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Morris County Library Presentation of September 9th, 2004 1) From FrontPage, upon opening a new web page. <html> <head> <meta name="GENERATOR" content="Microsoft FrontPage 5.0"> <meta name="ProgId" content="FrontPage.Editor.Document"> <meta http-equiv="Content-Type" content="text/html; charset=windows-1252"> <title>New Page 1</title> </head> <body> </body> </html> The rough nesting of this website was done in Microsoft FrontPage, foreign fonts were done in Notepad, and then the HTML was tweaked manually. Here are some things you must add by hand, if you want them: 2) A look at added meta tags: Title, Keywords and Descriptions <html> <HEAD> <META NAME="Robots" CONTENT="index,follow"> <title>Japan market - InterMarket Directions</title> <META NAME="keywords" CONTENT="Japanese, internationalization project managment, bi-lingual marketing, translation, interpretation, localization, Japan, Japanese, software, unicode, CJKT, controlled English"> <META NAME="description" CONTENT="Internationalization Project Management, specializing in English, controlled English and Japanese, with expertise in US-Japan marketing and localization, and programming familiarity with Unicode and UTF issues in New Jersey."> <META http-equiv=Content-Type content="text/html; charset=windows-1252"> </HEAD> <body> </body> </html> 3) Localization, universality of Roman alphabet HTML <html> <head> <TITLE> Internationalization Translation InterMarket Directions Japan</TITLE> <meta name="description" content=" "> <meta name="keywords" content=" Internationalization Translation> <meta http-equiv="Content-Type" content="text/html; charset=x-sjis"> </head> <body> </body> </html> Images/graphics: This can be text, as above, or a graphic file: 4) Adding an image or graphic file. <html> <head> <meta name="GENERATOR" content="Microsoft FrontPage 5.0"> <meta name="ProgId" content="FrontPage.Editor.Document"> <meta http-equiv="Content-Type" content="text/html; charset=windows-1252"> <title>New Page 1</title> </head> <body> <img src="http://www.intermarketdirections.com/JapanIMD.jpg" alt="Japanese 'InterMarket Directions' by Kriegman" width="289" height="27"> </body> </html> Most editors allow you to add tables automatically. You can then create “nested” tables by merging and splitting cells in the WYSIWYG view: 5) Adding a table. <html> <head> <meta name="GENERATOR" content="Microsoft FrontPage 5.0"> <meta name="ProgId" content="FrontPage.Editor.Document"> <meta http-equiv="Content-Type" content="text/html; charset=windows-1252"> <title>New Page 1</title> </head> <body> <table border="1" cellpadding="0" cellspacing="0" style="border-collapse: collapse" bordercolor="#111111" width="100%" id="AutoNumber1"> <tr> <td width="16%"> </td> <td width="16%"> </td> <td width="17%"> </td> <td width="17%"> </td> <td width="17%"> </td> <td width="17%"> </td> </tr> <tr> <td width="16%"> </td> <td width="16%"> </td> <td width="17%"> </td> <td width="17%"> </td> <td width="17%"> </td> <td width="17%"> </td> </tr> </table> </body> </html> Several friendly rules: * Cutting & Pasting Links * Footers (especially with complex pages) * Sitemap * Checking your code with an HTML validator: Http://www.w3c.org >Close tags >Check for redundancy in your tags >Check for typographical errors * A way Home WHY SEARCH OPTIMIZATION WORKS Marketing and Sales Support Happens from Under the Hood: What you don’t see is how you get seen. * Site promotion/search engine marketing is strategic marketing * Optimization tools include much more than just search engine registration; they should include keyword and hook word positioning throughout coding * Improved website architecture and navigation encourages visitors to read more * PDF, "frames," and Flash pages require special techniques * Link popularity or "off-page" SEO, builds strategic alliances that improve search rankings The Rules of Good Customer Relations Still Apply on the Internet: Don’t make them work to work with you. * Don’t make prospects wait to get compelling information * Make things easy to find: lists are kinder than clicks or search engines * Make your graphics easier on the eyes * Easy navigational structure will get them in contact with you more quickly * Use your text to sell and market; product specifications can come later One-Stop Shopping = Easy Communication + Long-Term Benefits: Outsourcing to foreign shores: cheap; Real understanding: priceless. * Face-to-face contact is still the best way to work together * Technologies like web and email only succeed with seasoned business experience * Reach new markets with versions of your website in Spanish, German, Japanese and other languages * Email marketing and What’s New Page updates create new opportunities to reach prospects and existing clients * Order related services like web re-design, brochure design, press releases, and hosting arrangements Mitsubishi Windpower: A case study with mixed results. a) b) A comparison of the strengths of various sources of web-site promotion: *** excel o x strong competent weak SEO specialists Design Strategy Design Systems Cost CRM ROI o o o o *** *** - *** x o x x x *** o x x o o x x x x x *** x x IT specialists Advertising *** Agencies Individuals x Points to remember: • • • History has determined who the “players” are until now. The tasks are technical, the strategy is marketing, and both need to happen at the time of designing. Ethical SEO is low-tech, and allows individuals to participate. What is success? Why aren’t there guarantees? Points to consider (or not) : • Guarantees. • An SEO company’s own ranking. • What are “competitive terms.” • “off-page” optimization. • A new kind of SPAM.
