Site Structure 2

Search Engine Optimization

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus ligula nulla, varius eu feugiat ac, tincidunt viverra enim. Nunc malesuada dapibus consectetur. Curabitur et odio nec leo venenatis sollicitudin vitae eget nibh. Mauris placerat, magna nec semper vehicula, orci erat faucibus ligula, ac egestas quam massa tempus sapien. Maecenas et mattis purus. Phasellus odio metus, sagittis ac egestas at, porta sit amet nulla. Donec sagittis blandit purus, id faucibus urna sodales sed. Praesent quis nisi ipsum. Sed ante diam, ultricies accumsan pharetra ut, lobortis non dolor. Morbi quis condimentum libero. Aenean non magna augue. Duis odio tortor, luctus vel vulputate eu, iaculis cursus est. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. In eu massa a ante gravida dapibus quis ut nulla. Nunc eu sem at enim malesuada semper. Sed consectetur mattis diam, sit amet varius odio facilisis sed. Praesent sit amet euismod elit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris neque massa, eleifend pulvinar ultricies tempus, dapibus vitae justo.

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)

Reading

  • Horton and Lynch, 159-71
  • Which of these two examples is more effective, and why?