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

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Presentation transcript:

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

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

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

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

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

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

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