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Paper Abstract: Examines how to get optimum placements on Internet search engines. Key elements of a search engine ranking. What the majority of search engines look for. Defines key terms and concepts and sets of standard protocols. Basic research methods. Dynamic programming. Paper Introduction: Using Selective Algorithms to Achieve High Placement on Internet Search Engines and Directories Introduction There are well over a billion HTML and Java pages on the Internet many of them connected with an-commerce business This quantity makes it achallenge for a business to reach and maintain a prime position in one ormore search engines which are still the primary way that most internetusers find businesses to deal with The difficulty is compounded when itis realized that each search engine uses different formulas Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. Research has shown that most people use phrases of 2 to 3keywords when searching. (1998, Jan. Today, keyword metatags have very little value due to abuse by many.However, every search engine is programmed to look for them, since they area part of the HTML process. Use the same keywords in thepage content Here is an example of metatags for a site about collecting bears: Every business wants to score high in the search engines, since thatis a basic method of free marketing. It is essential to not use keywords that have nothing to do with a website. Do not list the keyword "sex" or "free pics" just because they arefrequently searched for if they do not have anything to do with your website. It is bestto make it descriptive so viewers can understand what your site is about ata glance. "Binary" refers to the basic theory of all computers,which is turning electrons on and off. A major trend to dynamic web pages is also causing search engineproblems. This led to the development of ASCII. Mostexperts agree that the secret is to try to think what other people may bethinking of. This search method is onlypossible for very small transform sizes, as the number of possible formulasfor most hits grows very large as the transform size increases. The fact is that few users are predictable. & Smith, H.A. 1). If no such rule tree exists in its table, then dynamicprogramming recursively calls itself on this query, updating its table(Gregory, 2 1). How many of these listings would anyone look at? However there are several things which the majority of searchengines look for, including the title, keywords, description (META tags),page text, the alt tags for graphics. (1998). Even thoughMetatags are key, even more important are the words you choose. The software is known as the Web browser, which can be usedto read and retrieve information from the WWW servers on the Internet. Put another way, Google makes it possible to conduct a search for aglobal threshold such that all loops with less iterations than thethreshold are unrolled into straight line code. John Wiley & Sons Ltd.Notess, G.R. Bemer(www.bobbemer.com). Others utilizekeyword densities per page. Thus, it is crucial to have an intelligent method to search throughthis confluence of implementations to find the fastest one possible. The next thing many search engines will show viewers is thesite's description. People have come to learn that just typing in onekeyword in a search will get them thousands of records that they just donot need. A good list for an average business should be about 5 or morekeywords and phrases. The paper will begin with definitions which are essentialto understand some of the formulas that follow. (2 2, Sept. We will consider eachbriefly. ReferencesBelew, R.K. ASCII,pronounced "ask-key", is the common code for microcomputer equipment. Each of these algorithms aredescribed in more detail below. Other sources alsocredit much of the work on ASCII to work done in 1965 by Robert W. This is the basis for meta-search algorithm that willtry to find the fastest implementation possible in a specified length oftime using the other search algorithms. The "On" switch in a binary systemis the Numeral 1 and the "off" switch is the Numeral O. What is critical is keyword density, thepercentage of keywords against other text present on the page. Most success, however, comes from metatagging. The relationship between advertising and content provision on the Internet. Dynamic Programming Dynamic programming has been one of the most common approaches tosearch engines such as Excite and Hot Bot. All the words on all those pages are analyzedand stored. Reinventing Government Through Information Technology, Online at::http://www2.echo.lu/legal/stockholm/en/perritt.htmlStokke, P.R. As Gaebler (1997) points out, "Customer-driven systemsforce providers to be accountable to their customers, stimulate moreinnovation and give choices between different kinds of service" (Gaebler1997, 33). 7.Perritt, H.H. The average Internet user assumes that by using such searchengines as Excite, InfoSeek and AltaVista, that they will receive anunbiased list of sites that fit their search criteria. The sites that rank highest usually provide alternativemethods for the spyders to enter and index the site, either throughmetatags or smart design (Hock, 2 2). Arranging potential indexable elements in documents. This is easy to do by going to theInternet browser, and clicking on the source code. (Birbeck, Ozu, Duckett, Mohr, Williams,Gudmonons & Marcus, 2 1). Some of the major search engines still cannot follow frame linksefficiently. A search engine uses a program (or "spyder") that crawls through pagesin a web site using the hypertext links to move from page to page and thenoffsite to the next web site. This approach assumes that while there is awide variance of runtimes between formulas, there are enough fast formulasthat at least one can be found randomly. All a computer can do is search forbinary arrangements. Arranging Potential Indexing - This is done by keyword analysis wherenouns only are considered. Using Selective Algorithms to Achieve High Placement on Internet Search Engines and Directories Introduction There are well over a billion HTML and Java pages on the Internet,many of them connected with an-commerce business. The difficulty is compounded when itis realized that each search engine uses different formulas and prioritiesfor establishing placement. Many web designers and companies specifically craft pages to exploitthe criteria of each search site's unique engine (Yuen, Caulkins, &Roehrig, 1998). How a Search Engine Works In its simplest conceptual form, search engines match queries againstan index that they create. People are starting to learn how tosearch the web and optimizing for narrowed keywords is the way to do it".(Belew, 2 1, 17) An important step before spending lots of time submitting to searchengines is to make sure it is correctly prepared for them to index it. Web browsers and servers run onmany different platforms and can be used as the bridge to connectincompatible legacy systems. Also, avoidsymbols in URLs, especially the ? Technological change has a significant impact in reinventing themanner of delivering search services to customers. It is also important thatthe keywords be strategically located on the page (Mckeen & Smith, 1996) The issue of metatags is directly linked to the issue of search engineplacement. Dead search engines: the URLs that used to lead to a unique database with unique search features and capabilities may or may not still do so. Ahuman could type in: "Good morning." What would be happening inside thecomputer however, is those letters would be turned into numbers so "goodmorning" would actually read" 11 111 11 1111 11 1111 11 1 11 11 1 11 1111 111 1 11 1 1 11 111 11 111". Normalization - This is a scan of the document to determine if it is in HTML text or some other coding, and if the page uses frames or no frames. (2 1). It involves someresearch and a fair bit of thought. This is done because its very difficult for webmasters to"fake" good links, in the way they might try to spam search engines bymanipulating the words on their web pages. Meta tags are HTML text (which is, of course, ASCII text, which is, ofcourse Binary text, which is, of course, 1s and s) that explains what thewebsite is about and gives the title to search engines. Link Up. 67 .Ojala, M.(2 2, Sept. The keywords must be separated by commas and repeated in thecontent. The software finds the Metatags and then scans thedocuments to see if those words also appear in the text. Random Search A different approach is to generate a set of random formulas, timethem and choose the fastest. This will be a list of important words thatpeople may be searching for. HotBot' s spyder is called "Slurp," AltaVista's spyder is called"Scooter" and "InfoSeek" calls its spyder, "Sidewinder." These spyders leta business know that its Web site is being mapped, but also by which searchengine. This makes it important to appear ashigh as possible in the search engine results (Stokke & Syvertsen, 1996). ||4 |@ |A |B |C |D |E |F |G |H |I |J |K |L |M |N |O ||5 |P |Q |R |S |T |U |V |W |X |Y |Z |[ |\ |] |^ |_ ||6 |` |a | |b |c |d |e |f |g |h |I |j |k |l |m |n || | | | | | | | | | | | | | | | |o ||7 |p |q |r |s |t |u |v |w |x |y |z |{ || |} |~ |EL |Source: http://www.wotsit.org/ It can be seen, then, that the concept of "searching" by computer ismore understandable when we think of numbers instead of words or thoughts.It is also easy to understand why HTML and its systems that are sounforgiving were developed. in this type of engine, dynamicprogramming builds up a table of the best formulas found for frequencyindexes. ASCII Conversion Ca 197 | |1 |2 |3 |4 |5 |6 |7 |8 |9 |A |B |C |D |E |F | || |NUL |SOH |STX |ETX |EOT |ENQ |ACK |BEL |BS |HT |LF |VT |FF |CR |SO |SI ||1 |DLE |DC1 |DC2 |DC3 |DC4 |NAK |SYN |ETB |CAN |EM |SUB |ESC |FS |GS |RS |US ||2 |SP |! The index consists of the words in eachdocument, plus pointers to their locations within the documents. If it does not, then it goes to a normalization queue where special software coding will take over, and either accept or reject(Berry & Brown, 1999). On some pages, if you check carefully, you will see literally hundreds of keywords & phrases printed in visible or even "invisible text" across the bottom of the web page - This is called "Tail Tagging". Also called "Webcrawlers,", these programs methodically make their way through the Web,cataloging everything they find. Therefore, they combine two or three keywords in their searches. Even More Basic Basics It is essential to recall at this point that no computer program inthe world can "search" for words. By doing so, you increase the "keyword density" of your web page. (1996, Sept.). (1999, Feb.), In search of diversity: the record of major marketing journals, Journal of Marketing Research, 11 -118Thurow, S. transforms. This is done by creating textual situations that attract "spyders"which is a term of art for an additional software program that constantlyscans the world wide web, looking for information. It generates allpossible formulas for a given combination of key words and exhaustivelytimes each one to determine the fastest one. Many search engines cannot read CGI or database generated script."Since some of the search engines won't be able to index those pages (andtherefore no one will know they are there) some site designers are creatingstatic pages whenever possible, perhaps using the database to update thepages, not to generate them on the fly" (Hock, 2 2, 12). The Internet is acombination of fast-growing technologies that have been responsible forcreating what has been called the "Information Age." The Internet providesa new opportunity for shifting business operation from the place (thephysical world) to the space (the information world created by computersand networks). The search engines also usually ranksites based on how early the text appears, giving a boost to sites whichhave the text early in the page. The Need for HTML HTML means "Hyper Text Markup Language" and this was the language thatwas created to allow the transmission of text over phone lines, which alsoallowed computers to begin to send information to each other. The term "Internet technologies," as used in this paper, refers to thecollective set of technologies and related services including Internetprotocols such as TCP/IP Search Engines, Spyders and HTML and the WorldWide Web. 21Gaebler, T (1997) Ten Principles for Better Government, Asia Horizons Journal, July-Sept 1997 Bay Networks. Internet and a Virtual Value Chain for the New Industrial RevolutionOnline at: http://www.pakt.unit.no/~statoil/prs/ismick96 3/indexSchlegelmilch, B.D. When a searcher queries the search engine, the search engineapplies an algorithm to determine relevancy, searches its databases, andreturns a list of those documents in which the words are found. Usually the nouns are selected and indexed. Each nodegets more and more specific as the classification gets longer (Mayon-White,1997). 1). 1). Search Engine Visibility. Thestandard ASCII character set consists of 128 decimal numbers ranging fromzero through 127 assigned to letters, numbers, punctuation marks, and themost common special characters. Online Magazine, 12.Mayon-White, B (1997, May). It works by generating a set of random formulas. Stochastic, Evolutionary Search This is the method used by Google, and it calls on the random use ofgenetic algorithms except that instead of using a bit vectorrepresentation, it uses rule trees as its representation. Isolation of metatags and text 3. Basically, the more linkspoint to a site from related domains, the more relevant your website isdeemed for the particular topic or category. London: Cambridge University Press.Berry, M.W.; Browne, M. The three mainmetatags are: title, description and keywords. Of course, it is possible to butpositions in search engines, or to place targeted banners on search enginepages. Uncovering the invisible web: General- purpose search engines only index a small portion of the internet. The key is understanding that link analysis is not about"popularity." In other words, it's not an issue of getting lots of linksfrom anywhere. Someprioritize the first 12 words of actual viewed content. Both of these types arecustomer driven. 677-687.http://www.pcguide.com/res/tablesASCII-c.html Instead, you want links from good web pages that are relatedto the topics you want to be found for. (2 2). Separate the keywords with commas. Search engines tend to choke onit. |" |# |$ |% |& |' |( |) |* |+ |, |- |. This approach has the advantagethat it can time as few or as many formulas as the user desires, but thedisadvantage of blindly generating random formulas (Peek, 1996). This was the first effort at binary notation (Birbeck,Ozu, Duckett, Mohr, Williams, Gudmonons & Marcus, 2 1). Professional Xml (Programmer to Programmer): 2nd Edition. Stop Words - This is a filtering process that eliminates words such as"the" "it" "and" "or" "then" and others, and endings such as "ing," and"ed" and others. Until recently, scoring formulas wereapplied to individual pages only. Themajority of traffic to a web site is through the major search engines, andthe majority of search engine users only look as far as the first threepages of results to search for sites. The Basics The Internet is based on sets of standard protocols called TCP/IP(Transmission Control Protocol/Internet Protocol) that allow distributednetworks to pass information to each other independently. Title and descriptionmetatags play a significant role in determining search engine ranking, butthey must be properly supported throughout the body of the page. This is no easy task. This quantity makes it achallenge for a business to reach and maintain a prime position in one ormore search engines, which are still the primary way that most internetusers find businesses to deal with. This is done by writing down every word that a personmight use to look for a site PLUS words they may use to look for otherrelated information or products. Introduced with Google's PageRank technology, the concept of assigning relevance to websites based onincoming links has been adopted by some engines. There is also Yahoo! If, forinstance, a business puts a large block of text into Java or XML orincluded it in a graphic, then most search engines can't read it, andtherefore ignore it. Aftertiming them, it uses evolutionary operators to mutate formulas to generatenew formulas that have small changes from their original formulas, andcross-over pairs of formulas to share sub trees between formulas(Berry &Brown, 1999). Related websites linking to acompany site greatly improve your scoring. It will also be shown in listing results on search engines. Also, each search engine "checks out" the competition trying to assurethat the top listings in its engine are different than those from otherengines. European Journal of Marketing, 32. How should you use those Boolean operators AND, OR, etc., and which search engine should you turn to ? (1997). Finally, dynamic programming times each of the full ruletrees that it has generated to determine the best. Other search engines are beginning to copythis. As computers grew more complex, working with binary codes became toocomplex so a new system was devised to "translate" these binaries intoeasier symbols. The most popular Web browsers, for example,the Microsoft Internet Explorer and the Netscape Navigator are distributedas free services. The browsers can access files by the standard applications protocolssuch as FTP (File Transfer Protocol) etc. This is good to think about a bit. Finding Out About: A Cognitive Perspective on Search Engine Technology and the WWW. Theprimary methods that are being used today include A) exhaustive search; B)dynamic programming; C) random search, and D) Stochastic evolutionarysearch algorithm. Initial Binary Table Circa 1935|A | 11 1 |b | 11 1 |c | 11 11 |d | 11 1 | ||E | 11 1 1 |f | 11 11 |g | 11 111 |h | 11 1 | ||I | 11 1 1 |j | 11 1 1 |k | 11 1 11 |l | 11 11 | ||M | 11 11 1 |n | 11 111 |o | 11 1111 |p | 111 | ||Q | 111 1 |r | 111 1 |s | 111 11 |t | 111 1 | ||U | 111 1 1 |v | 111 11 |w | 111 111 |x | 1111 | ||Y | 1111 1 |z | 1111 1 | | | | | |Source: http://www.wotsit.org/ The earliest keyboards were structured in this way, using binary. All spydersat this point in time are still structured to react to HTML. Desiredvalues can vary greatly from engine to engine. A computer iscapable of doing this. Many web marketing authors talk about optimizing web pages by simplyadding metatags. Isolation of Metatags - Metatags are key words that appear in an HTMLdocument, and these are the words that the businessperson assumes will typein when using a search engine. What the Internet does best, in addition to connecting peoplewith people, is to make available, through a variety of means, richstorehouses of information of all kinds: scientific, research, commercial,cultural, educational, community, government, and many more (Tellis, 1999). Inaddition, there are "meta versions" of both of these now developing. Greater numbers of commercial sectors and interested parties beganjoining the Internet in 1993 and made the network more complex andversatile. "In a market driven by ad sales, search engines are crucialbecause they're the way a large percentage of surfers find Web sites"(Tellis, 1999,116). 3 ?That's all most people will look at. and Lycos. International Marketing Review, 15.3. Each of these four steps is a potential marketing element which theperson trying to optimize web placement can use. Theywill decide what your site is about, from several criteria they will "see"when their spider visits your site. Some use a combination of some or all of theseattributes (Gregory, 2 1).. All of the major search engines use most of these followingsteps (Berry & Brown, 1999). which is often called a SearchEngine although it is actually a directory (Thurow, 2 ). If one of thesites is down, the information can be routed through alternate sites. Given a query term dynamic programming begins bygenerating all possible immediate abstractions of that query. Houston: WROX.English, W. If the page has HTML and no frames, it goes directly to step 2. & Sinkovics, B. For example, a site like KTLA may be classified as: California > LosAngeles > Business > TV Broadcasting > WWW > Services > News. (1999). These new formulas are then timed and the process isrepeated. Information Today. We know that the web userwill think of a keyword or phrase and type that into a search form on anengine. com);HotBot (www.hotbot.com); Infoseek (www.infoseek.com); Inktomi(www.inktomi.com). In the early days of computer programming, allprogramming was done using binary code, which was an arrangement of 1s and s in sets of 8. This mechanism presentschallenging technical problems that can tax the most innovative companies(English, 1998), Start With MetaTags The primary search engines are AlltheWeb.com (www.alltheweb. Search engine positioning is both an art and a science. (1996) Management Challenges in IS. The Extended ASCII Character Set alsoconsists of 128 decimal numbers and ranges from 128 through 255representing additional special, mathematical, graphic, and foreigncharacters. Link popularity is also critical. If your websitestill uses machine generated doorways, your rankings are likely in trouble.Assuming that the pages are valid, 1 % error-free HTML documents, somecoding methods are more attractive to the search engines than others.Evaluation of code is critical for search engine optimization as somelayouts, while valid, may actually impede the engines. 1. Many search engines, however, don't rely on meta tags atall. 21.Peek, R. By building links, you can help improve how well your pages do in linkanalysis systems. (2 1). Inthe 198 s, when the Internet began, government agencies, universities andprivate organizations were involved in government research and were addedto the network. This has to stay under 2 characters long as that is the limit.Finally there are keywords. "cats or dogs orwhatever". Aside from delivering much more relevant results, this technology aimsto purge the millions of near identical doorway pages from the searchengine databases by penalizing the offending websites. To exploit this, some webmasters floodedthe search engine databases with thousands of near-identical doorway pages.Featuring very little information, these pages offered little value to thevisitors - their main purpose was to bring the visitor to the main site.However newer, more advanced ranking algorithms have been developed thatplace less value on individual pages and more on the theme of a givenwebsite with each indexed page playing part in the overall rank. Engines and Directories Internet search tools are of two sorts - search engines such as HotBot and Inktomi, and online directories such as Yahoo! The pages are kinds of multimedia files, which contain graphics,audio, video and hypertext and the standard of the entire search process.To access the WWW services, users can use the software on a local computer(the client). This is to go into more detail and explain the purposeof site. The site itself is one thing and ofcourse it will geared towards a subject or theme i.e. Online Magazine. That is his or her first step, and so it should be the first stepfor the marketer. A main item you should do to your site is to include metatags inyour main page or index page. (2 2, May 1). Somesearch utilities, such as Ask Jeeves, combine the search engine anddirectory approaches into a single package, hoping to provide users withthe best of both worlds. & Syvertsen, T.G. Understanding Search Engines: Mathematical Modeling and Text Retrieval: Software, Environments, Tools, Boston: Society for Industrial & Applied Mathematics.Birbeck, M.; Ozu, N.; Duckett, J.; Mohr, S.' Williams, K.; Gudmonons, O.G.; Marcus, D. A short primer in conducting searches. This is a version of the ASCII conversion around 197 . If a spyder is programmed to look for theword which is really the number set of " 11 1 11 11 1 1 1111 1 "and it does not find it, then it could be programmed to move on to anotherpage. Viewpoint: marketing in the information age - can we plan for an unpredictable future? Dynamic programmingusually times relatively few formulas compared to many of the other searchmethods for most transforms. Web search engines: search syntax and features. They will use themto list your site and to decide what your site is about. Maximizing Web Presence Every major search engine uses link analysis as part of their rankingalgorithms. As a result, link analysis givessearch engines a useful means of determining which pages are good forparticular topics. The firststep in any search engine procedure is for the web page being submitted tobe filtered through the DP or document processor, which is the standardinitial input. Such is not thecase. In fact, some observers see the Internet as the idealinterface between the government and the citizens (Perritt 1997). Remember the charts above that showedcomputer binary equivalents. |/ ||3 | |1 |2 |3 |4 |5 |6 |7 |8 |9 |: |; |< |= |> |? It looks upeach of these abstractions in its table to determine the best rule treefound for them. Link popularity is a long-termstrategy that should be emphasized from day one (Notess, 2 2). If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.

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