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Affiliates
LONDON | NEW YORK
Display
International
Leadgeneration
Mobile
PPC
SEO
Socialmedia
Web search
Lunch and learn
Web search
• Interesting digital statistics
• Background to web search
– What is web search?
– Search engine market share
...
Fascinating statistics
2010
30 hours
2013
50 hours
Population
~7 billion
Internet users
Active SM users
Active mobile subs...
Google statistics
8.64 billion
16.4% -
25%
163
searches
What is web search?
• Utility tool used to locate web sites on the web
• Most popular method of finding information
• A se...
Search engine market share
Google
72%
Baidu
15%
Yahoo
6% Bing
6%
AOL
0%
ASK
0%
Excite
0%
Other
1%
1945
1950s
1990
Information retrieval
Automation
Archie
History of web search
Why use search engines?
• Resolve some problem
– E.g. [London weather]
• Achieve some goal, which is usually linked to exp...
SEO
Natural ranking / organic search
SEO: what and why?
• Makes web sites rank high on search engines
– This increases web visibility
– Gets more visitors…
How does SEO work?
WEB INFORMATION
RETRIEVAL
Query dependent
Query independent
Term frequency
Term proximity
• Terms at the beginning of a document are more important than terms at the end
• Exact phrases are preferr...
Search term order
Is Bing better
than Google?
Is Google better
than Bing?
Term location
H1
First line,
first paragraph
Logo
www.7thingsmedia.com
Meta data
• “Data about data”
Emphasis
• Bold
• Italics
Inverse document frequency
• Rare terms are preferred
What is emotional design?
Anchor text
• 7thingsmedia
Language
• Same language as user is preferred
Geo targeting
• Geographically closer websites have better rankings
[English workshop]
EnglishWorkshop.eu
does not rank we...
WEB INFORMATION
RETRIEVAL
Query dependent
Query independent
Directory hierarchy
Number of incoming links
• More links, higher ranking
– Today it is all about quality as supposed to quantity
Link popularity
Up to date
• Current sites preferred
Document length
• Varies depending upon goal
• For blog posts it is a good idea to have, minimum, 300 words
File format
• HTML preferred, PDF and .doc not so much
Site size
• Documents from large sites preferred, small not so much
SEO in 2014
Content marketing
Ranking factors Social media
PR
Digital marketing
Marketing
fin.
gerald.murphy@7thingsmedia.com
@GeraldSearch
www.7thingsmedia.com
@7thingsmedia
Confidential Information
This documen...
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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).

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An introduction to web information retrieval

  1. 1. Affiliates LONDON | NEW YORK Display International Leadgeneration Mobile PPC SEO Socialmedia Web search Lunch and learn
  2. 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. 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. 4. Google statistics 8.64 billion 16.4% - 25% 163 searches
  5. 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. 6. Search engine market share Google 72% Baidu 15% Yahoo 6% Bing 6% AOL 0% ASK 0% Excite 0% Other 1%
  7. 7. 1945 1950s 1990 Information retrieval Automation Archie History of web search
  8. 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. 9. SEO Natural ranking / organic search
  10. 10. SEO: what and why? • Makes web sites rank high on search engines – This increases web visibility – Gets more visitors…
  11. 11. How does SEO work?
  12. 12. WEB INFORMATION RETRIEVAL Query dependent Query independent
  13. 13. Term frequency
  14. 14. Term proximity • Terms at the beginning of a document are more important than terms at the end • Exact phrases are preferred
  15. 15. Search term order Is Bing better than Google? Is Google better than Bing?
  16. 16. Term location H1 First line, first paragraph Logo www.7thingsmedia.com
  17. 17. Meta data • “Data about data”
  18. 18. Emphasis • Bold • Italics
  19. 19. Inverse document frequency • Rare terms are preferred What is emotional design?
  20. 20. Anchor text • 7thingsmedia
  21. 21. Language • Same language as user is preferred
  22. 22. Geo targeting • Geographically closer websites have better rankings [English workshop] EnglishWorkshop.eu does not rank well in UK
  23. 23. WEB INFORMATION RETRIEVAL Query dependent Query independent
  24. 24. Directory hierarchy
  25. 25. Number of incoming links • More links, higher ranking – Today it is all about quality as supposed to quantity
  26. 26. Link popularity
  27. 27. Up to date • Current sites preferred
  28. 28. Document length • Varies depending upon goal • For blog posts it is a good idea to have, minimum, 300 words
  29. 29. File format • HTML preferred, PDF and .doc not so much
  30. 30. Site size • Documents from large sites preferred, small not so much
  31. 31. SEO in 2014 Content marketing Ranking factors Social media PR Digital marketing Marketing
  32. 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.

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