1. Summarize the content of the power point in 200 words or more. 2. Present a detailed discussion of what you learned from the presentation and how would you use it in your current or future profession.
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week16ppt.pptxSemantic Search
Semantic search is a search, or a question, or an action that produces meaningful results even when the retrieved items contain none of the grey terms or the search involves no query text at all
Semantic search attempts to improve accuracy of search engine results by understanding the user intent and context of the terms as they are used in a query
Semantic Web
Provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries.
The semantic web is much like the World Wide Web, but extends its principles from documents to data.
One of the key benefits of the semantic web is having large amounts of data, knowledge and information made understandable and accessible to machines, especially artificially intelligent bots, virtual assistants and agents.
Benefits of Semantic Search
They enhance the quality of search results, providing high performance in terms of precision
They improve the user experience and strengthen online assistance
support companies in the activities of analysis, tagging, enrichment and automatic correlation of internal and external information to increase the real value of knowledge.
How does Semantic Search Work
Semantic search is powered by a process called word-sense disambiguation.
When a word can have several meanings, a semantic system evaluates the meanings of other words in the query.
By determining the meaning of each word, it disambiguates the other words until plausibility is achieved for the entire sentence or phrase
Merits of Embracing Semantic Search Technologies
Site visitors are pleased when they can easily find answers.
Improvement of user experiences on-page.
Business intelligence is enhanced.
Enterprises can build better relationships with their customers.
Semantic strategies encompass both earned and paid search.
GoogleBot finds it easier to understand your site and match queries to content.
Why Search is Important for Business
Businesses search engine for advertising purposes, the gathering of information and data, staying up-to-date on news and keeping track of competition.
hey are vehicles for advertising and resources for research.
Search engines are also important customer service tools that can be implemented on a website to help visitors locate any information they need.
How Search Engines Work
When a user searches a specific phrase search engines produce a list of web relevant to this particular search
The results on this list are ranked in order of perceived relevance to the searched phrase.
User then select one of the result from the list
Search Engine Marketing
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace
Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages.
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase
Web Directories
A web directory lists websites by subject and is usually maintained by humans instead of software.
A user enters search terms and looks at the returned links in a series of categories and menus, typically organized from broadest to narrowest in focus.
Web Directories
There are two ways for sites to be included in a web directory's listings
The site owner can submit the site by hand.
The directory's editor(s) come across that site on their own.
Web Directories
The searcher simply types a query into the search function or toolbar; however, sometimes a more focused way to find what you're looking for is to simply browse the list of possible categories and drill down from there.
Web directories are organized Web site listings put together by human reviewers, whereas search engine listings are put together by automated systems and lack a navigable structure.
Advantages of Web Directories
Directories place an emphasis on linking to site home pages and try to minimize deep linking.
Some directories attempt to solve this shortcoming by partnering with a search engine for supplemental listings.
Pay-Per-Click
A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.
Quality Score
It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
Your Quality Score depends on
The relevance of each keyword to its ad group.
Landing page quality and relevance.
The relevance of your ad text.
Your historical AdWords account performance.
How Do You Increase Your Quality Score
Since Quality Score determines where and how often your ads appear, it’s important to boost your ratings by working consistently on your account.
This can be achieved by focusing your efforts on the following areas
Keyword Research – Discover new, highly relevant keywords to add to your campaigns, including long-tail opportunities that can contribute to the bulk of your overall traffic.
Keyword Organization – Split your keywords into tight, organized groups that can be more effectively tied to individual ad campaigns.
Search Engine Optimization
Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
Optimization can take many forms. It's everything from making sure the title tags and meta descriptions are both informative and the right length to pointing internal links at pages you're proud of.
Importance of Search Engine Optimization
SEO is not only about search engines but good SEO practices improve the user experience and usability of a web site.
Users trust search engines and having a presence in the top positions for the keywords the user is searching, increases the web site’s trust.
SEO can put you ahead of the competition. If two web sites are selling the same thing, the search engine optimized web site is more likely to have more customers and make more sales.
Black Hat SEO
Black hat SEO refers to a set of practices that are used to increases a site or page's rank in search engines through means that violate the search engines' terms of service.
Implementing Black Hat SEO tactics and strategies can get your site banned from search engines, excluding you from the number one traffic referral source on the Internet.
Inbound and Outbound marketing
Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.
By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
Outbound marketing is interruption-based marketing. Its premise is to find a medium with a large following and periodically interrupt that following with disassociated ads.
Recommendation Engine
A recommendation analyzes available data to make suggestions for something that a website user might be interested in.
There are basically three important types of recommendation engines:
Collaborative filtering
Content-Based Filtering
Hybrid Recommendation Systems
Collaborative filtering. This filtering method is usually based on collecting and analyzing information on user’s behaviors, their activities or preferences and predicting what they will like based on the similarity with other users.
Content-Based Filtering. These filtering methods are based on the description of an item and a profile of the user’s preferred choices.
keywords are used to describe the items; besides, a user profile is built to state the type of item this user likes
Hybrid Recommendation Systems. Hybrid approaches can be implemented by making content-based and collaborative-based predictions separately and then combining them. Further, by adding content-based capabilities to a collaborative-based approach and vice versa; or by unifying the approaches into one model.
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Recommendation Filters
Collaborative Filtering is one of the more intelligent ways of recommending new items for users. It is a very intuitive way of creating recommendations, and is pretty straightforward to implement as well.
Content-based filtering is used in a number of applications, including information retrieval (as in search engines) as well as recommender systems.
Content-based filtering
It’s technically easier to implement. Compared to the sophisticated math involved in building a collaborative-filtering system, the data science behind a content-based system is relatively straightforward.
Users can get started more quickly. Content-based filtering avoids the cold-start problem that often bedevils collaborative-filtering techniques.
Results tend to be highly relevant. Because content-based recommendations rely on characteristics of objects themselves, they are likely to be highly relevant to a user’s interests.
Hybrid Web Recommendation Systems
Hybrid recommendation systems are mix of single recommendation systems as sub-components.
This hybrid approach was introduced to cope with a problem of conventional recommendation systems.
Limitations of Recommendation Engines
Limited content analysis: if the content does not contain enough information to discriminate the items precisely, the recommendation will be not precisely at the end.
Over-specialization: content-based method provides a limit degree of novelty, since it has to match up the features of profile and items. A totally perfect content-based filtering may suggest nothing "surprised."
New user: when there's not enough information to build a solid profile for a user, the recommendation could not be provided correctly.
References
Ryan, D. (2017). Understanding digital marketing: Marketing strategies for engaging the digital generation.
Lewandowski, D. (2012). Web search engine research. Bingley, U.K: Emerald.
Perez-Lopez, A., Blace, R., Dean, M., Fisher, M., & Hebeler, J. (2013). Semantic web programming. Hoboken, NJ: Wiley.
Mordkovich, B., & Morokovich, E. (2007). Pay-per-click search engine marketing handbook: Low cost strategies to attracting new customers using Google, MSN, Yahoo & other search engines. Brooklyn, NY: MordComm, Inc.
