Lecture 6

Question 1

What is a search engine + examples

Answer 1

A program that searches for and identifies items in a database
corresponding to keywords specified by the user
* E.g.,
* Google,
Yahoo, and
* Bing

Question 2

How do search engines work:

Answer 2

Crawl the Internet using Web
Crawlers (a.k.a, Spiders or bots)
* Analyze websites, and
* Index their content in a
database.
* Page Rank: position of a web page in the search results pages

Question 3

How are webpages discovered:

Answer 3

Backlinks: If someone links to a new page from a known page
Sitemaps: a structured map of files and pages on the website
Manually: let site owners request the crawling of an individuals url

Question 4

Search Engine marketing (SEM )
Two types

Answer 4

Search Engine Advertising (SEA)-Paid
Search Engine Optimization (SEO)-Organic

Question 5

Search Engine Optimization:

Page rank is assessed by:

Answer 5

The process of making your site better for search engines.

The practice of increasing both the quality and quantity of website traffic as well as exposure to your brand through non-paid search engine results

PR: Relevance (How well content match search)
Authority( How important.trustworthy search engine thinks page is) - based on age/visits/bounce rate/visit duration/etc

Question 6

Authority:

Bounce rate:
Inbound links:

Answer 6

The percentage of website visits
Links to web page from other websites

Question 7

Black Hat SEO

Answer 7

Practice against search engine guidelines used to get a site
ranking higher in search results
* created many fake websites with pages linking back to the real website
To overcome this hack: Search engines consider the authority and quality of linking websites. +Punish websites that use link farms,
(a group of websites that all hyperlink to other sites)

Question 8

Search Engine Advertisment

Answer 8

Paid strategy to get traffic.
Adv: relevant traffic right away
Dis: Costly

Question 9

Charge types in SEA

Answer 9

PPC: Pay Per Click (based on number of clicks on link)
CPL: Cost Per Lead
Pay Per Impression: Pay each time an ad is displayed
CPM: Cost per thousand impression

Question 10

SEA Retargeting

Dynamic Remarketing:

Answer 10

advertisements that chase previous website visitors around the
Internet when they visit completely unrelated websites.
* Relies on browsing history
* Use tracking cookie
* A small file with small pieces of data used to identify your computer

different advertisement designs can be shown depending on what pages a
visitor has viewed on your website.