Set 10 Search Engines & SEO Outline How do search engines - - PowerPoint PPT Presentation

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Set 10 Search Engines & SEO Outline How do search engines - - PowerPoint PPT Presentation

Jul 12, 2023 454 likes •630 views

IT452 Advanced Web and Internet Set 10 Search Engines & SEO Outline How do search engines work? Basic operation What makes a good one? What makes it difficult? Web Design with search engines in mind Search Engines

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Set 10 Search Engines & SEO

IT452 Advanced Web and Internet

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Outline

  • How do search engines work?

– Basic operation – What makes a good one? – What makes it difficult?

  • Web Design with search engines in mind
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Search Engines – Basic Operation

  • Crawler
  • Indexer
  • Query Engine
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Crawler

  • How does it find the pages?
  • Does it crawl everything?
  • How fast does it crawl?
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The Web is a Bow-Tie

  • Early study of 200 million web pages and links

– Broder et al. 2000

  • Structure of the web: a bow-tie shape

– http://www9.org/w9cdrom/160/160.html

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Indexer

  • Parse document
  • Remember

– Whole text – Words – Phrases – Link text

  • Builds an “inverted index”

barista burrito burro 531235, 4324, 6981, 125793, 41009, … 344, 7173, 574527, 14513, 2451245, … 8375, 75346, 345231, 5123523, 52388, …

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Query Engine

  • Process text query from user
  • Inverse index merges document IDs
  • Return ranked set of hopefully relevant pages
  • Ranking factors

– 1. Query-specific – 2. Page-specific – 3. Page Genre – 4.

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PageRank

  • Original basis of Google – still important

– Developed in 1998.

– http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.38.5427

  • Basic Model
  • Two interpretations:

– Random walk – Pages voting

w

B v v

F v R c w R ) ( ) (

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PageRank

  • Two interpretations:

– Random walk – Pages voting

w

B v v

F v R c w R ) ( ) (

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PageRank

  • Who owns the PageRank patent?

– (hint: not Google)

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SEO

  • Goal
  • What does it consider?
  • Types
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SE0 0.1

  • Early search engines heavily dependent on meta

tags

  • What to do?

– White hat: – Black hat:

  • Key issue: easy to _____________________
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SEO 1.0

  • Modern search engines depend heavily on links
  • What to do?

– White hat: – Black hat:

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SEO 2.0

  • Machine Learning

– You search for “cats”, which result do you click first? – Learn from user clicks which they prefer – Smarter algorithms cluster words that “mean” the same thing

  • What to do?

– White hat: – Black hat:

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Good principles

  • Clear hierarchy
  • Links to all pages (static), not as images
  • Useful content
  • Links from relevant sites
  • Good title / alt / meta
  • Limit dynamically generated pages (or # args)
  • No broken links, < 100 links
  • Use robots.txt – exclude internal search results
  • Fresh content
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Bad principles

  • Stuff with lots of irrelevant content
  • Show different version of content to crawler
  • Link schemes, farms
  • Hidden text and links
  • Pages designed just for search engines, not users
  • Automated querying
  • Deception in general