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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.
.
.
. ,
,
.
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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,
:
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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
. ,
, ,
.
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10
, Yahoo MSN
SEO ,
.
SEO
. Google
Sitemap
Google.
,
.
Google Yahoo
XML
. SiteMap
Google Yahoo
SiteExplorer
Yahoo. ,
,
.
, crawlers,
. Cho et al. [4]
crawlers
, ,
, robots.txt .
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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
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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
.
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15
2: Advanced Meta-Tags Generator
3.3.3 link bait
link baiting (or linkbaiting)
,
-
16
forums, blogs . SEO
PageRank Google.
Nick Wilson [7]
.
:
,
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17
3.4 Black hat
.
.
,
.
black hat
. cloaking
spamdexing
3.4.1 Cloaking
cloaking
.
, HTTP.
,
.
spiders
.
.
HTTP .
cloaking
, Macromedia Flash. cloaking,
.
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18
3.4.2
,
, ,
,
.
spider
.
.
3.4.3 doorway doorway
.
..
.
,
doorway
, , , ,
.
.
,
cloacking,
doorway .
Bridge Pages, Gateway Pages Jump Pages.
3.4.4 Spamdexing
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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.
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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,
,
.
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21
3.5 SEO
, marketing.
SEO
.
, seo experts.
,
. ,
,
,
forums blogs.
SEO
.
:
3:
-
22
, . Search engine optimization [10]
SEOGreece [11] .
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23
.
.
SEO,
. SE
.
.
, black hat, spamdexing coaxing,
.
,
, SEO
. , SEO
SEO
. ,
SEO
.
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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/