复旦大学：《商务智能》课程PPT教学课件（商务数据分析）09 搜索引擎优化 Search Engine Optimization

搜索引擎优化 Search Engine optimization 赵卫东博士 复旦大学软件学院 2009-1023 Ebusiness

搜索引擎优化 Search Engine Optimization 赵卫东 博士 复旦大学软件学院 2009-10-23

It is not easy to design a good website? user pers pective search engine -Internet marketing Ebusiness

It is not easy to design a good website? -user perspective -search engine -Internet marketing

search engine a web search engine has the following three components 1. Crawler/spider Find content 2. Indexer Make searching fast 3. Search Query algorithm Interpret user intent Spider SE Web SE Browser SE Search resurts Ebusiness

A web search engine has the following three components... 1. Crawler/spider 2. Indexer 3. Search Query Algorithm Find content Make searching fast Interpret user intent search engine Indexing Web Algorithm Log Index SE Spider Search results Browser SE SE

What is seo? Search engine optimization(SEO)is the process of improving the volume or quality of traffic to a web site from search engines via" natural" search results Wikipedia, 2009 Make it easier for search engines to discover the content on our site, which is most relevant to a user's search query Chris moore, 2009 Ebusiness

“Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" search results.” —Wikipedia, 2009 “Make it easier for search engines to discover the content on our site,which is most relevant to a user’s search query.” —Chris Moore, 2009 What is SEO？

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The improvement of the search engines directly impacts the evolution of SeO 1993 Aliweb 2004 JumpStation Yahoo! Search 1994 Niranjan Infoseek Lycos 2005 MSN Search 1995 Alta Vista Ask.com Open-Text Goodsearch Magellan SearchMe 2006 wikiseek Quaero 1996 Dogpile Live Search 1997 2007 wikiseek 1998 Google Wikia Search 1999 AlltheWeb Blacklecom Genieknows 2008 overset Viewzi Vivisimo Boogami 2000 Baidu VADLO Spersel Search Searchme Ebusiness

1993 Aliweb JumpStation 1994 Niranjan Infoseek Lycos 1995 AltaVista Open Text Magellan Excite SAPO 1996 Dogpile Inktomi HotBot Ask Jeeves 1997 Northern Light Yandex 1998 Google 1999 AlltheWeb GenieKnows Naver Teoma Vivisimo 2000 Baidu Exalead 2003 Info.com 2004 Yahoo! Search A9.com Sogou 2005 MSN Search Ask.com GoodSearch SearchMe 2006 wikiseek Quaero Ask.com Live Search ChaCha Guruji.com 2007 wikiseek Sproose Wikia Search Blackle.com 2008 Powerset Viewzi Cuil Boogami LeapFish VADLO Sperse! Search Duck Duck Go Searchme 2009 Bing The improvement of the search engines directly impacts the evolution of SEO

Crawling xIng Searchi Hoo Google bing Baid百 Guides and hints about the algorithms SEO Rules Measure search Measure impact of successful Create web page engine performance Optimise page share results with SEO Professionals ebusiness Hanly

Create web page Measure search engine performance Optimise page Measure impact of optimisations Document successful optimisations and share results with community SEO Rules Guides and hints about the algorithms Crawling Indexing Searching SEO Professionals

Google Relevance Degree to which the content matches what the user query intention and terms The relevance is higher if the terms appear multiple times, and if they show up in the title or other important sections of the page Popularity pageRank) This is a measure of the relative importance of a page Importance of a page is measured by number of, and importance of the pages linking to it Ebusiness

Training Relevance • Degree to which the content matches what the user query intention and terms. • The relevance is higher if the terms appear multiple times, and if they show up in the title or other important sections of the page. Popularity ( PageRank) • This is a measure of the relative ‘importance’ of a page • Importance of a page is measured by number of, and importance of the pages linking to it

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Algorithms are a sECret Domain authorit YAHOO! Relevance oing Trust rank 3aidu百度 Browse rank Google PageRank Ebusiness

Algorithms are a SECRET PageRank Browse Rank Trust Rank Relevance Domain Authority