Analyzing and Influencing Search Engine Results : Business and Technology Impacts on Web Information Retrieval

by Sönke Lieberam-Schmidt

The constant growth of the World Wide Web (WWW) creates a demand for new strategies that are useful for Internet searchers as well as for information suppliers. While relevant and structured results became harder to find by search engines, the importance for businesses to be found on visible positions of the WWW has immensely increased. Sönke Lieberam-Schmidt analyzes the impact that search engine optimization (SEO) has on the economic goals of Web businesses. He structures available SEO means, integrates them in a Website creation process proven to be successful in practice, and develops models for selecting the right keywords. For search engines, he presents new methods of grouping and presenting results

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Year of publication:	2010
Authors:	Lieberam-Schmidt, Sönke
Publisher:	Wiesbaden : Gabler Verlag / Springer Fachmedien Wiesbaden GmbH, Wiesbaden
Subject:	Search Engine Optimization \| Search Engine Marketing \| Suchmaschine \| Search engine \| Online-Marketing \| Internet marketing \| Online-Recherche \| Online search \| Website \| Ranking-Verfahren \| Ranking method \| Electronic Commerce \| E-commerce \| World Wide Web \| Information Retrieval \| Datenstruktur \| Optimierung
Description of contents:	Web Search -- Web Structure -- Result Clustering -- Search Engine Optimization -- Conclusion Table of Contents [external.dandelon.com] ; Description [swbplus.bsz-bw.de]

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Extent:	Online-Ressource (XX, 221p. 75 illus, digital)
Series:	SpringerLink / Bücher
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references (p. [207]-218) and index Foreword; Acknowledgements; Contents; List of Figures; List of Tables; List of Abbreviations; Introduction; 1 Web Search; 1.1 Information Demand; 1.1.1 User's Information Need; 1.1.2 User Behavior; 1.2 Search Tools; 1.3 How Search EnginesWork; 1.3.1 Crawler; 1.3.2 Indexer; 1.3.3 Analyzer; 1.3.4 Searcher; 1.3.5 Presenter; 1.4 A New Approach to Relevancy; 1.5 Evolution ofWeb Search Engines; 2 Web Structure; 2.1 Evolution of Information Supply; 2.2 Web Content; 2.3 TheWeb Graph; 2.3.1 Reasons for Regarding the Web Graph; 2.3.2 Properties of the Web Graph 2.3.3 Representation and Storage of the Web Graph2.4 Link Analysis; 2.4.1 Ranking; 2.4.2 Authorities and Hubs; 2.4.3 Other Link-based Methods; 2.5 Data Structures; 2.5.1 Feasible Data Structures; 2.5.2 Evaluation; 2.5.3 Selection; 2.6 HITS in Practice; 2.6.1 Implementation of the Algorithm; 2.6.2 Experimental Results and Evaluation; 3 Result Clustering; 3.1 Clustering Methods; 3.2 Web Clustering; 3.3 Text Based Approaches; 3.4 Link Based Approaches; 3.4.1 Robust Clustering Algorithm; 3.4.2 Inclusion of Link Direction; 3.4.3 Architecture; 3.4.4 Experimental Results; 3.5 Combined Approaches 3.5.1 Architecture3.5.2 Preprocessing; 3.5.3 Document Representation; 3.5.4 Clustering Method Combination; 3.5.5 Implementation; 3.5.6 Experimental Results; 4 Search Engine Optimization; 4.1 Objectives; 4.1.1 Website Visitors; 4.1.2 Result Page Position; 4.2 Possibilities and Means; 4.2.1 Visibility; 4.2.2 Static Relevance; 4.2.3 Dynamic Relevance; 4.3 Keyword Selection; 4.3.1 Keyword Selection Position Model (KSPM); 4.3.2 Enhanced Keyword Selection Position Model (EKSPM); 4.3.3 Keyword Selection Top Position Model (KSTPM); 4.4 Limits; 4.4.1 Search Engine Spam; 4.4.2 Spamming Methods 4.5 Implementation4.5.1 Tasks; 4.5.2 Website Creation Process; 4.6 Practical Results; 4.6.1 Project and Test Websites; 4.6.2 Reporting and Results; 5 Conclusion; Bibliography; Index
ISBN:	978-3-8349-8915-4 ; 978-3-8349-2453-7
Other identifiers:	10.1007/978-3-8349-8915-4 [DOI]
Classification:	Informationssysteme ; Marketing
Source:	ECONIS - Online Catalogue of the ZBW

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