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Search Engine Optimization: a Survey of Current Best Practices
Grand Valley State University ScholarWorks@GVSU Technical Library School of Computing and Information Systems 2013 Search Engine Optimization: A Survey of Current Best Practices Niko Solihin Grand Valley Follow this and additional works at: https://scholarworks.gvsu.edu/cistechlib ScholarWorks Citation Solihin, Niko, "Search Engine Optimization: A Survey of Current Best Practices" (2013). Technical Library. 151. https://scholarworks.gvsu.edu/cistechlib/151 This Project is brought to you for free and open access by the School of Computing and Information Systems at ScholarWorks@GVSU. It has been accepted for inclusion in Technical Library by an authorized administrator of ScholarWorks@GVSU. For more information, please contact [email protected]. Search Engine Optimization: A Survey of Current Best Practices By Niko Solihin A project submitted in partial fulfillment of the requirements for the degree of Master of Science in Computer Information Systems at Grand Valley State University April, 2013 _______________________________________________________________________________ Your Professor Date Search Engine Optimization: A Survey of Current Best Practices Niko Solihin Grand Valley State University Grand Rapids, MI, USA [email protected] ABSTRACT 2. Build and maintain an index of sites’ keywords and With the rapid growth of information on the web, search links (indexing) engines have become the starting point of most web-related 3. Present search results based on reputation and rele- tasks. In order to reach more viewers, a website must im- vance to users’ keyword combinations (searching) prove its organic ranking in search engines. This paper intro- duces the concept of search engine optimization (SEO) and The primary goal is to e↵ectively present high-quality, pre- provides an architectural overview of the predominant search cise search results while efficiently handling a potentially engine, Google. -
Clique-Attacks Detection in Web Search Engine for Spamdexing Using K-Clique Percolation Technique
International Journal of Machine Learning and Computing, Vol. 2, No. 5, October 2012 Clique-Attacks Detection in Web Search Engine for Spamdexing using K-Clique Percolation Technique S. K. Jayanthi and S. Sasikala, Member, IACSIT Clique cluster groups the set of nodes that are completely Abstract—Search engines make the information retrieval connected to each other. Specifically if connections are added task easier for the users. Highly ranking position in the search between objects in the order of their distance from one engine query results brings great benefits for websites. Some another a cluster if formed when the objects forms a clique. If website owners interpret the link architecture to improve ranks. a web site is considered as a clique, then incoming and To handle the search engine spam problems, especially link farm spam, clique identification in the network structure would outgoing links analysis reveals the cliques existence in web. help a lot. This paper proposes a novel strategy to detect the It means strong interconnection between few websites with spam based on K-Clique Percolation method. Data collected mutual link interchange. It improves all websites rank, which from website and classified with NaiveBayes Classification participates in the clique cluster. In Fig. 2 one particular case algorithm. The suspicious spam sites are analyzed for of link spam, link farm spam is portrayed. That figure points clique-attacks. Observations and findings were given regarding one particular node (website) is pointed by so many nodes the spam. Performance of the system seems to be good in terms of accuracy. (websites), this structure gives higher rank for that website as per the PageRank algorithm. -
Lecture 18: CS 5306 / INFO 5306: Crowdsourcing and Human Computation Web Link Analysis (Wisdom of the Crowds) (Not Discussing)
Lecture 18: CS 5306 / INFO 5306: Crowdsourcing and Human Computation Web Link Analysis (Wisdom of the Crowds) (Not Discussing) • Information retrieval (term weighting, vector space representation, inverted indexing, etc.) • Efficient web crawling • Efficient real-time retrieval Web Search: Prehistory • Crawl the Web, generate an index of all pages – Which pages? – What content of each page? – (Not discussing this) • Rank documents: – Based on the text content of a page • How many times does query appear? • How high up in page? – Based on display characteristics of the query • For example, is it in a heading, italicized, etc. Link Analysis: Prehistory • L. Katz. "A new status index derived from sociometric analysis“, Psychometrika 18(1), 39-43, March 1953. • Charles H. Hubbell. "An Input-Output Approach to Clique Identification“, Sociolmetry, 28, 377-399, 1965. • Eugene Garfield. Citation analysis as a tool in journal evaluation. Science 178, 1972. • G. Pinski and Francis Narin. "Citation influence for journal aggregates of scientific publications: Theory, with application to the literature of physics“, Information Processing and Management. 12, 1976. • Mark, D. M., "Network models in geomorphology," Modeling in Geomorphologic Systems, 1988 • T. Bray, “Measuring the Web”. Proceedings of the 5th Intl. WWW Conference, 1996. • Massimo Marchiori, “The quest for correct information on the Web: hyper search engines”, Computer Networks and ISDN Systems, 29: 8-13, September 1997, Pages 1225-1235. Hubs and Authorities • J. Kleinberg. “Authoritative -
Internet Multimedia Information Retrieval Based on Link
Internet Multimedia Information Retrieval based on Link Analysis by Chan Ka Yan Supervised by Prof. Christopher C. Yang A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Philosophy in Division of Systems Engineering and Engineering Management ©The Chinese University of Hong Kong August 2004 The Chinese University of Hong Kong holds the copyright of this thesis. Any person(s) intending to use a part or whole material in the thesis in proposed publications must seek copyright release from the Dean of Graduate School. (m 1 1 2055)11 WWSYSTEM/麥/J ACKNOWLEDGEMENT Acknowledgement I wish to gratefully acknowledge the major contribution made to this paper by Prof. Christopher C. Yang, my supervisor, for providing me with the idea to initiate the project as well as guiding me through the whole process; Prof. Wei Lam and Prof. Jeffrey X. Yu, my internal markers, and my external marker, for giving me invaluable advice during the oral examination to improve the project. I would also like to thank my classmates and friends, Tony in particular, for their help and encouragement shown throughout the production of this paper. Finally, I have to thank my family members for their patience and consideration and for doing my share of the domestic chores while I worked on this paper. i ABSTRACT Abstract Ever since the invention of Internet World Wide Web (WWW), which can be regarded as an electronic library storing billions of information sets with different types of media, enhancing the efficiency in searching on WWW has been becoming the major challenge in the Internet world while different web search engines are the tools for obtaining the necessary materials through various information retrieval algorithms. -
What Is Pairs Trading
LyncP PageRank LocalRankU U HilltopU U HITSU U AT(k)U U NORM(p)U U moreU 〉〉 U Searching for a better search… LYNC Search I’m Feeling Luckier RadhikaHTU GuptaUTH NalinHTU MonizUTH SudiptoHTU GuhaUTH th CSE 401 Senior Design. April 11P ,P 2005. PageRank LocalRankU U HilltopU U HITSU U AT(k)U U NORM(p)U U moreU 〉〉 U Searching for a better search … LYNC Search Lync "for"T is a very common word and was not included in your search. [detailsHTU ]UTH Table of Contents Pages 1 – 31 for SearchingHTU for a better search UTH (2 Semesters) P P Sponsored Links AbstractHTU UTH PROBLEMU Solved U A summary of the topics covered in our paper. Beta Power! Pages 1 – 2 - CachedHTU UTH - SimilarHTU pages UTH www.PROBLEM.com IntroductionHTU and Definitions UTH FreeU CANDDE U An introduction to web searching algorithms and the Link Analysis Rank Algorithms space as well as a Come get it. Don’t be detailed list of key definitions used in the paper. left dangling! Pages 3 – 7 - CachedHTU UTH - SimilarHTU pagesUTH www.CANDDE.gov SurveyHTU of the Literature UTH A detailed survey of the different classes of Link Analysis Rank algorithms including PageRank based AU PAT on the Back U algorithms, local interconnectivity algorithms, and HITS and the affiliated family of algorithms. This The Best Authorities section also includes a detailed discuss of the theoretical drawbacks and benefits of each algorithm. on Every Subject Pages 8 – 31 - CachedHTU UTH - SimilarHTU pages UTH www.PATK.edu PageHTU Ranking Algorithms UTH PagingU PAGE U An examination of the idea of a simple page rank algorithm and some of the theoretical difficulties The shortest path to with page ranking, as well as a discussion and analysis of Google’s PageRank algorithm. -
Role of Ranking Algorithms for Information Retrieval
Role of Ranking Algorithms for Information Retrieval Laxmi Choudhary 1 and Bhawani Shankar Burdak 2 1Banasthali University, Jaipur, Rajasthan [email protected] 2 BIET, Sikar, Rajasthan [email protected] Abstract As the use of web is increasing more day by day, the web users get easily lost in the web’s rich hyper structure. The main aim of the owner of the website is to give the relevant information according their needs to the users. We explained the Web mining is used to categorize users and pages by analyzing user’s behavior, the content of pages and then describe Web Structure mining. This paper includes different Page Ranking algorithms and compares those algorithms used for Information Retrieval. Different Page Rank based algorithms like Page Rank (PR), WPR (Weighted Page Rank), HITS (Hyperlink Induced Topic Selection), Distance Rank and EigenRumor algorithms are discussed and compared. Simulation Interface has been designed for PageRank algorithm and Weighted PageRank algorithm but PageRank is the only ranking algorithm on which Google search engine works. Keywords Page Rank, Web Mining, Web Structured Mining, Web Content Mining. 1. Introduction The World Wide Web (WWW) is rapidly growing on all aspects and is a massive, explosive, diverse, dynamic and mostly unstructured data repository. As on today WWW is the huge information repository for knowledge reference. There are a lot of challenges in the Web: Web is large, Web pages are semi structured, and Web information tends to be diversity in meaning, degree of quality of the information extracted and the conclusion of the knowledge from the extracted information. -
Web Structure Mining: Exploring Hyperlinks and Algorithms for Information Retrieval
2nd CUTSE International Conference 2009 Web Structure Mining: Exploring Hyperlinks and Algorithms for Information Retrieval Ravi Kumar P Ashutosh Kumar Singh Department of ECEC, Curtin University of Technology, Department of ECEC, Curtin University of Technology, Sarawak Campus, Miri, Malaysia Sarawak Campus, Miri, Malaysia [email protected] [email protected] Abstract —This paper focus on the Hyperlink analysis, the (NLP), Machine Learning etc. can be used to solve the above algorithms used for link analysis, compare those algorithms and the challenges. Web mining is the use of data mining techniques to role of hyperlink analysis in Web searching. In the hyperlink automatically discover and extract information from the World analysis, the number of incoming links to a page and the number of Wide Web (WWW). Web structure mining helps the users to outgoing links from that page will be analyzed and the reliability of retrieve the relevant documents by analyzing the link structure the linking will be analyzed. Authorities and Hubs concept of Web of the Web. pages will be explored. The different algorithms used for Link analysis like PageRank, HITS (Hyperlink-Induced Topic Search) This paper is organized as follows. Next Section provides and other algorithms will be discussed and compared. The formula concepts of Web Structure mining and Web Graph. Section III used by those algorithms will be explored. provides Hyperlink analysis, algorithms and their comparisons. Paper is concluded in Section IV. Keywords - Web Mining, Web Content, Web Structure, Web Graph, Information Retrieval, Hyperlink Analysis, PageRank, II. WEB STRUCTURE MINING Weighted PageRank and HITS. A. Overview I. -
HITS May 26 & 31, 2017 1 / 22 Outline
MAT 167: Applied Linear Algebra Lecture 24: Searching by Link Structure I Naoki Saito Department of Mathematics University of California, Davis May 26 & 31, 2017 [email protected] (UC Davis) HITS May 26 & 31, 2017 1 / 22 Outline 1 Introduction 2 HITS Method 3 A Small Scale Example [email protected] (UC Davis) HITS May 26 & 31, 2017 2 / 22 Introduction Outline 1 Introduction 2 HITS Method 3 A Small Scale Example [email protected] (UC Davis) HITS May 26 & 31, 2017 3 / 22 Introduction Introduction The most dramatic change in search engine design in the past 15 years or so: incorporation of the Web’s hyperlink structure (recall outlinks and inlinks of webpages briefly discussed in Example 4 in Lecture 2). Recall LSI (Latent Semantic Indexing), which uses the SVD of a matrix (e.g., a term-document matrix). One cannot use LSI for the entire Web: because it’s based on SVD, the computation and storage for the entire Web is simply not tractable! (Currently, there are about m 4.49 109 webpages worldwide). ¼ £ The idea of using link structure of the Web is the following: 1 certain webpages recognized as “go to” places for certain information (called9 authorities); 2 certain webpages legitimizing those esteemed positions (i.e., authorities)9 by pointing to them with links (called hubs). 3 It is a mutually reinforcing approach: good hubs good authorities () [email protected] (UC Davis) HITS May 26 & 31, 2017 4 / 22 Introduction Introduction The most dramatic change in search engine design in the past 15 years or so: incorporation of the Web’s hyperlink structure (recall outlinks and inlinks of webpages briefly discussed in Example 4 in Lecture 2). -
Trustworthy Website Detection Based on Social Hyperlink Network Analysis
TRANSACTIONS ON NETWORK SCIENCE AND ENGINEERING 1 Trustworthy Website Detection Based on Social Hyperlink Network Analysis Xiaofei Niu, Guangchi Liu, Student Member, and Qing Yang, Senior Member Abstract—Trustworthy website detection plays an important role in providing users with meaningful web pages, from a search engine. Current solutions to this problem, however, mainly focus on detecting spam websites, instead of promoting more trustworthy ones. In this paper, we propose the enhanced OpinionWalk (EOW) algorithm to compute the trustworthiness of all websites and identify trustworthy websites with higher trust values. The proposed EOW algorithm treats the hyperlink structure of websites as a social network and applies social trust analysis to calculate the trustworthiness of individual websites. To mingle social trust analysis and trustworthy website detection, we model the trustworthiness of a website based on the quantity and quality of websites it points to. We further design a mechanism in EOW to record which websites’ trustworthiness need to be updated while the algorithm “walks” through the network. As a result, the execution of EOW is reduced by 27.1%, compared to the OpinionWalk algorithm. Using the public dataset, WEBSPAM-UK2006, we validate the EOW algorithm and analyze the impacts of seed selection, size of seed set, maximum searching depth and starting nodes, on the algorithm. Experimental results indicate that EOW algorithm identifies 5.35% to 16.5% more trustworthy websites, compared to TrustRank. Index Terms—Trust model, social trust network, trustworthy website detection, social hyperlink network. F 1INTRODUCTION EARCH engines have become more and more important sites are removed from the searching results, more trust- S for our daily lives, due to their ability in providing worthy websites are promoted. -
From Sociometry to Pagerank
7. Calculating Networks: From Sociometry to PageRank Abstract This chapter ventures into the field of network algorithms, using the prehistory of Google’s PageRank algorithm to discuss yet another way to think about information ordering. The chapter shows how algorithmic ordering techniques exploit and integrate knowledge from areas other than information retrieval – in particular the social sciences and citation analysis – and demonstrates how the ‘politics’ of an algorithm can depend on small variations that lead to radically different outcomes. The context of web search means that the various techniques covered in the second part of the book are brought together into a shared application space, allowing for a more concrete return to earlier discussions of variation and combination in software. Keywords: PageRank, recursive status index, graph theory, sociometry, citation analysis While many of the algorithmic techniques behind ordering gestures such as ranking, filtering, or recommending have indeed been pioneered in the context of information retrieval, there are other sites of inception that inform technical and conceptual trajectories. This chapter traces the development of network algorithms and the application of graph theory to information ordering through the fields of sociometry and citation analysis and then explains how these elements made their way into information retrieval, becoming part of Google’s emblematic search engine. Network analysis has seen a stellar rise over the last two decades: network visualizations have become a common sight in and beyond academia, social network analysis has found its way into the core curriculum of the social sciences, and certain scholars have gone as far as to declare the advent of a ‘new science of networks’ (Barabási, 2002; Watts, 2004). -
Pagerank: a Context-Sensitive Ranking Algorithm for Web Search
Topic-Sensitive PageRank: A Context-Sensitive Ranking Algorithm for Web Search Taher H. Haveliwala Stanford University [email protected] Abstract. The original PageRank algorithm for improving the ranking of search-query results computes a single vector, using the link structure of the Web, to capture the relative \importance" of Web pages, independent of any particular search query. To yield more accurate search results, we propose computing a set of PageRank vectors, biased using a set of representative topics, to capture more accurately the notion of importance with respect to a particular topic. For ordinary keyword search queries, we compute the topic-sensitive PageRank scores for pages satisfying the query using the topic of the query keywords. For searches done in context (e.g., when the search query is performed by highlighting words in a Web page), we compute the topic-sensitive PageRank scores using the topic of the context in which the query appeared. By us- ing linear combinations of these (precomputed) biased PageRank vectors to generate context-specific importance scores for pages at query time, we show that we can gener- ate more accurate rankings than with a single, generic PageRank vector. We describe techniques for efficiently implementing a large scale search system based on the topic- sensitive PageRank scheme. Keywords: web search, web graph, link analysis, PageRank, search in context, per- sonalized search, ranking algorithm 1 Introduction Various link-based ranking strategies have been developed recently for improving Web-search query results. The HITS algorithm proposed by Kleinberg [22] relies on query-time processing to deduce the hubs and authorities that exist in a subgraph of the Web consisting of both the results to a query and the local neighborhood of these results. -
COMP6237 – Pagerank Markus Brede [email protected] Lecture
COMP6237 – Pagerank Markus Brede [email protected] Lecture slides available here: http://users.ecs.soton.ac.uk/mb8/stats/datamining.html History ● Was developed by Larry Page (hence the name) and Sergey Brin ● First part of a research project about a new type of search engine. Started 1995, first prototype 1998. ● Shortly after Page and Brin founded Google … ● Work has been influenced by earlier work on citation analysis by Eugene Garfield in the 1950s ● At the same time as Page and Brin Kleinberg published a similar idea for web search, the HITS (Hyperlink-induced topic search) algorithm Outline ● Why? – Could use bag of words representation, cosine similarity and inverse document frequency weighting for search – works pretty well – There is often more information about documents – Web pages contain links to other pages. These reflect judgments about relevance – page rank aims to exploit this! ● Agenda: – Ideas to rank importance of webpages – “centrality measures” ● Degree centrality, eigenvector centrality, Katz centrality, … pagerank ● Page rank and random walks ● Calculating page rank ● Kleinberg's HITS algorithm – Summary Main Idea Doc 1 Doc 2 Doc 0 Doc 5 Doc 3 Doc 4 ● Documents (web pages) refer to each other in some way ● Links are endorsements of relevance (i.e. if a links to b the creator of a thinks that b is relevant to the topic of a) ● Surely, pages with many incoming links are more relevant than such with less incoming links ● Want to exploit this link structure in a systematic way to rank pages according to importance,