and the Ugly of E-

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

101 εμφανίσεις

E
-
COMMERCE BASICS

The Good, the Bad
and the Ugly of E
-
commerce

A Fistful of Search Engine
Results

Brent Buford

OVERALL GOAL


To
demystify

e
-
commerce and
enable you to make
educated decisions
about it and leverage
it as you would
any
other business tool
(sort of like a stapler)

REVIEW


Week 1:

Definitions,
customer focus, purpose
of e
-
commerce


Week 2:

Requirements,
reviewed different kinds
of sites and providers

CLASS 3


Search Engine
Optimization


Web Marketing


Adsense


Photography (if there’s
time)

SEARCH ENGINE
BASICS


Search engines are
the arbiters of what
gets seen and what
doesn’t


Massive industries
exist solely to fool or
game the search
engines


Good practices will
get you decent
results

WHAT SEARCH ENGINES
LOOK FOR


Content


How often a site is linked
to


How often a site is clicked
to


The variety of locations
from which a site is
clicked to

WHAT SEARCH ENGINES
CALCULATE


Relevance (formulas)


Ranking (relevance +
clicks)


Quality

(secret)

BASIC OPTIMIZATION:
CONTENT


Quality, specific, relevant
content


Avoid excessive keyword
repetition


Keywords more effective
in context

BASIC OPTIMIZATION:
TAGS


Punchy, specific title tags


Short, non
-
repetitive
keyword tags


Short, specific meta
descriptions


Descriptive ALT tags for
images

BASIC OPTIMIZATION:
LINKING


Create as many
legitimate links
to your site as
possible from
as many
different
sources as
possible

BASIC OPTIMIZATION:
QUALITY


The secret
formula


Quality is easier
to explain for
what is isn’t
than for what it
is

QUALITY IS NOT:


Repetitive clicks from single
sources


Keyword repetition


Redirection pages


Soon: Landing pages


Soon: “Below the fold” stories

GETTING LISTED


Use the search engine’s own
submittal system


Use a service that does multiple
submissions


Get a link on a popular site


Get your friends and family to
visit your site

ANALYZING YOUR
RANKINGS


Common referrers


Conversion


Entry


Exit


Bounce

WEB MARKETING:
ADWORDS


Convenient


Simple budget
control


Great for improving
visibility


Great analytics


Very expensive for
common terms

MAKING MONEY WITH
CONTENT


Google Adsense is
the dominant player


Sign up is simple


Google automatically
inserts ads relevant
to your content


If you have a content
“Destination”
adsense can mean
big money

ADSENSE


Integrated directly with
blogger.com (which Google
happens to own)


Simple code to insert on any other
site


You can choose the style and
format

of ads


You have no control over the ads

WRAPUP


Read the Search worksheet


Go to the blog

bigcommerce.blogspot.com


Email me


Questions?


What would you like in another class?

PHOTOGRAPHY
BASICS: CAMERA


Digital


Exposure bracketing


White balance
adjustment


Macro lens if necessary

PHOTOGRAPHY
BASICS: STUFF


Flexible background


Hot white light(s)


Tape


Notepad

PHOTOGRAPHY
BASICS: TECHNIQUE


Light evenly


Avoid deep shadows


Watch for reflections


Shoot lots of pictures