Transcript How crawler-based search engines operate

Search Engine Marketing
Gay, Charlesworth & Esen
Chapter 6
SEM’s Importance
• Search engines and directory listings
are the most popular methods for
information retrieval for internet surfers
Rayport & Jaworski 2002
• 80-85% of web users use search
engines a tool of first resort
Haig 2001
The Low Cost of ‘Search’
Three basic marketing and SEM links
• Simple submission ‘free to subscribe
with the site indexed under certain
keywords
• The paid advertisement indexed by
keywords resulting in top/higher
rankings
• Banner ad displays tied to keywords
Early Search Engine Problems
• Poor quality and out-dated machine
generated results
• Listings were poorly or randomly
ordered
• Deeply flawed business model with poor
revenue generation potential e.g. ‘Freeto-subscribe’
Two types of Search Engines
1. Crawler Based Search Engines such
as Google that relies entirely on
technology to build its database
2. Human Powered Directories such as
Yahoo in its original form where
humans analysed and indexed web
site submissions
How crawler-based search
engines operate
Web Linkage
Kleinberg’s Hubs and Authorities
Search Engine Optimisation
• Meta tags - title tags, alt tags, h1 to h6
• Keywords - keyword relevancy,
keyword density and keyword stuffing
• Search engine algorithm
Search Engine Sharp Practice
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Doorway pages
Spamming
Cloaked HTML
Problem Pages
Hidden Text
Page jacking
Bait and Switch