Introduction to Multimedia
Instructors:
Mohamed MAGANGA

1.
 Moving your website to the server
 Helping people find your website
 Search Engines
 Subject Directories
 How do search engines find your webpage?
 Some cool Google stuff
 Website Statistics
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Some more Internet history
How to do assignment 3  I will give a demo

(not on your notes)
1.
2.
Identify what your links will be: draw a tree diagram(go back to lecture notes)
Start a New Site  Site Management and call it assign3
3.
Create the first page: Use tables and identify links along top or to the side (and call it index.html)
4.
Add your banner and your buttons: will have to create those in Photoshop
5.
To create the rest of the wepbages, you can use your
“index.html” file as the basis or resave the “index.html” page as “generalpage.html” and keep using it to replace the content. Using File Save As..

6.
Create each webpage as you go and add the content. (open the generic page “generalpage.html” and Save it immediately under the new filename ie. samplestories.html , resources.html)
7.
Copy the content provided and paste it into the right pages
8.
Go through checklist and add each criteria requested where it suits best on each page.
9.
TIPS: Make sure:
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Filenames are _______________
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_____________ for each webpage
Text font size – balance with page – not huge!!
Create an “images” folder and place all your images from there
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Hotspots means ____________________
_________________ throughout your website
External links --- ________________
Bookmarks – anchors – __________________

• Publishing a website
• Search Engines vs. Directories
• Ranking Algorithms
• Promoting your website
• Statistics

Once you have created a website on your hard drive you need to get it up on to the Web. This is called “____________“ or “ ___________” or
“____________”
Stages of creating a Website
•Make it Internet
Ready
•Available for everyone to see


transferring the web page file(s) to the web server
Use FTP software
(File Transfer Protocol)
An __________________that allows you to upload and download files with other computers on the Internet
Important: NOT all FTP software can connect to a web server (security, firewalls,etc)
Stages of creating a Website
Added Features:
 Via FTP software can delete, rename, move,and copy files on a server .
ANY FILE
MANAGEMENT
OPERATIONS

Internet Provider host
Downloading: process of receiving a program, document or file via a network from another computer
Remote Site (server)  Local Computer
Uploading: Local computer  Remote site (server )

Find out which FTP clients are compatible with their web server
Other FTP applications:
1.
Secure Shell
2.
Filezilla
3.
Cutepdf
4.
Mac-based: Fugu
FileZilla

Need 4 pieces of information from web host:
1.
___________________
• check for the proper address provided by your Web site's Host
• panther.uwo.ca
• joe@execulink.com
• ftp.tripod.com
• ftp.hometown.aol.com
2.
_________________
3.
_________________
4.
_________________

Similar steps with other
FTP software
Once you have this information, you can use it to upload your Web pages and images to the Web site .
1.
2.
3.
4.
5.
6.
7.
8.
9.
Connect to the Internet if not connected all the time.
Open up an FTP program
Some good ones are WS-FTP for PC and Fetch for the Mac
Put in the host name of your Web site
Put in your username
Put in your password
Connect to the site
Find the appropriate folder on the local machine (from folder) and the appropriate folder on the web server (to folder)
Move the files from the local machine to the web server
Start IE or Firefox and check that the transfer worked correctly. ALWAYS CHECK!!

Marketing
Marketing

Marketing

Marketing
Include the website address:
1.
Part of your 'signature' on all out-going e-mail.
2.
On all printed materials
Browser Searches :
Try to make your website be in the “first ten listed”
HOW??
3.
Website address is included on all advertisements.

 Use of a program that searches the internet for topics or keywords
 Points you to the sites
Question: There are two basic types of searches you can perform on the world wide web, what are they?
____________ vs ____________

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Google! and its advanced search option
All the Web: (formerly FAST Search) and its advanced search option
AltaVista, its advanced search, and its text-only search (formerly
Raging Search) options
AOL Search
Ask Jeeves
Search.com
Starting Point
HotBot and its advanced search option iWon and its advanced search option
Lycos and its advanced search option
MSN Search and its advanced search option
Netscape Search
Overture (paid listings)
Teoma

 Yahoo!
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 www.yahoo.com
http://dir.yahoo.com/ http://search.yahoo.com
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About.com (formerly The Mining Company) aeiwi
Britannica.com
Galaxy
Open Directory project (dmoz.org)
Qango
SearchKing
SunSteam
WWW Virtual Library
Your Personal Net

http://www.searchengineshowdown.com/reviews/
Search Engine
Google, Alta Vista, Hotbot
Subject Directories
Yahoo, About.com, AOL ,
Open Directory
 A program that enables the user to search Internet sites
SAME THING  A program that enables the user to search
Internet sites
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User _______________ – list of websites is returned
Returns a list of the websites where the keywords were found (best /most appropriate match )
 User
__________________ and follows one category, subcategory .. until you reach the website
85% of people find sites thru Search engines

 Uses software called
________________, _______________
 Gathers information: goes from web page to web page via links, looking at all the words on the page, building an index (database):
 Index contains list of :
 alphabetical list of words it finds
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 where within the page the word was the links (URL to the page) where it found the words (keywords)
 Search engines searches the database of information
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____________ submits website to Subject Directory
__________ review web pages and if decide if “worthy” rank them, organize them into categorized lists organized by subject/topic

Google, Alta Vista,, Lycos,
Hotbot
Yahoo, Open Directory, AOL
About.com
or
Internet search engine which
_____________________________
• _____________________________
• ______________________________ www.metacrawler.com

http://www.marketingcharts.com/wp/wp-content/uploads/2008/06/nielsen-top-
10-search-engines-share-of-searches-april-2008.jpg

STEP 1: Gathers the information
• Crawl and index the billions of pages of the World Wide
Web. This job is performed by ____________,
_________________ which connects to web servers around the world to fetch documents.
• The spider collects information for the database (index)

STEP 2: Build an database (index)
Each website is given an “id number” or index number
3
4
5
Index Number
1
2
Website found on http://www.antartic.org/index.html
http://www.worldaidforafrica.org/info.html
http://www.worldwiderefuge.org/animals.html
http://www.csd.uwo.ca/~lreid/resume.html
http://www.AnimalsRUs.com
Database (index) might look something like this: keyword Index: Page and position within page aardvark 3 (body, 2 nd word, 8 th word) 5(body, 12 th word) africa 2 (title) 7 (… anteater 2 (title, body 1 st word) 3 (…
20
19
5
27
7
30

How does the search engine decide which pages to return to the searcher?
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Uses index database to decide which pages have the given keywords
Every engine uses slightly different algorithms to decide the order of displaying the returned pages
Google uses the
_____________ algorithm as
ONE of the factors to decide what order to present the pages it found to you.
Algorithm gives a weight to each
________________ from the keyword search
- Weight between 0 and 1
- The higher the weight the more likely it is that this page will be displayed first to you.

PageRank evaluates two things:
• ___________________________
•More links to it  more Important
 First, assume we only have 4 pages, Page A, Page B,
Page C and Page D on the Internet to simplify this.
 Each page is given a weight of 0.25 (1 divided by 4)
 Scenario 1:
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Pages B, C, and D all have a link to Page A . (Thus page A must be very useful because everyone is pointing at it).
Then pages B, C and D are each giving their 0.25 rank to A,
So A gets a ranking of 0.75 (.25 + .25 +.25)
A
Weight= .75
B
Weight=0
D
Weight=0
C
Weight=0

 Scenario 2:
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Page B links to A and C (0.25 divided between 2 pages) = .125
Page C just links to A (all of 0.25 goes to A) = .25
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Page D links to A, B and C (0.25 divide between 3 pages) = .083
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The Weight of A is now:
0.25/2 (Bs ranking ) + 0.25 (Cs ranking) + 0.25/3 (Ds ranking)
0.125 +0.25 + 0.083 = 0.458
A Weight= B &C &D
= 0.458
A
Weight= .458
B
.083
B Weight= D’s Ranking
= 0 .083
D
Weight=0
C
.208
C Weight= B &D
= .125 + .083
= 0.208

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 Since pages with lots of other pages that point at them get the highest weight
 “CLEVER” people have tried making up lots of fake websites that all point to their website, thus boosting their ranking
 If Google catches you doing this, they take you OUT OF THE INDEX/DATABASE!

SEO – Search Engine Optimization
How can I improve the
Ranking of a website in a search engine?
In other words:
How do I get my page higher up on the results page that
Google returns?
you should look at when you are trying to make your site more visible are:
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SEO – Search Engine Optimization
STEP 1: IDENTIFY THE CRUCIAL
KEYWORDS
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Users will type a set of words or
phrases into the a search engine box to find what they want
Know what they are
SEO:
Weight of Webpage also attributed to placement of keywords
 STEP 2: PUT KEYWORDS IN
BEST LOCATIONS
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_____________________
_____________________
(the text you can cut from a page and paste into Notepad)
_____________________
_____________________
Not as important to search engines (but sometimes still considered) are:
- Meta tag
- Alternative text
Text in the domain names
Text in file names

• Title-Tag is considered the MOST important text by all search engines
• Title tag is what is shown as the link for all returned results
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Title tag is text shown when people bookmark your site

SEO – Search Engine Optimization
 keywords found __________________ make the page more relevant and thus give those pages a higher ranking (Keyword Prominence)
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Keyword ___________ also gives a higher ranking
Question: What do you think keyword density is?

SEO – Search Engine Optimization
 Text in and around links is used by search engines, for example:
 Instead of this
<a href= http://www.yarnsandwools.com
>
Learn more</a>
 Do this:
<a href= http://www.yarnsandwools.com
>
Learn more about our wools and yarns</a>
 Or this:
Learn more about our <a href= http://www.yarnsandwools.com
> wools and yarns</a>

SEO – Search Engine Optimization
 Make sure that your links are easy to navigate
No broken links
otherwise web spiders can’t search through your content easily and index ALL your content.
 NOTE: It is hard for spiders to crawl through:
 Image maps
 JavaScript
 Database Driven Web Pages (ones with ?, &, etc in the
URL that are created, CGI pages can be problematic)
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Links in Flash documents
Poorly written html (don’t use MS Word, etc to write the html tags!)

SEO – Search Engine Optimization
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 ___________: Getting many links to your site
 ___________: Popular websites that link to you
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 Measures how:
 How many times your site is clicked on
 How often a user returns to your site
 How long a user stays at your site
 Question : click through popularity is not used by some search engines to give a weight to a page, WHY?

 Get sites that score highly on search engines to link to your site
 ________________________ ie. Yahoo directory.
Yahoo has a strong weighting!
 Check your ______________ web pages
Try to figure out why their site is ranked higher than yours.
 For example:
 Go to http://www.google.ca
 Search for Horseback Riding London Ontario
 Suppose I work for Circle R Ranch, why did my site not show up first?

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With countless millions of pages on the World Wide
Web it may take 2- 6 weeks for new sites or pages to get indexed in the database.
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Why are statistics important?
 Are you getting the traffic? a.
b.
c.
 Analyze your stats from your IPS provider or from companies on line
Are you getting the hits?
Where Do Your
Website Statistics
Come From?
Track the effectiveness of a marketing/advertising campaign
Determine where to fine tune your website content
Determine the effectiveness of your website navigation
• ______________ keep logs of all visitor activity
• May be part of service or extra cost

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 http://my7.statcounter.com/project/standard/stats.php?project_i
d=2368090
Entry page (page that user enters your site)
Exit page (the last page before leaving your site)
Here is a real report:
 Total Hits: 3,357
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Total Files: 1,441
Total Pages: 413
Total Visits: 337
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Hits: Each file (includes html file, graphic files ) sent to a client
Pages : A webpage
Question: Which will always be bigger: hits or pages

# of users to your site
# of distinct html files or pages looked at
# of files sent to a user after a page request
(includes graphic files)

http://www.uwo.ca/its/web.html
Usage Statistics on Western Search
Engine
• Top query terms
• Top queries with no results
• Top queries with no clickthroughs
• Top Requested Documents
• Usage summary
http://www.uwo.ca/its/web.html
Usage Statistics on Western
Corporate Web Site
• Full details for current month
(large!)
• Top Ten
• Usage by Hour
• Usage by Day
• Usage by Week
• Usage by Month
• Usage by Country/Domain
• Check your stats
• Stats for other servers
• Glossary

1990:
The first tool for searching the Internet, was called
______________ (short for “archives”)
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The original implementation was written in 1990 by Alan
Emtage , Bill Heelan, and Peter J. Deutsch, then students at
McGill University in Montreal .
Designed to index FTP archives, allowing people to find specific files.
 the world's first _________________ and the start of a line which leads directly to today's Altavista , Yahoo!
, and Google .
 It downloaded directory listings of all files located on public anonymous FTP servers ; creating a
__________________ of filenames.

1991:
"Gopher" was created late spring
 by Mark McCahill , Farhad Anklesaria,
Paul Lindner, Dan Torrey
, and Bob Alberti of the University of ________________
 Gopher is a distributed document (shared by computers) search and retrieval network protocol designed for the Internet.
 Its goal was similar to that of the World
Wide Web, but now been become obselete
 http://www.search-marketing.info/search-engine-history/#www

1991:
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________________ is developed at CERN
______________ (Geneva, Switzerland)
 Problem: Data was difficult to access and exchange due to differing encoding formats and networking schemes.
 He works from several criteria: o the system must be flexible, compatible with numerous languages and operating systems; o the system must be capable of recording random links between objects; o entering and correcting information is easily performed.

1995: APRIL
______________
______
• Started in April 1994
• management team:
• Tim Koogle, a veteran of Motorola
• alumnus of the Stanford engineering department as chief executive officer
• Jeffrey Mallett, founder of Novell's WordPerfect consumer division, as chief operating officer
Started as a Search Engine and Web Directory
Add things like Yahoo! Games and Yahoo! Messenger

1998: SEPT
______________
__________
• brought to life in September 1998
Based on the idea that “analyzed the relationships between websites would produce better ranking of results than existing techniques, which ranked results according to the number of times the search term appeared on a page” (www.wikipedia.org)

Some more facts from www.wikipedia.org
 Their search engine was originally nicknamed "BackRub" because the system checked backlinks to estimate the importance of a site.
 Both Brin and Page were against using advertising pop-ups in a search engine, or an "advertising funded search engines" model, and they wrote a research paper in 1998 on the topic while still students. However, they soon changed their minds and early on allowed simple text ads.
 99% of Google's revenue is derived from its advertising programs.
[64] For the 2006 fiscal year, the company reported
$10.492 billion in total advertising revenues and only $112 million in licensing and other revenues.
[65]
 Fortune Magazine placed Google at the top of its list of the hundred best places to work