lecture15-webchar-handout-6-per

1922 searchengineopmizaonspam sec 1922

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assist,…)
   Explicit:
Search
within
results,
more
like
this,
refine
...
   An)cipa)ve:
related
searches
 Deal
with
idiosyncrasies
   Web
specific
vocabulary
   Impact
on
stemming,
spell‐check,
etc.
 The Web   Web
addresses
typed
in
the
search
box
   “The
first,
the
last,
the
best
and
the
worst
…”
   No
design/co‐ordina)on
   Distributed
content
crea)on,
linking,
 democra)za)on
of
publishing
   Content
includes
truth,
lies,
obsolete
 informa)on,
contradic)ons
…

   Unstructured
(text,
html,
…),
semi‐ structured
(XML,
annotated
photos),
 structured
(Databases)…
   Scale
much
larger
than
previous
text
 collec)ons
…
but
corporate
records
are
 catching
up
   Growth
–
slowed
down
from
ini)al
 “volume
doubling
every
few
months”
but
 s)ll
expanding
   Content
can
be
dynamically generated 9
 Introduc)on to Informa)on Retrieval 10
 Introduc)on to Informa)on Retrieval Sec. 19.2.2 The
trouble
with
paid
search
ads
…
   It
costs
money.

What’s
the
alterna)ve?
   Search Engine Op)miza)on:   “Tuning”
your
web
page
to
rank
highly
in
the
 algorithmic
search
results
for
select
keywords
   Alterna)ve
to
paying
for
placement
   Thus,
intrinsically
a
marke)ng
func)on   Performed
by
companies,
webmasters
and
 consultants
(“Search
engine
op)mizers”)
for
their
 clients
   Some
perfectly
legi)mate,
some
very
shady
 SPAM
 (SEARCH
ENGINE
OPTIMIZATION)
 11
 12
 2 Introduc)on to Informa)on Retrieval Sec. 19.2.2 Search
engine
op)miza)on
(Spam)
 Sec. 19.2.2 Introduc)on to Informa)on Retrieval Simplest
forms
   Mo)ves
   First
genera)on
engines
relied
heavily
on
</idf

   The
top‐ranked
pages
for
the
query
maui resort
were
the
 ones
containing
the
most
maui’s
and
resort’s
   Commercial,
poli)cal,
...
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