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The Search The Search Economic Economic 中中中中 中中中中 954203057 954203057 中中中 中中中

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Page 1: Search Economic

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

Page 2: Search Economic

Outline• Management

– About 5W1H– Search engine competitor– Google– Search Economic– Perfect Search

• Technique– SEO

Page 3: Search Economic

ManagementManagement

Page 4: Search Economic

About 5W1H• What • When• Why• Where• Who• How

Page 5: Search Economic
Page 6: Search Economic

Search engine competitor

• Altavista->yahoo• Bill Gross->overture->yahoo• Excite->ASK• Yahoo• Google

Page 7: Search Economic

AltaVista

Page 8: Search Economic

Bill Gross

Page 9: Search Economic

Excite

Page 10: Search Economic

Yahoo

Page 11: Search Economic

Google

Page 12: Search Economic

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

Page 13: Search Economic

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

Page 14: Search Economic

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

Page 15: Search Economic

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

Page 16: Search Economic

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

Page 17: Search Economic

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

Page 18: Search Economic

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

Page 19: Search Economic

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」

Page 20: Search Economic

TechniqueTechnique

Page 21: Search Economic
Page 22: Search Economic

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

Page 23: Search Economic

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

Page 24: Search Economic

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

Page 25: Search Economic

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

Page 26: Search Economic

Definition of PageRank

1/2 1/2 1 1

0.1 0.10.1

0.05

Yahoo!CNNDB Pub Server

Taher Sep

0.25

Page 27: Search Economic

Definition of PageRank

1/2 1/2 1 1

0.1 0.10.1

0.05

Yahoo!CNNDB Pub Server

Taher Sep

0.25

Page 28: Search Economic

PageRank Diagram

Initialize all nodes to rank

0.333

0.333

0.333

nxi

1)0(

Page 29: Search Economic

PageRank Diagram

Propagate ranks across links(multiplying by link weights)

0.167

0.167

0.333

0.333

Page 30: Search Economic

PageRank Diagram

0.333

0.5

0.167

)0()1( 1j

Bj ji x

Nx

i

Page 31: Search Economic

PageRank Diagram

0.167

0.167

0.5

0.167

Page 32: Search Economic

PageRank Diagram

0.5

0.333

0.167

)1()2( 1j

Bj ji x

Nx

i

Page 33: Search Economic

PageRank Diagram

After a while…

0.4

0.4

0.2

jBj j

i xN

xi

1

Page 34: Search Economic

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

Page 35: Search Economic

SEO(1/8)• Spider(web crawler)

– Robot,infotmaion agent

Page 36: Search Economic

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

Page 37: Search Economic

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

Page 38: Search Economic

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

Page 39: Search Economic

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

Page 40: Search Economic

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

Page 41: Search Economic

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

Page 42: Search Economic

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

Page 43: Search Economic

Q&AQ&A