How To Read Research Papers - School of Information

rustnatureInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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Search


Search Engines


Search Engine Optimization


Search Interfaces


The openness of the Web changes everything

-
Access

-
Technological progress

-
Expectation


Designing search for USERS


Web Searching Metaphors

-
Are we there yet?

-
Is everything the same design?


How do people visualize the Web?


Is Browsing better?


Do we need new metaphors for using the
Web?

-
Searching

-
Browsing

-
What else?


How is IA for search different?


Links are the difference that makes the
difference

-
Internal links on a page

-
Internal links on a site

-
Relationships between sites

-
Link freshness


Popularity is very different for types of users


Kleinberg’s HITS method (1998)

-
H
ypertext
I
nduced
T
opic
S
earch

-
Number of pages that point to (processed) query

-
Authorities (relevant content by links)

-
Hubs (links to varied authorities)

Problems with PageRank for SEO


Are more links always better?


What about pages without many outgoing
links?


How do you count multiple links from within
one page to another?


Do automatically generated sites/pages have
an advantage?

-
CMS systems may have linking “fingerprints”

-
Metadata


How varied are the link weights?

-
Simple counts

-
Modified by other IR measures

Popularity?


Do you always want the most popular
information source?

-
Talk Radio

-
New York Times Bestseller List

-
“Lincoln’s Doctors Dog”

-
“The C.S.I. Diet and Cookbook”


Trend or Fad?


Blogs, Editorials and Propaganda vs.
“Facts”?


Result Diversity


Death of the Mid
-
List

Search Engine Optimization


Found by spiders and submissions

-
More links to and from site

-
Registration on major directories

-
Links to and from major directories


Real Contact information Helps prove validity

-
META tag

-
Header and footer of home page

-
About Us or Contact Us pages

-
Location/Map page

Good Design is SEO


Basic interface


Well
-
structured links

-
Comprehensive Site Navigation

-
Updated and accurate links


Easy to find (via the Web or on the site itself)


Clear labels

-
TITLEs

-
Headings

-
Term consistency

-
Link consistency


Small sizes to download quickly

Let’s look at some good pages


How well designed are these pages for SEO?

-
UT

-
iSchool Main page

-
My home page

-
Who else?


Why do blogs have good SEO rankings?

-
www.boingboing.net

-
Engadget.com


How do they use CSS, Metatags & XHTML?


Web Search Tests


Perform searches with targeted keywords


Compare and contrast top results with your potential
site

-
Similar terms

-
Links (external and internal)

-
Popularity (sites that link to the site)


Use Data to

-
Build a keyword list

-
Build an introductory text


Blurbs


Description (2 sentences max)


Any page found via a Web search engine should have
search for the site itself


Regularly monitor Search with your terms

Internal Search


Robots.txt


Log and analyze search results

-
Measure success and failure

-
Tune for click
-
through productivity

-
Keep list of terms

-
Match terms to pages


Add terms


Script terms to certain pages

-
Provide list (links) of most recent search terms

-
Provide list (links) of most popular search terms

Page Design


Use CSS

-
<style type=“text/css”>

-
Keep content in pages, not CSS templates


Put JavaScript, etc. in external files

-
<script language=“JavaScript” src=“scripts/myscript.js”
type=“text/javascript”>

</script>

-
<noscript> tag too for alternate content


Continually verify external links


ALT tags & Accessibility Compliance


Index link on Splash page (if needed)


Exact consistency on internal links (ending “/”s)


<noframes>


Redirects <META HTTP
-
EQUIV=“refresh” content=“0”;
URL=
http://www.newsite.com/index.html
>


Search and MIME types


Flash now supports internal text


PDF files

-
Add comments and authorship info

-
Modify existing PDFs


Check Document Properties

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偄䘠捡渠扥b楮摥硥搠⡮潴 愠杲潵瀠愠杲慰桩捳g晩汥猩

-
Provide text abstract or summary of PDF


PPT, use text if possible


Java interfaces prove difficult


Dynamic pages should have key(word) static
elements


FORMs not always completely indexed

Track your Tracking


Keep list of sites submitted to

-
When, Who, Email address, exact URL submitted

-
Suggested categories, Current site description

-
Terms and Conditions


Keep list of “goal” keywords


Keep list of sites you check keywords

-
Keywords

-
Dates

-
Successes/Failures

How can we re
-
design for SEO?


Good, consistent metatags

-
Mostly Dublin Core

-
Alternative search words & phrases


Good page naming conventions


External information in CSS, Javascript (&
PHP)


Labels for links

-
Navigation

-
Anchor / link text on pages

Analytics & SEO


Analytics (on Web server access logs) give us
another type of insight into use


Learn about how the Web site is actually used


Learn about how ads get people to your Web
site

-
And what they do once they’re there

-
Or what they’re missing once they’re there


Searching for your site, then searching within
your site?

-
SEO
-

SEM
-

SEC?


Search Analytics


for making site search better


Search is another way to get around a site


Just like the WWW, give non
-
sequential access to
anyone (with the right keyword)


You can control what people find when they search
on your site

-
Understanding users

-
Featuring content

-
Best bet

-

“what you really meant to search for was…”


Map specific terms to certain pages

-
“admissions” to
www.ischool.utexas.edu/admissions/


Look at REFERs to see how people got to your site

-
Do you have good query support for those same referring
keywords?

SA for your site, cont.


Change is good

-
As the site evolves

-
Topics are added

-
Seasons change

-
User sophistication with the content
(understanding)

Querying your Queries


What are the most common queries?

-
What do they have in common with other popular
ones?

-
Number of query terms?

-
Matches to referring queries?


What’s the avg number of results for queries?


Common queries


Rare queries


Complex queries?


What’s the clickthrough rate on queries?

(clickthrough = users clicked on a result)

-
Popular queries always = higher clickthrough?

How can you help SA?


Better search engine


Better searc box (features)


Searching help


Modifying search results intefaces


Provide FAQs, indexes (A
-
Z), site maps


Often in the context of a search page


As part of the results page


Keep up with the latest ideas:

-
http://www.rosenfeldmedia.com/books/searchanaly
tics/

From SA to Ads


Google does both, of course

-
How do you think they’re related?


AdSense

-
Contextual links on Web pages


AdWords

-
Sponsored links on Google.com


Both charge or pay when clicked

-
Google is experimenting
with cost
-
per
-
action


(you don’t pay if they don’t buy)


Using Adsense


Know your content

-
Is it something that there will be ads for?

-
How would your audience take ads?


Sign up


Configure your setup

-
Ads or links

-
Layout (designs)

-
Alternate ads?

-
Set up tracking with channels

-
Add in the adsense code

-
Evaluate & test appearance


Check results & monitor performance


Google has
lots of help available

Site advertising


Issues with SEO & SEM


How do you see this changing over time?

-
More routine?

-
Advances in targeting users?


Site tuning for SEO

-
For ads

-
For better use on the site


How does privacy fit in?


What about ethics of advertising?