Tài liệu Module 5: Promoting Your Web Site doc

Contents Overview 1 Making Your Web Site Accessible 2 Signing Up for Traffic Builder 7 Using SubmitIt! to Submit Your E-Commerce Web Site 9 Lab 5: Using SubmitIt! to Submit Web Sites 17 Review 22 Module 5: Promoting Your Web Site Information in this document is subject to change without notice. The names of companies, products, people, characters, and/or data mentioned herein are fictitious and are in no way intended to represent any real individual, company, product, or event, unless otherwise noted. Complying with all applicable copyright laws is the responsibility of the user. No part of this document may be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without the express written permission of Microsoft Corporation. If, however, your only means of access is electronic, permission to print one copy is hereby granted. Microsoft may have patents, patent applications, trademarks, copyrights, or other intellectual property rights covering subject matter in this document. Except as expressly provided in any written license agreement from Microsoft, the furnishing of this document does not give you any license to these patents, trademarks, copyrights, or other intellectual property.  2000 Microsoft Corporation. All rights reserved. Microsoft, BackOffice, bCentral, FrontPage, Hotmail, LinkExchange, MS-DOS, MSN, PowerPoint, Windows, Windows Media Player, and Windows NT are either registered trademarks or trademarks of Microsoft Corporation in the U.S.A. and/or other countries. The names of companies, products, people, characters, and/or data mentioned herein are fictitious and are in no way intended to represent any real individual, company, product, or event, unless otherwise noted. Other product and company names mentioned herein may be the trademarks of their respective owners. Development Lead: P.M. Murali (NIIT) Instructional Designers: Sangeeta Nair (NIIT), Vijayalakshmi Narayanaswamy, (NIIT) Technical Contributors: Scott Swigart (3 Leaf Solutions, LLC); Gary Gumbiner (Great Barrier Technologies) Program Manager: Steve Merrill Graphic Artist: Scott Serna Editing Manager: Lynette Skinner Editor: Dennis Rea Copy Editor: Ed Casper (S&T Consulting) Publications Manager: Miracle Davis Test Manager: Eric Myers CD Build Specialist: Jenny Boe; Eric Wagoner Production Coordinator: Marlene Lambert (Online Training Solutions, Inc.); Susie Bayers (Online Training Solutions, Inc.) Manufacturing Manager: Bo Galford Manufacturing Support: Laura King General Manager: Robert Stewart Module 5: Promoting Your Web Site iii Instructor Notes This module teaches students the importance of promoting a Web site in order to attract user traffic. The module also shows students how to design their Web sites in such a way that they receive a high listing on search engines and in directories. The module describes how the SubmitIt! service from Microsoft ® bCentral ™ can help the students to fine-tune their Web sites and submit the sites to search engines and directories on the Web. After completing this module, students will be able to: ! Identify methods for ensuring a high listing for a Web site on search engines. ! Sign up for bCentral Traffic Builder. ! Submit an e-commerce Web site to multiple search engines and directories. ! Obtain reports on submitted sites. ! Verify submission of a Web site to search engines. Materials and Preparation This section provides the materials and preparation tasks that you need to teach this module. Required Materials To teach this module, you need the following materials: ! Microsoft PowerPoint ® file 1933A_05.ppt ! Module 5, “Promoting Your Web Site” ! Lab 5, “Using SubmitIt! to Submit Web Sites” Preparation Tasks To prepare for this module, you should: ! Read all of the materials for this module. ! Complete the lab. Presentation: 60 Minutes Lab: 30 Minutes iv Module 5: Promoting Your Web Site Module Strategy Use the following strategies to present this module: ! Making Your Web Site Accessible Explain the methods that enable a Web site to receive a high ranking by search engines and directories. Use the examples on the Mightyflight Toys Web site to highlight these points. ! Signing Up for Traffic Builder Explain to the students that Traffic Builder includes site-promotion services such as SubmitIt!, Banner Network, and ListBot. Demonstrate the sign-up process before proceeding to the following section on using SubmitIt!. ! Using SubmitIt! to Submit Your E-Commerce Web Site Discuss and demonstrate the procedures for using SubmitIt! To analyze the content of a Web page, submit the Web page, and verify the submission. Module 5: Promoting Your Web Site 1 Overview ! Making Your Web Site Accessible ! Signing Up for Traffic Builder ! Using SubmitIt! to Submit Your E-Commerce Web Site One of the main concerns for an online business is to get its Web site listed on the various search engines and directories on the Internet. Securing a listing on multiple search engines increases user traffic to the Web site, resulting in revenue. The SubmitIt! service from Microsoft ® bCentral ™ is an excellent tool for helping your e-commerce Web site to gain the benefit of visibility on search engines and directories. By using SubmitIt!, you can fine-tune your Web site to ensure a high ranking on search engines. After completing this module, you will be able to: ! Identify methods for ensuring a high ranking for your Web site on search engines. ! Sign up for bCentral Traffic Builder. ! Submit an e-commerce Web site to multiple search engines and directories. ! Obtain status reports on submitted sites. ! Verify submission of a Web site to search engines. Topic Objective To provide an overview of the module topics and objectives. Lead-in In this module, you will learn how to promote your e- commerce Web site by submitting it to search engines and directories on the Web, by using the SubmitIt! service from Microsoft bCentral. 2 Module 5: Promoting Your Web Site # ## # Making Your Web Site Accessible ! Getting Listed on Search Engines ! Selecting Web Pages for Submission Creating an e-commerce Web site does not automatically mean that the site will attract traffic. In an environment where e-commerce Web sites are being created by the thousands, it is necessary to plan a strategy for ensuring higher visibility for your own Web site. You need to follow an appropriate methodology to ensure that your site attracts the largest portion of your target audience. One strategy for promoting an e-commerce Web site is to advertise the site through media such as newspapers and television. A more direct approach is to announce your site by submitting it to various search engines and directories. This is especially important, because most users will find your site through these search engines and directories. The more your e-commerce Web site shows up in the search results of search engines, the better your chances are of attracting more traffic. Topic Objective To describe ways to promote an e-commerce Web site by using Microsoft bCentral. Lead-in Without promotion, even the best e-commerce Web site will not attract traffic. A Web site must be made highly visible in order to attract customers. Module 5: Promoting Your Web Site 3 Getting Listed on Search Engines ! Use descriptive <TITLE> tags ! Use descriptive <META> tags ! Place important text at the top ! Use <ALT> tags with graphics ! Include links to and from other sites ! Avoid spamming Submitting your e-commerce Web site to search engines increases its visibility to the target audience, and consequently attracts more traffic. However, it is not enough to merely secure listings for your Web site on search engines. A high ranking on the search engines is also important to ensure visibility. Before submitting your Web site to search engines, you need to consider several issues regarding the Web site title and text. You should use the following methods when designing and scripting your Web pages: ! Use descriptive <TITLE> tags. The <TITLE> tag contains the text that the browser displays on the title bar. Search engines refer to this <TITLE> tag first when they search a Web site. If the text in the <TITLE> tag describes the content of your Web page, it is easier for the user to understand what your Web site is about. Do not have <TITLE> tags on your Web pages that contain only the words “Home Page”, as this gives no indication of the nature of your site. ! Use descriptive <META> tags. Some search engines search the <META> tags on Web pages and list the text that they contain after the title of the Web site. For this reason, it is a good idea to include additional information about your Web site in <META> tags. The <META> tag should describe your main business activities and should relate to the content on that Web page. This helps your Web site to secure a higher rank in the search results of these search engines. Some search engines, such as Excite, do not check the <META> tags at all. For these search engines, you should try to make the first few paragraphs of your Web page as descriptive as possible. Also, descriptive and keyword <META> tags should not include the names of any of your competitor companies. Finally, you should be careful not to mention any other company’s name if it is possible that you will make money from it. Apart from violating trademark and copyright laws, doing this could be a legal liability for you. Topic Objective To discuss factors that will increase the chances of an e-commerce Web site being listed on search engines. Lead-in Search engines are the best way to attract customers to an e-commerce Web site. However, a few points need to be incorporated into a Web page to make it more accessible to users through search engines. 4 Module 5: Promoting Your Web Site ! Place important text at the top of the page. Search engines that search descriptive text look for keywords in the text at the top of the page. Therefore, the top portion of a Web page should contain descriptive text with keywords that indicate the nature and subject of the content. In the case of a site created in Site Manager, this is the highlight text of the page. ! Use <ALT> tags with graphics. Some search engines search for text contained in <ALT> tags while searching a site for keywords. The text within <ALT> tags can be associated with graphics files on a Web site to increase the chance of more keywords being listed by the search engine. This method also increases the ranking of your listings in the search results. In addition, if text browsers are used, search engines will look for the text within the <ALT> tag that is associated with the graphics files, and then display that text to the user. ! Include links to and from other sites. Some search engines rank sites based on the number of links the sites have to other sites. If you have links to many high-ranking sites on your Web site, your site may be considered a hub and may itself rank higher in search results. In addition, if many other sites link to your site, you may be considered an authority and receive a higher rank in search listings. You should not submit Web pages that have no links—or only links—on them. This can lead search engines such as AltaVista to reject your Web page. ! Avoid spamming. All search engines now discourage “spamming” by users while submitting Web pages for listing. In this context, spamming involves using too many keywords and repeating them excessively in the <META> tag in order to obtain a high ranking from a search engine. Although the first instance of spamming in a submission may simply disqualify that page from being accepted, repeated instances may also lead to legal proceedings against the offender. Let’s consider the Mightyflight Toys e-commerce Web site as an example of the preceding practices. Mightyflight Toys has a business-to-consumer site that retails toys such as toy cars, dolls, teddy bears, and so on. Before submitting its Web site to search engines, the company can implement many of the above points. The <TITLE> tag can include the following information: <TITLE> Mightyflight Toys:You Name It, We Got It </TITLE> The title is descriptive of the nature of the company and its products, and appears on the title bar of the browser as it loads the page. Delivery Tip You can use these examples along with the tips given above. Module 5: Promoting Your Web Site 5 The <META> tags can contain the following text to enhance the visibility of the Web site in search results: <META Name="Keywords" Content="Toys, toy cars, cars, soft toys, teddy bears, dolls, children"> <META Name="Description" Contents="We specialize in selling the highest quality toys at bargain prices."> In the text portion of the page, the information that is most relevant to the Web site’s target audience should be positioned at the top of the page. In the case of Mightyflight Toys, a brief summary of information about the company’s primary business, products, and achievements should be placed at the top of the page to give the site listing greater priority in a descriptive page text search. Similarly, the graphics files depicting the products sold by the company can be associated with the text contained in the <ALT> tags, as shown in the following code: <IMG SRC="/images/ToyUnivInc.gif" ALT="Mightyflight Toys: You Name It, We Got It."> The SubmitIt! site provides hints and tips on submitting a Web site to search engines. Tip 6 Module 5: Promoting Your Web Site Selecting Web Pages for Submission ! Depending on the search engine, you need to submit all of the pages, some of the pages, or no page from your Web site ! If you need to submit pages to a search engine: $ Submit all pages that contain product-related information $ Make sure that all submitted pages contain a link to the home page $ Include <TITLE> and <META> tags in all pages to be submitted Depending on the search engine to which you are submitting your site, you can submit all of the Web pages, selected Web pages, or none at all. For example, Lycos allows you to submit as many pages as you want, while WebCrawler lets you submit no more than 25 pages for listing. AltaVista requires you to submit only your home page—the search engine will then search all of the pages linked to your home page. Although directories retain only one listing per company, a search engine can accommodate multiple pages from a single Web site in its index. Multiple page listings allow you to submit all of the pages on your e-commerce site that may be relevant to your customers. For example, all of the Web pages on the Mightyflight Toys Web site offer information that a customer can use to purchase a product from the site. Therefore, it makes good business sense for Mightyflight Toys to submit to search engines its home page plus all of the Web pages that contain product information. This increases the site’s visibility to users who use search engines. You should keep the following points in mind when submitting Web pages from your e-commerce Web site to search engines: ! Submit your home page plus all of the pages that contain the main topics of your Web site. If your site contains different Web pages for different products or product categories, submit the Web pages for each product or product category. However, some search engines only require the home page of your Web site, and then search your entire site from there. ! All of the pages that you submit should contain links to the site’s home page and to each other. You should include a navigation bar on each of your Web pages that lists all of the main pages of your site. ! Include <TITLE> and <META> tags containing descriptive information on your Web pages to make them more accessible to search engines. Topic Objective To discuss the considerations for selecting Web pages for submission. Lead-in In addition to submitting your home page to search engines, you need to submit the Web pages that contain relevant information for site visitors. [...]... submit your Web site 3 Register your URL with the selected search engines and directories 10 Module 5: Promoting Your Web Site The SubmitIt! Master Form Topic Objective To describe some of the fields of the SubmitIt! Master Form Details to be entered in the SubmitIt! Master Form: ! Web site name ! Short description of the Web site ! Detailed description of the Web site ! Keywords ! Before you submit your. .. page Module 5: Promoting Your Web Site Exercise 2 Submitting the Web Site to Search Engines and Easy Directories In this exercise, you will submit your site to search engines and easy directories ! Submit the Web site to search engines and easy directories 1 On the Submit Center page, click the My Sites link to verify that your site URL has been added 2 In the Actions column next to the Web site URL,... Regular Web Site description This is a more detailed description of your e-commerce Web site This field provides the detailed information about your site to directories Therefore, it should contain all of the important keywords that are descriptive of the Web site The field can accommodate a maximum of 255 characters, including punctuation marks and blank spaces Module 5: Promoting Your Web Site 11... engines and directories to which you want to submit your Web site, and click Submit Note On completing the preceding step, you will be taken to the Submit Step 1 – Complete! page 19 20 Module 5: Promoting Your Web Site Exercise 3 Submitting the Web Site to Quick Directories In this exercise, you will submit your site to quick directories ! Submit the Web site to quick directories 1 On the Submit Step 1... this and submit your site for just an ordinary listing 7 Click Submit and Wait for Response 8 Click Record 9 Click My Sites 22 Module 5: Promoting Your Web Site Review Topic Objective To reinforce module objectives by reviewing key points ! Identify methods for ensuring a high ranking for your Web sites on search engines ! Sign up for bCentral Traffic Builder ! Submit an e-commerce Web site to multiple... Form 16 Module 5: Promoting Your Web Site Verifying a Submitted Web Site Topic Objective To list the steps involved in verifying the submission of a Web site to a search engine ! After submitting a site, you should verify that it is listed by search engines and directories ! Search engines and directories take six to eight weeks to list a site ! SubmitIt! can send you periodic reports about your site. .. ecommerce Web site to search engines and directories, you need to provide information about your site in the SubmitIt! Master Form Web site URL ! Lead-in Primary language of the Web site content Completing the SubmitIt! Master Form is the first step in submitting your ecommerce Web site to search engines and directories The Master Form requires you to provide information such as the Web site URL, descriptive... domain name> as the Web site URL 2 For the Web Site Title, type 3 For the Short Web site description, type A one-stop e-shop for toys 4 For the Regular Web site description, type Find the largest collection of toys on the Web 5 Type the keywords Toys, Games, Board games, Toy cars, Teddy bears, and Dolls 6 Select English as the language and click Continue 7 Type as the... information that needs to be entered in them: ! Web Site URL This is the site address of the Web page to be registered The URL should begin with http:// ! Web Site Name This is the name that is used to refer to the Web site The name is included in the tag in the HTML code of the Web page ! Short Web Site description This is a brief, one-line description of the Web site The description can include a maximum... submitting your e-commerce Web site to search engines and directories When your e-commerce Web site is ready to be posted online—including descriptive and tags and other search-enhancing features on your Web pages—you can submit the site to search engines and directories The SubmitIt! service from Microsoft bCentral is a Web announcement service that enables you to submit your Web site and . Robert Stewart Module 5: Promoting Your Web Site iii Instructor Notes This module teaches students the importance of promoting a Web site in order to. submission. Module 5: Promoting Your Web Site 1 Overview ! Making Your Web Site Accessible ! Signing Up for Traffic Builder ! Using SubmitIt! to Submit Your E-Commerce