Doctoral thesis, University of Siegen, 2009
Dr. Sönke Lieberam-Schmidt completed this doctoral thesis at the University of Siegen at the Institute of Management Information Sciences of Prof. Dr. Erwin Pesch using his several years of work experience on international consulting projects.
Sönke Lieberam-Schmidt analyzes the impact that search engine optimization (SEO) has on the economic goals of Web businesses like e.g. online shops. He structures available SEO means and integrates them in a Website creation process proven to be successful in practice. A model for selecting the right keywords in this context is developed. For search engines, he presents new methods of grouping and presenting results in a clear manner.|Search engines are indexing several billions of webpages and thus enable an - tremely quick access to all sorts of contents of the Web. Most of these requests consistofoneword. Asresult, severalthousandsofdocumentsaredeliveredwhere the ?rst documents are not necessarily the needed ones. Where the speci?cation of the query depends on the searcher´s knowledge, the order of listed results - pends on the search engine used. Knowing the search engines leads to a better understanding of results and helps developing speci?c Web-based sales strategies. The present work "Analyzing and In?uencing Search Engine Results” picks up an up-to-date topic due to the fact that search engines have become an important in?uence factor in economy and society. The author presents a comprehensive overview of recent Web-search techn- ogy. He describes the related problems from a search engine´s as well as from the user´s perspective. Driven by the users´ needs, new approaches for searching the Web are developed, implemented and tested. Readers of this work will become familiar with the precautions that have to be taken for reaching upper result page positions. Different strategies are explained including spamming techniques that are used to in?uence the results of ranking methods. Following the principle of business informatics, the author explores the topic from a business and a technology view. He complements the scienti?c view by approaches for practical problems and gives concrete instructions for practitioners.|The constant growth of the World Wide Web (WWW) creates a demand for new strategies that are useful for Internet searchers as well as for information suppliers. While relevant and structured results became harder to find by search engines, the importance for businesses to be found on visible positions of the WWW has immensely increased. Sönke Lieberam-Schmidt analyzes the impact that search engine optimization (SEO) has on the economic goals of Web businesses. He structures available SEO means, integrates them in a Website creation process proven to be successful in practice, and develops models for selecting the right keywords. For search engines, he presents new methods of grouping and presenting results.
Keyword Selection Model for Search Engine Optimization; Web Marketing Process and SEO Impact Chain; Scalable Data Structures for the Internet, Text-based and Link-based Clustering Methods
Search engines are indexing several billions of webpages and thus enable an - tremely quick access to all sorts of contents of the Web. Most of these requests consistofoneword. Asresult, severalthousandsofdocumentsaredeliveredwhere the ?rst documents are not necessarily the needed ones. Where the speci?cation of the query depends on the searcher's knowledge, the order of listed results - pends on the search engine used. Knowing the search engines leads to a better understanding of results and helps developing speci?c Web-based sales strategies. The present work "Analyzing and In?uencing Search Engine Results" picks up an up-to-date topic due to the fact that search engines have become an important in?uence factor in economy and society. The author presents a comprehensive overview of recent Web-search techn- ogy. He describes the related problems from a search engine's as well as from the user's perspective. Driven by the users' needs, new approaches for searching the Web are developed, implemented and tested. Readers of this work will become familiar with the precautions that have to be taken for reaching upper result page positions. Different strategies are explained including spamming techniques that are used to in?uence the results of ranking methods. Following the principle of business informatics, the author explores the topic from a business and a technology view. He complements the scienti?c view by approaches for practical problems and gives concrete instructions for practitioners.
Web Search.- Web Structure.- Result Clustering.- Search Engine Optimization.- Conclusion.
Über den Autor
:Dr. Sönke Lieberam-Schmidt completed this doctoral thesis at the University of Siegen at the Institute of Management Information Sciences of Prof. Dr. Erwin Pesch using his several years of work experience on international consulting projects.
Inhaltsverzeichnis
Keyword Selection Model for Search Engine Optimization; Web Marketing Process and SEO Impact Chain; Scalable Data Structures for the Internet, Text-based and Link-based Clustering Methods
Klappentext
Sönke Lieberam-Schmidt analyzes the impact that search engine optimization (SEO) has on the economic goals of Web businesses like e.g. online shops. He structures available SEO means and integrates them in a Website creation process proven to be successful in practice. A model for selecting the right keywords in this context is developed. For search engines, he presents new methods of grouping and presenting results in a clear manner.
The constant growth of the World Wide Web (WWW) creates a demand for new strategies that are useful for Internet searchers as well as for information suppliers. While relevant and structured results became harder to find by search engines, the importance for businesses to be found on visible positions of the WWW has immensely increased. Sönke Lieberam-Schmidt analyzes the impact that search engine optimization (SEO) has on the economic goals of Web businesses. He structures available SEO means, integrates them in a Website creation process proven to be successful in practice, and develops models for selecting the right keywords. For search engines, he presents new methods of grouping and presenting results.
