An introduction to web information retrieval
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An introduction to web information retrieval

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Some digital marketing statistics, followed by a web search introduction and web information retrieval ranking factors (query dependent and query independent).

Some digital marketing statistics, followed by a web search introduction and web information retrieval ranking factors (query dependent and query independent).

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  • 1. Affiliates LONDON | NEW YORK Display International Leadgeneration Mobile PPC SEO Socialmedia Web search Lunch and learn
  • 2. Web search • Interesting digital statistics • Background to web search – What is web search? – Search engine market share – Origin of search engines • An introduction to SEO – What is SEO? – How do sites rank?
  • 3. Fascinating statistics 2010 30 hours 2013 50 hours Population ~7 billion Internet users Active SM users Active mobile subscriptions ~2.5 billion ~1.8 billion ~6.5 billion February 2014 Europe internet penetration: 68% UK internet penetration: 87%
  • 4. Google statistics 8.64 billion 16.4% - 25% 163 searches
  • 5. What is web search? • Utility tool used to locate web sites on the web • Most popular method of finding information • A searcher driven program offering unique features to build and find information Public domain dedication license (no copyright)
  • 6. Search engine market share Google 72% Baidu 15% Yahoo 6% Bing 6% AOL 0% ASK 0% Excite 0% Other 1%
  • 7. 1945 1950s 1990 Information retrieval Automation Archie History of web search
  • 8. Why use search engines? • Resolve some problem – E.g. [London weather] • Achieve some goal, which is usually linked to expanding knowledge – E.g. Download a map
  • 9. SEO Natural ranking / organic search
  • 10. SEO: what and why? • Makes web sites rank high on search engines – This increases web visibility – Gets more visitors…
  • 11. How does SEO work?
  • 12. WEB INFORMATION RETRIEVAL Query dependent Query independent
  • 13. Term frequency
  • 14. Term proximity • Terms at the beginning of a document are more important than terms at the end • Exact phrases are preferred
  • 15. Search term order Is Bing better than Google? Is Google better than Bing?
  • 16. Term location H1 First line, first paragraph Logo www.7thingsmedia.com
  • 17. Meta data • “Data about data”
  • 18. Emphasis • Bold • Italics
  • 19. Inverse document frequency • Rare terms are preferred What is emotional design?
  • 20. Anchor text • 7thingsmedia
  • 21. Language • Same language as user is preferred
  • 22. Geo targeting • Geographically closer websites have better rankings [English workshop] EnglishWorkshop.eu does not rank well in UK
  • 23. WEB INFORMATION RETRIEVAL Query dependent Query independent
  • 24. Directory hierarchy
  • 25. Number of incoming links • More links, higher ranking – Today it is all about quality as supposed to quantity
  • 26. Link popularity
  • 27. Up to date • Current sites preferred
  • 28. Document length • Varies depending upon goal • For blog posts it is a good idea to have, minimum, 300 words
  • 29. File format • HTML preferred, PDF and .doc not so much
  • 30. Site size • Documents from large sites preferred, small not so much
  • 31. SEO in 2014 Content marketing Ranking factors Social media PR Digital marketing Marketing
  • 32. fin. gerald.murphy@7thingsmedia.com @GeraldSearch www.7thingsmedia.com @7thingsmedia Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2014 7thingsmedia LTD.