, and Piotr Kaczmarek. Applications of isometric projection for visualizing web sites.ä Information Design Journal. John Benjamins Publishing Company. 2001/2000, No. 10(3), pp. 221ö228
Information Design Journal.

Book.
Kahn, Paul and Krzysztof Lenk. Mapping Websites: Digital Media Design. Rotovision. February 2001, 160 pages, Paperback, ISBN: 2880464641

Reading.
Associated Press. Better search results than Google? Next-generation sites help narrow Internet searches.ä CNN.com. Technology. January 5, 2004

Seefeldt, Katja Seefeldt. VisIT the Web!. Grafisches Suchmaschinen-Interface will Web-Recherchen effizienter machen.ä Telepolis. June, 13, 2001

Woznicki, Krystian. Der Datenraum als Karte. Angesichts zunehmender Komplexität des Internets bieten Firmen Visualisierungen des virtuellen Kontinents an.ä Telepolis. May 17, 2001

DMOZ. Location of all editors.

Patalong, Frank. Life after Google. Besser suchen, wirklich finden.ä Spiegel. November 13, 2002

Patalong, Frank. Life after Google II. Hilfreiche Geister.ä Spiegel. November 14, 2002

Patalong, Frank. Life After Google III. Suche nach dem Sinn.ä Spiegel Online. December 4, 2002

Patalong, Frank. Web-Fundstück. Das Web durch Googles Augen.ä Spiegel Online. January 17, 2003

Resource.
SubmitWolf.
Search Engine Submission.
WebPosition. Search Engine Submission.
Rankware/Promoware. Search Engine Submission.

BLOGS

Resource.
Feedster.
Blog Search Engine.


WEEK 14 - Advanced Page and Search Engine Optimization

JAVASCRIPT

Javascript Links not followed

Further trying to second-guess the google programmers (as opposed to the manual-page-trimmers in the black helicopters). The task of spotting bad neighborhoods is conceptually simple, but computationally complex. We've seen something that looks like Hilltopä ROLLING IN in over the most common searches. Perhaps the Neighborhood Watchä has been implemented in a similar fashion -- rather than taking a snapshot of the world looking for slums, a rolling team of inspector-bots (dropping out of black helicopters, if you must) seeking out artificial linking patterns in high-visibility areas (which are, of course, also near the most-common-search phrases).

Javascript outbound links

FRAMES

FLASH

GoogleGuy
Senior Member
joined-Oct 8, 2001
posts:2074
msg #:2 12:27 am on Feb 2, 2004 (utc 0)

We can follow links in Flash .swf files just fine. Typically I recommend avoiding Flash if you want optimal crawling by lots of search engines' spiders, but if they're already crawled with PR, then it might be better just to leave it be.

One thing that I would recommend is to provide a non-Flash escape hatchä of text links that still allow you to traverse the site without going into the Flash pages. Or you can add text links on HTML pages that have Flash (e.g. a static text skip introä link that bypasses the Flash). That will help with any search engine bots that don't know how to crawl Flash .swf files

My rule of thumb is make sure that you can reach any page with a static text link.ä Usually that boils down to something like a site map, but that simple rule of thumb is probably what I end up recommending for 90% of sites that have problems with crawl coverage.

Good luck and let us know what you decide to do :)

DHTML

PDF

BOOKMARKS AND ICONS

Fav.ico

Resource.
Fav.Ico Icon editor.

ROBOTS.TXT AND METATAG

Follow, NoFollow, Metatag

Resource.
The Web Robots Pages.

Search Engine World. Robots.txt Tutorial.
SearchEngineWorld. Robots.txt Validator.
Axandra. Robots.txt. All You Need To Know.

Case Study.
Robots.txt Examples.

Please analyze and discuss several robots.txt examples as: http://www.nytimes.com/robots.txt, http://www.google.com/robots.txt, http://www.cnn.com/robots.txt and explain your findings. What are the marketing and search engine optimization implications of the following example: http://dmoz.org/robots.txt?

HTACCESS

Implications, Error Handler, HTTP Header, Error Codes, Image Redirect, Spider Blocking, Direct Link Refusal, Cloaking

Reading.
JavaScriptKit.
Comprehensive guide to .htaccess

Resource.
Apache Software Foundation.
Apache HTTP Server Documentation. htaccess files.
SearchEngineWorld. Browser Header Check.
SearchEngineWorld. Server Header Check.
W3.org. Server Header. Hypertext Transfer Protocol -- HTTP/1.1.
PowWeb. .htaccess Tutorials Blocking Linking URLs.
PowWeb. .htaccess Tutorials Sub Domain.
WorkAtHomeStrategies. Page Cloaking - To Cloak or Not to Cloak.

SERVER STATUS CODES, USER AGENT AND IP DATABASE

Server Status Codes and Reason Phrase
The Server Status elements are 3 digit integer codes defining the class and categorization of response. The first digit of the Status-Code defines the class of response and can have 5 values. The Reason phrase provides a short textual description of the Server Status code. The individual values of the numeric status codes defined for HTTP/1.1, and an example set of corresponding Reason-Phrase's, are presented below.

1xx: Informational - Request received, continuing process
100 ö Continue, 101 - Switching Protocols

2xx: Success - The action was successfully received, understood, and accepted
200 ö OK; 201 ö Created; 202 ö Accepted; 203 - Non-Authoritative Information; 204 - No Content; 205 - Reset Content; 206 - Partial Content

3xx: Redirection - Further action must be taken in order to complete the request
300 - Multiple Choices; 301 - Moved Permanently; 302 ö Found; 303 - See Other; 304 - Not Modified; 305 - Use Proxy; 307 - Temporary Redirect

4xx: Client Error - The request contains bad syntax or cannot be fulfilled
400 - Bad Request; 401 ö Unauthorized; 402 - Payment Required; 403 ö Forbidden; 404 - Not Found; 405 - Method Not Allowed; 406 - Not Acceptable; 407 - Proxy Authentication Required; 408 - Request Time-out; 409 ö Conflict; 410 ö Gone; 411 - Length Required; 412 - Precondition Failed; 413 - Request Entity Too Large; 414 - Request-URI Too Large; 415 - Unsupported Media Type; 416 - Requested range not satisfiable; 417 - Expectation Failed

5xx: Server Error - The server failed to fulfill an apparently valid request
500 - Internal Server Error; 501 - Not Implemented; 502 - Bad Gateway; 503 - Service Unavailable; 504 - Gateway Time-out; 505 - HTTP Version not supported

Resource.
W3C.
HTTP 1.0. Status Codes.
IETF. HTTP/1.1.
SearchEngineWorld. Search Engine Spider IP Addresses.

Question.
What are the implications of Frames on information architectures and search engines?
What are the implications of JavaScript on information architectures and search engines?
What are the implications of CSS (Cascaded Style Sheets) on information architectures and search engines?
What is the Robot Exclusion Standard?
What is the objective of a Robots.txt document?
How does Stealth Technology work?
What are the effects of Hidden Text?
What is the objective of Cloaking?
What is a Mirror?
What is Cyber Squatting?
What are the implications of the Refresh Tag?
What are Server Status Codes?
Which purpose has the Htaccess file and how can it be used for site management purposes?
What means IP Delivery and what are the implications?
What is a Mail Address Scrambler and what are the objectives?
What is a Code Scrambler and what are the implications?


WEEK 15 - Final Presentation

Familiarity with the Internet, Search engines, HTML, and web design.



<<Schedule Week 10-12


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