Dissertations / Theses: '„Google” search engine'

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Nilsson, Rebecca, and Christa Alanko. "STREAMLINE THE SEARCH ENGINE MARKETING STRATEGY : Generational Driven Search Behavior on Google." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70149.

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The expanded internet usage has resulted in an increased activity at web-based search engines. Companies are therefore devoting a large portion of their online marketing budget on Search Engine Marketing (abbreviated SEM) in order to reach potential online consumers searching for products. SEM comprises Search Engine Advertising (SEA) and Search Engine Optimization (SEO) which are two dissimilar marketing tools companies can invest in to reach the desired customer segments. It is therefore of great interest for companies in different product markets to have knowledge of which SEM strategy to utilize. The statement leads to the purpose of the thesis which is to investigate which SEM strategy is the most suitable for companies in different markets, SEA or SEO?. The purpose of the thesis is derived to the research problem: How does the search behavior of consumers differ between the two SEM tools, SEO and SEA?. Initially, in order to answer the research problem, a theoretical framework was conducted consisting of theories from previous research. To collect primary data observations of 60 test subjects was performed in accordance with the Experimental Vignette Methodology. The analysis consists of a comparison between the collected data and the theories included in the frame of reference, to identify similarities and differences. The SPSS analysis of the result revealed numerous findings such as the two-way interactions of the factors degree of involvement and the click rate of SEM, as well as the choice of either a head or a tail keyword and the degree of involvement. The analysis further revealed a three-way interaction which suggests that the degree of involvement, and the use of either a head or tail keyword affects the choice of SEM. Additionally, the result shows that customers using brands as keywords are more likely to click on an organic link rather than on a paid ad. However, when adding the factor age to the analysis the results turn insignificant. As the area of search behavior of customers using search engines is relatively scientifically unexplored, the thesis has contributed with knowledge useful for companies, marketing agencies, among others. However, due to the ongoing expansion of search engine usage, it is of great interest to conduct further research in the area to reveal additional findings.

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Pohjanen, R. (Riikka). "The benefits of search engine optimization in Google for businesses." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201910112963.

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Abstract. This study concentrates on search engine visibility and the benefits of search engine optimization (SEO) in Google for businesses. It seems that search engine visibility has undeniably an important role in business. Most of the people use internet, more than half of Internet traffic begins with search engines and majority of users search for information about goods and services on a regular basis. Google has the largest market share of all search engines. SEO has been studied since 1998 when Google was founded. In earlier studies the topics varied from the basics of SEO to the SEO process in practice and finally to the benefits of SEO. Only a limited number of information systems theory (IS) studies focus on the role of organic listing in search engine visibility. That is why some of the references in this literature review represent also general business research. The research question is “What are the benefits of Search Engine Optimization (SEO) in Google for businesses?” and the sub questions are: “Why search engine visibility is important for businesses?”, “How can business achieve organic search engine visibility in Google?” and “What is the future of Search Engine Optimization (SEO)?” This is a qualitative empirical study which utilizes eight semi-structured interviews on the matter. The goal of this study is to create a comprehensive understanding about SEO and the benefits businesses can get from it. Another ambitious attempt is to try to forecast the future role of search engines and SEO for business operations. The main benefits of SEO for businesses are better search engine visibility, more visitors and better-quality visitors on website and more conversions. It has been noted in many articles, that SEO alone will not provide us the desired return on investment (ROI). In the empirical results of this study, the interviewees also mentioned better understanding of search engine users, website programming and business as one of the benefits.

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Marshall, Oliver. "Search Engine Optimization and the connection with Knowledge Graphs." Thesis, Högskolan i Gävle, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35165.

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Aim: The aim of this study is to analyze the usage of Search Engine Optimization and Knowledge Graphs and the connection between them to achieve profitable business visibility and reach. Methods: Following a qualitative method together with an inductive approach, ten marketing professionals were interviewed via an online questionnaire. To conduct this study both primary and secondary data was utilized. Scientific theory together with empirical findings were linked and discussed in the analysis chapter. Findings: This study establishes current Search Engine Optimization utilization by businesses regarding common techniques and methods. We demonstrate their effectiveness on the Google Knowledge Graph, Google My Business and resulting positive business impact for increased visibility and reach. Difficulties remain in accurate tracking procedures to analyze quantifiable results. Contribution of the thesis: This study contributes to the literature of both Search Engine Optimization and Knowledge Graphs by providing a new perspective on how these subjects have been utilized in modern marketing. In addition, this study provides an understanding of the benefits of SEO utilization on Knowledge Graphs. Suggestions for further research: We suggest more extensive investigation on the elements and utilization of Knowledge Graphs; how the structure can be affected; which techniques are most effective on a bigger scale and how effectively the benefits can be measured. Key Words: Search Engine, Search Engine Optimization, SEO, Knowledge Graphs, Google My Business, Google Search Engine, Online Marketing.

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Dennis, Johansson. "Search Engine Optimization and the Long Tail of Web Search." Thesis, Uppsala universitet, Institutionen för lingvistik och filologi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-296388.

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In the subject of search engine optimization, many methods exist and many aspects are important to keep in mind. This thesis studies the relation between keywords and website ranking in Google Search, and how one can create the biggest positive impact. Keywords with smaller search volume are called "long tail" keywords, and they bear the potential to expand visibility of the website to a larger crowd by increasing the rank of the website for the large fraction of keywords that might not be as common on their own, but together make up for a large amount of the total web searches. This thesis will analyze where on the web page these keywords should be placed, and a case study will be performed in which the goal is to increase the rank of a website with knowledge from previous tests in mind.

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Jonsson, Gustav, and Linn Ståhl. "Users’ Perception and Evaluation of a Search Engine Result Page." Thesis, Högskolan i Borås, Akademin för bibliotek, information, pedagogik och IT, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-9916.

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In order to find information before an e-commerce purchase, Swedish young adults almost exclusively uses the Google search engine. Previous research contains quantitative data, which showcases how the users utilize search engines as online tools. However, qualitative data regarding the user behaviour on generic search engines were lacking and a gap in the literature was found. In order to collect empirical data to try to fill the gap, six participants were interviewed about their behaviour when using Google. The interviews aimed to discover how the user chooses one result over another at the search engine result page and why. The empirical data showed that the users used the search engine in order to obtain quick and accurate information, in the most convenient process possible. Two major factors were shown to highly contribute to the choice of a user’s perception of the search engine result page. Previous experience and the trustworthiness of a result, strongly affected if a user would choose to click on that result. As a support to both these factors, the user used the technical components: title, URL and snippet. We believe that our findings will contribute to a deeper understanding within search engine user behaviour.
För att hitta information inför ett köp av produkter över Internet, används sökmotorn Google av merparten av svenska unga vuxna. Tidigare forskning inom området innehåller uteslutande ett kvantitativt undersökningsperspektiv, som belyser hur användarna utnyttjar sökmotorerna som ett verktyg. Dock saknas det kvalitativ forskning som utförligt beskriver användarbeteendet. Med målet att hitta empirisk data för att fylla tomrummet, intervjuades sex deltagare om deras beteende och användning av sökmotorn Google. Intervjuerna syftade till att undersöka hur och varför användaren väljer ett resultat framför ett annat. Den empiriska undersökningen visade att användarna nyttjade sökmotorn för att få snabb och korrekt information, på ett så bekvämt sätt som möjligt. Framförallt två faktorer visade sig vara starkt bidragande till varför användarna väljer ett resultat på sökresultat sidan. Tidigare erfarenhet och tillförlitligheten av ett resultat, var båda starkt bidragande orsaker till om användaren skulle välja ett specifikt resultat. Som ett stöd till båda dessa faktorer, använde sig användaren av tekniska funktioner såsom resultats titel, URL och beskrivningen, för att bilda sig en egen uppfattning. Vi tror att vårt resultat kommer att bidra till en djupare förståelse för användarbeteendet inom sökmotorer.

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Claesson, Jennifer, and Henrik Gedda. "Google Ads: Understanding millennials' search behavior on mobile devices." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75731.

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Purpose: The purpose of this study is to understand millennials search behavior on mobile devices. Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices? Methodology: Data was collected from 103 Swedish millennials through an experiment and survey. Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results.

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Fransson, Johan Hansson Anders. "Primär eller sekundär söktjänst? : en effektivitetsstudie av söktjänsten Google och metasöktjänsten Dogpile = [Primary or secondary search engine?] : [a study of the retrieval performance of the search engine Google and the metasearch engine Dogpile] /." Borås : Högsk. i Borås, Bibliotekshögskolan/Biblioteks- och informationsvetenskap, 2004. http://www.hb.se/bhs/slutversioner/2004/04-51.pdf.

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Carter, Kristen J. "Credibility by Google: Do search engine cues influence website credibility and relevance assessments?" The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1308237330.

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Lee, Szeyin. "Designing A Better Internet Search Engine Based On Information Foraging Theory." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/scripps_theses/456.

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The first part of the thesis focuses on Information Foraging Theory which was developed by Peter Pirolli, a cognitive scientist from Intelligent Systems Lab at Palo Alto Research Center, to understand how human search in an information environment (Pirolli 1995). The theory builds upon the optimal foraging theory in behavioral ecology, which assumes that people adapt and optimize their information seeking behavior to maximize the success of accomplishing the task goals by selectively choosing paths based on the expected utility from the information cues. The expected utility in Information Foraging Theory is called Information Scent. The second part is to design and build a new way to visualize search engine results in a graphical way that incorporates the concept of information scent to make search experience more efficient for users. The end result of the project will be an improved visualization of search results, obtained by using Google’s Application programming interface (API), latent semantic analysis, and data visualization methods to present a semantics-based visualization of the search results. The proposed design is developed to increase information scent for relevant results and shorten the foraging path to reach the search goal by presenting users with fewer but more valuable proximal cues, thus making search a more human-centered experience.

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Allard, Sebastian, and Björn Nilsson. "Sökmotoroptimering : Metoder för att förbättra sin placering i Googles sökresultat." Thesis, Uppsala University, Computer Systems Sciences, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126487.

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This paper is a literature study on search engine optimization (SEO) considering the leader of the search engine market: Google. There´s an introductory background description of Google and its methods of crawling the Internet and indexing the web pages, along with a brief review of the famous PageRank algorithm. The purpose of this paper is to describe the major important methods for improved rankings on Google´s result lists. These methods could be categorized as on-page methods tied to the website to be optimized or off-page methods that are external to the website such as link development. Furthermore the most common unethical methods are described, known as “black hat”, which is the secondary purpose of the text. The discussion that follows concerns the practical implications of SEO and personal reflections of the matter. Finally there´s a quick view of the expanding market of handheld devices connected to the Internet and mobile search as an initial area of research.

Denna uppsats är en litteraturstudie om ämnet sökmotoroptimering (SEO) som behandlar ledaren bland sökmotorer: Google. Det finns en introducerande bakgrund som beskriver Google och dess metoder för ”crawling” och indexering av webbplatser, tillsammans med en kort genomgång av den välkända PageRank-algoritmen. Syftet med denna uppsats är att beskriva de centrala metoderna för förbättrad rankning i Googles träffresultat. Dessa metoder kan kategoriseras som ”on-page”-metoder, som är knutna till webbplatsen, eller ”off-page”-metoder, som är externa, exempelvis länkförvärvning. Vidare kommer de vanligaste oetiska metoderna att beskrivas, kända som ”black hat”, som är det andra syftet med denna text. Diskussionen som följer behandlar de praktiska implikationerna av SEO och personliga reflektioner i frågan. Avslutningsvis berör vi den expanderade marknaden av handhållen utrustning med Internetuppkoppling och mobil sökning som ett kommande forskningsområde.

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Brorsson, Martin, and Hampus Lindhom. "The best place to hide a dead body is page 2 on Google search results." Thesis, Tekniska Högskolan, Högskolan i Jönköping, JTH, Datateknik och informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36730.

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Syfte - Detta examensarbete utreder vad som påverkar vilken länk studenterna på Jönköping University väljer att klicka på i Googles sökresultat vid en produktsökning. För vissa e- handelsföretag kan det vara avgörande att användarna klickar på deras länk i sökresultatet. Men vad väljer studenter att klicka på? Väljer de en länk i det organiska sökresultatet eller väljer de att klicka på en annons? Arbetet har utförts med syftet att hjälpa e-handelsföretag som säljer produkter med målgruppen studenter. Under arbetes gång besvarades följande frågeställningen: • Vad påverkar vilken länk Jönköping Universitys studenter väljer att klicka på i Googles sökresultat? Metod - För att kunna besvara frågeställning har tre olika metoder används för att samla in data. Metoderna som används är tre intervjuer med experter inom SEO-branschen, 114 observationer med studenter och i samband med observationerna fick studenterna också genomföra en digital enkät. Resultat - Utifrån den insamlade datan från intervjuer, observationer, digitala enkäter och sekundärdata har ett resultat tagits fram gällande vad som påverkar studenters val av länkar på sökmotorn Google. I resultatet framkommer det att sökmotoroptimering är viktigt för att ett e- handelsföretag skall synas på Google, finns du inte med på förstasidan finns du inte. Även att igenkänningsfaktorn spelar störst roll i valet av vilken länk studenter klickar på. Där framkommer det två olika typer av beteenden båda med igenkänningsfaktorn i baktanke. Antingen klickar studenterna på första länken de känner igen eller så väljer de medvetet bort annonserna och klickar på första vanliga länken de känner igen. Implikationer - Arbetet är endast genomfört på studenter från Jönköping University. Ett representativt urval gjordes från den teoretiska populationen för ett generaliserbart resultat. Men för att kunna generalisera resultatet på studenter i en större utsträckning krävs det att samma undersökningen görs på olika högskolor/universitet i Sverige. Begränsningar - Fokus och mest tid lades på att genomföra observationerna vilket gav mindre tid till att genomföra flera intervjuer. Detta är en avgörande faktor som påverkade studiens omfång och resultat. Om det funnit mer tid hade även en undersökning på andra sökmotorer varit genomförbar. Alla sökningar gjordes på Google som är den största och den ledande sökmotorn i världen. Om Google skulle förändra något väsentligt i deras sökmotor kan resultatet bli oanvändbart.
Purpose - This examination paper examines what affects which link students at Jönköping University choose to click on the Google search results when they do a product search. For some e-commerce companies, it may be crucial that users click on their link in the search results. But which link do students choose to click on? Are they choosing to click on a link in the organic search results or are they choosing to click on an ad? This examination has been carried out with the aim to help e-commerce companies that sells products that target students. During this paper has following question has been answered: • What affects the link Jönköping University students choose to click on the Google search results? Method - To answer the question three different methods has been implemented to collect data. The methods conducted three interviews with experts in the SEO industry, 114 observations with students and in connection with the observations did the students answer a digital survey. These three methods gave a good and comparable results that ultimately strengthen each other. Results - Based on data collected from interviews, observations, digital surveys and secondary data have a result been developed shrill guessed what affects students' choice of the links on the search engine Google. The result shows that search engine optimization is important for an e- commerce business that must appear on Google, if you are not on the front page you are not existing. Although the recognition factor plays the most important role in the choice of which link students click. Where it appears two different kinds of behaviour both with the recognition factor of ulterior motive. Either the students click on the first link they recognize or choose them consciously remove the ads and click on the first common link them recognize. Implications - This work is only carried out on students from Jönköping University. A representative selection was made from the theoretical population of a generalizable results. But to generalize the results of the students to a greater extent it is required that the same survey conducted at various colleges / universities in Sweden. Limitations - Focus and most time was spent on implementing the observations which gave less time to conduct more than three interviews. This is a crucial factor that affected the study's scope and results. If there were more time had an investigation on other search engines would have been feasible. All searches were made on Google, which is the largest and the leading search engine in the world. If they are doing any big changes or updates our results may be unusable.

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Ribeiro, Joana Filipa Inácio. "Aplicação das técnicas de Search Engine : optimization a um Site." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11369.

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Mestrado em Marketing
Num mercado saturado de marca, onde o meio online está em forte expansão é importante que uma empresa/marca marque presença no online e que se destaque. Uma marca tem que se aproximar cada vez mais dos seus consumidores ou clientes. Deve ser conhecida, lembrada e relembrada. Hoje em dia ser uma marca e estar presente no online não basta. Para ter sucesso deve ser encontrada, comprendida e memorável pelos consumidores. Assim, surge a necessidade de aplicar o processo de Search Engine Optimization no site de uma marca. Search Engine Optmization (SEO) tem como objectivo optimizar um site para os motores de pesquisa com o objectivo de trazer mais visitas relevantes ao site da marca. O SEO produz um elevado nível de trafégo qualificado, investir em SEO permite alcançar uma maior credibilidade junto dos consumidores (Sen 2005). O objectivo deste trabalho de projecto é fazer a optimização do site www.youcook.pt através das técnicas de Search Engine Optimization. Os resultados da optimização deste projecto foram positivos para a marca e dentro do espaço de tempo permitido conseguiu-se obter resultados relevantes para a marca. A YouCook neste momento é uma marca com presença digital e pode ser encontrada pelos utilizadores.
In sutured market of brands, where the online is in great expansion it's important for a company/ brand to make a statement in the online. A brand has to create a connection with her consumers and clients. Have to be known, remembered and recalled. Today be a brand and be present in online isn't enough. To have success the brand need to be found, understand and unforgettable by the consumers. That way appear the necessity of a Search Engine Optimization for the website of a brand. Search Engine Optimization (SEO) has as objective improved the search engines to bring more views to the brand website. The SEO makes the qualified traffic raise, invest in a SEO allows the brand achieve more credibility for the consumers (Sen 2005). The objective of this project is to make an improvement of the website www.youcook.pt through the Search Engine Optimization techniques. The improvement results of this project were positives for the brand and were made in the limits of the space and time death line. We achieve good results. In this moment the YouCook is a brand with a digital presence and can be found by their users.

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Li, Ping 1965. "Doctoral students’ mental models of a web search engine : an exploratory study." Thesis, McGill University, 2007. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=94181.

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This exploratory research investigates the factors that might influence a specific group of users’ mental models of a Web search engine, Google, as measured in the dimension of completeness. A modified mental model completeness scale (MMCS) was developed based on Borgman’s, Dimitroff s, and Saxon’s models, encompassing the perception of (1) the nature of the Web search engine, (2) searching features of the Web search engine, and (3) the interaction between the searcher and the Web search engine. With this scale, a participant’s mental model completeness level was determined by how many components of the first two parts of the scale were described and which level of interaction between the participant and Google was revealed during the searches. The choice of the factors was based on the previous studies on individual differences among information seekers, including user’s search experience, cognitive style, learning style, technical aptitudes, training received, discipline, and gender. Sixteen Ph.D. students whose first language is English participated in the research. Individual semi-structured interviews were conducted to determine the students’ mental model completeness level (MMCL) as well as their search experience, training received, discipline and gender. Direct observation technique was employed to observe students’ actual interactions with Google. Standard tests were administered to determine the students’ cognitive styles, learning styles and technical aptitudes.
Cette recherche préliminaire examine les facteurs qui peuvent influencer les modèles mentaux d’un groupe spécifique d’utilisateurs d’un moteur de recherche sur le Web: Google, mesurés selon l’étendue de leur réussite.Une échelle de cette réussite en suivant un modèle mental a été constituée en adaptant les modèles présentés par Borgman, Dimitroff et Saxon, incluant la perception (1) de la nature du moteur de recherche sur le Web, (2) des caractéristiques de la recherche propres à ce moteur, (3) de l’interaction entre le chercheur et le moteur de recherche. A l’aide de cette échelle, le niveau de réussite par un sujet donné utilisant un modèle mental a été déterminé en fonction du nombre de composantes des deux premières parties de l’échelle décrites et du niveau d’interaction entre le sujet et le moteur Google, tel que révélé par ses recherches. Le choix des facteurs a été fondé sur des études précédentes portant sur les différences individuelles entre les chercheurs d’information, comprenant le degré d’expérience d’une telle recherche par l’utilisateur, son style cognitif, son style d’apprentissage, ses aptitudes techniques, la formation reçue, la discipline et le sexe. Seize étudiants en doctorat ayant l’anglais comme première langue ont participé à cette étude. Des entretiens individuels semi-dirigés ont permis de déterminer le niveau de réussite des étudiants suivant leur modèle mental, ainsi que leur expérience de la recherche, la formation reçue, la discipline et le sexe. Une observation technique directe a été utilisée pour observer l’interaction réelle des étudiants avec Google. Des tests standardisés ont été administrés pour déterminer le style cognitif des étudiants, leur style d’apprentissage et leurs aptitudes techniques. fr

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Piscaglia, Nicola. "SEO, tecniche e strategie per essere visibili su Google." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2010. http://amslaurea.unibo.it/1570/.

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Lukošiūtė, Edita. "„Google” paieškos „AdWords” skelbimų efektyvumo vertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140605_123928-04024.

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Darbe yra analizuojamas „Google“ paieškos „AdWords“ skelbimų efektyvumas. Dėl didėjančios informacinių technologijų svarbos, dauguma vartotojų ieškosi informacijos apie produktus ir paslaugas bei perka juos internetu. Todėl reklamos kūrėjams tampa ypač aktualus efektyvių paieškos sistemos skelbimų kūrimo klausimas. Darbo tikslas – remiantis moksliniais reklamos efektyvumo vertinimo šaltiniais ir „Google“ paieškos „AdWords“ skelbimų efektyvumo vertinimo rezultatais, pateikti bendrą „AdWords“ skelbimų efektyvumo vertinimo ir skelbimų efektyvumo didinimo modelius. Magistro baigiamąjį darbą sudaro trys pagrindinės dalys. Pirmojoje, teorinėje dalyje, yra analizuojami skirtingų autorių požiūriai į reklamos efektyvumo vertinimą, yra pateikiami „Google“ paieškos „AdWords“ skelbimų vertinimo ypatumai. Analitinėje baigiamojo darbo dalyje yra atliekamas pasirinktų „Google“ paieškos „AdWords“ reklaminių kampanijų skelbimų efektyvumo vertinimas. Trečiojoje dalyje yra pateikiamas „Google“ paieškos „AdWords“ skelbimų efektyvumo vertinimo ir efektyvumo didinimo modeliai bei pateikiamos skelbimų efektyvumo didinimo priemonės.
The paper analyzes the effectiveness of „Google“ search engine „AdWords“ ads. Due to the growing importance of information technology , most users search for information about products and services and buy them online. Therefore the issue of ads effectiveness has become extremely important to every advertiser. The objective of this paper is to present general model of „Google“ search engine „AdWords“ ads effectiveness measurement and opportunities of ads effectiveness improvement, scientific resources of advertising effectiveness assessment and results of case analysis. Master's thesis consists of three main parts. In the first, theoretical part of the work introduces analysis, comparison of different authors approaches to the advertising activities performance by finding out methods and indicators, which assess the effectiveness of the ads. The analytical part is based on case study which analyzes effectiveness of particular „Google“ search engine „AdWords“ campaigns. The third part is intended for the model, which shows how to measure effectiveness of the „Google“ search engine „AdWords“ ads, and oppurtinities of ads effectiveness improvement.

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Karlsson, Vero. "Google Bilders användbarhet : Gränssnitt, sökfunktioner och återvinning." Thesis, Linnéuniversitetet, Institutionen för kulturvetenskaper, KV, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13019.

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This essay explores to what extent the Swedish language version of Google Images meets the usability requirements of average everyday users. Previously published studies on user behaviour and users‟ interface and search option preferences define the usability requirements, which are matched against Google Images‟ actual interface and search options. The retrieval method of Google Images is also briefly discussed, and users‟ opinions about Google Images too, as they come across in the previously published user studies. The findings are that Google Images lack some of the things that users ask for, but it still seems to be the most used image search engine among average internet users and more appreciated than other search engines. Since the user studies were conducted, Google Images has changed its interface and added new options in a way that indicates that the developers have read and taken inspiration from the user-oriented image retrieval research, and still do so. This should mean that Google Images is even more user-oriented and therefore appreciated today, and it might improve even more in the near future.

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Pettersson, Linda. "Sökmotorsoptimering – Från nyckelord till relevant innehåll : Fem företags SEO-praktik i förändring." Thesis, University West, Division of Media Production, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-2557.

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I all teori om sökmotorsoptimering finns det många olika tankar om hur man ska sökmotorsoptimera. De flesta berättar mest om den tekniska biten och har endast som en kort punkt förklarat att innehållet på en webbplats också är viktigt. Syftet med uppsatsen är att undersöka webbföretags förhållningssätt till både hur de arbetar och resonerar kring sökmotorsoptimering och webbstatistik, men även gå djupare in på hur förhållandet mellan kund och företag påverkar vart marknaden är på väg. Genom att utföra kvalitativa intervjuer med webbföretag där främst marknaden för sökmotorsoptimering, sponsrade länkar och webbstatistik diskuterats har ett resultat utformats.

Baserat på de senaste artiklarna, respondenternas svar och mina egna personliga reflektioner av situationen, visar det att det blivit en förskjutning i vad definitionen av sökmotorsoptimering är. Den tekniska biten är kvar men inte alls lika viktig längre då sökmotorerna hela tiden ändrar sina algoritmer och blir smartare, utan fokus läggs istället mer på innehållet. Ett rikt innehåll med bra skriven text samt ett intressant video- eller bildmaterial är mycket viktigare än att ändra på småsaker i strukturen av webbplatsen. Sökmarknaden idag ser annorlunda ut mot bara några år sedan. Det innebär att sökmotorsoptimering inte enbart handlar om att förbättra den egna hemsidan, utan även innefattar all marknadsföring på webben.

In all theory about Search Engine Optimization there are lots of different ideas on how to optimize search engines. Much of the theory concerns the technical aspects and only offers a short explanation on the importance of the actual content of the website. In this essay I will examine how web companies think and act around search engine optimization and web statistics, but also go deeper into how the relationship between customer and company affects where the market is heading. By doing qualitative interviews with web companies where the subject search engine optimization, paid ads and web statistics were discussed, a result has been formed.

Based on the latest articles, the answers from the respondents and my own personal reflections of the situation, there are clear signs that the definition of Search Engine Optimization has changed. The technical aspect is still there, but with less importance since the search engines keeps changing the algorithms in order to become smarter. Instead the focus is on the content. Rich content, good written text, interesting videos and images has a larger impact than changing the little things in the structure of a website.

The search market looks different today than it did a few years ago. The term Search Engine Optimization has changed its meaning into something more than just improving your own homepage. Now it also includes all the marketing your company does outside of the web.

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Andersson, Viktor, and Daniel Lindgren. "Ranking factors to increase your positionon the search engine result page : Theoretical and practical examples." Thesis, Blekinge Tekniska Högskola, Institutionen för programvaruteknik och datavetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-14871.

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Search engine optimization (SEO) is the way to improve the visibility of a website on thesearch engine result page (SERP). If the website is not on the first three result, then it will bemissing most of the traffic that could be generated. This report will go into detail on how towork with SEO and how to get a website to rank high. Both On-page, how to work with codeand content, and Off-page, how to get more links, methods will be discussed, with a higherfocus on On-page.This paper strives to find what methods and techniques to use with the results gathered fromscientific databases, interviews and three websites with different levels of SEOimplementation. How to structure the code, where and how to use keywords, domain name,links and much more will be discussed in this paper.

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Persson, Josefine, and Lotta Ollander. "En studie om sökmotoroptimering och användarvänlighet : Google vs användare." Thesis, Högskolan Väst, Avd för medier och design, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-17392.

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The purpose of this survey has been to investigate whether there are contradictions between user experience (UX) and search engine optimization (SEO), also called Google versus users. Professionals, in UX and SEO, have been asked to respond to a questionnaire regarding text and images within these two aspects. In addition to the professionals, users have also been asked to answer questionnaires and taken part in two different websites to investigate how text and images related to the previously mentioned aspects. The content on the sites has been the same but the design itself has been different, one has focused on UX - user experience and the other has been towards SEO - search engine optimization. The results of the study have not been distinctwhether there are contradictions between Google and users among professionals. Even in the relationship with users, how they experienced the different sites, there were contradictions between these two aspects. The conclusion is thus that it depends a lot on who views the website and his or her personal preferences.
Syftet med denna undersökning har varit att undersöka om det finns motsättningar mellan användarupplevelse (UX) och sökmotoroptimering (SEO), även kallat Google mot användare. Yrkesverksamma, inom UX och SEO, har fått svara på en enkät angående text och bild inom dessa två aspekter. Förutom yrkesverksamma har även användare fått svara på enkätfrågor och tagit del av två olika sajter för att undersöka hur text och bild förhåller sig mot tidigare nämnda aspekter. Innehållet på sajterna har varit detsamma men själva utförande har varit olika, den ena har fokuserat på UX –användarupplevelse och den andra har varit mot SEO – sökmotoroptimering. Resultatet av studien har inte varit entydigt om det finns motsättningar mellan Google och användare hos yrkesverksamma. Även i förhållandet med användare hur de upplevde de olika sajterna fanns det motsättningar mellan dessa två aspekter. Slutsatsen blir således att det beror mycket på vem som betraktar webbplatsen och dennes personliga preferenser

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Sadílek, Petr. "Efektivní marketing s využitím nástrojů Googlu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15900.

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Quick growth of internet users worldwide as well as significant technological improvements has had an extensive impact on a traditional marketing communication. First part of the thesis focuses on the basic framework that would leverage the internet marketing implementation. In its second part, the Google advertising products (AdWords, Maps, YouTube) and tools(for planning, optimization and implementation) are analyzed and their role in the internet marketing process is explained and demonstrated.

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Henriksson, Johannes, and Adam Ågehäll. "David vs. Goliath : En kvalitativ studie om hur mikroföretag kan använda sökmotorer i sin marknadsföring." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86169.

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Titel: David vs. Goliath Författare: Henriksson, Johannes & Ågehäll, Adam Institution: Linnéuniversitetet, Ekonomihögskolan Program: Ekonomprogrammet inriktning Marknadsföring Kurs: Företagsekonomi III – Marknadsföring, Examensarbete, 15hp Handledare: Leif Rytting Examinator: Kaisa Lund Syfte: Uppsatsens syfte är att undersöka huruvida mikroföretag kan skapa marknadsfördelar av att implementera Search Engine Marketing. Ytterligare en avsikt är att uppsatsen skall bidra med kunskap kring hur mikroföretag kan stärka sitt varumärke genom Search Engine Marketing. Metod: Kvalitativ studie innehavande en mix mellan induktiv- och deduktiv forskningsansats. Även kallad abduktiv forskningsansats. Den empiriska datan är insamlad genom semi-strukturerade intervjuer bestående av tio respondenter. Slutsats: Sökmotormarknadsföring är en grundkomponent i den digitala marknadsföringen. Mikroföretag skapas möjlighet att konkurrera mot större varumärken genom skapad synlighet. Marknadsföring via en nischad marknad visar sig fördelaktig. En sammanstrålad varumärkesidentitet och varumärkesimage bör avspeglas i content. Nyckelord: Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken. Fördelning av arbete: Båda författarna har varit lika delaktiga under alla delar av studien.
Title: David vs. Goliath Authors: Henriksson, Johannes & Ågehäll, Adam Institution: Linnaeus University, School of Business and Economics Programme: Business Administration and Economics, specialization Marketing Course: Business Administration III – Marketing, Bachelor Thesis, 15hp Supervisor: Leif Rytting Examiner: Kaisa Lund Purpose: The purpose of this study is to examine how micro enterprises can create market advantages by implementing Search Engine Marketing. Further intention is that the study will provide knowledge about how micro enterprises can invigorate they brand through Search Engine Marketing. Method: Qualitative study using a mix of both inductive- and deductive research approach. Also known as abductive approach. The empirical data is collected using semi-structured interviews, with ten respondants. Conclusion: Search Engine Marketing is a basic component in digital marketing. Micro enterprises creates the opportunity to compete against larger brands through visibility. Niche marketing is found valueable. A converged brand identity and brand image should be mirrored in content. Keywords: Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands. Allocation of work: Both authors have been equally involved in all parts of the thesis.

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Úradníček, Lukáš. "Optimalizace webových stránek a strategie prodeje." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223256.

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The thesis deals with the optimization of website of thai massage studio. This work includes evaluation of the initial state, a proposed amendment, keyword analysis, optimization of texts and support through building backlinks. Evaluation of success is done through the analysis of traffic and tracking the position of the primary keywords on major search engines in the Czech Republic - Google.cz and Seznam.cz.

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Lindgren, Andrée, and Daniar Mohidin. "Applying Digital Marketing Methods in the Healthcare Industry : A Case Study at Immuneed." Thesis, Uppsala universitet, Industriell teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-413262.

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The study is performed with the aim to investigate why healthcare companies are lagging compared to other industries within digital marketing. This is made with an abductive approach whereas a literature review was performed in the beginning of the study and after empirical data gathering and analysis was reviewed, the literature review was completed. The study is performed as a case study at a clinical research organization in Uppsala, Sweden 2020. Qualitative and quantitative methods were applied through interviews with search engine optimizing (SEO) specialist and with interviews with business developers at companies within the healthcare sector. The quantitative part has two data gatherings, (1) a survey towards SEO specialist and employees at various companies and (2) data gathering of branch colleagues’ top keywords for volume and traffic. Outcomes are that there is not enough research made within digital marketing for healthcare companies or business to business in general. Other finding is that the healthcare industry is lagging compared to other industries in terms of digital marketing.

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Khalil, Jacob, and Gustaf Edlund. "Building backlinks with Web 2.0 : Designing, implementing and evaluating a costless off-site SEO strategy with backlinks originating from Web 2.0 blogs." Thesis, Jönköping University, Tekniska Högskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-50352.

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Purpose – The purpose of this thesis is contributing to the research on the efficacy of backlinks originating from Web 2.0 blogs by designing a costless method for creating controllable backlinks to a website, solely with Web 2.0 blogs as a source of backlinks. The objective is to find out if such links can provide an effect on a website’s positions in the Google SERPs in 2020 and to hopefully contribute with a controllable link strategy that is available for any SEO practitioner regardless of their economic circumstances. The thesis provides answers to the two research questions: 1. What positions in the SERPs can an already existing website claim as a result of creating and implementing a link strategy that utilizes Web 2.0 blogs? 2. In context of implementing a link strategy, what practices must be considered for it to remain unpunished by Google in 2020? Method – The choice of research method, due to the nature of the project is Design Science Research (DSR), in which the designed artefact is observationally evaluated by conducting a field study. The artefact consists of four unique Web 2.0 blogs that each sent a backlink to the target website through qualitative blog posts following Google’s guidelines. Quantitative data was collected using SERPWatcher by Mangools, which tracked 29 keywords for 52 days, and was qualitatively analysed. Conclusions – There is a distinct relation between the improvement in keyword positions and the implementation of the artefact, leaving us with the conclusion that it is reasonable to believe that Web 2.0 blog backlinks can affect a website’s positions in the SERPs in the modern Google Search. More research experimenting with Web 2.0 blogs as the origin of backlinks must be conducted in order to truly affirm or deny this claim, as an evaluation on solely one website is insufficient. It can be concluded that the target website was not punished by Google after implementation. While their search algorithm may be complex and intelligent, it was not intelligent enough to punish our intentions of manipulating another website’s keyword positions via a link scheme. Passing through as legitimate may have been due to following E-A-T practices and acting natural, but this is mere speculation without comparisons with similar strategies that disregard these practices. Limitations – Rigorous testing and evaluation of the designed artefact and its components is very important when conducting research that employs DSR as a method. Due to time constraints, the lack of data points in form of websites the artefact has been tested on, as well as the absence of iterative design, partially denies the validity of the artefact since it does not meet the criteria of being rigorously tested. The data collected would be more impactful if keyword data were gathered many days before executing the artefact, as a pre-implementation period larger than 7 days would act as a reference point when evaluating the effect. It would also be ideal to track the effects post-implementation for a longer time period due to the slow nature of SEO. Keywords – SEO, search engine optimization, off-page optimization, Google Search, Web 2.0, backlinks.

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Magnusson, Wilhelm, and Christian Schreil. "Marknadsföring via sökmotorer : Planering av sökord." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-177591.

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Närvaron på Internet har aldrig varit större och användningen av sökmotorer motsvarar en stor del av hur människor upptäcker tillgängligt innehåll på Internet. Innehållet som utgörs av hemsidor kategoriseras av sökmotorers automatiserade tjänster. Ett arbete för att förbättra hemsidors möjlighet att kategoriseras görs för att få ökad synlighet genom sökmotorer. Förbättrad synlighet kan också erhållas genom sökmotormarknadsföring, vilket är en strategi för att annonsera via sökmotorer. Genom sökmotorer finns verktyg som assisterar detta ändamål. Företaget som rapporten berör erbjuder tjänster både för sökmotoroptimering och marknadsföring. Problemet med företagets befintliga hantering är att det inte erbjuder tillräckliga möjligheter till analys av statistik för annonseringar på sökmotorerna. Begränsningarna kommer av att statistiken för företagets kunder är separerade på flera olika platser. Konsulter på företaget som ansvarar för vissa kunder får inte dela med sig av statistik för administrerade annonseringar till andra konsulter på företaget. Projektet syftar finna en metod för företagets anställda att göra bättre analyser av sökord och annonseringar. Metoden realiseras i en applikationsplattform, där de anställda erhåller en webbapplikation som kan användas för att finna relevant statistik. Med en kvalitativ metod samlas underlag om företaget och deras förväntningar på systemet in, den insamlade informationen används i den fas som mynnar ut i systemets framställning. Systemet utvecklas iterativt och implementeras sedan i företagets befintliga driftmiljö. Genom arbetet som gjorts i projektet har ett användbart system kunnat realiseras för relevanta användare på företaget. Applikationen erbjuder djupare insikt i vilka faktorer som bidrar till annonseringars framgång. Dock har framgången kring systemets införande inte kunnat mätas i tillräckligt stor utsträckning. En sammanfattning av studien bidrar till rekommendationer till framtida arbete.
Internet usage has never been greater. Search engines provide a gateway to discover content online. The content comes in the form of web pages, which are categorized by the automated services of a search engine. Certain steps can be taken to optimize the way web sites are categorized, all of which are done to improve the visibility on search engines. Another way to increase visibility of a web site can be achieved with search engine marketing. Search engine marketing describes the process of advertising content on search engines. Search engine providers have different tools that may assist the process of advertising. The company that this report concerns provides services in the areas of optimizing and advertising content on search engines. The problem manifests in the company’s current system, which doesn’t provide an acceptable way of analyzing statistics of their search engine marketing efforts. Employees involved with their respective customers may not share information about their strategies and statistics to co-workers. The purpose of the project is to define a method for the company and its employees to achieve a higher level analysis of keyword and advertisement data. The work is realized in a platform that provides employees a way to extract relevant statistics from a web application. A qualitative methodology is defined to collect descriptive information about the company’s processes and their expectations on the system to be developed. The system is developed in a series of iterations and is deployed on a server provided by the company. The efforts have resulted in a useful system that may provide employees with deeper insights as to which factors that might be key for the success of certain advertisement strategies. However, the effects of the system have not been measured to confirm if the method actually improved the company’s search engine marketing efforts. To conclude the study, a set of recommendations has been given for future work.

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Skácelová, Pavlína. "On-line marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443104.

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The subject of this diploma thesis is online marketing communication using search engine marketing tools. It specifies what online marketing and search engine marketing are, describes its tools and explains its use. The analytical part of the work uses tools such as analysis of macro and micro environment, analysis of marketing mix and associated SEO analysis. Last but not least, the development of website traffic and the subsequent possible development of this data in the future will also be examined. Based on the findings from the analytical part, in the last part of the work will be designed online marketing communication using search engine marketing.

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Fils, Ebba, Clara Harrison, and Mathilda Nilsson. "Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75866.

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Background: The Internet has developed the world of advertising by giving advertisers the possibility to track specific patterns among their consumers, which shows how consumers are clicking on online advertisements and what translates into sales for the brand. Lately, companies have actively starting to make use of search engines marketing (SEM). The paid advertising on search engines is one option to make a brand’s website visible to its consumers. The attitudes towards advertisements have previously been examined in traditional media and in other online settings, but the research in the context of search engines is limited. Therefore, it calls for deeper insights and knowledge in how consumers hold attitudes towards a brand and its paid advertising on search engines such as Google. Purpose: The purpose is to describe how users’ attitudes towards brands are influenced by the fact that brands have paid for advertising on search engine result pages. This is done through the ABC-model of attitudes. The question asked in this study was: How does paid advertising displayed on search engines affect the attitudes held towards a brand? Methodology: This thesis project used a qualitative approach and was of descriptive nature. The data was gathered through seven unstructured in-depths interviews based on a quota sample considering three criteria: age group, in this case, 18-29-year-olds, and the variable of regular e-commerce buyers, as well as the participants being users of the search engine Google. The researchers verified data saturation at seven interviews. Conclusion: The main finding in this study is that the level of familiarity influences the participants attitudes towards the brand. Previous experience and knowledge with a brand was an affecting factor of how they interpreted the brand’s advertising on Google’s search engine result pages. Knowledge and a positive experience with a brand generated a more positive attitude towards the brand when an unknown brand generated a neutral or more negative attitude towards the brand. Related factors that also influenced the study were the clicking pattern, the landing page, the choices of wording and the intended target groups by the brands. The study also presents a range of recommendations for future research, as well as theoretical and managerial implications.

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Backlund, Adam, and Oliwer Grevillius. "Hur går sökmotoroptimering till? -teori och praktik." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-27698.

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Idag finns omkring 625 miljoner webbsidor på internet. Rapporten betonar vikten av att synas bland dessa samt hur man gör för att bli sedd, detta samlingsnamn kallas sökmotoroptimering. I den här studien behandlar vi ämnet sökmotoroptimering med inriktning mot Google, vad det är och hur det används i praktiken. Vårt syfte är att fördjupa oss i detta ämne och bilda oss en uppfattning om vad det handlar om. I resultatet har vi utifrån Googles riktlinjer listat flera begrepp som hjälper dig att optimera din webbsida. Vi har även i resultatet intervjuat flera verksamheter eftersom vi vill veta hur sökmotoroptimering används hos dem. I analysen har vi sedan jämfört Googles riktlinjer med teori och resultat för att ta reda på vad som utmärker sig mest. Vi har kommit fram till att en lättillgänglig sida med bra innehåll är det som utmärker sökmotoroptimering och det som gör att webbsidan blir synligare i träfflistan. Vi kom även fram till att det är tre specifika delar som Google tar upp som utmärker optimering hos verksamheter. Dessa delar är: ”optimera för besökaren”,” förutse sökbeteende” och ”webbplatsanseende”.

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Souza, Carolina Ferreira. "A transparência do buscador Google como direito dos consumidores na tutela do meio ambiente digital." Pontifícia Universidade Católica de São Paulo, 2018. https://tede2.pucsp.br/handle/handle/21078.

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Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-05-10T12:54:13Z No. of bitstreams: 1 Carolina Ferreira Souza.pdf: 1903774 bytes, checksum: fb12be505b4c7a36b6455c716c3e0891 (MD5)
Made available in DSpace on 2018-05-10T12:54:13Z (GMT). No. of bitstreams: 1 Carolina Ferreira Souza.pdf: 1903774 bytes, checksum: fb12be505b4c7a36b6455c716c3e0891 (MD5) Previous issue date: 2018-03-14
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
Fundação São Paulo - FUNDASP
The present work deals with the lack of transparency of the Google search engine, analyzing what the rights of consumers users of this service are affected, as well as the damage caused to the balance of the digital environment. The capture of data and information circulating in the most different pages, programs and applications belonging to the large corporations of the network is increasingly refined and less transparent. In addition, access to existing data and information is increasingly being filtered and directed to partners, advertisers, in more or less explicit ways, depending on the service provided or the page accessed. In this way, the treatment that must be reserved for the digital environment must begin with the immediate and full universalization of Internet access and its data in favor of all without distinction or privileges, exclusions or exceptions, as well as the transparency of the algorithms that operate in the network through machine learning and other forms of artificial intelligence, under penalty of not authorizing those harmed by state inaction and / or by the action of capitalist speculation, to take the administrative and judicial measures applicable and applicable to the species for the realization of their rights. The methodology used was based on a bibliographic review to analyze the data obtained, with the collection of textual documents such as: legislation, jurisprudence, relevant doctrine, and publications of a technical nature, as well as an analysis of some of the terms of use and data policies of Google, in order to verify the lack of transparency and disrespect for human rights and Brazilian consumer rights and help in understanding the problem of commercialization and bias of the digital media. The results of the research indicated that the existing legislation is sufficient for the protection of consumers users of the Google search service in several aspects; however, considers the possibility of new data protection legislation as one more strategy within the law for the protection of human rights to communicate
O presente trabalho trata da falta de transparência do buscador Google, analisando-se quais os direitos dos consumidores usuários desse serviço são afetados, bem como o prejuízo causado ao equilíbrio do meio ambiente digital. A captação de dados e informações que circulam nas mais diferentes páginas, programas e aplicativos pertencentes às grandes corporações da rede está cada vez mais refinada e menos transparente. Além disso, o acesso aos dados e informações já existentes está sendo cada vez mais filtrado e direcionado para parceiros, anunciantes, de formas mais ou menos explícitas, dependendo do serviço prestado ou da página acessada. Desta forma, o tratamento que se deve reservar ao meio ambiente digital deve começar pela imediata e plena universalização do acesso à internet e aos seus dados em favor de todos, sem distinção ou privilégios, exclusões ou exceções, bem como pela transparência dos algoritmos que operam na rede através do aprendizado de máquina e outras formas de inteligência artificial, sob pena de, em não o sendo, autorizar os prejudicados pela inação estatal e/ou pela ação da especulação capitalista, a tomar as medidas administrativas e judiciais cabíveis e aplicáveis à espécie para a efetivação de seus direitos. A metodologia empregada valeu-se de revisão bibliográfica para análise dos dados obtidos, com a coleta de documentos textuais como: legislações, jurisprudências, doutrina pertinente, e publicações de caráter técnico, bem como análise de parte dos termos de uso e de políticas de dados do Google, a fim de se constatar a falta de transparência e o desrespeito aos direitos humanos e direitos do consumidor brasileiros e auxiliar na compreensão da problemática da mercantilização e parcialidade dos meios de comunicação digital. Os resultados da pesquisa indicaram que a legislação já existente é suficiente para a proteção dos consumidores usuários do serviço do buscador Google em diversos aspectos; entretanto, considera a possibilidade de uma nova legislação de proteção de dados como mais uma estratégia dentro do direito para a proteção dos direitos humanos à comunicar-se

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Vaňáč, Ondřej. "Internetový marketing na příkladu malé organizace." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72842.

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The aim of this work is the analysis of current practices and techniques of Internet marketing. The work is divided into two parts. The theoretical part presents the current internet marketing tools, the optimal utilization is reflected in the practical part, which is carried out a comprehensive plan for internet marketing strategy with emphasis on SEO for start-up company in the field of accommodation and hospitable service. This is a company Penzion U Lišky, which offers accommodation in Southern Bohemia. The work will serve as a guide for small and medium organizations in the development of marketing projects. The practical part of the evidence considered in developing websites and methods to optimize site for search engines. The next section provides recommendations for use of PPC campaigns and presentation of the company's social networking site Facebook. The analysis methods for increasing traffic through social networking, PR articles, blogging and other tools.

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Havíř, Vojtěch. "Internetový marketing webového portálu se zaměřením na optimalizaci pro vyhledávače." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124550.

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This thesis gives an insight into the field of internet marketing with a special focus on Search Engine Optimization (SEO). For the purpose of this thesis one website is selected and analysed in order to determine how successfully SEO has been performed. Different sources of visitors are analyzed and their activity is measured. The goal of this thesis is to give a set of recommendations to the operators of this website. Based on those recommendations the operators should be able to increase the number of visitors. In addition, this work also contains a comprehensive overview of basic internet marketing methods with a more detailed overview of different factors which influence SEO. This focus is both on OnPage and OffPage factors.

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Swenson, Johannes. "Webdesign och SEO i praktiken : Utvecklande av webbplats och optimering för sökmotorer åt ett företag." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30435.

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This report describes my work with a website for a company that helps other companies book conferences. Creating this website, I have worked from a Mobile First perspective to create an interface. The interface was then tested on potential users. I then used guidelines from Googles own documentation on search engine optimization. The purpose of this work is to create and deliver a website where users can turn to MH Konferens and let them handle booking and planning of their conferences.
Denna rapport beskriver arbetet med en webbplats för ett företag som jobbar med att boka konferenser åt andra företag. Jag har i framtagandet av webbplatsen utgått från Mobile First och skapat ett gränssnitt. Gränssnittet har sedan testats på användare och slutligen har jag utgått från Googles egen dokumentation för att optimera webbplatsen för sökmotorer. Syftet med arbetet är att skapa en webbplats som leder till att användare kan vända sig till MH konferens och låta dem ta hand om bokning och planering av deras konferenser.

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Oliveira, José Carlos Francisco de. "Noções de grafos dirigidos, cadeias de Markov e as buscas do Google." Universidade Federal de Sergipe, 2014. https://ri.ufs.br/handle/riufs/6482.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
This paper has as its main purpose to highlight some mathematical concepts, which are behind the ranking given by a research made on the website mostly used in the world: Google. At the beginning, we briefly approached some High School’s concepts, such as: Matrices, Linear Systems and Probability. After that, we presented some basic notions related to Directed Graphs and Markov Chains of Discrete Time. From this last one, we gave more emphasis to the Steady State Vector because it ensures foreknowledge results from long-term. These concepts are extremely important to our paper, because they will be used to explain the involvement of Mathematic behind the web search “Google”. Then, we tried to detail the ranking operation of the search pages on Google, i.e., how the results of a research are classified, determining which results are presented in a sequential way in order of relevance. Finally we obtained “PageRank”, an algorithm which creates what we call Google’s Matrices and ranks the pages of a search. We finished making a brief comment about the historical arising of the web searches, from their founders to the rise and hegemony of Google.
O presente trabalho tem como objetivo destacar alguns conceitos matemáticos que estão por trás do ranqueamento dado por uma pesquisa feita no site de busca mais usados do mundo, o “Google”. Inicialmente abordamos de forma breve alguns conteúdos da matemática do ensino médio, a exemplo de: matrizes, sistemas lineares, probabilidades. Em seguida são introduzidas noções básicas de grafos dirigidos e cadeias de Markov de tempo discreto; essa última, é dada uma ênfase ao vetor estado estacionário, por ele garantir resultados de previsão de longo prazo. Esses conceitos são de grande importância em nosso trabalho, pois serão usados para explicar o envolvimento da matemática por trás do site de buscas “Google”. Na sequência, buscamos detalhar o funcionamento do ranqueamento das páginas de uma busca no “Google”, isto é, como são classificados os resultados de uma pesquisa, determinando quais resultados serão apresentados de modo sequencial em ordem de relevância. Finalmente, chegamos na obtenção do “PageRank”, algoritmo que gera a chamada Matriz do Google e ranqueia as páginas de uma busca. Encerramos com um breve histórico do surgimento dos sites de buscas, desde os seus fundadores até a ascensão e hegemonia do Google.

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Chiou, Bo-Yun. "Google takes on China a cross-cultural analysis of internet service design /." Muncie, Ind. : Ball State University, 2009. http://cardinalscholar.bsu.edu/643.

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Veikutis, Donatas. "SEO taikymo analizė." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120702_123614-02385.

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Visuomenė, internetas ir jame esanti informacija dabar turi vieną didžiausių įtakų mūsų asmeniniame gyvenime. Be interneto daugelis dabar, net nebeįsivaizduotų savo kasdienybės, nes jis mums ir padeda atlikti daugelį darbų. Tačiau vis augant duomenų kiekiams internete, informacijos paieška tampa vienu svarbiausių internete naudojamų funkcijų.Paieškos sistemos – tai sistemos, ieškančios dokumentų žiniatinklyje, naujienų grupių archyvuose, FTP saugyklose, kuriuos rado paieškos serveris ir įtraukė į savo duomenų bazes. Ieškant informacijos, vartotojai naudojasi šiomis sistemomis, todėl internetinių svetainių kūrėjai yra suinteresuoti, kad jų internetiniai puslapiai būti kuo dažniau randami paieškos sistemų. Todėl besiplečiant paieškos sistemoms išsiplėtojo SEO (Search Engine Optimization, lietuviškai „Optimizavimas paieškos sistemoms“).
Expansion of the Internet and the information contained therein formed such an organization which aims to help the internet users to quickly and efficiently find what he needs. One of them is the Google search engine. It is one of the largest search engine companies in the world. In this paper we will analyse the Google search engine, and its proposed content optimization methods, which it claims to helps achieve better search results positions. The paper will discuss techniques such as HTML meta tags, content headers, site maps, robots.txt file, canonical and Paging functions. These methods will be compared with each other, and we will decide which method is most useful for site optimization.

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Sire, Guillaume. "La production journalistique et Google : chercher à ce que l’information soit trouvée." Thesis, Paris 2, 2013. http://www.theses.fr/2013PA020040/document.

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Nous cherchons dans ce travail à détricoter la relation à la fois compétitive et coopérative, indifféremment technique, économique, juridique, sociale, politique et résolument communicationnelle de Google et des éditeurs de presse. Pour cela, après avoir historicisé la rencontre de deux univers singuliers, nous décrivons ce que les éditeurs peuvent faire pour franchir le prisme du moteur de recherche et y optimiser la visibilité de leur production. Nous tâchons ensuite de décrypter ce que la firme Google peut faire faire aux éditeurs en analysant leurs relations de pouvoir, leurs incitations, leurs projets et leurs environnements informationnels respectifs. Enfin, nous rendons compte de ce que les éditeurs français issus de la presse imprimée font effectivement : ce qu’ils communiquent à Google, par quels moyens et à quel prix, pour quels résultats espérés, à l’issue de quelles concessions, quels détours, quelles contestations. Nous expliquons comment les conditions et les modalités de captation du trafic sont susceptibles d’influencer la valorisation du contenu, l’organisation e sa production, la structure du site, les pratiques journalistiques et les lignes éditoriales. Nous montrons qu’un aller-retour performatif se crée entre énoncés et conditions d’énonciation, agissant par et sur les textes, les architextes et les hypertextes. En somme, c’est à la compréhension de ce que deviennent l’actualité et eux qui la mettent en récit, dès lors qu’ils cherchent à ce que l’information qu’ils produisent soit trouvée par les utilisateurs de Google, que notre thèse est consacrée
In this thesis, we aim to disentangle the cooperative but also competitive relationship between Google and news publishers, which is at the same time technical, economic, legal, social, political and certainly communicational. In order to do so, we trace the historical development of two singular universes, describing what publishers can do to overcome the search engine and optimize their ranking. We then analyse how Google can influence publishers’ conduct, by studying power relations, respective incentives, aims, and informational and socio-economic backgrounds. Finally, we report on actual practices of French traditional news publishers: what they communicate to Google, by which means and at what price, for which expected results, after which concessions, detours and controversies. Thus, we explain how search engine optimization is likely to affect the way content is valued, its production organisation, the website’s structure, journalists’ prac tice an editorial policy. We show a back and forth movement between performative utterances and performed circumstances, having an effect on and by texts, architexts and hypertexts. To sum up, this thesis is dedicated to understanding what happens to news and publishers once they strive for their information to be found by Google's users

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Van, Heerden Leanri. "Detecting Internet visual plagiarism in higher education photography with Google™ Search by Image : proposed upload methods and system evaluation." Thesis, Bloemfontein: Central University of Technology, Free State, 2014. http://hdl.handle.net/11462/249.

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Thesis (M. Tech. (Design and Studio Art)) - Central University of Technology, Free State, 2014
The Information Age has presented those in the discipline of photography with very many advantages. Digital photographers enjoy all the perquisites of convenience while still producing high-quality images. Lecturers find themselves the authorities of increasingly archaic knowledge in a perpetual race to keep up with technology. When inspiration becomes imitation and visual plagiarism occurs, lecturers may find themselves at a loss for taking action as content-based image retrieval systems, like Google™ Search by Image (SBI), have not yet been systematically tested for the detection of visual plagiarism. Currently there exists no efficacious method available to photography lecturers in higher education for detecting visual plagiarism. As such, the aim of this study is to ascertain the most effective uploading methods and precision of the Google™ SBI system which lecturers can use to establish a systematic workflow that will combat visual plagiarism in photography programmes. Images were selected from the Google™ Images database by means of random sampling and uploaded to Google™ SBI to determine if the system can match the images to their Internet source. Each of the images received a black and white conversion, a contrast adjustment and a hue shift to ascertain whether the system can also match altered images. Composite images were compiled to establish whether the system can detect images from the salient feature. Results were recorded and the precision values calculated to determine the system’s success rate and accuracy. The results were favourable and 93.25% of the adjusted images retrieved results with a precision value of 0.96. The composite images had a success rate of 80% when uploaded intact with no dissections and a perfect precision value of 1.00. Google™ SBI can successfully be used by the photography lecturer as a functional visual plagiarism detection system to match images unethically appropriated by students from the Internet.

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Knapovský, Martin. "Aplikace SEO technik pro marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262270.

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The aim of this thesis is to describe in detail the current ways of optimizing websites for search engines (SEO) and to apply them in a broader marketing strategy of italian restaurant La Casa Degli Amici. The thesis presents evidence about the importance of SEO for marketing and can be used as a template for optimizing you own website. This thesis is divided into two main parts - theoretical and practical. The theoretical part explains the concepts used in the design and implementation of the practical part. The theoretical part considers 3 main subjects - search engine, users and SEO which represents website creation and optimization. This thesis describes the history of search engines and the way search engines analyze and evaluate a website. It also describes user search strategies and the way users read the search results. In the SEO section we show its advantages, brief history, SEO strategies and description of techniques and tools that can be used for SEO. In the practical part we put together a marketing strategy which consists of website creation, implementation of selected SEO techniques and social network marketing. Implementation of the marketing strategy is evaluated on data obtained during the period between 1. 8. 2016 and 31. 11. 2016. Owner of the restaurant has provided data on sales which were used for overall evaluation of implemented marketing strategy.

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Arlitsch, Kenning. "Semantic Web Identity of academic organizations." Doctoral thesis, Humboldt-Universität zu Berlin, Philosophische Fakultät I, 2017. http://dx.doi.org/10.18452/17671.

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Semantic Web Identity kennzeichnet den Zustand, in dem ein Unternehmen von Suchmaschinen als Solches erkannt wird. Das Abrufen einer Knowledge Graph Card in Google-Suchergebnissen für eine akademische Organisation wird als Indikator für SWI nominiert, da es zeigt, dass Google nachprüfbare Tatsachen gesammelt hat, um die Organisation als Einheit zu etablieren. Diese Anerkennung kann wiederum die Relevanz ihrer Verweisungen an diese Organisation verbessern. Diese Dissertation stellt Ergebnisse einer Befragung der 125 Mitgliedsbibliotheken der Association of Research Libraries vor. Die Ergebnisse zeigen, dass diese Bibliotheken in den strukturierten Datensätzen, die eine wesentliche Grundlage des Semantic Web sind und Faktor bei der Erreichung der SWI sind, schlecht vertreten sind. Der Mangel an SWI erstreckt sich auf andere akademische Organisationen, insbesondere auf die unteren Hierarchieebenen von Universitäten. Ein Mangel an SWI kann andere Faktoren von Interesse für akademische Organisationen beeinflussen, einschließlich der Fähigkeit zur Gewinnung von Forschungsförderung, Immatrikulationsraten und Verbesserung des institutionellen Rankings. Diese Studie vermutet, dass der schlechte Zustand der SWI das Ergebnis eines Versagens dieser Organisationen ist, geeignete Linked Open Data und proprietäre Semantic Web Knowledge Bases zu belegen. Die Situation stellt eine Gelegenheit für akademische Bibliotheken dar, Fähigkeiten zu entwickeln, um ihre eigene SWI zu etablieren und den anderen Organisationen in ihren Institutionen einen SWI-Service anzubieten. Die Forschung untersucht den aktuellen Stand der SWI für ARL-Bibliotheken und einige andere akademische Organisationen und beschreibt Fallstudien, die die Wirksamkeit dieser Techniken zur Verbesserung der SWI validieren. Die erklärt auch ein neues Dienstmodell der SWI-Pflege, die von anderen akademischen Bibliotheken für ihren eigenen institutionellen Kontext angepasst werden.
Semantic Web Identity (SWI) characterizes an entity that has been recognized as such by search engines. The display of a Knowledge Graph Card in Google search results for an academic organization is proposed as an indicator of SWI, as it demonstrates that Google has gathered enough verifiable facts to establish the organization as an entity. This recognition may in turn improve the accuracy and relevancy of its referrals to that organization. This dissertation presents findings from an in-depth survey of the 125 member libraries of the Association of Research Libraries (ARL). The findings show that these academic libraries are poorly represented in the structured data records that are a crucial underpinning of the Semantic Web and a significant factor in achieving SWI. Lack of SWI extends to other academic organizations, particularly those at the lower hierarchical levels of academic institutions, including colleges, departments, centers, and research institutes. A lack of SWI may affect other factors of interest to academic organizations, including ability to attract research funding, increase student enrollment, and improve institutional reputation and ranking. This study hypothesizes that the poor state of SWI is in part the result of a failure by these organizations to populate appropriate Linked Open Data (LOD) and proprietary Semantic Web knowledge bases. The situation represents an opportunity for academic libraries to develop skills and knowledge to establish and maintain their own SWI, and to offer SWI service to other academic organizations in their institutions. The research examines the current state of SWI for ARL libraries and some other academic organizations, and describes case studies that validate the effectiveness of proposed techniques to correct the situation. It also explains new services that are being developed at the Montana State University Library to address SWI needs on its campus, which could be adapted by other academic libraries.

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Ženatová, Eva. "Návrh dílčí strategie při propagaci elektronického obchodu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224396.

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This thesis focuses on the definition of important terms in e-commerce for the proper functioning e-shop. It analyzes the current condition of an existing e-shop and on the basis of the weaknesses proposes a partial strategy for further promotion of trade.

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Jankovič, Zdeněk. "On-line marketing - princip aukce mění svět reklamy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16985.

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Diploma thesis 'On-line marketing - Principle of an auction changes the world of advertising' is about internet as a medium, on-line commercial communications, search engines and performance marketing. This thesis is divided into three parts. First part is about internet as a medium and actual situation on the Czech internet market. Second part describes a marketing communication mix on the internet, forms of online advertisement and pros and cons of online advertising. Third part deals with an advertisement within the frame of search engines. This part is also about PPC systems and SEM (Search Engine Marketing). Contribution of this thesis lies in info how to use the internet for propagation.

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Gonzalo, Penela Carlos. "Posicionamiento web y dinámicas de información en motores de búsqueda: propuestas de análisis y estudio comparativo de visibilidad de contenidos digitales en el caso de procesos electorales." Doctoral thesis, Universitat Pompeu Fabra, 2015. http://hdl.handle.net/10803/292730.

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Esta tesis tiene como objeto de estudio las características de las páginas web obtenidas a través de resultados de búsqueda (SERPs) durante los procesos electorales realizados en España entre los años 2010 y 2012. Partiendo del modelo teórico de Infoesfera expuesto por W.L. Bennet en 2003, se ha desarrollado un sistema de análisis capaz de englobar la totalidad de la web y analizar las proporciones con las que los buscadores muestran determinadas categorías de sitios web, en especial, medios de comunicación, webs de la esfera pública/política y de la web social. El resultado ha sido un nuevo modelo de Infoesfera y un estado de la cuestión sobre SEO y factores de posicionamiento en buscadores.
This dissertation aims to study the characteristics of web pages retrieved through Search Engine Results Pages (SERPs) during elections held in Spain between 2010 and 2012. The research was based on the Infosphere theoretical model put forward by W.L. Bennet in 2003, a theoretical framework that has been developed to build an analytical system that encompasses the entire Web and analyses the proportions with which search engines show particular categories of websites, especially media sites, websites in the public/political sphere and social networking sites. The result has been a new Infosphere model and a state of the art about SEO and search engine ranking factors.

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Hsieh, Pao-Chih, and 謝堡智. "Search for Personal Web Pages through Google Image Search Engine." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/97420206332539784272.

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碩士
亞洲大學
資訊科學與應用學系碩士班
95
Current web-based search engines (such as Google or Yahoo) do not provide adequately for the search of personal data (including personal facial image, address, telephone number, etc.). If a user inputs a person’s name to a search engine, he/she may need to spend much time in finding the desired data from those returned by the search engine. In this research, we propose to find personal data based on an image search engine. A person’s name is used in the study as a query. After a user inputs a query, we call Google image search engine and obtain related images from Google. Three approaches are also proposed to rank images returned by Google such that the user may find the desired personal data from the fronter images. In the first proposed approach, we analyze for each image the string of words which is also returned by Google and then obtain a ranking score. The images are ranked based on the scores. Images with large scores are ranked in front. In the second method, we re-rank images based on the number of frontal faces in each image. Images with only one face are ranked at the front, and then images with two, three, and more faces are ranked. In the third method, we link to each web page on which an image returned by Google is put, and analyze the text on the web page. If the text has more key words about personal data, the image is ranked at fronter locations. Users may select one of the three approaches accordiny to their requirement in response time. Experimental results show the feasibility of the proposed approach.

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Peng, Sheng-Cyuan, and 彭聖全. "English Correction Tool Based on Google Search Engine." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/65186595149499660979.

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碩士
國立中正大學
資訊工程所
97
English ability becomes more and more important nowadays, a lot of articles and news are wrote by English, the ability of writing English is an important skill in the future. So we present an English correction tool to help people who write English articles, especially we focus on two error types: the incorrect use of determiners and verb tenses, we serve an example to user. 　　We design a method base on search engine and N-gram analysis. We input the queries and get the snippets using google search engine, based on the N-gram analysis, we find the error of the sentence and correct it, and then we output the corrected sentence. We hope to reduce the writing errors when the users are writing.

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Oliveira, Rui Eduardo Silva. "Search Engine Marketing - The Case of Google Auction." Dissertação, 2016. https://repositorio-aberto.up.pt/handle/10216/87411.

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Oliveira, Rui Eduardo Silva. "Search Engine Marketing - The Case of Google Auction." Master's thesis, 2016. https://repositorio-aberto.up.pt/handle/10216/87411.

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Costa, Susana Elisabete Pereira da. "Google Earth™ search engine: classificação de imagens aéreas." Master's thesis, 2013. http://hdl.handle.net/10400.6/3695.

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O reconhecimento de padrões com recurso a redes neuronais é cada vez mais utilizado, numa tentativa de dotar as máquinas computacionais de inteligência e capacidade de aprendizagem. Neste trabalho pretende-se reconhecer determinados elementos naturais como ’água’, ’casas’ ou ’estradas’, em imagens aéreas provenientes do Google EarthTMe do Google MapsTM, recorrendo à utilizando redes neuronais para o efeito. Foram realizadas experiências com quatro conjuntos de imagens utilizados para o treino da rede neuronal, com variação de número de neurónios, e foram analisados os erros de classiﬁcação testando cinco novos conjuntos de imagens. Foram ainda realizadas diversas experiências quanto aos métodos de extração de características e à aplicação de operadores morfológicos com diferentes elementos estruturais visando o pós-processamento dos resultados obtidos.
Pattern recognition using neural networks is increasingly used in an attempt to provid to machines computational intelligence and learning ability. This work aims to recognize certain natural elements like ’water’, ’house’ or ’roads’ in aerial images from Google Earth TMand Google Maps TM, resorting to using neural networks for the purpose. Experiments were performed with four sets of images used for training the neural network, with varying number of neurons, and analyzed the classification errors by testing five new sets of images. Were also carried out several experiments on methods of feature extraction and application of morphological operators with different structural elements aimed at the post-processing of results.

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Platil, Lukáš. "Google ekonometrie: Aplikace na Českou republiku." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-337448.

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This thesis examines the applicability of Google Econometrics - the use of search volume data of particular queries as explanatory variables in time se- ries modeling - in the case of the Czech Republic. We analyze the contribu- tion of Google data by comparing out-of-sample nowcasting performance and in-sample fit with control variables in three related areas: using an auto- regressive model for unemployment, vector autoregression and logit models for GDP and household consumption, and Granger causality test for consum- er confidence. The improvement in quality of unemployment nowcasting is modest but statistically significant; sentiment index based on Google queries shows reciprocal relationship with the official Consumer Confidence Indicator, and it also provides superior nowcasts for household consumption as well as in- sample fit in logit models; its performance in GDP nowcasting is average among control variables. In overall, the results suggest that Google Econometrics is applicable also to the Czech Republic, despite the fact that the internet penetration rate and Google popularity was lower over the analyzed period compared with developed economies where these methods were usually tested. In the future, Google data may be used together with other leading and coincident indica- tors to...

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Tsao, Shuang-Kai, and 曹翔凱. "A Study on Keywords Ranking Factors - An Example of Google Search Engine." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/s6yqq6.

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碩士
中國文化大學
資訊管理學系
104
We are experiencing an explosive growth of information. When we want to find the message from the web, we can either enter a keyword(s) search for the required in-formation through search engines. By search engine optimization, the customers can find the related a company information. This paper key to find keyword(s) ranking factors. We divide the Google search engine keyword ranking factors are into two catego-ries: the first category for the website administrators controllable variables, including; URL Length, backlink anchor text, URL Path, mobile optimized, site level social signals, presence of sitemap, number of internal links pointing to page, nofollow links, keyword appears in H1 tag, keyword in H2 tags, keyword in title tag, title tag starts with key-word, keyword in description tag, high related keywords, low related keywords；the second category including; domain age, page’s pagerank, alexa rank, google index, ex-ternal links. In the study, we take an example of“苦茶油”keyword(s) to do multiple regres-sion analysis. The results show that URL Length, backlink anchor text, keyword appears in H1 tag, keywords in H2 tag, low related keywords, external links have significant differences and indicate the six factors that affect keyword ranking. To prove whether this model is also applicable to other keyword(s), we use another keyword(s) - "發熱衣" to do analytics again, the result of "發熱衣" keyword(s) are similar“苦茶油”keyword(s).

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Wang, Bo-Jiun, and 王博鈞. "The Study on Google Search Engine Services＆ Applications and Related Legal Issues." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/01991994666559097436.

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碩士
東吳大學
法律學系
99
Search Engine has been played an important role in the Internet. Once the search engine’s program sends out the key-word command, the search engine then will carry on a sorting, index and provide complete information resource in the database of content to user. Google, as a search service leader, its special feature is the demand that lying in simple and direct page and search velocity and result can match a user. Therefore, Google also became the pronoun of search engine. Service that Google provides is there all free, but acquires revenue from the advertisement buyer through the keywords advertisement. However the operation method of Google from providing of search content to keywords advertisement may also generate controversy of violating the intellectual property rights. The keywords advertisement that Google provides extends controversy concerning trademark infringement, for example Rescue.com Corp v. Google Inc. case in the United States and Louis Vuitton v. Google Inc. of Europe. These cases, all because provide trademarks to be provided for rival to purchase for the keywords, or input a keywords but appear related websites which sold fake or parallel goods. And Google provides the cache as webpage data backup as data is nonexistent, or the thumbnail for picture search to the book search of Google promotion, all about the copyright the person to claim rights to suffer to violate, as Blake Field v. Google Inc. case of June, 2004, the court thinks according to American Copyright Law Article 107 of four item's judgment toward fair use principles, and judged Google to win in lawsuit. The appeal to federal high court in San Francisco in Perfect 10 vs. Google Inc as May, 2007 again, judges shrinking of Google the diagram link belong to a fair use. However plan in the Google book search in, but in the middle of reaching agreement with AAP, objection encounter New York district court, and need to modify agreement content. Another more important controversy about Google would be for the data collection, processing and exploitation. For the right of privacy protection of personal data, the international organizations, such as OECD and APEC...etc. all have already put forth a principle, even the EU also consult OECD principle and have personal data protection directive (Directive on the protection of individuals with regard to the processing of personal data and on the free movement of such data, Directive 95/46/EC) of EU. Taiwan passed the amendment of Personal Data Protection Act in 2010,the amendment reason explanation in, also mention the rules that makes reference to international organization and bring into that to amendment. Therefore, hereafter Google how should apply Taiwan personal data protect act ? How can the concrete measure of the method carry out? Rule over an organization should how inspect and demand Google? These subjects have to face for Google from now on. Therefore, this thesis try to outline the principle of search engine and Google related application services, and according to Google which meet a verdict and cases concerning trademark, copyright and personal right of privacy data protection. Then discuss foreign law and regulations and be checked against to my country may it apply. This thesis expects to discuss through these and applies the value of reference to the law in the near future.

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