Chapter 5 Wiley

Information Technology
for Management
• Chapter 6: Internet Technologies

and Search Strategies
Prepared by Dr. Derek Sedlack, South University
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Learning Objectives
Organic
Using
Search
Search
and
Technolo
Search
gy for
Engine
Business
Optimizati
Success
on
Pay-Per-
Click and
Recommendati
Paid
on Engines
Search
Strategies
A Search
for
Meaning—
Semantic
Technolog
y
Using Search Technology for
Business Success
• How Search Engines Work
– Search Engine: an application for locating
C webpages or other content on a computer
h network using spiders.
a
p – Spiders: web bots (or bots); small computer
t programs designed to perform automated,
e
r repetitive tasks over the Internet.
6 – Bots scan webpages and return information
to be stored in a page repository.
Business Success
C
Crawler search engine
M en
h
a
et g
p
ry
t
dir eb
a - in
e
Semantic search engine

r
to
se e
6
W
ec
ar
Hybrid search
ch
engine
Business Success
• Web Directories
– Typically organized by categories.
C – Webpage content is usually reviewed by
h
a directory editors prior to listing.
p – Page Repository: data structure that stores
t
e and manages information from a large
r number of webpages, providing a fast and
6 efficient means for accessing and analyzing
the information at a later time.
Business Success
C
h
a
p
t
e
r
6
Figure 6.5 Components of crawler search engines (Grehan, 2002).
Business Success
C
h
a
p
t
e
r
6
Figure 6.6 Search engines use invested indexes to efficiently locate Web
content based on search query terms.
Business Success
• Why Search is Important for Business
– Enterprise search tools allow organizations
C to share information internally.
h
a
– An organizations’ ability to share
p knowledge among employees is vital to its
t ability to compete.
e
r – Information is not always in the same
6 format.
Business Success
• Why Search is Important for Business
– Structured data: information with a high
C degree of organization, such that inclusion
h in a relational database is seamless and
a
p readily searchable by simple,
t straightforward search engine algorithms or
e
r
other search operations.
6 – Unstructured data: “messy data” not
organized in a systematic or predefined
way.
Business Success
• Security Issues
– Limited access to certain data via job
C function or clearance.
h
a
– Request log audits should be conducted
p regularly for patterns or inconsistencies.
t
e
• Enterprise Vendors
r – Used to treat data in large companies like
6
Internet data but include information
management tools.
Business Success
• Recommendation Engines
– Attempt to anticipate information users
C might be interested in to recommend new
h products, articles, videos, etc.
a
p • Search Engine Marketing
t
e
– A collection of online marketing strategies
r and tactics that promote brands by
6 increasing their visibility in search engine
results pages (SERPs) through optimization
and advertising.
Business Success
• Search Engine Marketing
– Basic search types:
C • Informational search
h
a
• Navigational search
p • Transactional search
t
e – Strategies and tactics produce two
r outcomes:
6
• Organic search listings
• Paid search listings
– Pay-per-click (produce click-through
rates)
• Social media optimization
Business Success
• Mobile Search
– Technically configured mobile sites
C – Content designed for mobile devices
h
a • Business search
p – Focused search
t
e – Filetype
r
6 – Advanced search
– Search tools button
– Search history
Business Success
• Real-time Search
– Google Trends
C – Google Alerts
h
a – Twitter Search
p • Social Bookmarking Search
t
e – Page links tagged with keywords
r
6 • Specialty Search: Vertical Search
– Programmed to focus on webpages related
to a particular topic and to drill down by
crawling pages that other search engines
are likely to ignore.
Business Success
1. What is the primary difference between a
web directory and a crawler based search
C engine?
h 2. What is the purpose of an index in a search
a
p engine?
t 3. Describe the page-ranking method most
e
r commonly associated with Google’s success.
6 4. What is the difference between search engine
optimization and PPC advertising?
5. Describe three different real-time search
tools.
Learning Objectives
Organic
Using
Search
Search
and
Technolog
Search
y for
Engine
Business
Optimiza
Success
tion
Pay-Per-
Click and
Recommendation
Paid
Engines
Search
Strategies
A Search
for
Meaning—
Semantic
Technolog
y
Organic Search and Search
Engine Optimization
• Search Engine Optimization
– Keyword conversion rates: the likelihood that using a
particular keyword to optimize a page will result in
C conversions*.
h
a
– Ranking factors
p • Reputation or popularity
t – PageRank: Google’s algorithm based on the
e assumption that people are more likely to link a
r
high-quality website than poor-quality site.
6
– Backlinks: external links that point back to a site.
• Relevancy
• User Satisfaction
Conversions: when a website visitor converts to a buyer
Engine Optimization
• Inbound marketing
– An approach to marketing that emphasizes
C SEO, content Marketing, and social media
h strategies to attract customers.
a
p • Outbound marketing
t
e
– Traditional approach using mass media
r advertising.
6
Engine Optimization
• Black Hat SEO
– Gaming the system or tricking search engines
C into ranking a site higher than its content
h deserves.
a
p 1. Link spamming: generating backlinks toward
t SEO, not adding user value.
e
r
2. Keyword tricks: embedded high-value
6 keywords to drive up traffic statistics.
3. Ghost text: text hidden in the background
that will affect page ranking
4. Shadow (ghost or cloaked) pages: created
pages optimized to attract lots of people
through redirect.
Engine Optimization
1. Search engines use many different “clues” about the quality of
a website’s content to determine how a page should be ranked
in search results. These clues fall into three primary categories:
C Reputation or Popularity, Relevancy, and User Satisfaction.
h Explain the rationale for using each of these three categories
a as an indicator of a website’s content quality.
p 2. Backlinks were a key factor in Google’s original PageRank
t algorithm. Explain what a backlink is and why Google has
e reduced its emphasis on backlinks and instead uses many
r other additional factors in its ranking algorithm?
6 3. Explain why so-called black hat SEO tactics are ultimately
short-sighted and can lead to significant consequences for
businesses that use them.
4. How do organizations evaluate the effectiveness of their search
engine optimization (SEO) strategies and tactics?
5. Explain why providing high quality, regularly updated content is
the most important aspect of any SEO strategy.
Learning Objectives
Organic
Using
Search
Search
and
Technolog
Search
y for
Engine
Business
Optimizati
Success
on
Pay-Per-
Click and
Recommendation Paid
Engines Search
Strategie
s
A Search
for
Meaning—
Semantic
Technolog
y
Pay-Per-Click and Paid Search
Strategies
• Pay-Per-Click
– PPC advertising campaigns:
C 1. Set an overall budget
h
a 2. Create ads
p
t
3. Select associated keywords
e 4. Set up billing account information
r
6
Strategies
• Paid Search Advertising Metrics
– Click through rates (CTR): used to evaluate
C keyword selection and ad copy campaign
h decisions.
a
p – Keyword conversion: should lead to sales,
t not just visits.
e
r – Cost of customer acquisition (CoCA):
6 amount of money spent to attract a paying
customer.
– Return on advertising spend (ROAS): overall
financial effectiveness.
Strategies
• Quality Score
– Determined by factors related to the user’s
C experience.
h • Expected keyword click-through-rate
a
p (CTR)
t • The past CTR of your URL (web address)
e
r • Past effectiveness
6
• Landing page quality
• Relevance of keywords to ads
• Relevance of keywords to customer
search
• Ad performance on difference devices
Strategies
1. What would most people say is the fundamental
difference between organic listings and PPC listings on
a search engine?
C
2. What are the four primary steps to creating a PPC
h
a advertising campaign on search engines?
p 3. In addition to the “bid price” for a particular keyword,
t what other factor(s) influence the likelihood that an
e advertisement will appear on a search results page?
r
Why don’t search engines just rely on the advertisers
6
bid when deciding what ads will appear on the search
results page?
4. How do webpage factors influence the effectiveness of
PPC advertisements?
5. Describe four metrics that can be used to evaluate the
effectiveness of a PPC advertising campaign.
Learning Objectives
A Search for Meaning—
Semantic Technology
• Semantic Web
– Meaningful computing using metadata:
application of natural language processing (NLP)
C
h to support information retrieval, analytics, and
a data-integration that compass both numerical
p and “unstructured” information.
t
• Semantic Search
e
r – Process of typing something into a search engine
6 and getting more results than just those that
feature the exact keyword typed into the search
box.
• Metadata
– Data that describes and provides information
about other data.
Semantic Technology
C
h
a
p
t
e
r
6
Semantic Technology
• Web 3.0
– Developed by W3C.
C – Resource description framework (RDF)
h • Used to represent information about
a
p resources
t – Web ontology language (OWL)
e
r • Language used to categorize and accurately
6 identify the nature of Internet things
– SPARCQL protocol
• Used to write programs that can retrieve
and manipulate data scored in RDF
– RDF query language (SPARCQL)
Semantic Technology
• Semantic Search Features and Benefits
– Related searches/queries
C – Reference results
h
a – Semantically annotated results
p – Full-text similarity search
t
e – Search on semantic/syntactic annotations
r
6
Semantic Technology
• Semantic Search Features and Benefits
– Concept search
C – Ontology-based search
h
a – Semantic Web search
p – Faceted search
t
e – Clustered search
r
6 – Natural language search
Semantic Technology
1. List five different practical ways that semantic
technology is enhancing the search experience
C
of users.
h 2. How do metadata tags facilitate more accurate
a search results?
p
t 3. Briefly describe the three evolutionary stages of
e the Internet?
r
6 4. Define the words “context,” “personalization,”
and “vertical search” and explain how they
make for more powerful and accurate search
results.
5. What are the three languages developed by the
W3C and associated with the semantic Web?
Learning Objectives
Recommendation Engines
• Recommendation Filters
– Content-based filtering: products based on
C product features in past interactions.
h
a
– Collaborative filtering: based on user’s
p similarity to other people.
t
e
r
6
• Limitations of Recommendation Engines
– Cold start or new user: challenging since no
C starting point or preexisting information
h exists.
a
p – Sparsity: unable to create critical mass due to
t few ratings or similar groups are
e unidentifiable.
r
6 – Limited feature content: manual information
entry is prohibitive where there are many
products.
– Overspecialization: narrowly configured
results may only recommend the same item,
but in different sizes or colors.
• Hybrid Recommendation Engines
– Weighted hybrid: results from different
C
recommenders are assigned weight and
h combined numerically to determined final
a recommendations.
p – Mixed hybrid: results from different
t
e recommenders presented along-side of each
r other.
5 – Cascade hybrid: results from different
recommenders assigned a rank or priority.
– Mixed hybrid: results from different
recommenders combines results from two
recommender systems from the same technique
category.
1. How is a recommendation engine different from a search
engine?
2. Besides e-commerce websites that sell products, what are
C some other ways that recommendation engines are being
h used on the Web today?
a
3. What are some examples of user information required by
p
recommendation engines that use collaborative filtering?
t
e 4. Before implementing a content-based recommendation
r engine, what kind of information would website operators
6 need to collect about their products?
5. What are the four distinct methodologies used by
recommender systems to create recommendations?
6. What is a recommendation engine called that combines
different methodologies to create recommendations? What
are three ways these systems combine methodologies?

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Information Technology

• Chapter 6: Internet Technologies

Prepared by Dr. Derek Sedlack, South University

Semantic search engine

Figure 6.5 Components of crawler search engines (Grehan, 2002).

Conversions: when a website visitor converts to a buyer

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