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Introduction
          Search Optimization
                     Pagerank
                   Conclusion




Search Optimization Technique : PageRank


                       Gohil Dhara
Introduction   General outline
          Search Optimization   History
                     Pagerank
                   Conclusion




History
What is Search Optimization

PageRank (Two different notations)

Effects of the Links

How is PageRank Calculated

Advantages and Limitations
Introduction   General outline
                Search Optimization   History
                           Pagerank
                         Conclusion




         Seeds of Search Optimization

         Pagerank

         Citations analysis, HITS, Hyper Search




Vannevar Bush       Gerard Salton     Sergei Brin       Larry Page
Introduction
       Search Optimization   What is Search optimization
                  Pagerank   Optimization in various Search Engines
                Conclusion




The old Approach

Meaning of Search Optimization

It’s a backend Process

Relevancy of the keywords

Link Analysis

Age of a webpage
Introduction
                     Search Optimization        What is Search optimization
                                Pagerank        Optimization in various Search Engines
                              Conclusion




Reciprocal links
Commercial links                                Natural links
Natural citations                               Old sites
                                                Content filters
                                                Link Quality-crawl depth




             Natural/artificial links
             Relevancy algorithms poor                           Topical community
             Biased towards commercial result
             Reciprocal links
             Page content
Introduction        Understanding PageRank ( How it works 1 )
                        Search Optimization        Applications
                                   Pagerank        Advantages and Limitations
                                 Conclusion

                                      A social example
Teacher A
                                       Principal                       Student A




                                                                                    Student B




            Teacher B
                                                                           Student C
Introduction   Understanding PageRank ( How it works 2 )
Search Optimization   Applications
           Pagerank   Advantages and Limitations
         Conclusion
Introduction      Understanding PageRank ( Algorithm )
                    Search Optimization      Applications
                               Pagerank      Advantages and Limitations
                             Conclusion




PR (A) = (1-d) + d (PR (T1) / C (T1) + ... + PR (Tn) / C (Tn))

Where,
PR(A) is the PageRank of page A
PR(Ti) is the PageRank of pages Ti which link to page A
C(Ti) is the number of outbound links on page Ti and
d is a damping factor which can be set between 0 and 1

In simple terms,
PageRank for a given page = Initial PageRank + (total ranking power ÷
number of outbound links) +...

The second version,
PR (A) = (1-d) + d (PR (T1) / C (T1) + ... + PR (Tn) / C
(Tn))
           N
Introduction       Understanding PageRank ( Damping factor )
              Search Optimization       Applications
                         Pagerank       Advantages and Limitations
                       Conclusion


     The random surfer model

     Damping Factor d

     Minimum PageRank ( 1-d )
                                                             Link 1
     Maximum PageRank N+( 1-d )

                                                             Link 2


    Link 1                                                   Link 3

.                                                        .
.                                                        .
    Link n                          d
                                                             Link n
Introduction     Understanding PageRank ( Computation of PageRank )
                          Search Optimization     Applications
                                     Pagerank     Advantages and Limitations
                                   Conclusion




                                        Consider an imaginary web of 3 web
                                        pages.
                                        And the inbound and outbound link
                                        structure is as shown in the figure. The
                                        calculations can be done by following
                                        method :



PR(A) = 0.5 + 0.5 PR(C) PR(B) = 0.5 + 0.5 (PR(A) / 2) PR(C) = 0.5 + 0.5 ((PR(A) / 2 )+ PR (B))
      = 0.5 + (0.5*1)
      =1                      = 0.5 + 0.5 (1/2)             = 0.5 + 0.5 (1/2 + 0.75)
                              = 0.5 + (0.5 * 0.5)           = 0.5 + 0.5 (1.25)
                              = 0.5 + 0.25                  = 0.5 + 0.625
                              = 0.75                        = 1.125
Introduction       Understanding PageRank ( Iterative)
            Search Optimization       Applications
                       Pagerank       Advantages and Limitations
                     Conclusion

Iteration     PR(A)               PR(B)                     PR(C)
0             1                   1                         1
1             1                   0.75                      1.125
2             1.0625              0.765625                  1.1484375
3             1.07421875          0.76855469                1.15283203
4             1.07641602          0.76910400                1.15365601
5             1.07682800          0.76920700                1.15381050
6             1.07690525          0.76922631                1.15383947
7             1.07691973          0.76922993                1.15384490
8             1.07692245          0.76923061                1.15384592
9             1.07692296          0.76923074                1.15384611
10            1.07692305          0.76923076                1.15384615
11            1.07692307          0.76923077                1.15384615
12            1.07692308          0.76923077                1.15384615
Introduction   Understanding PageRank ( Effect of inbound links 1 )
                     Search Optimization   Applications
                                Pagerank   Advantages and Limitations
                              Conclusion



                                                              External Site A
                                                                   0.22
                               About
                                0.41
                                                             Home
                                                              External Site B
                                                             0.92 0.22
  Home                        Product
  0.92                          0.41
                                                              External Site C
                                                                   0.22
                               Links
                               0.41
                                                             Home
                                                              External Site A
                                                             0.92 0.22
Average PR = 0.378
Introduction   Understanding PageRank ( Effect of inbound links 2 )
                    Search Optimization   Applications
                               Pagerank   Advantages and Limitations
                             Conclusion



                                                             External Site A
                                                                  0.34
                              About
                               1.1
                                                            Home
                                                             External Site B
                                                            0.92 0.34
   Home                      Product
   3.35                         1.1
                                                             External Site C
                                                                  0.34
                              Links
                                1.1
                                                            Home
                                                             External Site A
                                                            0.92 0.34




Average PR = 3.35
Introduction   Understanding PageRank ( Effect of outbound links )
                  Search Optimization   Applications
                             Pagerank   Advantages and Limitations
                           Conclusion

                                                           External Site A
                                                                0.23
                            About
                             0.84
                                                           External Site B
                                                                0.23
Home                       Product
2.44                         0.84
                                                           External Site C
                                                                0.23
                            Links
                            0.84
                                                           External Site A
                                                                0.23


       Review A             Review B         Review C               Review D
         0.23                 0.23             0.23                   0.23
Introduction    Understanding PageRank
        Search Optimization    Applications
                   Pagerank    Advantages and Limitations
                 Conclusion




SERP Rank

Google Toolbar(The intentional surfer model)

Ecosystem

Academic doctoral programs

ISI impact factor(Institute for scientific information)

Wikipedia
Introduction   Understanding PageRank
                  Search Optimization   Applications
                             Pagerank   Advantages and Limitations
                           Conclusion




Advantages                                  Limitations

    Most relevant search results                  Bias towards older pages

    Reduces spamdexing                            Link trade

    Values Natural Links
Introduction
       Search Optimization
                  Pagerank
                Conclusion




Optimization is necessary

PageRank most efficient

Web masters' Point of view on PageRank

Google’s Point of view on PageRank

Effect on the web development industry
Thank you

dhara.gohil@gmail.com

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Pagerank Algorithm Explained

  • 1. Introduction Search Optimization Pagerank Conclusion Search Optimization Technique : PageRank Gohil Dhara
  • 2. Introduction General outline Search Optimization History Pagerank Conclusion History What is Search Optimization PageRank (Two different notations) Effects of the Links How is PageRank Calculated Advantages and Limitations
  • 3. Introduction General outline Search Optimization History Pagerank Conclusion Seeds of Search Optimization Pagerank Citations analysis, HITS, Hyper Search Vannevar Bush Gerard Salton Sergei Brin Larry Page
  • 4. Introduction Search Optimization What is Search optimization Pagerank Optimization in various Search Engines Conclusion The old Approach Meaning of Search Optimization It’s a backend Process Relevancy of the keywords Link Analysis Age of a webpage
  • 5. Introduction Search Optimization What is Search optimization Pagerank Optimization in various Search Engines Conclusion Reciprocal links Commercial links Natural links Natural citations Old sites Content filters Link Quality-crawl depth Natural/artificial links Relevancy algorithms poor Topical community Biased towards commercial result Reciprocal links Page content
  • 6. Introduction Understanding PageRank ( How it works 1 ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion A social example Teacher A Principal Student A Student B Teacher B Student C
  • 7. Introduction Understanding PageRank ( How it works 2 ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion
  • 8. Introduction Understanding PageRank ( Algorithm ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion PR (A) = (1-d) + d (PR (T1) / C (T1) + ... + PR (Tn) / C (Tn)) Where, PR(A) is the PageRank of page A PR(Ti) is the PageRank of pages Ti which link to page A C(Ti) is the number of outbound links on page Ti and d is a damping factor which can be set between 0 and 1 In simple terms, PageRank for a given page = Initial PageRank + (total ranking power ÷ number of outbound links) +... The second version, PR (A) = (1-d) + d (PR (T1) / C (T1) + ... + PR (Tn) / C (Tn)) N
  • 9. Introduction Understanding PageRank ( Damping factor ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion The random surfer model Damping Factor d Minimum PageRank ( 1-d ) Link 1 Maximum PageRank N+( 1-d ) Link 2 Link 1 Link 3 . . . . Link n d Link n
  • 10. Introduction Understanding PageRank ( Computation of PageRank ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion Consider an imaginary web of 3 web pages. And the inbound and outbound link structure is as shown in the figure. The calculations can be done by following method : PR(A) = 0.5 + 0.5 PR(C) PR(B) = 0.5 + 0.5 (PR(A) / 2) PR(C) = 0.5 + 0.5 ((PR(A) / 2 )+ PR (B)) = 0.5 + (0.5*1) =1 = 0.5 + 0.5 (1/2) = 0.5 + 0.5 (1/2 + 0.75) = 0.5 + (0.5 * 0.5) = 0.5 + 0.5 (1.25) = 0.5 + 0.25 = 0.5 + 0.625 = 0.75 = 1.125
  • 11. Introduction Understanding PageRank ( Iterative) Search Optimization Applications Pagerank Advantages and Limitations Conclusion Iteration PR(A) PR(B) PR(C) 0 1 1 1 1 1 0.75 1.125 2 1.0625 0.765625 1.1484375 3 1.07421875 0.76855469 1.15283203 4 1.07641602 0.76910400 1.15365601 5 1.07682800 0.76920700 1.15381050 6 1.07690525 0.76922631 1.15383947 7 1.07691973 0.76922993 1.15384490 8 1.07692245 0.76923061 1.15384592 9 1.07692296 0.76923074 1.15384611 10 1.07692305 0.76923076 1.15384615 11 1.07692307 0.76923077 1.15384615 12 1.07692308 0.76923077 1.15384615
  • 12. Introduction Understanding PageRank ( Effect of inbound links 1 ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion External Site A 0.22 About 0.41 Home External Site B 0.92 0.22 Home Product 0.92 0.41 External Site C 0.22 Links 0.41 Home External Site A 0.92 0.22 Average PR = 0.378
  • 13. Introduction Understanding PageRank ( Effect of inbound links 2 ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion External Site A 0.34 About 1.1 Home External Site B 0.92 0.34 Home Product 3.35 1.1 External Site C 0.34 Links 1.1 Home External Site A 0.92 0.34 Average PR = 3.35
  • 14. Introduction Understanding PageRank ( Effect of outbound links ) Search Optimization Applications Pagerank Advantages and Limitations Conclusion External Site A 0.23 About 0.84 External Site B 0.23 Home Product 2.44 0.84 External Site C 0.23 Links 0.84 External Site A 0.23 Review A Review B Review C Review D 0.23 0.23 0.23 0.23
  • 15. Introduction Understanding PageRank Search Optimization Applications Pagerank Advantages and Limitations Conclusion SERP Rank Google Toolbar(The intentional surfer model) Ecosystem Academic doctoral programs ISI impact factor(Institute for scientific information) Wikipedia
  • 16. Introduction Understanding PageRank Search Optimization Applications Pagerank Advantages and Limitations Conclusion Advantages Limitations Most relevant search results Bias towards older pages Reduces spamdexing Link trade Values Natural Links
  • 17. Introduction Search Optimization Pagerank Conclusion Optimization is necessary PageRank most efficient Web masters' Point of view on PageRank Google’s Point of view on PageRank Effect on the web development industry