How the Web Works: Lecture 7

This talk was designed for a class (98-135) taught at Carnegie Mellon University in Spring 2010.

Transcript

2. http://www.youtube.com/watch?v=qYodWEKCuGg
3. Welcome Back!
4. Logistics Homeworks + Remaining Course
5. Homeworks Bad News =( The Project Idea Failed Minis are now Homeworks Still cover everything Just no project experience However...
6. Lecture 7 Webmasters’ World Putting it all together
8. Domains Popular: .com .net .org Reserved: .gov .edu .mil National: .us .in .cn .ru Cost around $10 a year Controlled by ICANN Internet Real Estate
9. Insure.com $16 million Sex.com $14 million Fund.com $10 million Porn.com $9.5 million Business.com $7.5 million These are just the names, not the existing business
10. Domain Squatting Money for early movers! Registering trademarks is illegal Parking Pages Aftermarkets (TDNAM.com) But in my experience...
11. Parking Sedo.com Namedrive.com
12. More Recently... Google knows to ignore them Smarter parked websites Content Management Systems Social Networking Site Forum, Wiki, etc..
13. Forums for Domainers Namepros.com Dnforum.com
14. Where to Buy? DomainSite.com | GoDaddy.com | Name.com | Others...
15. Web Hosting
16. Where do I go?
17. Self Managed Managed Complete Control Comes with PHP/SQL/... “Lower” Costs Monthly Cost Upgrade, Backup Auto Upgrade/Backup Enterprises You and Me
18. Free Paid Costs Nothing Around $100/yr Low Storage (~1GB) High Storage (~1TB) Low Bandwidth High Bandwidth Good for starting off If you have a bunch of sites x10hosting.com, etc... dreamhost.com, etc...
19. Where to Buy? GoDaddy.com | Dreamhost.com | etc...
20. DNS Essentials NS: Name Server Where the domain is hosted MX: Mail Exchange Server that handles email CNAME: Canonical Name foo.me.com -> bar.me.com Mostly use NS, controls rest
21. Quick Demo Propagates across the web, can take hours!
22. www.cmuwebworks.com/movies/domain_hosting.mov
23. Useful Tools ... and I mean really, really useful!
24. FTP File Transfer Protocol Move files to/from server Windows/Linux: FileZilla Mac: Cyberduck
25. SSH Secure Shell Control Server from Home Remember from C@CM? Awesome for Batch Tasks Learn about Shell Scripts
26. Crontab Run shell scripts periodically 1. Create a cron.txt file 2. Upload cron.txt 3. Set file: “crontab cron.txt” Format for cron.txt
27. min hour month day weekday cmd 30 23 * * * php script.php 30 23 * * 0 php script.php * 1,2 * * * php script.php 30 23 * * 1-5 php script.php http://adminschoice.com/crontab-quick-reference
28. Quick Demo Setting Up a Cron Job
29. www.cmuwebworks.com/movies/crontab.mov
30. MOD Rewrite Not your grandma’s URLs
31. Typically, URLs match directory structure
32. mod_rewrite Is a module in the Apache server That manipulates URLs Uses rules (regex) to manipulate URLs www.website.com/get/cake actually www.website.com/g.php?v=cake ... super useful with dynamic pages! Search Engine Friendly URLs .htaccess file | Demo
34. Demo http://www.cmuwebworks.com/show.php?val=123 to http://www.cmuwebworks.com/show/123
35. www.cmuwebworks.com/movies/mod_rewrite.mov
36. MVC Model-View-Controller Pattern
37. It works, but what’s wrong?
38. Functionality CS Major Styling Designer Templating The Unlucky Guy One File!
39. Scale to Survive | Need Efficient Design Patterns How we did it MVC
40. GET index.php
41. GET Controller Return Model Fetch Data View Put Data in Template
42. Return I still get the exact same thing, awesome!
43. Implementation Rails for Ruby, Django for Python CakePHP, CodeIgniter for PHP controllers/ models/ views/ Controllers: PHP file, does work Models: Classes fetch Data (SQL) Views: Render Data from Controller
44. CodeIgniter’s a popular PHP based MVC framework http://www.codeigniter.com/videos/intro.mov
47. http://codeigniter.com/wiki/mod_rewrite/
48. One More Thing Managing Data
49. Year Leader Minion 2008 Obama Biden 1944 Roosevelt Truman 1940 Roosevelt Wallace Person Age Truman 50 Wallace 60 Obama 70 getOlderMinion($lead) class Race { getPresidents(); getPrez($year); // ... }
50. Year Leader Minion 2008 Obama Biden 1944 Roosevelt Truman 1940 Roosevelt Wallace class Race_Model { }
51. class Race_Model { $year = 0 $leader = ‘’ $minion = ‘’ function getLeaderByYear($year) { // get leader from mysql } // other functions } http://codeigniter.com/user_guide/general/models.html
52. CMS Content Management Systems
53. CMS Readymade Scripts in PHP/SQL East to install and run, free! Blogs, Wikis, Forums, Store, etc... Blog: Wordpress, Typepad General: Drupal, Joomla Others, MediaWiki, Zen Cart
54. OpenSourceCMS.com
55. Analytics Keeping Track of Users
56. One Stop Shop
57. Analytics Daily Visits Bounce Rate (Who Stays) Location Search Engine Terms Really really stalkerish! 0 25 50 75 100 2007 2008 2009 2010
58. Add some JS Code to all pages http://www.youtube.com/watch?v=HGK7LJGfC2w
59. SEO Search Engine Optimization
60. Some Basics Before we get into the interesting stuff
61. <title>
63. <meta name=”description”> Facebook is a ... </meta>
65. Have Keywords | Two Audiences | Be Specific Title URL Description www.google.com/trends
66. Sitelinks Google Decides | Simple URL Structure | Descriptive Anchors
67. Use the Right Tags <h1> <h2> | Use <h1> for main heading, <h2> under, ... CSS Makes them redundant, but search engines care
68. Anchor Text Name of link to site matters! <a href=”me.com”>awesome</a> <a href=”me.com”>terrible</a> Becomes keyword for me.com Wikipedia linked as reference, thus does well on Google!
69. Image Alt Text Never Leave Empty Be Descriptive “Google” vs. “Google Postini” Helps with image search
70. URLs ... can get really tricky!
71. URLs Matter Heavily Keywords Come from URLs Have Relevant URL Names Not too long Separators / - _ Wikipedia URLs are Great!
72. Canonical URLs www.google.com/voice www.google.com/voice/ www.me.com me.com ... are different! Decide one, redirect! ... or they’ll compete, both lose! Use HTTP 301
74. http://blog.mywebsite.com vs. http://mywebsite.com/blog
75. Subdomains? Rank shared with directories Before: Subdomains another website Today: Not the same as subdir, but closer Kinda “Share” Rank with rest of site Pros and Cons http://www.mattcutts.com/blog/subdomains-and-subdirectories/
79. PageRank Ranks pages on the web Uses links as votes More incoming links =) Google’s Bread and Butter Matrix Algebra, Graph Theory
80. PageRank Simplified A B C D Nodes = Websites | Edges = Links
81. The Web A B C D Initially, set PR(A) = PR(B) = PR(C) = PR(D) = 1/4 | PR = PageRank
82. The Web A B C D Pagerank ~ # In Links PR(A) = PR(C) + PR(D) = 0.25 + 0.25 = 0.50 Similarly PR(B) = 0.50 PR(C) = 0.25 PR(D) = 0.25
83. Dilution If I vote for everyone, my vote isn’t important!
84. The Web A B C D Divide by # Outgoing PR(A) = PR(C)/2 + PR(D)/1 = 0.125 + 0.25 = 0.375 Similarly PR(B) = 0.25 PR(C) = 0.125 PR(D) = 0.25
85. Iterate Repeat Using new Pageranks, until changes are little
86. A B C D
87. No Follow <a href=”site.com” rel=”nofollow”>Site</a> Might link to potentially bad site Refuse to give it your Pagerank Useful for sites like Digg.com If you’re Dugg, PR stays the same
88. Remember This is ranking for a keyword Iterates to convergence PR ~ # In Links & In Quality Quality ~ 1/Out Links Keywords matter, a lot!
89. Google Bombs ... circa 2006
90. Large-Scale Distributed Efforts
91. But not always evil...
92. Link Farms Lets Analyze These
93. Link Farms ~ Cliques
94. Web Grows Quicker than Cliques
95. Cliques Become Less Relevant | Dilution in PageRank
96. Link Doping Blogrolls | More Efficient | Less Dilution
97. Week 8 Week 9
98. Homework Dead easy, awesome! Can pass with just this HW “andrewID is a zeliveau” Points = Pagerank Pagerank = [0, 10] Compete! See “rankmaniac” Zeliveau
99. Photo Credits http://www.interactivecleveland.com/blog/uploaded_images/pagerank10-743814.gif http://www.scienceoftheweb.org/15-396/lectures/PageRank_Lecture12.pdf http://www.amitbhawani.com/blog/Images/W/Web-Hosting-Server-Room.jpg http://www.iconarchive.com/icons/awicons/vista-artistic/256/2-Hot-Home-icon.png http://www.rice.edu/vpit/innovation/presspix/rice_data_center06052007x300.jpg http://www.scienceoftheweb.org/15-396/lectures/PageRank_Lecture12.pdf http://xkcd.com/208/ http://www.riesbeckfoods.com/images/2BakeryCollage.jpg http://hookedonhouses.net/wp-content/uploads/2009/06/shop-around-the-corner-ext.jpg http://ceoworld.biz/ceo/wp-content/uploads/2009/10/barnes_and_noble.jpg