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Internet Marketing Class Notes

(For the current month)

 

The following is a collection of notes that I made for myself during the class.  They are provided in the event they may be useful to other attendees. Copies of presentations made in class are available on the "Past Clinic Topics" page at the end of each class description.

 

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3/22/2004	Workshop on setting up pages in Frontpage and the distinction between directory structure and navigation structure. Use of "include pages" to incorporate "Specials" information on a retailing site that provides for convenient update of current "specials" information as it changes.
3/15/2004	This class was a workshop devoted to illustrating how to accomplish certain tasks in MS Frontpage and Outlook Express.
3/8/2004	Yahoo's PFI ("Pay For Inclusion") program is now charging $0.15 per click in addition to the $25 per page charge for getting into the listings to begin with. Jay recommends against paying for this service. Pay for a listing in the Yahoo Directory ($299 per year) and get a link from a "top page" in Yahoo's results for your keyword phrases for your pages and you will achieve the same result. Linking from your site to a "high value" educational (informative) site pertinent to your site content will count to your credit in search engine rankings. This is adding value for your readers! Page descriptions are a very low ranking variable in terms of search engine algorithms, but are important to drawing the attention of searchers to your site. Use a maximum of 200 characters for your descriptions. PFI still includes a "live editor review" by Yahoo, so you can pay and still not be included! Principle of site development: Write for your clients, modify for the search engines! Picking adequate stats packages for your site: Stats should be available for at least the last 12 months. The rules for linking to other sites should be considered to be "relaxed" somewhat now that Google rankings are not so dominant as they were over the last months. This is because Yahoo and MSN are not as strict in their evaluation of the relevancy of links to site content.
3/1/2004	Yahoo, which has just launched its own search engine results, will offer a free inclusion period, during which you may get your site included in the crawl at no charge. A listing in Yahoo guarantees that your site will be listed in Inktomi. It looks like it will be very difficult for new sites to be  sure of placement in Inktomi and MSN . Links are important to your site for a number of reasons (see notes). Internal linking within your site is also important to the search engines. The "Backward links" feature in the Google toolbar lists the links in the order of their importance  (page rank?) to Google, with the most important site first. Both Inktomi and MSN are seeing keywords in the url and taking them into consideration in their algorithms. "MSNbot" was launched on January 17, 2004.