DOCSLIB.ORG

WEBMYNE SYSTEMS Complete Internet Marketing & SEO Training Guide [2014]

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
WEBMYNE SYSTEMS Complete Internet Marketing & SEO Training Guide [2014] WEBMYNE SYSTEMS Complete Internet Marketing & SEO Training Guide [2014] SEO Training Guide - 2014 Webmyne, SEO Training Guide 0 TABLE OF CONTENTS Introduction to SEO # INTRODUCTION TO INTERNET MARKETING # SEARCH ENGINE BASICS # SEO REQUIREMENTS # Types of SEO # ON-PAGE SEO # OFF-PAGE SEO # Off-page SEO Overview # WHAT IS LINK BUILDING? # IMPORTANCE OF OFF-PAGE SEO OR LINK BUILDING # QUALITY LINK BUILDING/LINK DEVELOPMENT WAYS # Link Popularity in Practice # DIRECTORY SUBMISSION SOCIAL MEDIA OPTIMIZATION / BOOKMARKING ARTICLE SUBMISSION BLOG CREATION / SUBMISSION / MARKETING NEWS / PR / RELEASES FORUM POSTING CLASSIFIEDS COMMENTING (BLOGS / ARTICLES / FORUMS) LINK EXCHANGE EMAIL MARKETING BUSINESS DIRECTORY SUBMISSION GROUPS / COMMUNITY PROFILES CREATION SOCIAL NETWORKING RSS / ATOM / OPML / XML PINGING VIDEO SUBMISSION / PODCASTING / AUDIO SUBMISSION SOFTWARE SUBMISSION SLIDE SHARE / DOCUMENT / PDF SHARING On Page SEO Overview # KEYWORD RESEARCH # META TAGS AND TITLE OPTIMIZATION # CANONICAL TAG, META ROBOTS AND REL=NOFOLLOW TAGS # CONTENT OPTIMIZATION # URL OPTIMIZATION # IMPORTANCE OF ROBOTS.TXT AND HTACCESS # Webmyne, SEO Training Guide 1 Site Architecture # WHAT IS SITE ARCHITECTURE? # SEO FRIENDLY SITE STRUCTURE # Google Algorithms and Updates # WHAT ARE GOOGLE/SEARCH ENGINE ALGORITHMS? # EXPLAINING PANDA, PENGUIN AND HUMMINGBIRD UPDATES # Social Media Optimization & Social Networking # WHAT IS SOCIAL MEDIA OPTIMIZATION? # PARTICIPATING IN FACEBOOK, TWITTER, LINKEDIN, PINTEREST # EFFECTIVE SOCIAL MEDIA MARKETING TACTICS # Site Monitoring and Rank Checking # SITE ANALYSIS USING GOOGLE ANALYTICS # MONITORING THROUGH GOOGLE WEBMASTER TOOL # RANK CHECKING # Dynamic Site Optimization # SEO Friendly Design Structure # IMAGE OPTIMIZATION # DROP DOWN MENU (DYNAMIC MENUS) # SITE ACCESSIBILITY # JAVA SCRIPTS # CSS OPTIMIZATION # FRAME STRUCTURE # FLASH # HTML OVERVIEW [PRACTICAL] # EMAIL MARKETING # CREATING EMAIL MESSAGE # WORKING WITH MAILING LIST # RUNNING CAMPAIGN – TIPS, CTR KNOWLEDGE ETC. # PAY-PER-CLICK MARKETING # CREATING ADWORDS ACCOUNT # CREATING AND MANAGING CAMPAIGNS # RUNNING CAMPAIGN – CLICKS, AD OPTIMIZATION ETC. # Webmyne, SEO Training Guide 2 SEO Training Tutorial Introduction to SEO Introduction to Internet Marketing Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising like radio, television, newspapers and magazines. Specialized Areas of Internet Marketing: Internet marketing can also be broken down into more specialized areas such as Web marketing, email marketing and social media marketing: Web marketing: includes e-commerce Web sites, affiliate marketing Web sites, promotional or informative Web sites, online advertising on search engines, and organic search engine results via search engine optimization (SEO). Email marketing involves both advertising and promotional marketing efforts via e-mail messages to current and prospective Facebook customers. Social media marketing involves both advertising and marketing (including viral marketing) efforts via social networking sites like, Twitter, YouTube and Digg. Search Engine Basics: There are many different search engines available today the most famous of which is Google. Other examples include Bing from Microsoft and Yahoo. It is important that if you are promoting a website you make sure that each individual search engine is aware of your particular website. Search engines use automated software called robots, bots, spiders or crawlers to search through websites on the web and then indexes the results in giant databases. The search engines will also search for pages that have been updated and modified since the last time they were crawled by the search engines. A very basic search engine includes a number of processing phases: o Crawling: to discover the new or updated web pages on the internet o Indexing: to build an index [store the web page] to facilitate query processing o Query Processing: Extract the most relevant page based on user's query terms o Ranking: Order the result based on relevancy Webmyne, SEO Training Guide 3 Must Read: How Search Works - http://www.google.ca/intl/en/insidesearch/howsearchworks/thestory/ How Search Engine Works - http://java.dzone.com/articles/search-engine-basics Crawling: Crawler's job is to collect web pages on the internet, it is typically done by a farm of crawlers, who do the following: Start from a set of seed URLs, repeat following… Pick the URL that has the highest traversal priority. Download the page content from the URLs to the content repository (which can be a distributed file system, or DHT), as well as update the entry in the doc index Discover new URL links from the download pages. Add the link relationship into the link index and add these links to the traversal candidates Prioritize the traversal candidates Indexer: The Indexer's job is to build the inverted index for the query processor to serve the online search requests. First the indexer will build the "forward index" 1. The indexer will parse the documents from the content repository into a token stream. 2. Build up a "hit list" which describe each occurrence of the token within the document (e.g. position in the doc, font size, is it a title, anchor text ... etc.). 3. Apply various "filters" to the token stream (like stop word filters to remove words like "a", "the", or a stemming filter to normalize words "happy", "happily", "happier" into "happy") 4. Compute the term frequency within the document. From the forward index, the indexer will proceed to build a reverse index (typically through a Map/Reduce mechanism). The result will be keyed by word and stored in a DHT. Ranker: Ranker's job is to compute the rank of a document, based on how many in- links pointing to the document as well as the rank of the referrers (hence a recursive definition). Two popular ranking algorithms including the "Page Rank" and "HITs". Query Processor: When user input a search query (containing multiple words), the query will be treated as a "query document". Relevancy is computed and combined with the rank of the document and return an ordered list of result. There are many ways to compute the relevancy. We can consider only the documents that contains all the terms specified in the query. In this model, we search for each term (with the query) a list of document id and then do an intersection with them. If Webmyne, SEO Training Guide 4 we order the document list by the document id, the intersection can be computed pretty efficiently. Must Read: SE Operators - http://www.bruceclay.com/newsletter/1004/seoperators.html SEO Requirement: Top 3 SEO Requirement: To make your website focused to an international audience, there are three key elements that must be implemented in order for your efforts to be worthwhile. o Technical Search Requirements: First and foremost, getting your technical elements set up correctly is one of the most critical basics for a SEO campaign to be valuable and successful. Starting a SEO campaign is like building a sound foundation for a house: working from the ground up to test issues for crawling and indexation, creating accurate XML sitemaps, and correctly using Webmaster Tools to target a specific country are some of the first steps to creating an operational site for an international audience. Before moving on to making the frame of the house you must define the hierarchal structure of the site for internal linking purposes. These first steps for technical SEO will provide sound groundwork to move on to the next key elements of International SEO. o Inbound Links: Inbound links is a vital pillar to holding the roof for the International SEO requirements infrastructure. Creating a website that will not only produces results in country –specific searches but also coordinates with achieving results in a locally based campaign is tricky. A marketing plan for the site must include content creation that is not only useful to a local audience but is easily accessible and a valid peek of interest globally. Remember you aren’t just targeting a local audience anymore. Keep user experience and your target audience in check to identify higher quality links that are relevant to a user’s industry for better rankings and higher traffic. o Locally Relevant Content with Indicators: Lastly and most importantly is optimizing content. Placing a roof on the SEO infrastructure may be the most difficult part. Unlike normal sites when publishing a site targeted for an international audience the content needs to be translated to something a native speaker of that language can understand, which may not be an easy task. Need some tips? Try creating content that isn’t limited to just translation instead optimized after translation. Don’t go the easy route and just optimize in English. Make sure to look at popular keywords that are country-specific when optimizing content. Webmyne, SEO Training Guide 5 And, if at all possible having a native speaker correct your generated content always helps for review. Most of these handy –dandy key elements are also in conjunction with the best practices for SEO and by no means explains every aspect to International SEO. However, if you cater your SEO efforts to an international audience these may be truly helpful to get you on the right track. Types of SEO On Page SEO: On page SEO or search engine optimisation is making sure that your website is as search engine friendly as possible. If your website is not optimised then you have less chance of getting good results in the search engines, here is a quick guide towards good on page SEO: Keywords Research: Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the "right" keywords can make or break your website. Through the detective work of puzzling out your market's keyword demand, you not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.
Load more

Recommended publications
  • The Study of Open Source Cmss by CHETAN GOPILAL JAIN a Thesis
    The Study of Open Source CMSs By CHETAN GOPILAL JAIN A thesis submitted to the Graduate School-New Brunswick Rutgers, The State University of New Jersey in partial fulfillment of the requirements for the degree of Master of Science Graduate Program in Electrical and Computer Engineering written under the direction of Prof Deborah Silver and approved by ________________________ ________________________ ________________________ ________________________ New Brunswick, New Jersey May, 2010 2010 CHETAN GOPILAL JAIN ALL RIGHTS RESERVED ABSTRACT OF THE THESIS The Study of Open Source CMSs By CHETAN JAIN Thesis Director: Professor Deborah Silver In this thesis, we evaluate different open source content management systems (CMSs) and determine their appropriateness for scientific research laboratories’ website content management. We describe different CMSs and evaluate them based on the following criteria: ease of installation, usability, maintenance and updates, scalability, community strength and support, user roles and workflow, security, and Web 2.0 features. We then choose of these system, Drupal, and demonstrate its effectiveness for two different scientific websites, Bio-1 and Vizlab. Drupal allows integrating new features using community contributed modules and easy future up-gradation. Successful implementation of both projects using Drupal highlights the importance of Open Source CMSs. ii Acknowledgement I would like to thank my advisor, Prof. Deborah Silver, for her support and encouragement while writing this thesis.Also, I would like to thank my parents and family who provided me with a strong educational foundation and supported me in all my academic pursuits. I also acknowledge the help of VIZLAB at Rutgers. iii Table of Contents Abstract ……………………………………………………………………….………………….ii Acknowledgement …………………………………………………………...………………...
    [Show full text]
  • On-Page SEO Strategy Guide How to Optimise and Improve Your Content’S Ranking Table of Contents
    On-Page SEO Strategy Guide How To Optimise And Improve Your Content’s Ranking Table of Contents 01 / Introduction ............................................................................................................ 3 02 / History of SEO ........................................................................................................ 4 03 / How To Get Started With On-Page SEO .............................................................. 7 04 / Topic Clusters Site Architecture ............................................................................ 15 05 / Analyse Results ....................................................................................................... 22 06 / Conclusion .............................................................................................................. 23 ON-PAGE SEO STRATEGY GUIDE 2 01 / Introduction The last few years have been especially exciting in the SEO industry with a series of algorithm updates and search engine optimisation developments escalating in increased pace. Keeping up with all of these changes can be difficult, but proving return on investment can be even harder. The world of SEO is changing. This ebook provides you with a brief history of the SEO landscape, introduces strategies for on- and off-page SEO, and shares reporting tactics that will allow you to track your efforts and identify their return. ON-PAGE SEO STRATEGY GUIDE 3 02 / History of SEO Search engines are constantly improving the search experience and therefore SEO is in a nonstop transformation.
    [Show full text]
  • Anno Vii N. 23
    ANNO VII N. 23 PERIODICO DELLA FAITA FEDERCAMPING IN TOSCANA L’OPEN AIR «È UNA GARANZIA PER I TERRITORI» STAGIONE 2013, TURISMO IN CALO MA L’OPEN AIR TIENE SIPAC, IL SALONE UFFICIALE DELLA FAITA AD ASSISI LA Poste Italiane SPA - Sped. Abb. Postale DL 353/2003 (conv. INL. 27/02/2004, nª 46) ART.1 comma 1 DCB ROMA • comma 1 DCB ROMA ART.1 Aprile - Giugno 2013 INL. 27/02/2004, nª 46) 353/2003 (conv. Abb. Postale DL - Sped. Poste Italiane SPA BORSA DEL TURISMO DEI SITI UNESCO CAMPING MANAGEMENT :EDITORIALE Maurizio Vianello ono in circolazione dallo scorso mese, numerose buono. Invece per le imprese e per gli operatori, per ANNO VII N. 23 indagini e studi di previsione sull’andamento del- gli addetti ed i dipendenti qualcosa di buono bisogne- Sla prossima stagione turistica. I dati, com’era pre- rà pure che lo si immagini, ed anche piuttosto in fret- vedibile ed ampiamente atteso, non sono confortanti. ta. Perchè il turismo è uno di quei settori dove le im- Quel che preoccupa maggiormente è la contrazione prenditorialità nascono e si formano lentamente, ci del mercato interno: gli italiani che andranno in va- vogliono una o due generazioni per fare la fortuna di canza saranno sempre meno ed i loro soggiorni saran- una località o di un comprensorio, ma muoiono in no più brevi. Non che si possa sperare di meglio nel fretta e agonizzando compromettono il futuro in ma- sesto anno della crisi economica, ma almeno si può niera più che proporzionale. guardare all’incoming con un briciolo di ottimismo, al- Non voglio apparire cinico ma un turn over rapido è meno per ora.
    [Show full text]
  • Appximity: a Context-Aware Mobile Application Management Framework
    AppXimity: A Context-Aware Mobile Application Management Framework by Ernest E. Alexander Jr. Aaron B.Sc., Universiti Tenaga Nasional, 2011 A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of MASTER OF SCIENCE in the Department of Computer Science c Ernest E. Alexander Jr. Aaron, 2017 University of Victoria All rights reserved. This thesis may not be reproduced in whole or in part, by photocopying or other means, without the permission of the author. ii AppXimity: A Context-Aware Mobile Application Management Framework by Ernest E. Alexander Jr. Aaron B.Sc., Universiti Tenaga Nasional, 2011 Supervisory Committee Dr. Hausi A. M¨uller,Supervisor (Department of Computer Science) Dr. Issa Traor´e,Outside Member (Department of Electrical and Computer Engineering) iii Supervisory Committee Dr. Hausi A. M¨uller,Supervisor (Department of Computer Science) Dr. Issa Traor´e,Outside Member (Department of Electrical and Computer Engineering) ABSTRACT The Internet of Things is an emerging technology where everyday devices with sensing and actuating capabilities are connected to the Internet and seamlessly com- municate with other devices over the network. The proliferation of mobile devices enables access to unprecedented levels of rich information sources. Mobile app cre- ators can leverage this information to create personalized mobile applications. The amount of available mobile apps available for download will increase over time, and thus, accessing and managing apps can become cumbersome. This thesis presents AppXimity, a mobile-app-management that provides personalized app suggestions and recommendations by leveraging user preferences and contextual information to provide relevant apps in a given context. Suggested apps represent a subset of the installed apps that match nearby businesses or have been identified by AppXimity as apps of interest to the user, and recommended apps are those apps that are not installed on the user's device, but may be of interest to the user, in that location.
    [Show full text]
  • Programma Deepseo
    60 ore di corso e più di 200 lezioni ad oggi Contributi di SEO Italiani e Internazionali CORSO SEO ONLINE Corso sempre aggiornato! UN PERCORSO Gruppo di SEO SEMPRE discussione privato + AGGIORNATO! Laboratorio SEO IL CORSO SEO ADATTO A TUTTI! Ho ideato questo percorso dopo anni di riflessione e con il contributo dei migliori SEO Italiani e Internazionali! Prova i migliori Tool SEO gratis! Ti spiegherò i metodi e le tecniche che utilizzo ogni giorno nei progetti SEO miei e dei miei clienti e il tutto sarà arricchito da casi studio, aggiornamenti e contributi inediti! Qui trovi il video in cui ti spiego il programma del corso DEEPSEO Ti aspetto all’interno di #DEEPSEO www.deepseo.it Marco Info: [email protected] Il corso SEO per imparare un metodo da applicare a qualsiasi progetto online! Utile sia per chi inizia da 0 e vuole gestire in autonomia i suoi IL PRIMO PERCORSO progetti sia per professionisti SEO con tante lezioni ONLINE avanzate! AGGIORNATO I CONTRIBUTI DEI MIGLIORI SEO SEO DA TUTTO IL MONDO HANNO CONTRIBUITO PER RENDERE IL CORSO UNICO E INIMITABILE! Ecco alcuni dei contributi SEO che potrai vedere – IN LINGUA ITALIANA! • Agrawal Harsh: Come ho creato un blog da un milione di dollari! • Kyle Roof: SEO: come scalare le SERP grazie a un test di laboratorio! • Marco Maltraversi: Da 0 a 38.000 visite al mese con un nuovo sito • Alessandro Notarbartolo: Tabbid: un mio sogno diventato realtà. • Daine Gareth : Come creare un business da 100K al mese con l’Affiliate Marketing • Craig Campbell: 10k al mese con SEO e affiliazioni: ecco come ho fatto step by step • Isan Hydi: Google news tutto quello che devi sapere • Daniele Solinas : Local SEO una guida passo a passo per scoprire questo mondo.
    [Show full text]
  • Google's Major Algorithm Updates and How
    GOOGLE’S MAJOR ALGORITHM UPDATES AND HOW THEY AFFECT WEBSITE'S SEARCH PRIORITY Posted on May 26, 2016 by Andrew Teh Category: Online Marketing Tags: google, google algorithm, google updates, search engine optimization As a company that revolutionizes internet search mechanism by introducing the most sophisticated way of searching with its PageRank system, Google regards its search engine as its most essential asset. Updates to its search result ranking algorithm are periodically introduced, implemented and revised to make sure that its search engine ranks websites fair and square. Most of these updates are minor, but there are some major updates that significantly change the search engine’s behavior. The first major update is called Panda, which Google first introduced in 2011. About a year later, Google introduced Penguin, which further enhanced the search engine’s ingenuity in rewarding quality websites and punishing spammy websites with manipulative link profiles. The next major updates that follows, including Hummingbird, Pigeon and RankBrain, make Google even more context-friendly and more capable to provide users with more relevant search results. Google also released a special update called Mobilegeddon, which allows its search engine to give priority to mobile-friendly websites when users use their mobile devices for searching. For website owners, knowing the features introduced by new updates and their impact to their websites is crucial. Here you will learn about what you need to know about each of those major updates so that you and your websites can get prepared to deal with them. Panda Introduced on: Feb 24, 2011. Revision: Monthly. Purpose: Lower the rank of websites with poor content quality.
    [Show full text]
  • Exploring Search Engine Optimization (SEO) Techniques for Dynamic Websites
    Master Thesis Computer Science Thesis no: MCS-2011-10 March, 2011 __________________________________________________________________________ Exploring Search Engine Optimization (SEO) Techniques for Dynamic Websites Wasfa Kanwal School of Computing Blekinge Institute of Technology SE – 371 39 Karlskrona Sweden This thesis is submitted to the School of Computing at Blekinge Institute of Technology in partial fulfillment of the requirements for the degree of Master of Science in Computer Science. The thesis is equivalent to 20 weeks of full time studies. ___________________________________________________________________________________ Contact Information: Author: Wasfa Kanwal E-mail: [email protected] University advisor: Martin Boldt, PhD. School of Computing School of Computing Internet : www.bth.se/com Blekinge Institute of Technology Phone : +46 455 38 50 00 SE – 371 39 Karlskrona Fax : +46 455 38 50 57 Sweden ii ABSTRACT Context: With growing number of online businesses, Search Engine Optimization (SEO) has become vital to capitalize a business because SEO is key factor for marketing an online business. SEO is the process to optimize a website so that it ranks well on Search Engine Result Pages (SERPs). Dynamic websites are commonly used for e-commerce because they are easier to update and expand; however they are subjected to indexing related problems. Objectives: This research aims to examine and address dynamic websites indexing related issues. To achieve aims and objectives of this research I intend to explore dynamic websites indexing considerations, investigate SEO tools to carry SEO campaign in three major search engines (Google, Yahoo and Bing), experiment SEO techniques, and determine to what extent dynamic websites can be made search engine friendly on these major search engines.
    [Show full text]
  • Google Penguin Stories (Interviews)
    GOOGLE PENGUIN STORIES (INTERVIEWS) 1 GOOGLE PENGUIN STORIES (INTERVIEWS) Personal Experiences of Google Penguin Everybody who has been affected by Google Penguin has their own personal story. We interviewed many SEO professionals and internet marketers to find out what Google Penguin was really like for them. 2 Table of Content GOOGLE PENGUIN STORIES (INTERVIEWS) 1.1 Andy Edwards 4 1.2 Arda Mendeş 6 1.3 Ashley Turner 8 1.4 Barry Schwarz 11 1.5 Bartosz Góralewicz 13 1.6 Christiaan Bollen 15 1.7 Dave Naylor 17 1.8 Dawn Anderson 19 1.9 Debra Mastaler 21 1.9 Emir Dervisevic 24 1.10 Geir Ellefsen 26 1.11 Henry Silva 28 1.12 John Cooper 30 1.13 Julie Joyce 32 1.14 Kaspar Szymanski 34 1.15 Matthew Barby 36 1.16 Michael King 38 1.17 Mikkel deMib Svendsen 40 1.18 Natalie Wright 42 1.19 Neil Patel 44 1.20 Nichola Stott 46 1.21 Nick Garner 49 1.22 Paddy Moogan 52 1.23 Piperis Filippaios 54 1.24 Ramón Rautenstrauch 56 1.25 Rick Lomas 58 1.26 Roger Montti 61 1.27 Søren Riisager 65 1.28 Tom Black 67 CONCLUSION 69 3 1.1 Andy Edwards Andy is a professional affiliate marketer and has been in the online gam- bling sector since 2006. He has extensive knowledge of this sector along with gambling related SEO and has been an EGR power 50 affiliate for the past 3 years. He has a number of top affiliates sites and joined Link Re- search Tools to bring all his SEO for these sites in house.
    [Show full text]
  • Chapter 4 Working with Content
    C H A P T E R 4 ! ! ! Working with Content WordPress comes with several basic content types: posts, pages, links, and media files. In addition, you can create your own content types, which I’ll talk more about in Chapter 12. Posts and pages make up the heart of your site. You’ll probably add images, audio, video, or other documents like Office files to augment your posts and pages, and WordPress makes it easy to upload and link to these files. WordPress also includes a robust link manager, which you can use to maintain a blogroll or other link directory. WordPress automatically generates a number of different feeds to syndicate your content. I’ll talk about the four feed formats, the common feeds, and the hidden ones that even experienced WordPress users might not know about. Since WordPress is known for its exceptional blogging capabilities, I’ll talk about posts first, and then discuss how pages differ from posts—and how you can modify them to be more alike. Posts Collectively, posts make up the blog (or news) section of your site. Posts are generally listed according to date, but can also be tagged or filed into categories. At its most basic, a post consists of a title and some content. In addition, WordPress will add some required metadata to every post: an ID number, an author, a publication date, a category, the publication status, and a visibility setting. There are a number of other things that may be added to posts, but the aforementioned are the essentials.
    [Show full text]
  • Cached and Confused: Web Cache Deception in the Wild
    Cached and Confused: Web Cache Deception in the Wild Seyed Ali Mirheidari, University of Trento; Sajjad Arshad, Northeastern University; Kaan Onarlioglu, Akamai Technologies; Bruno Crispo, University of Trento, KU Leuven; Engin Kirda and William Robertson, Northeastern University https://www.usenix.org/conference/usenixsecurity20/presentation/mirheidari This paper is included in the Proceedings of the 29th USENIX Security Symposium. August 12–14, 2020 978-1-939133-17-5 Open access to the Proceedings of the 29th USENIX Security Symposium is sponsored by USENIX. Cached and Confused: Web Cache Deception in the Wild Seyed Ali Mirheidari Sajjad Arshad∗ Kaan Onarlioglu University of Trento Northeastern University Akamai Technologies Bruno Crispo Engin Kirda William Robertson University of Trento & Northeastern University Northeastern University KU Leuven Abstract In particular, Content Delivery Network (CDN) providers Web cache deception (WCD) is an attack proposed in 2017, heavily rely on effective web content caching at their edge where an attacker tricks a caching proxy into erroneously servers, which together comprise a massively-distributed In- storing private information transmitted over the Internet and ternet overlay network of caching reverse proxies. Popular subsequently gains unauthorized access to that cached data. CDN providers advertise accelerated content delivery and Due to the widespread use of web caches and, in particular, high availability via global coverage and deployments reach- the use of massive networks of caching proxies deployed ing hundreds of thousands of servers [5,15]. A recent scien- by content distribution network (CDN) providers as a critical tific measurement also estimates that more than 74% of the component of the Internet, WCD puts a substantial population Alexa Top 1K are served by CDN providers, indicating that of Internet users at risk.
    [Show full text]
  • Ouellette, the Google Shortcut to Trademark Law, 102 CALIF
    Preferred citation: Lisa Larrimore Ouellette, The Google Shortcut to Trademark Law, 102 CALIF. L. REV. (forthcoming 2014), available at http://ssrn.com/abstract=2195989. The Google Shortcut to Trademark Law Lisa Larrimore Ouellette* Trademark distinctiveness—the extent to which consumers view a mark as identifying a particular source—is the key factual issue in assessing whether a mark is protectable and what the scope of that protection should be. But distinctiveness is difficult to evaluate in practice: assessments of “inherent distinctiveness” are highly subjective, survey evidence is expensive and unreliable, and other measures of “acquired distinctiveness” such as advertising spending are poor proxies for consumer perceptions. But there is now a simpler way to determine whether consumers associate a word or phrase with a certain product: Google. Through a study of trademark cases and contemporaneous search results, I argue that Google can generally capture both prongs of the test for trademark distinctiveness: if a mark is strong—either inherently distinctive or commercially strong—then many top search results for that mark relate to the source it identifies. The extent of results overlap between searches for two different marks can also be relevant for assessing the likelihood of confusion of those marks. In the cases where Google and the court disagree, I argue that Google more accurately reflects how consumers view a given mark. Courts have generally given online search results little weight in offline trademark disputes. But the key factual questions in these cases depend on the wisdom of the crowds, making Google’s “algorithmic authority” highly probative. * Yale Law School Information Society Project, Postdoctoral Associate in Law and Thomson Reuters Fellow.
    [Show full text]
  • Transforming Google's Evolution Into Lead-Generating
    Transforming Google’s Evolution into Lead-Generating SEO. An RLC Media White Paper. Transforming Google’s Evolution into Lead-Generating SEO. It’s the verb that was once just a noun - “just Google it.” It’s the source for every search, every researched product, service, news, info, review, map, address, shopping, and price comparison. It’s the best way your business can place themselves directly in front of the people looking for your services, but it has also become like an over-stocked store. Require your consumer to sift through Google’s infinite layers of information and risk being entirely left out of the decision-making process altogether. If you want to be found, you need to create the right content, that shows up for the right key phrases, at the right time. Implementing a smart Search Engine Optimization (SEO) strategy is the way to make this happen. But you can’t cheat SEO or use loopholes. Gone are the days of madly backlinking and using volume-based techniques to rank quickly and consistently. And don’t even think about hiring an overseas company to manage it for you. Google will stay the path of rigorously defending the quality of its SERPs. For marketers, website designers and entrepreneurs, only one course of action remains. Either educate yourself on the new rules of SEO or watch as your competitors devour your market share. Building a site that meets all the criteria doesn’t happen overnight, but the long-term investment is worth it when considered with the many benefits. The Evolution of Google and SEO Strategy PANDA - FEBRUARY 2011 Google’s Panda algorithm update reduced rankings for what they deemed low-quality websites.
    [Show full text]