WWW/Internet - Portal do Software Público Brasileiro

ISBN: 978-972-8939-25-0 © 2010 IADIStechnology can be a barrier for search engine spiders. In such cases challenge is then to change the sourcecode to make the site more discoverable (Walter 2008).. The optimization of the source code is usuallydifficult to understand by a website owner or manager who is not an IT professional. One way to check if asite structure does not oppose any barriers to search engines is by disabling the JavaScript and CSS functionsto see if all content is still available. When designing or optimizing a website a progressive enhancement isrecommended. By keeping the structure (HTML), presentation (CSS), and behavior (JavaScript) separate thecontent remains accessible to search engine spiders (Walter 2008).If an enterprise hires a SEO specialist for optimizing its Web presences, or tries to get the job done byitself, then it is vital to specify Web metrics. To assist in analyzing online traffic, indexed pages, linkpopularity and PageRank, various software packages and online tools are available. With their standardizedreports typically user sessions and details, and the quality of the website’s source code can be determined.For marketing strategies it is important to know how users access the pages, and from where they come. Butsome limitations have to be taken into account when interpreting data from server log files. Among theselimitations are cached pages which are not logged by the server, search engine robots requests or the truelocation of the visitors. (Weischedel and Huizingh 2006). Even though the website owner has to anticipateimprecise results, the general trend of the performance should be observed. Some pages might perform betterthan others. By monitoring the entering and the exit pages, and keeping an eye how long visitors spend oneach page will give an idea what keeps the visitors interested, and what might cause them to leave your site(Rognerud 2008).3. MODEL FOR SEARCH ENGINE OPTIMIZATIONThe model for Search Engine Optimization was developed from the literature and involves the stepwiseprocess of search engine optimization, to be undertaken by following a number of stages. The actual modelitself consists of five stages which have been adapted from the classic 'Waterfall Model' of softwaredevelopment (Royce 1970). The classic stages have been renamed somewhat to reflect their roles in thecontext of the model, see Figure 1, with descriptions below. The selection of the modified waterfall modelseemed natural as a framework for an SEO model due to the iterative, sequential and compartmentalizednature of the task. The iterative nature of Search Engine Optimization is very well represented by thefeedback loop contained in the modified waterfall model to that originally proposed by Royce.Figure 1. Adapted Waterfall Model for SEO• Requirements – data needs to be collected to find out how SEO has been handled by SMEs, and howsearch engines in general weight online content. Here it will be also described what tools andsoftware will be required to achieve the objectives.• Specification – the competition and the actual current state of the website performance will beanalyzed before the objectives can be specified. Here the keywords matching the content will bespecified which will be the basis for a successful implementation.194