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

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Presentation on theme: "Prof. Dr. Tilo Hildebrandt Find Customer – Bind Customer Increasing Profitability Reducing Transaction Cost."— Presentation transcript:

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

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

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

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

5 Prof. Dr. Tilo Hildebrandt Janus Strategy FindabilityUsability Relevance I-RobotI-Surfer Source Code Website

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

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


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