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Webmasters 101 By Yuval Tochner Introduction Domain Registration Web Design Web Programming Web Hosting E-Commerce Search Engines PPC Search Engines Alexa Affiliate Networks Link / Traffic Exchange Bibliography Table Of Contents Introduction Introduction

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Webmasters 101 l.jpg

Webmasters 101

By Yuval Tochner

Webmasters 101 by Yuval Tochner


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Introduction

Domain Registration

Web Design

Web Programming

Web Hosting

E-Commerce

Search Engines

PPC Search Engines

Alexa

Affiliate Networks

Link / Traffic Exchange

Bibliography

Table Of Contents

Webmasters 101 by Yuval Tochner


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Introduction

Webmasters 101 by Yuval Tochner


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Introduction

  • The purpose of this lecture

    • Internet Snapshot – Webmasters Eyes

    • Going online

    • Getting Traffic

    • Webmasters Tools

    • Generating Revenue

    • Joining the Webmasters community

Webmasters 101 by Yuval Tochner


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Internet Statistics – Sites

  • Basic Internet Statistics:

  • 35 Million hostnames (www.yourdomain.something)

  • 16 Million active sites

  • 4 Million IP addresses

  • Lots of template sites, empty sites, redirections.

  • Survey done by HTTP querying of known hostnames. (Netcraft)

Webmasters 101 by Yuval Tochner


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Template Site Examples

Webmasters 101 by Yuval Tochner


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Template Site Example (cont)

Webmasters 101 by Yuval Tochner


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Parked Domain Example

Webmasters 101 by Yuval Tochner


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Internet Statistics - People

  • About 150 million people are active Internet users.

  • About 700 million have Internet access.

  • Users Languages: 1/3 English, 1/18 Japanese, 1/18 Chinese, 1/25 Germen… (NetCraft)

Webmasters 101 by Yuval Tochner


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Domain Registration

Webmasters 101 by Yuval Tochner


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Domain Registration

  • What is a domain ?

    • www.DomainName.X

    • Where X is a TLD (Top Level Domain) such as:

      • Generic: .com, .net, .org, .biz, .pro, .name, .info, ..

      • Country Code: .il, .uk, .jp, .de, …

      • New: In the future many others

  • Who’s in charge of TLD’s ??

    • Currently: ICANN - The Internet Corporationfor Assigned Names and Numbers

    • Past: Network Solutions (US Government Contractor)

Webmasters 101 by Yuval Tochner


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Domain Registration (Cont)

  • Why do I need a domain ?

    • IP alone – not a good idea !

    • Free sub-domain / user options.

      • www.sub.domain.com

      • www.domain.com/~user

    • Site branding (.com hype story)

  • What is a good / great domain ?

    • Easy to brand – Meaningful for site content

    • Easy to remember – avoid special characters, short.

    • Search engines friendly – long with keywords

    • Cyber Squatting / free traffic

Webmasters 101 by Yuval Tochner


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Finding a domain

  • Are any good domain names left ?

    • Yes and No

  • So how do I find a good domain ?

    • The WHOIS service – all Verisign (past Network Solutions) registrars.

      • Problem: Registrars using their own databases

    • The BetterWhois service– all ICANN registrars and Verisign.

    • Intelligent registration services

Webmasters 101 by Yuval Tochner


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Finding a good domain

  • See www.Register.com

Webmasters 101 by Yuval Tochner


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BillClinton.com WHOIS

Webmasters 101 by Yuval Tochner


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Finding a great domain (cont)

  • The “best” domains are usually taken and are offered for sale !!!

  • What makes a domain worth anything ??

  • See www.GreatDomains.com for such.

  • The truly great domains are very expensive.

Webmasters 101 by Yuval Tochner


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GreatDomains.com Sales

Webmasters 101 by Yuval Tochner


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Registering a domain

  • You can register a domain for a yearly fee of between $6.95 to $30 depending on the registrar and TLD.

  • Services offered:

    • Domain name parking

    • Free website

    • e-mail services

    • Auto renew

  • Use well known domain registrars:

    • Cheap and good: www.GoDaddy.com

    • Expensive and good: www.Register.com

Webmasters 101 by Yuval Tochner


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Web Design

Webmasters 101 by Yuval Tochner


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Web Design

  • Available options:

    • Build it yourself

      • Code it (Notepad, EditPlus, XEmacs…)

      • Use Tools (Adobe GoLive, FrontPage, Dreamweaver)

    • Build using pre-made components

      • Use site templates

      • Use pre-made content management systems

    • Have it made professionally (Not going to talk about this in a webmasters 101 lecture).

Webmasters 101 by Yuval Tochner


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Web Design – Build it yourself

  • Writing your own HTML’s manually

    • Fine for tiny – small sites.

    • Costly

    • Don’t unless you have very good reasons too

  • Using site building tools:

    • Build a web site quickly and professionally

    • Many optional pre built features, see FrontPage Extensions.

    • Most webmasters use these tools.

    • Unlike writing your own C++ code, writing your own HTML files does not give you better results.

Webmasters 101 by Yuval Tochner


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Web Design – Build it yourself Example

Webmasters 101 by Yuval Tochner


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Use pre-made components

  • Site Templates

    • Building a professional looking site requires talent and experience.

    • Graphic design and interface of site has huge importance:

      • Loading Speed

      • Look and feel effects visitors stickiness

      • Most visitors only visit the homepage and then leave

Webmasters 101 by Yuval Tochner


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Use pre-made components (cont)

  • Consider giving your site a professional look using 50-100$ templates.

  • See http://www.templatemonster.com/

Webmasters 101 by Yuval Tochner


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Use pre-made components (cont 2)

  • Use pre-made content management systems.

  • Just customize the look and feel, and have a professional content management site ready to go.

  • Available features: Content handling, FAQ, Surveys, Clubs, Stories, Site Statistics, Bulletin boards, Ads management, Search options, and much more.

Webmasters 101 by Yuval Tochner



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Use pre-made components (cont 3) – Example PHPNuke Used in Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Web Programming Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Client-Side Scripting Israel www.8200.org

Server-Side Scripting / Applications

Web Programming

Webmasters 101 by Yuval Tochner


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Web Programming – Client Side Israel www.8200.org

  • Overview: processing simple requests , maintaining state , GUI .

  • Why:

    • Fast (client side)

    • Cheap (less bandwidth, CPU power, cut down server load by 80% on complex applications ).

  • How

    • JavaScript – Netscape

    • VBScript - Internet Explorer (Micro$oft)

    • DHTML (HTML + CSS + JavaScript/VBScript)

  • Problems:

    • Netscape Vs Micro$oft

    • Quick jobs with little complexity

Webmasters 101 by Yuval Tochner


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Web Programming – Client Side (cont) Israel www.8200.org

  • Java Applets - Extremely powerful and portable.

  • Why :

    • Need Client Side power, unparallel by scripting languages.

  • Why Not:

    • Slow loading

    • Security restrictions by Java (Disk access / Server access).

    • Client side support.

    • Not very popular these days…

Webmasters 101 by Yuval Tochner


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Web Programming – Server Side Israel www.8200.org

  • Many different technologies: .NET, ASP, PHP, JSP, CGI (Perl, C / C++) ,

  • Each technology has its own advantages and disadvantages – they are not all competing.

  • ASP / PHP: Most popular server side scripting languages, great for most dynamic content websites.

  • .NET / JSP / Servlets: Application programming

  • CGI (Usually Perl): Forum processing

Webmasters 101 by Yuval Tochner


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Web Hosting Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Web Hosting Israel www.8200.org

  • Site complete, time to go live.

  • You need a web host and a web package.

  • More then 10,000 web hosts available on the web, each with many available packages.

  • Usually good idea to pick a host in the US, as more then 50% of surfers are from the US.

Webmasters 101 by Yuval Tochner


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Web Hosting Options Israel www.8200.org

  • Shared Hosting (Virtual Hosting) - Web hosting in which the service provider serves pages for multiple Web sites, each having its own Internet domain name, from a single Web server.

  • Virtual Server - a server (computer and various server programs) at someone else's location that is shared by multiple Web site owners so that each owner can use and administer it as though they had complete control of the server

  • Dedicated Server (Dedicated Hosting) - The rental and exclusive use of a computer that includes a Web server, related software, and connection to the Internet, housed in the Web hosting company's premises.

Webmasters 101 by Yuval Tochner


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Web Hosting - OS Israel www.8200.org

  • Choosing an OS (Standard options)

    • Windows 2000 Servers

      • Complete support for all popular Microsoft applications including .NET, MS Access, SQL 2000, Active Server Pages, MS Index Servers, FrontPage 2002

      • Rule of Thumb: choose Windows only if these technologies are needed.

    • UNIX / Linux Apache Servers

      • Suitable for meeting most Internet requirements, such as mailing, streaming, Web servers, and file serving.

      • Cost-effective choice - it uses hardware efficiently.

      • Huge number of free applications available on the Internet.

      • Rule of Thumb: choose Linux unless you have a very good reason not too.

Webmasters 101 by Yuval Tochner


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Web Hosting – OS (cont) Israel www.8200.org

  • Sun Solaris

    • Proven track record and is deployed in many large Fortune 500 corporations.

    • Mature platform and there are a large number of applications and development tools available.

    • Sun's capacity and stability make it ideal for high-traffic functions, such as database servers, high-traffic Web servers and mission-critical servers.

  • Free BSD

    • FreeBSD is a very stable open source operating system, and a good alternative to Linux.

    • Extremely well-integrated and tested system. It is inexpensive and there are a large number of free applications available.

    • Free BSD is ideal for Web servers and virtual hosting servers.

Webmasters 101 by Yuval Tochner


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Web Hosting – Features Israel www.8200.org

  • Basic Setting

    • Price

    • Setup Fee

    • OS

    • Disk Space

    • Bandwidth

    • Number of domains on account

Webmasters 101 by Yuval Tochner


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Web Hosting – Features (cont) Israel www.8200.org

  • Email Setting

    • Email Accounts (POP3, IMAP, Webmail)

    • Auto Responders

    • Vacation Messages

    • Mail Forwarding

    • Spam Filters

Webmasters 101 by Yuval Tochner


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Web Hosting – Features Israel www.8200.org(cont 2)

  • File Managements

    • FTP Accounts

    • SQL Support – mySQL / SQL 2000

    • Password Protected Directories

  • Technologies

    • CGI-BIN

    • Available Web Programming Technologies

Webmasters 101 by Yuval Tochner


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Web Hosting Example Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Web Hosting Example (cont) Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Web Hosting Example – Same Price, Different Features Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Web Hosting – Site Statistics Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Web Hosting – Site Statistics (cont) Israel www.8200.org

Webmasters 101 by Yuval Tochner


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Web Hosting – Site Statistics Israel www.8200.org(cont 2)

Webmasters 101 by Yuval Tochner


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Web Hosting – Site Statistics Israel www.8200.org(cont 3)

Webmasters 101 by Yuval Tochner


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Web Hosting – Site Statistics Israel www.8200.org(cont 4)

Webmasters 101 by Yuval Tochner


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Web Hosting – Site Statistics Israel www.8200.org(cont 5)

Webmasters 101 by Yuval Tochner


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Web Hosting – Site Statistics Israel www.8200.org(cont 6)

Webmasters 101 by Yuval Tochner


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E-Commerce Israel www.8200.org

Webmasters 101 by Yuval Tochner


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E-Commerce Israel www.8200.org

  • E-commerce (electronic commerce or EC) is the buying and selling of goods and services on the Internet, especially the World Wide Web.

  • E-commerce can be divided into:

    • E-tailing or "virtual storefronts" on Web sites with online catalogs, sometimes gathered into a "virtual mall"

    • The gathering and use of demographic data through Web contacts

    • Electronic Data Interchange (EDI), the business-to-business exchange of data

    • Business-to-business buying and selling

    • The security of business transactions (whatis.com)

Webmasters 101 by Yuval Tochner


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E-Commerce – Virtual Store Front Israel www.8200.org

  • Build it yourself – use previously listed webmasters skills.

  • Buy it prepared – Yahoo Shopping, Amazon zShops and MSN eshops.

    • Free traffic

    • Customers feel more secure  more sells (??)

    • Easy site building

Webmasters 101 by Yuval Tochner


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E-Commerce – Virtual Store Front (cont) Israel www.8200.org

  • Build it yourself:

    • Regular market oriented site

    • Accepting online payments:

      • Credit Cards

      • Digital Checks

      • PayPal (by eBay)

    • Accepting payments is easy to do anybody can – so watch out to whom you give your credit card number !!!

Webmasters 101 by Yuval Tochner


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E-Commerce – Accepting Credit Cards / Digital Checks Israel www.8200.org

  • Most common services:

    • Virtual TerminalAuthorize, process, and manage credit card transactions manually from any computer that has an Internet connection and a Web browser.

    • WebLinkAutomate credit card transactions directly from your Web site, without complex hardware or software systems.

Webmasters 101 by Yuval Tochner


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E-Commerce – Accepting Credit Cards / Digital Checks (cont)

  • Virtual TerminalTechnology:

    • Provide needed information in SSL form to Authorize.net. (CC number, personal details..)

    • Information encrypted with 40 – 128 bit SSL 3.0 and sent to Authorize.net host server.

    • The server sends the data through the authorization network to the appropriate card issuer's bank using a secure, proprietary connection. (3 Seconds)

    • Merchant receives an authorization number

    • Authorize.Net server stores the transaction

    • Transactions are automatically settled each day and are typically funded within two to three business days.

  • WebLink

    • Same as with virtual terminal only filled by the client.

Webmasters 101 by Yuval Tochner


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E-Commerce PayPal (cont)

  • An ebay company

  • 20 million members

  • 37,000 shops accepting PayPal

  • What is PayPal ?

    • Pay online using your email and PayPal account

    • Free to join

    • Easy for merchants to accept payments

    • Secure payment option for customers

Webmasters 101 by Yuval Tochner


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PayPal Homepage (cont)

Webmasters 101 by Yuval Tochner


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Search Engines (cont)

Webmasters 101 by Yuval Tochner


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Search Engines (cont)

  • Many general purpose search engines.

  • Many specialized search engines

  • Most of these are built on very few database providers:

    • Google.com (Yahoo.com)

    • Inktomi.com (MSN Search, HotBot, & iWon )

    • Overture.com

    • FastSearch.com (AllTheWeb.com, Lycos, ..)

    • Open Directory (dmoz.org)

Webmasters 101 by Yuval Tochner


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Search Engines – Stats 1 (cont)

  • Probably the best way to get free quality traffic.

  • Popularity according to audience reach is the percentage of US home and work internet users estimated to have searched on each site at least once during the month through a web browser or some other "online" means KEY: GG=Google, YH=Yahoo, MSN=MSN, AOL=AOL, AJ=Ask Jeeves,NS=Netscape, OVR=Overture (GoTo), IS=InfoSpace, AV=AltaVista,LY=Lycos, LS=LookSmart, ELINK=EarthLink.com

Webmasters 101 by Yuval Tochner


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Search Engines – Stats 2 (cont)

  • The next chart estimates the total time spent searching by the digital media audience at each site listed. It multiplies the number of visitors to each site by the average number of minutes each visitor is estimated to have spent at the site. The result shows the total number of hours spent by searchers at each site, for October 2002:

Webmasters 101 by Yuval Tochner


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Search Engines – Getting Listed (cont)

  • Submitting your URL to search engines is easy.

    • Submit manually

    • Use services / programs.

  • Submit your URL’s to all major search engines including: Google, AOL, Yahoo, Altavista, Netscape, dmoz.org (The easy way to get in),…

  • Submit your URL’s to all smaller search engines too. Especially ones related to your type of site.

Webmasters 101 by Yuval Tochner


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Search Engines – dmoz.org (cont)

Webmasters 101 by Yuval Tochner


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Become a dmoz Editor (cont)

Webmasters 101 by Yuval Tochner


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Search Engines – Content (cont)

  • Many Search Engine algorithms.

  • The single most important precondition for getting good Search Engines ranking is content.

    • Basic keyword / phrase search in content

    • More links from other to you (See Google’s algorithm)

  • You need to determine what are the important keywords for your site.

    • Sign up with Google’s AdWord for finding keyword statistics.

    • Use the statistics to determine the important keywords for all search engines.

  • Optimize your site according to general optimization guidelines and according to your content. (See next slide).

Webmasters 101 by Yuval Tochner


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Search Engines – Optimizations (cont)

  • Title Tag –

    • Used in search result, so make it readable

    • Lots of search engine ranking points for search terms in it

    • Up to 50 – 80 characters

    • Correlate with content

  • Meta Tags –

    • Description (up to 255 characters, accurate, start with keywords )

    • Keywords (up to 1024 characters)

    • Correlate with content

Webmasters 101 by Yuval Tochner


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Search Engines – Optimizations 2 (cont)

  • Using frames – add <noframes> html tags with links and content in them

  • Dynamic Links – Symbols ?, &, %, +, =, $, cgi-bin, .cgi in URL.

  • Flash – Crawler problems. (Links)

  • Image MAPS – Crawler problems.

  • JavaScript Links – Crawler problems.

Webmasters 101 by Yuval Tochner


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Pay Per Click Search Engines (cont)

Webmasters 101 by Yuval Tochner


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PPC Search Engines (cont)

  • Getting high ranks in search engines for good keywords is difficult, only top 50 search results get any significant traffic.

  • Buying “quality” traffic is much easier.

  • PPC Search engines provide “quality” traffic on the CPC (Cost Per Click) model.

  • You must known all your relevant keywords to get the maximum benefits.

  • You must also have an estimate of the percentages of “quality” traffic who chose to buy your product or service.

Webmasters 101 by Yuval Tochner


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PPC Search Engines (cont) (cont)

  • Some PPC’s embed paid advertisements in their results (goClick.com) (Classic PPC)

  • Some provide them in a separate section (Google.com)

  • Largest PPC’s :

    • Overture

      • Many small sites.

      • Many strong affiliates for top 3 bid positions: Yahoo, MSN, Altavista, Lycos, InfoSpace.

    • Google

      • Some small sites.

      • AOL, Netscape, CompuServe, AT&T, EarthLink, Sympatico

    • LookSmart

      • MSN, About, Altavista, InfoSpace, Time Warner.

Webmasters 101 by Yuval Tochner


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Google PPC (cont)

  • Google.com AdWords– Text Ads on side of search results.

    • Default minimum 0.05$ per click.

    • Minimum is set automatically per keyword demand and supply.

    • Position is set according to competing offered prices for keywords.

    • Use different Ads / Campaigns on different keywords.

      • Ads are selected randomly

      • Campaigns contain a few possible ads for selection.

    • CTR (click through rate) must be > 1

    • Limit on number of advertiser per keyword

    • Some special keyword have unlimited advertisers (Such as web hosting)

Webmasters 101 by Yuval Tochner


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Google’s PPC – Traffic Estimator (cont)

  • Use Google’s AdWords technologies for research into relevant keywords

Webmasters 101 by Yuval Tochner


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Google’s PPC – Traffic Estimator (cont) (cont)

Webmasters 101 by Yuval Tochner


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Alexa (cont)

Webmasters 101 by Yuval Tochner


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Alexa (cont)

  • Up since 1996 providing mostly site information.

  • Past Partners: Netscape, Microsoft,

  • Current: Amazon

  • Crawling the Internet, gathering site information.

  • 250 gigabytes of information per day

  • More then 100 Terabyte archive

Webmasters 101 by Yuval Tochner


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Alexa (cont) (cont)

  • Technologies:

    • Site stats:

      • Links to site

      • Page View - Page Views measures the number of pages viewed by Alexa Toolbar users

      • Reach - is typically expressed as the percentage of all Internet users who visit a given site

      • Traffic rank (Mean of page view rank and reach rank) in comparison to other web sites (10 million Alexa Toolbar users)

      • Make informed decisions about the website.

    • Related Links:

      • Use path of Alexa community

      • Clustering data mining – sites that are similar and relevant to one another

      • User suggestions

Webmasters 101 by Yuval Tochner


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Alexa Example (cont)

Webmasters 101 by Yuval Tochner


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Alexa Example 2 (cont)

Webmasters 101 by Yuval Tochner


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Affiliate Networks (cont)

Webmasters 101 by Yuval Tochner


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Affiliate Networks (cont)

  • Advertisers – want to advertise their website / product  want traffic

  • Publishers – want to have other advertise through them  want revenue

  • Affiliate Network Company – a good place to bring these two together

Webmasters 101 by Yuval Tochner


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Affiliate Networks (cont) (cont)

  • Advertisers usually start with a 100$ to 10000$ deposit with the network.

  • Publishers can join for free – if approved.

  • Publishers can approach advertisers or visa versa. (Depends on network).

  • Publishers paid by network not advertiser.

Webmasters 101 by Yuval Tochner


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Affiliate Networks – Program Types (cont)

  • Program Types:

    • CPC (Click)

    • CPM (Impressions)

    • Lead

    • Sale (Flat rate / Percentage)

    • Verified email

    • Pop-ups

    • Pop-under

Webmasters 101 by Yuval Tochner


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Affiliate Network Companies (cont)

  • Dozens of large affiliate networks

  • DoubleClick –

    • Since 1996

    • 60 Billion Ad views per month

    • Accept only high trafficked web sites

  • LinkShare –

    • Claim over 10 million affiliates

    • Lead (PPL) / Sale

  • FastClick

    • Banners / Pop-Unders / Avenues

  • Commission Junctions

Webmasters 101 by Yuval Tochner


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Don’t Think About Generating False Impressions (cont)

  • You are not the first to try

  • Israel has been band from many Affiliate networks…

  • If your advertisers are not making money, then you won’t either.

  • Affiliate Networks are constantly upgrading technologies…

Webmasters 101 by Yuval Tochner


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Affiliate Network Examples (cont)

Webmasters 101 by Yuval Tochner


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Affiliate Network Examples (cont)

Webmasters 101 by Yuval Tochner


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Link Exchange / Traffic Exchange (cont)

  • Hundreds of Link / Traffic Exchange ventures on the net.

  • Why exchange links ?

    • More ways to get to your site

    • Google’s algorithm

  • Why exchange traffic ?

    • Offering relevant services / products / content.

    • Make money from low quality traffic

  • Why own such a venture

    • Offer an exchange ratio which lets you advertise your real websites.

    • Charge for service

Webmasters 101 by Yuval Tochner


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Conclusions (cont)

  • Think of an Idea. (Do the research)

  • Buy a domain

  • Build a site

  • Find a good hosting company

  • Find an e-commerce solution provider

  • Go live with site

  • Use Search engines, PPC Search engines, Affiliate Networks.

  • Have an Internet Business.

Webmasters 101 by Yuval Tochner


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Bibliography (cont)

  • Personal knowledge and experience.

  • WhatIs.com – definitions

  • HostIndex.com – hosting information

  • NetCraft.com – Internet Statistics

  • iBoost.com – Small biz portal

  • Dozens of other web resources

Webmasters 101 by Yuval Tochner


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