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Find Customer – Bind Customer Increasing Profitability Reducing Transaction Cost Prof. Dr. Tilo Hildebrandt Find Customer – Bind Customer Increasing Profitability Reducing Transaction Cost Prof. Dr. Tilo Hildebrandt

Selling Pyramid Buyer Shopping Cart to Buy: 25% 3 Near Buyer 12 Shop Visitor Selling Pyramid Buyer Shopping Cart to Buy: 25% 3 Near Buyer 12 Shop Visitor to Cart: 40% Visitor to Shop: 30% 30 Site Visitor Prof. Dr. Tilo Hildebrandt 100

Marketing Pyramid Partner Buyer Member Surfer Prof. Dr. Tilo Hildebrandt After Sales CRM Usability Marketing Pyramid Partner Buyer Member Surfer Prof. Dr. Tilo Hildebrandt After Sales CRM Usability Community Marketing Internet Marketing

Janus Strategy Website optimized for Visitors (Usability) Website optimized for Robots (Findability) Prof. Dr. Janus Strategy Website optimized for Visitors (Usability) Website optimized for Robots (Findability) Prof. Dr. Tilo Hildebrandt

Janus Strategy Relevance Website Source Code Usability Findability I-Surfer I-Robot Prof. Dr. Tilo Hildebrandt Janus Strategy Relevance Website Source Code Usability Findability I-Surfer I-Robot Prof. Dr. Tilo Hildebrandt

Structure of a Search Engine Query Data Collection Results Analysing Query WWW URL {Textstrings, Structure of a Search Engine Query Data Collection Results Analysing Query WWW URL {Textstrings, . . . } Sequenz Robot(s) Indexer, Parser URL List Inverse Index Database URL {Keyword 1, 2, . . . } Database Keyword {URL 1, 2, . . . } Offpage Analysis Hyperlinks Onpage Analysis New URL Entries (in Anlehnung an A. Arasu et al. „Searching the Web“, ACM Transactions on Internet Technology, Vol. 1/1, August 2001, S. 4)

Findability Cookbook + Do‘s - Dont‘s - Catalog Entries - Doorway-Pages - Link Baiting Findability Cookbook + Do‘s - Dont‘s - Catalog Entries - Doorway-Pages - Link Baiting - Cloaking - Meta Tags - Keyword-Stuffing - Static Webpages - Hidden Content - Content is King - Link-Farm Prof. Dr. Tilo Hildebrandt