webmasters 101 by yuval tochner 1 webmasters 101 by yuval tochner

Webmasters 101 by Yuval Tochner Webmasters 101 by Yuval Tochner 11

Webmasters 101Webmasters 101

By Yuval TochnerBy Yuval Tochner


Table Of ContentsTable Of Contents

IntroductionIntroduction Domain Domain

RegistrationRegistration Web DesignWeb Design Web ProgrammingWeb Programming Web HostingWeb Hosting E-CommerceE-Commerce

Search EnginesSearch Engines PPC Search EnginesPPC Search Engines AlexaAlexa Affiliate Networks Affiliate Networks Link / Traffic Link / Traffic

ExchangeExchange BibliographyBibliography


IntroductionIntroduction


IntroductionIntroduction

The purpose of this lectureThe purpose of this lecture• Internet Snapshot – Webmasters EyesInternet Snapshot – Webmasters Eyes• Going onlineGoing online• Getting TrafficGetting Traffic• Webmasters ToolsWebmasters Tools• Generating RevenueGenerating Revenue• Joining the Webmasters community Joining the Webmasters community


Internet Statistics – SitesInternet Statistics – Sites

Basic Internet Statistics:Basic Internet Statistics: 35 Million hostnames 35 Million hostnames

(www.yourdomain.something)(www.yourdomain.something) 16 Million active sites16 Million active sites 4 Million IP addresses 4 Million IP addresses Lots of template sites, empty sites, Lots of template sites, empty sites,

redirections.redirections. Survey done by HTTP querying of known Survey done by HTTP querying of known

hostnames. (Netcraft)hostnames. (Netcraft)


Template Site ExamplesTemplate Site Examples


Template Site Example (cont)Template Site Example (cont)


Parked Domain ExampleParked Domain Example


Internet Statistics - PeopleInternet Statistics - People

About 150 million people are active About 150 million people are active Internet users.Internet users.

About 700 million have Internet About 700 million have Internet access.access.

Users Languages: 1/3 English, 1/18 Users Languages: 1/3 English, 1/18 Japanese, 1/18 Chinese, 1/25 Japanese, 1/18 Chinese, 1/25 Germen… (NetCraft)Germen… (NetCraft)


Domain RegistrationDomain Registration


Domain RegistrationDomain Registration What is a domain ?What is a domain ?

• www.DomainName.Xwww.DomainName.X • Where X is a TLD (Top Level Domain) such as:Where X is a TLD (Top Level Domain) such as:

Generic: .com, .net, .org, .biz, .pro, .name, .info, ..Generic: .com, .net, .org, .biz, .pro, .name, .info, .. Country Code: .il, .uk, .jp, .de, …Country Code: .il, .uk, .jp, .de, … New: In the future many othersNew: In the future many others

Who’s in charge of TLD’s ??Who’s in charge of TLD’s ??• Currently: ICANN - The Internet CorporationCurrently: ICANN - The Internet Corporation

for Assigned Names and Numbers for Assigned Names and Numbers • Past: Network Solutions (US Government Contractor)Past: Network Solutions (US Government Contractor)


Domain Registration (Cont)Domain Registration (Cont)

Why do I need a domain ?Why do I need a domain ?• IP alone – not a good idea !IP alone – not a good idea !• Free sub-domain / user options.Free sub-domain / user options.

www.sub.domain.comwww.sub.domain.com www.domain.com/~userwww.domain.com/~user

• Site branding (.com hype story) Site branding (.com hype story) What is a good / great domain ?What is a good / great domain ?

• Easy to brand – Meaningful for site contentEasy to brand – Meaningful for site content• Easy to remember – avoid special characters, short. Easy to remember – avoid special characters, short. • Search engines friendly – long with keywordsSearch engines friendly – long with keywords• Cyber Squatting / free trafficCyber Squatting / free traffic


Finding a domainFinding a domain

Are any good domain names left ?Are any good domain names left ?• Yes and NoYes and No

So how do I find a good domain ?So how do I find a good domain ?• The WHOIS service – all Verisign (past The WHOIS service – all Verisign (past

Network Solutions) registrars. Network Solutions) registrars. Problem: Registrars using their own Problem: Registrars using their own

databasesdatabases

• The BetterWhois service– all ICANN The BetterWhois service– all ICANN registrars and Verisign.registrars and Verisign.

• Intelligent registration servicesIntelligent registration services


Finding a good domainFinding a good domain

See See www.Register.comwww.Register.com


BillClinton.com WHOISBillClinton.com WHOIS


Finding a great domain (cont)Finding a great domain (cont)

The “best” domains are usually taken The “best” domains are usually taken and are offered for sale !!! and are offered for sale !!!

What makes a domain worth What makes a domain worth anything ?? anything ??

See See www.GreatDomains.comwww.GreatDomains.com for for such.such.

The truly great domains are very The truly great domains are very expensive. expensive.


GreatDomains.com SalesGreatDomains.com Sales


Registering a domainRegistering a domain

You can register a domain for a yearly fee You can register a domain for a yearly fee of between $6.95 to $30 depending on the of between $6.95 to $30 depending on the registrar and TLD.registrar and TLD.

Services offered: Services offered: • Domain name parking Domain name parking • Free websiteFree website• e-mail servicese-mail services• Auto renewAuto renew

Use well known domain registrars: Use well known domain registrars: • Cheap and good: www.GoDaddy.com Cheap and good: www.GoDaddy.com • Expensive and good: Expensive and good: www.Register.comwww.Register.com


Web DesignWeb Design


Web DesignWeb Design

Available options:Available options:• Build it yourself Build it yourself

Code it (Notepad, EditPlus, XEmacs…)Code it (Notepad, EditPlus, XEmacs…) Use Tools (Adobe GoLive, FrontPage, Dreamweaver)Use Tools (Adobe GoLive, FrontPage, Dreamweaver)

• Build using pre-made componentsBuild using pre-made components Use site templatesUse site templates Use pre-made content management systemsUse pre-made content management systems

• Have it made professionally (Not going to talk about this Have it made professionally (Not going to talk about this in a webmasters 101 lecture).in a webmasters 101 lecture).


Web Design – Build it yourselfWeb Design – Build it yourself Writing your own HTML’s manuallyWriting your own HTML’s manually

• Fine for tiny – small sites.Fine for tiny – small sites.• CostlyCostly• Don’t unless you have very good reasons tooDon’t unless you have very good reasons too

Using site building tools:Using site building tools:• Build a web site quickly and professionallyBuild a web site quickly and professionally• Many optional pre built features, see FrontPage Many optional pre built features, see FrontPage

Extensions. Extensions. • Most webmasters use these tools.Most webmasters use these tools.• Unlike writing your own C++ code, writing your Unlike writing your own C++ code, writing your

own HTML files does not give you better own HTML files does not give you better results.results.


Web Design – Build it yourself Web Design – Build it yourself ExampleExample


Use pre-made componentsUse pre-made components

Site TemplatesSite Templates• Building a professional looking site Building a professional looking site

requires talent and experience.requires talent and experience.• Graphic design and interface of site has Graphic design and interface of site has

huge importance:huge importance: Loading SpeedLoading Speed Look and feel effects visitors stickiness Look and feel effects visitors stickiness Most visitors only visit the homepage and Most visitors only visit the homepage and

then leavethen leave


Use pre-made components (cont)Use pre-made components (cont)

Consider giving your site a professional look using 50-100$ templates.Consider giving your site a professional look using 50-100$ templates. See See http://www.templatemonster.com/http://www.templatemonster.com/


Use pre-made components (cont 2)Use pre-made components (cont 2)

Use pre-made content management Use pre-made content management systems.systems.

Just customize the look and feel, and Just customize the look and feel, and have a professional content management have a professional content management site ready to go.site ready to go.

Available features: Content handling, Available features: Content handling, FAQ, Surveys, Clubs, Stories, Site FAQ, Surveys, Clubs, Stories, Site Statistics, Bulletin boards, Ads Statistics, Bulletin boards, Ads management, Search options, and much management, Search options, and much more.more.


Use pre-made components (cont 3) Use pre-made components (cont 3) – Example PHPNuke – Example PHPNuke


Use pre-made components (cont 3) Use pre-made components (cont 3) – Example PHPNuke Used in Israel – Example PHPNuke Used in Israel

www.8200.orgwww.8200.org


Web ProgrammingWeb Programming


Web ProgrammingWeb Programming

Client-Side Client-Side ScriptingScripting

Server-Side Server-Side Scripting / Scripting / ApplicationsApplications


Web Programming – Client SideWeb Programming – Client Side Overview: processing simple Overview: processing simple

requests , maintaining state , requests , maintaining state , GUI .GUI .

Why: Why: • Fast (client side) Fast (client side) • Cheap (less bandwidth, CPU Cheap (less bandwidth, CPU

power, cut down server load power, cut down server load by 80% on complex by 80% on complex applications ).applications ).

HowHow• JavaScript – NetscapeJavaScript – Netscape• VBScript - Internet Explorer VBScript - Internet Explorer

(Micro$oft)(Micro$oft)• DHTML (HTML + CSS + DHTML (HTML + CSS +

JavaScript/VBScript)JavaScript/VBScript) Problems: Problems:

• Netscape Vs Micro$oft Netscape Vs Micro$oft • Quick jobs with little Quick jobs with little

complexity complexity


Web Programming – Client Side Web Programming – Client Side (cont)(cont)

Java Applets - Extremely powerful and portable.Java Applets - Extremely powerful and portable. Why :Why :

• Need Client Side power, unparallel by scripting Need Client Side power, unparallel by scripting languages.languages.

Why Not:Why Not:• Slow loadingSlow loading• Security restrictions by Java (Disk access / Server Security restrictions by Java (Disk access / Server

access).access).• Client side support.Client side support.• Not very popular these days…Not very popular these days…


Web Programming – Server Web Programming – Server SideSide

Many different Many different technologies: .NET, ASP, technologies: .NET, ASP, PHP, JSP, CGI (Perl, C / C+PHP, JSP, CGI (Perl, C / C++) , +) ,

Each technology has its Each technology has its own advantages and own advantages and disadvantages – they are disadvantages – they are not all competing. not all competing.

ASP / PHP: Most popular ASP / PHP: Most popular server side scripting server side scripting languages, great for most languages, great for most dynamic content websites.dynamic content websites.

.NET / JSP / Servlets: .NET / JSP / Servlets: Application programmingApplication programming

CGI (Usually Perl): Forum CGI (Usually Perl): Forum processingprocessing


Web HostingWeb Hosting


Web HostingWeb Hosting

Site complete, time to go live.Site complete, time to go live. You need a web host and a web You need a web host and a web

package.package. More then 10,000 web hosts available More then 10,000 web hosts available

on the web, each with many available on the web, each with many available packages.packages.

Usually good idea to pick a host in the Usually good idea to pick a host in the US, as more then 50% of surfers are US, as more then 50% of surfers are from the US. from the US.


Web Hosting OptionsWeb Hosting Options Shared Hosting (Virtual Hosting)Shared Hosting (Virtual Hosting) - Web hosting - Web hosting

in which the service provider serves pages for in which the service provider serves pages for multiple Web sites, each having its own Internet multiple Web sites, each having its own Internet domain name, from a single Web server.domain name, from a single Web server.

Virtual ServerVirtual Server - a server (computer and various - a server (computer and various server programs) at someone else's location that is server programs) at someone else's location that is shared by multiple Web site owners so that each shared by multiple Web site owners so that each owner can use and administer it as though they had owner can use and administer it as though they had complete control of the server complete control of the server

Dedicated Server (Dedicated Hosting)Dedicated Server (Dedicated Hosting) - The - The rental and exclusive use of a computer that rental and exclusive use of a computer that includes a Web server, related software, and includes a Web server, related software, and connection to the Internet, housed in the Web connection to the Internet, housed in the Web hosting company's premises. hosting company's premises.


Web Hosting - OSWeb Hosting - OS

Choosing an OS (Standard options)Choosing an OS (Standard options)• Windows 2000 ServersWindows 2000 Servers

Complete support for all popular Microsoft applications Complete support for all popular Microsoft applications including .NET, MS Access, SQL 2000, Active Server Pages, including .NET, MS Access, SQL 2000, Active Server Pages, MS Index Servers, FrontPage 2002 MS Index Servers, FrontPage 2002

Rule of Thumb: choose Windows only if these technologies Rule of Thumb: choose Windows only if these technologies are needed.are needed.

• UNIX / Linux Apache ServersUNIX / Linux Apache Servers Suitable for meeting most Internet requirements, such as Suitable for meeting most Internet requirements, such as

mailing, streaming, Web servers, and file serving. mailing, streaming, Web servers, and file serving. Cost-effective choice - it uses hardware efficiently. Cost-effective choice - it uses hardware efficiently. Huge number of free applications available on the Internet. Huge number of free applications available on the Internet. Rule of Thumb: choose Linux unless you have a very good Rule of Thumb: choose Linux unless you have a very good

reason not too.reason not too.


Web Hosting – OS (cont)Web Hosting – OS (cont) Sun SolarisSun Solaris

• Proven track record and is deployed in many large Proven track record and is deployed in many large Fortune 500 corporations. Fortune 500 corporations.

• Mature platform and there are a large number of Mature platform and there are a large number of applications and development tools available. applications and development tools available.

• Sun's capacity and stability make it ideal for high-traffic Sun's capacity and stability make it ideal for high-traffic functions, such as database servers, high-traffic Web functions, such as database servers, high-traffic Web servers and mission-critical servers. servers and mission-critical servers.

Free BSDFree BSD• FreeBSD is a very stable open source operating system, FreeBSD is a very stable open source operating system,

and a good alternative to Linux. and a good alternative to Linux. • Extremely well-integrated and tested system. It is Extremely well-integrated and tested system. It is

inexpensive and there are a large number of free inexpensive and there are a large number of free applications available. applications available.

• Free BSD is ideal for Web servers and virtual hosting Free BSD is ideal for Web servers and virtual hosting servers. servers.


Web Hosting – Features Web Hosting – Features

Basic SettingBasic Setting• PricePrice• Setup FeeSetup Fee• OSOS• Disk Space Disk Space • Bandwidth Bandwidth • Number of domains on accountNumber of domains on account


Web Hosting – Features (cont)Web Hosting – Features (cont)

Email SettingEmail Setting• Email Accounts (POP3, IMAP, Webmail)Email Accounts (POP3, IMAP, Webmail)• Auto Responders Auto Responders • Vacation Messages Vacation Messages • Mail Forwarding Mail Forwarding • Spam Filters Spam Filters


Web Hosting – Features Web Hosting – Features (cont 2)(cont 2)

File Managements File Managements • FTP Accounts FTP Accounts • SQL Support – mySQL / SQL 2000SQL Support – mySQL / SQL 2000• Password Protected Directories Password Protected Directories

TechnologiesTechnologies• CGI-BIN CGI-BIN • Available Web Programming Available Web Programming

TechnologiesTechnologies


Web Hosting ExampleWeb Hosting Example


Web Hosting Example (cont)Web Hosting Example (cont)


Web Hosting Example – Same Web Hosting Example – Same Price, Different FeaturesPrice, Different Features


Web Hosting – Site StatisticsWeb Hosting – Site Statistics


Web Hosting – Site Statistics (cont)Web Hosting – Site Statistics (cont)


Web Hosting – Site Statistics Web Hosting – Site Statistics (cont 2)(cont 2)


E-CommerceE-Commerce


E-CommerceE-Commerce E-commerce (electronic commerce or EC) is E-commerce (electronic commerce or EC) is

the buying and selling of goods and services the buying and selling of goods and services on the Internet, especially the World Wide on the Internet, especially the World Wide Web. Web.

E-commerce can be divided into: E-commerce can be divided into: • E-tailing or "virtual storefronts" on Web sites with E-tailing or "virtual storefronts" on Web sites with

online catalogs, sometimes gathered into a "virtual online catalogs, sometimes gathered into a "virtual mall" mall"

• The gathering and use of demographic data The gathering and use of demographic data through Web contacts through Web contacts

• Electronic Data Interchange (Electronic Data Interchange (EDIEDI), the business-to-), the business-to-business exchange of data business exchange of data

• Business-to-business buying and selling Business-to-business buying and selling • The security of business transactions (whatis.com)The security of business transactions (whatis.com)


E-Commerce – Virtual Store FrontE-Commerce – Virtual Store Front

Build it yourself – use previously Build it yourself – use previously listed webmasters skills.listed webmasters skills.

Buy it prepared – Yahoo Shopping, Buy it prepared – Yahoo Shopping, Amazon zShops and MSN eshops.Amazon zShops and MSN eshops.• Free trafficFree traffic• Customers feel more secure Customers feel more secure more more

sells (??)sells (??)• Easy site buildingEasy site building


E-Commerce – Virtual Store Front E-Commerce – Virtual Store Front (cont)(cont)

Build it yourself:Build it yourself:• Regular market oriented siteRegular market oriented site• Accepting online payments:Accepting online payments:

Credit CardsCredit Cards Digital ChecksDigital Checks PayPal (by eBay)PayPal (by eBay)

• Accepting payments is easy to do Accepting payments is easy to do anybody can – so watch out to whom anybody can – so watch out to whom you give your credit card number !!!you give your credit card number !!!


E-Commerce – Accepting Credit E-Commerce – Accepting Credit Cards / Digital ChecksCards / Digital Checks

Most common services:Most common services:• Virtual TerminalVirtual Terminal

Authorize, process, and manage credit Authorize, process, and manage credit card transactions manually from any card transactions manually from any computer that has an Internet computer that has an Internet connection and a Web browser. connection and a Web browser.

• WebLinkWebLinkAutomate credit card transactions Automate credit card transactions directly from your Web site, without directly from your Web site, without complex hardware or software systems. complex hardware or software systems.


E-Commerce – Accepting Credit E-Commerce – Accepting Credit Cards / Digital Checks (cont)Cards / Digital Checks (cont)

Virtual TerminalVirtual Terminal TechnologyTechnology: : • Provide needed information in SSL form to Authorize.net. Provide needed information in SSL form to Authorize.net.

(CC number, personal details..)(CC number, personal details..)• Information encrypted with 40 – 128 bit SSL 3.0 and sent Information encrypted with 40 – 128 bit SSL 3.0 and sent

to Authorize.net host server.to Authorize.net host server.• The server sends the data through the authorization The server sends the data through the authorization

network to the appropriate card issuer's bank using a network to the appropriate card issuer's bank using a secure, proprietary connection. (3 Seconds)secure, proprietary connection. (3 Seconds)

• Merchant receives an authorization number Merchant receives an authorization number • Authorize.Net server stores the transaction Authorize.Net server stores the transaction • Transactions are automatically settled each day and are Transactions are automatically settled each day and are

typically funded within two to three business days.typically funded within two to three business days.

WebLinkWebLink• Same as with virtual terminal only filled by the client.Same as with virtual terminal only filled by the client.


E-Commerce PayPalE-Commerce PayPal

An ebay companyAn ebay company 20 million members 20 million members 37,000 shops accepting PayPal37,000 shops accepting PayPal What is PayPal ?What is PayPal ?

• Pay online using your email and PayPal Pay online using your email and PayPal accountaccount

• Free to joinFree to join• Easy for merchants to accept paymentsEasy for merchants to accept payments• Secure payment option for customersSecure payment option for customers


PayPal HomepagePayPal Homepage


Search EnginesSearch Engines


Search Engines Search Engines

Many general purpose search engines.Many general purpose search engines. Many specialized search enginesMany specialized search engines Most of these are built on very few Most of these are built on very few

database providers:database providers:• Google.com (Yahoo.com)Google.com (Yahoo.com)• Inktomi.com (MSN Search, HotBot, & iWon )Inktomi.com (MSN Search, HotBot, & iWon )• Overture.com Overture.com • FastSearch.com (AllTheWeb.com, Lycos, ..)FastSearch.com (AllTheWeb.com, Lycos, ..)• Open Directory (dmoz.org)Open Directory (dmoz.org)


Search Engines – Stats 1Search Engines – Stats 1 Probably the best way to get Probably the best way to get

free quality traffic.free quality traffic. Popularity according to Popularity according to

audience reachaudience reach is the is the percentage of US home and percentage of US home and work internet users estimated work internet users estimated to have searched on each site to have searched on each site at least once during the at least once during the month through a web browser month through a web browser or some other "online" means or some other "online" means KEY: GG=Google, YH=Yahoo, KEY: GG=Google, YH=Yahoo, MSN=MSN, AOL=AOL, AJ=Ask MSN=MSN, AOL=AOL, AJ=Ask Jeeves,Jeeves,NS=Netscape, OVR=Overture NS=Netscape, OVR=Overture (GoTo), IS=InfoSpace, (GoTo), IS=InfoSpace, AV=AltaVista,AV=AltaVista,LY=Lycos, LY=Lycos, LS=LookSmart, ELINK=EarthLiLS=LookSmart, ELINK=EarthLink.com nk.com


Search Engines – Stats 2Search Engines – Stats 2 The next chart estimates the The next chart estimates the

total time spent searchingtotal time spent searching by the digital media audience by the digital media audience at each site listedat each site listed. It . It multiplies the number of multiplies the number of visitors to each site by the visitors to each site by the average number of minutes average number of minutes each visitor is estimated to each visitor is estimated to have spent at the site. The have spent at the site. The result shows the total number result shows the total number of hours spent by searchers at of hours spent by searchers at each site, for October 2002:each site, for October 2002:


Search Engines – Getting ListedSearch Engines – Getting Listed

Submitting your URL to search engines is Submitting your URL to search engines is easy.easy.• Submit manuallySubmit manually• Use services / programs. Use services / programs.

Submit your URL’s to all major search Submit your URL’s to all major search engines including: Google, AOL, Yahoo, engines including: Google, AOL, Yahoo, Altavista, Netscape, dmoz.org (The easy Altavista, Netscape, dmoz.org (The easy way to get in),…way to get in),…

Submit your URL’s to all smaller search Submit your URL’s to all smaller search engines too. Especially ones related to engines too. Especially ones related to your type of site.your type of site.


Search Engines – dmoz.orgSearch Engines – dmoz.org


Become a dmoz EditorBecome a dmoz Editor


Search Engines – ContentSearch Engines – Content Many Search Engine algorithms.Many Search Engine algorithms. The single most important precondition for getting good The single most important precondition for getting good

Search Engines ranking is content.Search Engines ranking is content.• Basic keyword / phrase search in contentBasic keyword / phrase search in content• More links from other to you (See Google’s algorithm)More links from other to you (See Google’s algorithm)

You need to determine what are the important keywords for You need to determine what are the important keywords for your site.your site.• Sign up with Google’s AdWord for finding keyword statistics. Sign up with Google’s AdWord for finding keyword statistics. • Use the statistics to determine the important keywords for all Use the statistics to determine the important keywords for all

search engines. search engines.

Optimize your site according to general optimization Optimize your site according to general optimization guidelines and according to your content. (See next slide).guidelines and according to your content. (See next slide).


Search Engines – OptimizationsSearch Engines – Optimizations

Title Tag – Title Tag – • Used in search result, so make it readableUsed in search result, so make it readable• Lots of search engine ranking points for search Lots of search engine ranking points for search

terms in itterms in it• Up to 50 – 80 charactersUp to 50 – 80 characters• Correlate with contentCorrelate with content

Meta Tags – Meta Tags – • Description (up to 255 characters, accurate, Description (up to 255 characters, accurate,

start with keywords )start with keywords )• Keywords (up to 1024 characters)Keywords (up to 1024 characters)• Correlate with contentCorrelate with content


Search Engines – Optimizations 2Search Engines – Optimizations 2

Using frames – add <noframes> Using frames – add <noframes> html tags with links and content in html tags with links and content in themthem

Dynamic Links – Symbols Dynamic Links – Symbols ?, &, %, +, ?, &, %, +, =, $, cgi-bin, .cgi=, $, cgi-bin, .cgi in URL. in URL.

Flash – Crawler problems. (Links)Flash – Crawler problems. (Links) Image MAPS – Crawler problems.Image MAPS – Crawler problems. JavaScript Links – Crawler problems.JavaScript Links – Crawler problems.


Pay Per Click Search Pay Per Click Search EnginesEngines


PPC Search EnginesPPC Search Engines Getting high ranks in search engines for Getting high ranks in search engines for

good keywords is difficult, only top 50 good keywords is difficult, only top 50 search results get any significant traffic.search results get any significant traffic.

Buying “quality” traffic is much easier.Buying “quality” traffic is much easier. PPC Search engines provide “quality” PPC Search engines provide “quality”

traffic on the CPC (Cost Per Click) model.traffic on the CPC (Cost Per Click) model. You must known all your relevant You must known all your relevant

keywords to get the maximum benefits. keywords to get the maximum benefits. You must also have an estimate of the You must also have an estimate of the

percentages of “quality” traffic who chose percentages of “quality” traffic who chose to buy your product or service.to buy your product or service.


PPC Search Engines (cont)PPC Search Engines (cont) Some PPC’s embed paid advertisements in their Some PPC’s embed paid advertisements in their

results (goClick.com) (Classic PPC)results (goClick.com) (Classic PPC) Some provide them in a separate section Some provide them in a separate section

(Google.com) (Google.com) Largest PPC’s :Largest PPC’s :

• Overture Overture Many small sites. Many small sites. Many strong affiliates for top 3 bid positions: Yahoo, MSN, Many strong affiliates for top 3 bid positions: Yahoo, MSN,

Altavista, Lycos, InfoSpace.Altavista, Lycos, InfoSpace.• GoogleGoogle

Some small sites.Some small sites. AOL, Netscape, CompuServe, AT&T, EarthLink, Sympatico AOL, Netscape, CompuServe, AT&T, EarthLink, Sympatico

• LookSmartLookSmart MSN, About, Altavista, InfoSpace, Time Warner.MSN, About, Altavista, InfoSpace, Time Warner.


Google PPCGoogle PPC Google.com AdWords– Text Ads on side of search Google.com AdWords– Text Ads on side of search

results.results.• Default minimum 0.05$ per click.Default minimum 0.05$ per click.• Minimum is set automatically per keyword demand and Minimum is set automatically per keyword demand and

supply. supply. • Position is set according to competing offered prices for Position is set according to competing offered prices for

keywords.keywords.• Use different Ads / Campaigns on different keywords.Use different Ads / Campaigns on different keywords.

Ads are selected randomlyAds are selected randomly Campaigns contain a few possible ads for selection.Campaigns contain a few possible ads for selection.

• CTR (click through rate) must be > 1CTR (click through rate) must be > 1• Limit on number of advertiser per keywordLimit on number of advertiser per keyword• Some special keyword have unlimited advertisers (Such Some special keyword have unlimited advertisers (Such

as web hosting)as web hosting)


Google’s PPC – Traffic EstimatorGoogle’s PPC – Traffic Estimator

Use Google’s AdWords technologies for research into relevant keywordsUse Google’s AdWords technologies for research into relevant keywords


Google’s PPC – Traffic Estimator Google’s PPC – Traffic Estimator (cont)(cont)


AlexaAlexa


AlexaAlexa

Up since 1996 providing mostly site Up since 1996 providing mostly site information. information.

Past Partners: Netscape, Microsoft,Past Partners: Netscape, Microsoft, Current: AmazonCurrent: Amazon Crawling the Internet, gathering site Crawling the Internet, gathering site

information.information. 250 gigabytes of information per day 250 gigabytes of information per day More then 100 Terabyte archiveMore then 100 Terabyte archive


Alexa (cont)Alexa (cont) Technologies:Technologies:

• Site stats: Site stats: Links to siteLinks to site Page ViewPage View - Page Views measures the number of pages - Page Views measures the number of pages

viewed by Alexa Toolbar users viewed by Alexa Toolbar users ReachReach - is typically expressed as the percentage of all - is typically expressed as the percentage of all

Internet users who visit a given site Internet users who visit a given site Traffic rankTraffic rank (Mean of page view rank and reach rank) in (Mean of page view rank and reach rank) in

comparison to other web sites (10 million Alexa Toolbar comparison to other web sites (10 million Alexa Toolbar users) users)

Make informed decisions about the website.Make informed decisions about the website.• Related Links: Related Links:

Use path of Alexa communityUse path of Alexa community Clustering data mining – sites that are similar and relevant Clustering data mining – sites that are similar and relevant

to one another to one another User suggestionsUser suggestions


Alexa ExampleAlexa Example


Alexa Example 2Alexa Example 2


Affiliate NetworksAffiliate Networks


Affiliate NetworksAffiliate Networks

Advertisers – want to advertise their Advertisers – want to advertise their website / product website / product want traffic want traffic

Publishers – want to have other Publishers – want to have other advertise through them advertise through them want want revenuerevenue

Affiliate Network Company – a good Affiliate Network Company – a good place to bring these two togetherplace to bring these two together


Affiliate Networks (cont)Affiliate Networks (cont)

Advertisers usually start with a 100$ Advertisers usually start with a 100$ to 10000$ deposit with the network.to 10000$ deposit with the network.

Publishers can join for free – if Publishers can join for free – if approved.approved.

Publishers can approach advertisers Publishers can approach advertisers or visa versa. (Depends on network).or visa versa. (Depends on network).

Publishers paid by network not Publishers paid by network not advertiser. advertiser.


Affiliate Networks – Program TypesAffiliate Networks – Program Types

Program Types:Program Types:• CPC (Click)CPC (Click)• CPM (Impressions)CPM (Impressions)• LeadLead• Sale (Flat rate / Percentage) Sale (Flat rate / Percentage) • Verified emailVerified email• Pop-upsPop-ups• Pop-underPop-under


Affiliate Network CompaniesAffiliate Network Companies Dozens of large affiliate networksDozens of large affiliate networks DoubleClick –DoubleClick –

• Since 1996Since 1996• 60 Billion Ad views per month60 Billion Ad views per month• Accept only high trafficked web sitesAccept only high trafficked web sites

LinkShare –LinkShare –• Claim over 10 million affiliatesClaim over 10 million affiliates• Lead (PPL) / SaleLead (PPL) / Sale

FastClickFastClick• Banners / Pop-Unders / Avenues Banners / Pop-Unders / Avenues

Commission JunctionsCommission Junctions


Don’t Think About Generating Don’t Think About Generating False ImpressionsFalse Impressions

You are not the first to tryYou are not the first to try Israel has been band from many Israel has been band from many

Affiliate networks…Affiliate networks… If your advertisers are not making If your advertisers are not making

money, then you won’t either.money, then you won’t either. Affiliate Networks are constantly Affiliate Networks are constantly

upgrading technologies…upgrading technologies…


Affiliate Network ExamplesAffiliate Network Examples


Link Exchange / Traffic ExchangeLink Exchange / Traffic Exchange

Hundreds of Link / Traffic Exchange ventures on Hundreds of Link / Traffic Exchange ventures on the net.the net.

Why exchange links ?Why exchange links ?• More ways to get to your siteMore ways to get to your site• Google’s algorithmGoogle’s algorithm

Why exchange traffic ?Why exchange traffic ?• Offering relevant services / products / content.Offering relevant services / products / content.• Make money from low quality traffic Make money from low quality traffic

Why own such a ventureWhy own such a venture• Offer an exchange ratio which lets you advertise your Offer an exchange ratio which lets you advertise your

real websites.real websites.• Charge for serviceCharge for service


ConclusionsConclusions

Think of an Idea. (Do the research) Think of an Idea. (Do the research) Buy a domain Buy a domain Build a siteBuild a site Find a good hosting companyFind a good hosting company Find an e-commerce solution providerFind an e-commerce solution provider Go live with siteGo live with site Use Search engines, PPC Search engines, Use Search engines, PPC Search engines,

Affiliate Networks.Affiliate Networks. Have an Internet Business.Have an Internet Business.


BibliographyBibliography

Personal knowledge and experience.Personal knowledge and experience. WhatIs.com – definitionsWhatIs.com – definitions HostIndex.com – hosting informationHostIndex.com – hosting information NetCraft.com – Internet StatisticsNetCraft.com – Internet Statistics iBoost.com – Small biz portaliBoost.com – Small biz portal Dozens of other web resourcesDozens of other web resources

webmasters 101 by yuval tochner 1 webmasters 101 by yuval tochner

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