First Principles of Web Search

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 9 months ago)

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First Principles of Web Search



a primer on search engine optimization

Nicholas Schiller

Systems & Instruction Librarian

Washington State University Vancouver

Online Northwest 2011 February
11

CH2M Hill Alumni Center

Oregon State University Corvallis,
Oregon


Consider the Dialog blue
sheet...

Part One: The first principles of
SEO

for librarians

Google isn’t
magic

Bits & Atoms
behave differently

Digital objects obey a different set
of rules than do physical objects.


(Libraries are designed around
the rules of physical objects)

On one level,
Google tries very
hard to
impersonate a
database

On another level,
Google leverages
the capabilities of
digital objects

Part Two: How Search Works

On one level,
Google tries very
hard to
impersonate a
database

Another look at
search structure

Crawl HTML Content

Indexes

URLS

HTML tags

links

words


*search entered*


words matched


results ranked

“external meta information”

pagerank

anchor text




The Anatomy of a Large
-
Scale
HypertextualWeb Search
Engine



Sergei Brin and Larry Page


http://is.gd/dPTyrl

URL

<html>

<head>

<title>

<meta name=description”

content =”brief
description”>

<body>

<h1>

<h2>

<h3>


Google takes
advantage of
implicit metadata

“The web is a vast
collection of completely
uncontrolled
heterogeneous
documents.”

On another level,
Google leverages
the capabilities of
digital objects

Pagerank and
Anchor link text

Google’s Search Engine
Optimization Starter Guide:
http://is.gd/OHgB0G




<a
href=”http://informationgames.in
fo”>Nicholas Schiller’s library
and video game blog</a>



<a href=”http://

decormyeyes.com”
rel="nofollow">This is the

store from the NYTimes

article about complaints being

good.</a>

Pagerank and
Anchor link text

Google’s Search Engine
Optimization Starter Guide:
http://is.gd/OHgB0G




<a
href=”http://informationgames.in
fo”>Nicholas Schiller’s library
and video game blog</a>



<a href=”http://

decormyeyes.com”
rel="nofollow">This is the

store from the NYTimes

article about complaints being

good.</a>

Part Three: We discuss the
ramifications

Where are we now?

Where are we going?

Image Credits:

(All images Creative Commons Licensed or in the public domain)



Slide 3:
Jessamyn
,
Danard V
incente

Slide 4
:
Keso
,
CapesTreasures.co
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Sl
ide 5:

uncoolbob

Slide 6
:
xmacex

Slide 7:
fml
,
Marc_
Smith

Sli
de 10:
xmacex

Slide

13:
M
arc_Smith
,
fml

S
lid
e 14:

fml

Slide

15:
fml

Slide 16: fm
l

Slid
e 18:
Marc_Smith
,

alandbern
ing

Video on

sl
ide #9 is copy
rig
ht Google
2011