Site Structure 2
Search Engine Optimization
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Objectives
After completing this assignment, students should be able to
- Define “web crawlers” and explain how they work
- Summarize the kinds of content that are not visible to most web crawlers
- Summarize how search engines evaluate web pages
- Define and explain the “internal factors” and “external factors” used to rank web pages
- Explain “the innovation that transformed web search in the late 1990s” (163)
- Define “SEO” and explain how it works
- Identify the “single most critical element in page SEO” (165) and explain why it is important
- Define “keyword spamming”
- Define and explain the two primary kinds of links
- Summarize the point made about phrases like “Click here” as hypertext links (167)
