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Chapter 6: Internet Technologies & Search Strategies : (6.1 Search…
Chapter 6: Internet Technologies & Search Strategies :
6.3 Pay-Per-Click and Paid Search Strategies
PPC Advertising Campaigns:
• Set an overall budget
• Create ads
• Select associated keywords
• Set up billing account information
Paid Search Advertising Metrics:
Click through rates (CTR): used to evaluate keyword selection and ad copy campaign decisions.
Keyword conversion: should lead to sales, not just visits.
Cost of customer acquisition (CoCA): amount of money spent to attract a paying customer.
Return on advertising spend (ROAS): overall financial effectiveness.
Quality Score:Determined by factors related to the user’s experience:
Expected keyword click-through-rate (CTR)
The past CTR of your URL (web address)
Past effectiveness
Landing page quality
Ad performance on difference devices
Relevance of keywords to ads
Relevance of keywords to customer search
6.1 Search Technology
How Search Engines Work
Search engine refers to different types of information retrieval (IR) services that find information on the Web. These services include:
Hybrid Search Engines
Meta Search Engines
Semantic Search Engines
Crawler search engines
Process:
Collection analysis module creates utility indexes that contain information about how many pages are in a website, the geographic location of the website, number of pictures, webpage length, and other information that can be used to determine the relevance of a page.
retrieval/ranking module determines the order in which pages are listed in a Search Engine Results Pages (SERPs).
Indexer module creates look-up tables by extracting words from the webpages and recording their URLs.
Webpages retrieved by the spiders are stored on large servers.
Crawler control module assigns webpage URLs to programs called spiders or bots, which then are downloaded into a page repository and scanned for their links.
Query interface is used to enter search terms, which are processed by the search engine to determine what pages to display in the SERP.
Web Directory
Enterprise Search Vendors
3 Categories:
Integrated Search Vendors
Detached Search Vendors
Specialized Search Vendors
Search Engine Marketing (SEM)
Consist of designing and advertising a webpage, with the goal of increasing its organic listings on SERPs.
Basic types of searches:
Informational search
Navigational search
Transactional search
Growth of Search Engine Marketing
ROI can be calculated for SEM by tracking click-through rates (CTRs), changes in site traffic, and purchasing behavior.
Mobile SEO: The art ans science of ensuring that your content is found easily on tables and smartphones.
2 Design Factors:
Properly configuring the technical aspects of the mobile site so that it can be crawled and indexed by search engines.
providing content that is useful to people using mobile devices.
Webmasters need to consider how people use their mobile devices and adjust content accordingly.
Showrooming: Mobile shoppers use barcode scanning apps as a mobile search engine for product reviews and price comparisons while shopping in stores.
6.2 Organic Search and Search Engine Optimization
Content and Inbound Marketing
Inbound Marketing
Customers seek out the business
Marketers promote company by educating or entertaining
Communication is interactive or two way
Typical strategies: content, social media, SEO
Strategies for Search Engine Optimization
Website Ranking Factors
Relevancy
Factors That Affect Relevancy Scores
Amount of text on page that appears relevant
Back links from relevant sites and Web directories
Relevant phrases in text
SERP click-through rate
Page tittles
On page factor
Keywords
Dwell time and bounce rate
User Satisfaction
Factors Affecting user Satisfaction
Site speed
Reading level
Dwell time
Hacked sites, malware, spam
Website satisfaction surveys
Barriers to content
Other factor: too many ads
Reputation or Popularity
Popularity Factors Used by Search Engines
Site Traffic
Listings in Quality Web Directories
Social Media Indicators
Reputation on Review Sites
Page Rank of Sites Containing Backlinks
SERP Click-through rate
On page factors: Metadata
Dwell time and bounce rate
Black Hat Versus White Hat SEO: Ethical Issues with Search Engine Optimization
Types of black hat SEO techniques
Keywords tricks
Ghost text
Shadow pages, ghost pages, or cloaked pages
Link spamming
6.4 A Search for Meaning-Semantic Technology
Semantic Technology:
Semantic Web, for computing using metadata
Semantic Search, process of typing in search engine and get result from the exact keyword into search box.
Metadata: Data that describes and provides information about other data.
Evolution of the Web
Web 1.0 (The Initial Web) A Web Pages
Web 2.0 (The Social Web) A Web of Application
Web 3.0 (The Semantic Web) A Web of Data
Semantic Search Feature and Benefits:
Related searches/queries
References result
Semantically annotated results
Full-text similarity search
Search on semantic/syntactic annotations
6.5 Recommendation Engines
Recommendation Filters
Content based filtering: products based on product
features in past interactions.
Collaborative filtering: based on user’s similarity to
other people.
Limitations of Recommendation Engines
Cold start or new user
Sparsity
Limited feature content
Overspecialization
Hybrid Recommendation Engines
Weighted hybrid
Mixed hybrid: results from different recommenders
presented along-side of each other.
Cascade hybrid
Mixed hybrid: results from different recommenders
combines results from two recommender