Attracting Buyers With Search, Semantic, and Recommendation Technology

Chapter 6
Attracting Buyers with

Search, Semantic, and
Recommendation
Technology
Prepared by Dr. Derek Sedlack, South University

Learning Objectives
Using Organic
Search Search and
Technology Search
for Business Engine
Success Optimization
Pay-Per-
Recommendation Click and
Engines Paid Search
Strategies
A Search for
Meaning—
Semantic
Technology
Copyright © 2015 John Wiley & Sons, Inc. All rights reserved.
Using Search Technology for Business
Success
• How Search Engines Work
– Search Engine: an application for locating webpages
or other content on a computer network using spiders.
– Spiders: web bots (or bots); small computer programs
designed to perform automated, repetitive tasks over
the Internet.
– Bots scan webpages and return information to be
stored in a page repository.
Chapter
Chapter 66
Success
Chapter
Chapter 66
Success
• Web Directories
– Typically organized by categories.
– Webpage content is usually reviewed by directory
editors prior to listing.
– Page Repository: data structure that stores and
manages information from a large number of
webpages, providing a fast and efficient means for
accessing and analyzing the information at a later
time.
Chapter
Chapter 66
Success
Chapter
Figure 6.5 Components of crawler search engines (Grehan, 2002).

Chapter 66
Success
Chapter
Chapter 66
Figure 6.6 Search engines use invested indexes to efficiently locate Web content based on
search query terms.
Success
• Why Search is Important for Business
– Enterprise search tools allow organizations to share
information internally.
– An organizations’ ability to share knowledge among
employees is vital to its ability to compete.
– Information is not always in the same format.
Chapter
Chapter 66
Success
• Why Search is Important for Business
– Structured data: information with a high degree of
organization, such that inclusion in a relational
database is seamless and readily searchable by simple,
straightforward search engine algorithms or other
search operations.
– Unstructured data: “messy data” not organized in a
systematic or predefined way.
Chapter
Chapter 66
Success
• Security Issues
– Limited access to certain data via job function or
clearance.
– Request log audits should be conducted regularly for
patterns or inconsistencies.
• Enterprise Vendors
– Used to treat data in large companies like Internet data
but include information management tools.
Chapter
Chapter 66
Success
• Recommendation Engines
– Attempt to anticipate information users might be
interested in to recommend new products, articles,
videos, etc.
• Search Engine Marketing
– A collection of online marketing strategies and tactics
that promote brands by increasing their visibility in
search engine results pages (SERPs) through
optimization and advertising.
Chapter
Chapter 66
Success
• Search Engine Marketing
– Basic search types:
• Informational search
• Navigational search
• Transactional search
– Strategies and tactics produce two outcomes:
• Organic search listings
• Paid search listings
– Pay-per-click (produce click-through rates)
• Social media optimization
Chapter
Chapter 66
Success
• Mobile Search
– Technically configured mobile sites
– Content designed for mobile devices
• Business search
– Focused search
– Filetype
– Advanced search
– Search tools button
– Search history
Chapter
Chapter 66
Success
• Real-time Search
– Google Trends
– Google Alerts
– Twitter Search
• Social Bookmarking Search
– Page links tagged with keywords
• 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.
Chapter
Chapter 66
Success
1. What is the primary difference between a web directory
and a crawler based search engine?
2. What is the purpose of an index in a search engine?
3. Describe the page-ranking method most commonly
associated with Google’s success.
4. What is the difference between search engine
optimization and PPC advertising?
5. Describe three different real-time search tools.
Chapter
Chapter 66
Learning Objectives
Organic
Using Search Search and
Technology Search
for Business Engine
Success Optimizatio
n
Pay-Per-
Engines Paid Search
Strategies
A Search for
Meaning—
Semantic
Technology
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 conversions*.
– Ranking factors
• Reputation or popularity
– PageRank: Google’s algorithm based on the assumption
that people are more likely to link a high-quality
website than poor-quality site.
– Backlinks: external links that point back to a site.
• Relevancy
• User Satisfaction
Conversions: when a website visitor converts to a buyer

Chapter
Chapter 66
Optimization
• Inbound marketing
– An approach to marketing that emphasizes SEO,
content Marketing, and social media strategies to
attract customers.
• Outbound marketing
– Traditional approach using mass media advertising.
Chapter
Chapter 66
Optimization
• Black Hat SEO
– Gaming the system or tricking search engines into
ranking a site higher than its content deserves.
1. Link spamming: generating backlinks toward SEO,
not adding user value.
2. Keyword tricks: embedded high-value 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.
Chapter
Chapter 66
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: Reputation or
Popularity, Relevancy, and User Satisfaction. Explain the rationale for
using each of these three categories as an indicator of a website’s content
quality.
2. Backlinks were a key factor in Google’s original PageRank algorithm.
Explain what a backlink is and why Google has reduced its emphasis on
backlinks and instead uses many other additional factors in its ranking
algorithm?
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.
Chapter
Chapter 66
Learning Objectives
Organic
Using Search
Search and
Technology
Search
for Business
Engine
Success
Optimization
Pay-Per-
Engines Paid Search
Strategies
A Search for
Meaning—
Semantic
Technology
Pay-Per-Click and Paid Search
Strategies
• Pay-Per-Click
– PPC advertising campaigns:
1. Set an overall budget
2. Create ads
3. Select associated keywords
4. Set up billing account information
Chapter
Chapter 66
Strategies
• Paid Search Advertising Metrics
– Click through rates (CTR): used to evaluate keyword
selection and ad copy campaign decisions.
– Keyword conversion: should lead to sales, not just
visits.
– Cost of customer acquisition (CoCA): amount of
money spent to attract a paying customer.
– Return on advertising spend (ROAS): overall financial
effectiveness.
Chapter
Chapter 66
Strategies
• Quality Score
– Determined by factors related to the user’s experience.
• Expected keyword click-through-rate (CTR)
• The past CTR of your URL (web address)
• Past effectiveness
• Landing page quality
• Relevance of keywords to ads
• Relevance of keywords to customer search
• Ad performance on difference devices
Chapter
Chapter 66
Strategies
1. What would most people say is the fundamental difference
between organic listings and PPC listings on a search engine?
2. What are the four primary steps to creating a PPC advertising
campaign on search engines?
3. In addition to the “bid price” for a particular keyword, what
other factor(s) influence the likelihood that an advertisement
will appear on a search results page? Why don’t search
engines just rely on the advertisers 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.
Chapter
Chapter 66
Learning Objectives
Organic
Using Search
Search and
Technology
Search
for Business
Engine
Success
Optimization
Pay-Per-
Engines Paid Search
Strategies
A Search for
Meaning—
Semantic
Technology
A Search for Meaning—Semantic
Technology
• Semantic Web
– Meaningful computing using metadata: application of
natural language processing (NLP) to support
information retrieval, analytics, and data-integration that
compass both numerical and “unstructured” information.
• Semantic Search
– Process of typing something into a search engine 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.
Chapter
Chapter 66
Technology
Chapter
Chapter 66
Technology
• Web 3.0
– Developed by W3C.
– Resource description framework (RDF)
• Used to represent information about resources
– Web ontology language (OWL)
• Language used to categorize and accurately
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)
Chapter
Chapter 66
Technology
• Semantic Search Features and Benefits
– Related searches/queries
– Reference results
– Semantically annotated results
– Full-text similarity search
– Search on semantic/syntactic annotations
Chapter
Chapter 66
Technology
• Semantic Search Features and Benefits
– Concept search
– Ontology-based search
– Semantic Web search
– Faceted search
– Clustered search
– Natural language search
Chapter
Chapter 66
Technology
1. List five different practical ways that semantic
technology is enhancing the search experience of users.
2. How do metadata tags facilitate more accurate search
results?
3. Briefly describe the three evolutionary stages of the
Internet?
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?
Chapter
Chapter 66
Learning Objectives
Organic
Using Search
Search and
Technology
Search
for Business
Engine
Success
Optimization
Pay-Per-
Engines Paid Search
Strategies
A Search for
Meaning—
Semantic
Technology
Recommendation Engines
• Recommendation Filters
– Content-based filtering: products based on product
features in past interactions.
– Collaborative filtering: based on user’s similarity to
other people.
Chapter
Chapter 66
• Limitations of Recommendation Engines
– Cold start or new user: challenging since no starting
point or preexisting information exists.
– Sparsity: unable to create critical mass due to few
ratings or similar groups are unidentifiable.
– 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.
Chapter
Chapter 66
• Hybrid Recommendation Engines
– Weighted hybrid: results from different recommenders
are assigned weight and combined numerically to
determined final recommendations.
– Mixed hybrid: results from different recommenders
presented along-side of each other.
– 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.
Chapter
Chapter 55
1. How is a recommendation engine different from a search engine?
2. Besides e-commerce websites that sell products, what are some
other ways that recommendation engines are being used on the
Web today?
3. What are some examples of user information required by
recommendation engines that use collaborative filtering?
4. Before implementing a content-based recommendation engine,
what kind of information would website operators 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?
Chapter
Chapter 66

Attracting Buyers With Search, Semantic, and Recommendation Technology

Uploaded by

Copyright:

Available Formats

You might also like

Attracting Buyers With Search, Semantic, and Recommendation Technology

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Attracting Buyers With Search, Semantic, and Recommendation Technology

Uploaded by

Copyright:

Available Formats

Chapter 6

Attracting Buyers with

Prepared by Dr. Derek Sedlack, South University

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

Conversions: when a website visitor converts to a buyer

You might also like