Download - Search Economic
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The Search EconomicThe Search EconomicThe Search EconomicThe Search Economic中央資管中央資管
954203057 954203057 蔡繼正蔡繼正
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Outline• Management
– About 5W1H– Search engine competitor– Google– Search Economic– Perfect Search
• Technique– SEO
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ManagementManagement
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About 5W1H• What • When• Why• Where• Who• How
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Search engine competitor
• Altavista->yahoo• Bill Gross->overture->yahoo• Excite->ASK• Yahoo• Google
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AltaVista
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Bill Gross
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Excite
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Yahoo
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Google(1/3)
• CPM(cost per thousand model)– impression– DoubleClick– Google 文字廣告
• Google Adword• Google(adRank) vs Overture(goto.com)
– clickthroughsA 1.00B 1.25C 1.5
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Google(2/3)• 技術服務
– Distributed computing• 誰掌管 Google
– 招募循環– 襲擊流程
• 三人掌權 - 佩吉、布林、施耐特– 施耐特: Sun 、網威
• Google 福利– 最好的娛樂環境
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Google(3/3)• 不做邪惡的事
– 員工招募嚴格– I am googleBot,I control earth– 自動化的顧克互動方式
• 世界新聞中心– 小甜甜、 911
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Search Economic(1/3)• Google 給了什麼,就拿走什麼
– Google dance• Sale : 2bigfeet.com• SEO : Webmaster world
– Black hat hacker– White hat hacker– Sandbox: 不能有效的識別哪些是作弊或者不作弊頁
面,但是可以通過這種行為有效的打壓 SEO 市場
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Search Economic(2/3)• Local Search
– 分類廣告市場• Craigslist
– Google 行動商店• 搜尋如何改變一個產業
– Wall Street Journal– The Economist
• 提出網站連結• 付費註冊
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Search Economic(3/3)• 搜尋經濟的潛在問題
– 商標問題• Playboy,inc• Decoratetoday.com• 限制商標用語 = 限制言論自由
– 點選詐騙• Pay per click
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Perfect Search(1/2)• 搜尋無所不在
– kids– 公事包– 物品
• 特定領域搜尋– GlobalSpec(parts)
• 地區搜尋– 工商名錄– 郵遞區號
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Perfect Search(2/2)• 網路時間軸• 搜尋引擎的智慧
– (Google destop)• 語意網路 (semantic web)
– Webfountain (analytics engine)查詢:「我要網路上中東的文件,而且文件有一
頁用阿拉 伯文呈現,至少連結兩種類似文件,不能連到半島 電視台官方網」
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TechniqueTechnique
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新興排名方法 - 網頁連結排序
• Google獲專利的 PageRank 為代表• 網頁超連結的特性結構,類似於用來計算學術論文被引用次數的引文分析( citation analysis),藉由此種引用關係,可透過公式計算網頁排名值,以用來決定網頁的重要性
• Google 的排序– 以檢索詞彙出現在網頁文件的標題、連結文字、網址或
網頁文字的大小字型,進行加權計分– 再結合 PageRank計算網頁排名值– 將重要性較高的網頁文件突顯出來,加以優先排序
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新興排名方法 - 網頁連結排序
• 網頁彼此連結的關係可分為連結( forward links)與被連結( backlinks)兩種
• 連結與被連結可視為引用( citing)與被引用( cited)的關係
• 被連結較多的網頁如同被引用較多,代表該網頁具有較高的重要性,網頁排名值亦較高
• 若是被重要性較高的網頁所連結,則被連結網頁的重要性與排名值也相對較高
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Link Counts
Linked by 2 Important Pages
Linked by 2 Unimportant
pages
Sep’s Home Page
Taher’s Home Page
Yahoo! CNNDB Pub Server CS361
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Definition of PageRank• The importance of a page is given
by the importance of the pages that link to it.
jBj j
i xN
xi
1
importance of page i
pages j that link to page i
number of outlinks from page j
importance of page j
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Definition of PageRank
1/2 1/2 1 1
0.1 0.10.1
0.05
Yahoo!CNNDB Pub Server
Taher Sep
0.25
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Definition of PageRank
1/2 1/2 1 1
0.1 0.10.1
0.05
Yahoo!CNNDB Pub Server
Taher Sep
0.25
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PageRank Diagram
Initialize all nodes to rank
0.333
0.333
0.333
nxi
1)0(
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PageRank Diagram
Propagate ranks across links(multiplying by link weights)
0.167
0.167
0.333
0.333
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PageRank Diagram
0.333
0.5
0.167
)0()1( 1j
Bj ji x
Nx
i
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PageRank Diagram
0.167
0.167
0.5
0.167
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PageRank Diagram
0.5
0.333
0.167
)1()2( 1j
Bj ji x
Nx
i
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PageRank Diagram
After a while…
0.4
0.4
0.2
jBj j
i xN
xi
1
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Computing PageRank• Initialize:
• Repeat until convergence:)()1( 1 k
jBj j
ki x
Nx
i
nxi
1)0(
importance of page i
pages j that link to page i
number of outlinks from page j
importance of page j
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SEO(1/8)• Spider(web crawler)
– Robot,infotmaion agent
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SEO(2/8)• Search Engine Optimization
– 自然排名• Google PageRank• Google desktop
– 關鍵字競標 • PPC(Paid per click)• Keyword
– Yahoo關鍵字行銷 – Google adword
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SEO(3/8)• Google Ranking Factors - SEO Chec
klist – keywords - Header
• Keyword in Title tag • Keyword in Description meta tag • Keyword in Keyword metatag
– keywords - Body • Keyword in H1, H2 and H3
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SEO(4/8)• Google Ranking Factors - SEO Checklist
– NAVIGATION - OUTGOING LINKS • To external page • To internal page• Outgoing link Anchor Text <a></a>• Link stability over time
– ON-SITE Factors • Size - Google likes big sites • Site Age • Age of page vs. age of site
– Ranking Factors
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SEO(5/8)• Page rank• Current Problem
– web spam pages use various techniques to achieve higher-than-deserved rankings in a search engine’s result
• Black hat hacker vs White hat hacker
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SEO(6/8)• Type of web spam
– Content spam • Hidden or invisible text • Keyword stuffing • Meta tag stuffing
– Link spam • Link farms • Hidden links
– Other types• Mirror websites • URL redirection
– Reference web spam
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SEO(7/8)• Instruction
– Site:domain name/web site/ip address• Site:140.115.82.89/kinmen/
– Link:domain name/web site/ip address• Link:www.ncu.edu.tw
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SEO(8/8)• Some Tool and sites about SEO
– Google 網路管理工具網路註冊與管理– Google analysis 網站行銷分析– Google Trend關鍵字趨勢– Wholink2me檢視連結網站– WeBuildpageSEO 工具– YourseoplanSEO計畫
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Q&AQ&A