My class on Digital Cultural Geritage at IMT Institute for Advanced Studies, in Lucca, Tuscany, Italy. Spring 2015

1. Seminar at IMT Lucca - Spring 2015
Prof. Stefano Gazziano sgazziano@johncabot.eu
Data, Value, People

2. Internet is a powerful a channel to spread info, and culture,
which power towards management of cultural heritages is
just being unleashed.
Topics
 Pros and cons of using internet in managing cultural
heritage assets.
 The "death of distance" and motivation to cross real
distances. "Being digital" helps increase real visits.
 Virtual Museums, Virtual reality, Augmented reality:
technologies and content to improve the user experience
of cultural heritage sites
 Internet platforms, on-site installations, mobile devices,
cloud computing platforms.
Stefano A Gazziano
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3. Internet is a gold mine, users are the nuggets. Let us learn
how we can enrich culture.
Topics
 What is “Big data” and what use it is.
 “Analytics” or who are our internet visitors, what are they
looking for, and do they found it on our internet presence ?
 Data acquisition. Open data standards.
 Digital contact with users. Before and after the visit.
 Museum analytics, assessing user satisfaction. Case study.
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4. Internet has rules, netiquette, and we must conform and
be smart. A few “musts” to put cultural heritage on the
net.
Topics
 Search Engine Optimization. Content updates, internet
staff.
 Web reputation management.
 Search engine marketing: crawling, indexing, ranking.
 Analitycs and conversions of a web site.
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5. The web is really a wide world, and there is a lot more to
do than just publish a web site.
Topics
 Social networks: engagement techniques and online
tools.
 Going viral. Case study
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6. Internet has rules, netiquette, and we must conform and
be smart.
Topics
 Scannable text, web is not a newspaper
 Search Engine Optimization. Content updates, internet
staff.
 Web reputation management.
 Search engine marketing: crawling, indexing, ranking.
 Analitycs and conversions of a web site.
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7.  Instructor’s slides
 Google Webmasters Guidelines
https://www.google.com/webmasters
https://support.google.com/webmasters/answer/3576
9?hl=en
 Web Reputation Management on Wikipedia
http://en.wikipedia.org/wiki/Reputation_management
 Is Online Reputation Management Worth The Money?.
Forbes,
http://www.forbes.com/sites/learnvest/2013/07/26/is-
online-reputation-management-worth-the-money/
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8.  It’s all about CONTENT
 And a few technicalia we leave to web designers and
webmasters but we have to know a bit about
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Read the text on printouts and keep track of how long it takes (write down your time)
The read text on next slide and write down your time

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17. SEO: Search Engine Optimization
writing what Google wants to see
SMO: Social Media Optimization a.k.a. Web Reputation
Management
viral information, targeted ads, fora posts
SEM: Search Engine Marketing
crawling, indexing, processing, ranking
Analytics
insights into your website traffic
Conversion
getting your prospect to do what you want them to do

18. 1 - Google Rules
It's the ranking in Google that counts
2 - Follow Google rules (more about this, later)
3 - Be realistic
Want your website to be first in the search
for "Beautiful Girls" ?? Just forget it.

19.  I know, it’s trivial, but true. Particularly so for
Google
 The Google Webmaster Guidelines
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20. ◦ What is the Page
Rank
◦ How to check a page
rank (one of the
many PR check sites)
or Google
◦ A word of caution on
page rank
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22. - Use explanatory names for the page
<title> web design course at JCU University Rome Italy </title>
i.e. include keywords in <title>
- Forget about <meta> tags <meta name="keywords"
content="website conversion, web conversion rate,improve,sell online,website,
web site,make money"> is irrelevant now
- Update website frequently, and let it be visited by non
unique IP's, spread your link into high ranking
websoites (blogs are ok)
- <h1> and <h2> mention <title> words and matches
same words in text, Be reasonable - excesses are
considered cheating and punished harshly by Google

23. - Submit it to Google at
http://www.google.com/addurl.html.
- Submit a Sitemap using Google Webmaster Tools.
Google uses your
Sitemap to learn about the structure of your site and to
increase our coverage of your webpages.
- Make sure all the sites that should know about your
pages are aware your site is online.

24. What is Googlebot?
Googlebot is Google's web crawling bot (sometimes also called a "spider").
Crawling is the process by which Googlebot discovers new and updated
pages to be added to the Google index.
See Google Webmasters Tools Help
DON'T:
- use more than 100 unique links in the same page
- use more than 2 dyn links
- put page more than 3 click links away from home page
- require "session id" or "registration" cookies
- split the page into frames
- redirect before showing contents
- use forms to submit, drop down menus, search boxes, login required

25. Content
Your
asset Updates
Content
Management
System
Design
Web
Analytics
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Dedicated e-team
supported by professional consulting

26.  Un content management system (CMS)è un sistema
software che permette la pubblicazione e la gestione dei
contenuti di un sito web, portale, o Sistema di siti.
 I CMS permettono anche la manutenzione del sito, e
procedure di lavoro collaborativo, eventualmente anche
automatizzate.
 Ne sono esempi i siti delle grandi aziende, dei giornali o
reti media, ma anche i blog, le newsletter, i siti di
ecommerce
 Il vantaggio dei CMS è la realizzazione di siti web senza
alcuna conoscenza di HTML, CSS o altri linguaggi tecnici
ICT
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27. I piu’ comuni CMS :
- Facebook
 Wordpress
 Joomla
 Plone
 Media Wiki
 Microsoft Share Point
 Facebook
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28. JOOMLA
Considerato il piu’ diffuso in rete, ca il 3% di
tutti i siti web del mondo web sono basati su
Joomla.
Adatto ad operazioni medio e medio-grandi
«Local / Web application»
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29. WORDPRESS
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30.  In gruppi di max 3 studenti
 Scegliere tema
 Aprire blog con Wordpress
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31. insights into your website traffic and marketing effectiveness.

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34. Getting started with Analytics involves three simple steps:
 Sign up
◦ Visit the Analytics website at http://www.google.co.uk/analytics.
◦ Click the "Sign up Now" link underneath the Access Analytics button.
◦ Follow the on-screen instructions to create your account. If you do not yet have a Google Account, you can
create one at this point.
 Set Up Your Account
It's important to set up your account or accounts correctly in order to get the most out of your
reports. Read the overview of managing Analytics accounts, users and data to get started.
 Set Up Your Tracking Code
In order for your profile to begin collecting data and populating reports, you need to set up the
tracking code for the website that you want data for. Learn more about setting up tracking.
 That's it! Of course this is just the beginning, so read the rest of the articles in this Help Centre to
learn how to customise the tracking code, link your AdWords account to Analytics, add users to
your account and more.
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35.  The tracking code: sample
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-Y']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type =
'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
 Uniquely identifies your website and allows Google to track visits
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36.  Requires an account already set up, a web site online
for long enough to make sense looking at insights, and
at least one profile
 Follow your teacher
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38. Reverse SEO: not putting your web site high in ranking, but push
down other "negative" web sites.
Define exactly the keyword (search term) you want them to plunge
down in seaches (e.g. "my name")
Produce optimized and differentiated content focused on that
search term (always "my name"...)
Update, and visit using "onion routing" to reach online anonimity
(e.g. use TOR network)
Wait 2-3 months ...

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40.  The Google AdWords program enables you to create
advertisements which will appear on relevant
Google search results pages and our network of
partner sites. To learn more about AdWords and
begin advertising immediately, please
visit www.adwords.google.com.
 The Google AdSense program differs in that it
delivers Google AdWords ads to individuals'
websites. Google then pays web publishers for the
ads displayed on their site based on user clicks on
ads or on ad impressions, depending on the type of
ad.
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