This article aims to provide readers with an overview of the very basics of information retrieval. Understanding these principles can help you to optimise your website content for the search engines and also help you to analyse search engine algorithm changes. However, the details in this article are not intended to describe how modern search engines work, as they use many additional factors, including link analysis.

Information retrieval (IR) is the science of searching for documents / within documents. Information retrieval techniques form some of the most fundamental elements of web search engine technology. This article will discuss information retrieval in the context of search engines.

Indexes

It is unrealistic to remotely access documents in real-time when performing a search, as it would be exceptionally slow and unreliable. Therefore a local index is created, which for search engines is done by a crawler (aka spider). Thus, when you perform a search you are not actually searching the web, but are searching a version of the web as seen and stored by the crawler at some point in the past.

The index would not usually contain the whole document (this may, however, be stored in a separate document cache), but stores a representation of the terms relevant to the document that is quickly and easily searchable. There are various stages to this process (not all systems will include all of these stages):

1. Document
   This is the document in its raw format with all text, structure and formatting.
2. Structure Analysis
   Recognising headings, paragraphs, titles, bold text, lists, …, etc.
3. Lexical Analysis
   Converting the characters in the document into a list of words. This process may include analysing digits, hyphens, punctuation and the case of letters. Proper Noun Analysis can use the case and format of words/phrases to identify important information such as names, places, dates and organisations.
4. Stopwords Removal
   The removal of words which occur very often and provide no ability to discriminate between documents. For example: “the”, “it”, “is”. However, it can be seen that some search engines leave these words in the index and remove them at the user query level. This allows “+word” queries to be performed.
5. Stemming
   This is a conflation procedure which reduces variations of a word into a single root. For example, both “worked” and “working” may be reduced to “work”. The Porter Stemming Algorithm can be used to perform stemming.

After these processes have been performed we have a list of index terms for this particular document.Index Term Weighting

We now need to calculate to what degree a term is relevant to a particular document. The following is an example of a weighting scheme:

• Index Term Frequency
  This is the frequency of a term inside a document. The frequency is usually normalised within the particular document:

  TermFrequency(term, document) = (no. occurrences of term in document) / (no. occurrence of term with max occurrences in document)

• Inverse Document Frequency
  The inverse of the frequency of a term between all the documents in the set. Terms that appear in many documents are not very useful as they do not allow us to discriminate between documents.

  IDF(term) =

  log([no. documents in collection] / [no. documents in collection containing term])

• Weight
  This is the actual index term weight for a particular term in a particular document:

  Weight(term, document) = TermFrequency(term, document) * IDF(term)

Other items may be a factor in deciding weight, such as: the terms position in the document, whether it was in the title, whether it was bold, whether it was in a list, …, etc.Reverse Index

We now have a list of terms (with their weights) for a given document. However, a list of documents that contain a particular word would be much more useful, rather than a list of words for a particular document. This is called a reverse index.

For example, if we had the following three documents:

1. This is a file about website search engine optimisation
2. A website design tutorial file
3. A file about bespoke software design and development

Then the index terms for each document may be as follows (weights would be in parentheses):

1. file(?), website(?), search(?), engine(?), optimisation(?)
2. website(?), design(?), tutorial(?), file(?)
3. file(?), bespoke(?), software(?), design(?), development(?)

However, the reverse index would be:file: document1(?), document2(?), docuement3(?)

website:

document1(?), document2(?)

search:

document1(?)

engine:

document1(?)

optimisation:

document1(?)

design:

document2(?), document3(?)

tutorial:

document2(?)

bespoke:

document3(?)

software:

document3(?)

development:

document3(?)

The reverse index then allows us to easily find the relevant documents for a particular word

Similarity Matching

This is the process for computing the relevance of a document to a particular query. It can comprise:

• Query Term Weighting
  Applies weights to each term in a query. For example, terms at the beginning of a query may be weighted more heavily.
• Similarity Coefficient
  Uses the query term weights and document term weights to compute the similarity between a query and a document. The similarity could be calculated using the vector space model and calculating the cosine coefficient (this will not be discussed here).

Refreshing the Index

Documents can continually change, therefore the index needs to be continually refreshed. The crawler needs to decide how often to reindex particular documents, based on how often they are updated. If a document is not updated very often, then reindexing it very often would be a waste of resources. However, documents that are always changing need to be continually reindexed as they may no longer be relevant to terms they are currently indexed for.

Measuring Accuracy of IR Systems

Two of the simplest ways to assess the accuracy of a basic information retrieval system are Precision and Recall. These are calculated using the number of relevant documents and the number of retrieved documents (the documents perceived to be relevant by the system), the documents actually returned to the user are where these two sets of document overlap.

• Precision
  Ratio of no. relevant documents returned to the total number of documents retrieved – i.e. the number of documents returned that are relevant.
• Recall
  Ratio of no. relevant documents returned to the total number of relevant documents – i.e. the number of relevant documents that are returned.

The documents actually returned from the retrieved documents set will be decided using some form of ranking mechanism (discussion of this is beyond the scope of this article).Generally, there is a compromise between precision and recall, as increasing the number of documents retrieved is likely to also increase the number of irrelevant documents in the set of retrieved documents.

Web Search Engines

Web search engines (such as Google, Yahoo! and MSN) usually combine information retrieval techniques with link structure analysis, as well as many other unknown techniques. Obviously, the above techniques are very easily spammed, so any useful search engine would need to try to filter out spamming where possible.

Targeted internet marketing has vast advantages because when your
marketing messages and advertisements are delivered to the
appropriate target audience, they are much more effective than
they are if they are sent to the masses.

Internet marketing is a bit different from traditional marketing
in regard to determining how to best reach a specific target
market.

While selecting marketing mediums that appeal to a specific
target audience are one of the greatest aspects of targeted
marketing in traditional business, with internet marketing the
method of delivery of marketing messages isn’t so much of a
concern because most likely, advertising and marketing materials
will be delivered via the internet either through the search
engines, placing advertisements on websites or in ezines or
directories, or through email marketing.

Selecting the appropriate method of delivery uses some standard
marketing concepts; however, for targeted internet marketing, the
appropriate use of keywords and keyword phrases in marketing copy
can be important.

One of the most effective methods of targeted internet marketing
is marketing through the search engines. The reason for this is
that the majority of internet users who search for information,
products or services via the internet use the search engines to
find the information they are seeking.

To use the search engines, they type keywords or keyword phrases
into the search bar of their internet browser and the search
engine they are using delivers results based on the keywords or
keyword phrases that they use.

Thus, in order for a website to be listed in the search engine
results, it is essential that the website contains marketing copy
that effectively uses the keywords or keyword phrases that are
popular among individuals in the target market that the internet
business is marketing to.

Search engine optimization is the key to getting listed in the
search engines without having to pay for the listing.

Copywriting is one important factor of search engine optimization
because the copy that is contained within the website contributes
to the ability of the search engine crawlers to determine the
relevance of the website to the search terms used by internet
users who are searching for information.

Other tactics that are used in search engine optimization include
the strategic use of the keywords and keyword phrases in the
website’s HTML coding, and establishment of link popularity and
link relevance for the website.

Another way to get a website listed in the search engines in
order to generate website traffic through targeted internet
marketing is to use pay-per-click search engine advertising
programs such as Google AdWords and Yahoo! Search Marketing
(previously known as Overture).

The pay-per-click or cost-per-click programs also rely on
keywords and keyword phrases to provide relative search results
to a targeted market.

The differences between getting your website listed in the search
engines through search engine optimization and getting a listing
through pay-per-click advertising is that when you use search
engine optimization to improve your search engine rank, there are
no advertising fees associated with the targeted traffic you
attract to your website.

When using pay-per-click advertising for the purpose of getting
your website listed in the search engines, you actually bid on
particular keywords or keyword phrases. Your website is ranked in
the search engines primarily based on the amount of your bid for
the keyword, although Google does use other considerations as
well when determining rank.

When an internet user clicks on your pay-per-click ad in the
search engine results and is directed to your website, you are
charged for the click-through based on the amount you bid for the
keyword or keyword phrase.

Whether you attract traffic to your website naturally through the
search engines, or through pay-per-click advertising, a well
designed search engine marketing campaign will complement your
targeted internet marketing efforts.

The fact is that we can’t live with out search engines. It is so easy
for us to find what we want on internet. According to netcraft.com (2002)
there are approximately 38,118,962 web sites. So imagine if we don’t have
search engines to find things for us.

But to get indexed in search engines especially staying on first 5 search
engine results pages requires a continous process of web site optimization.
Here are some tips that are useful to make the search engines find your
web pages and rank them good:

1. Search engine crawlers love content web pages:

Always put some text with your main keywords. Say you are offering search
engine optimization service. See the difference between these two lines:

“Our service comes with 24/7 support”

“Our search engine optimization service comes with 24/7 support”.

Get the point? But repeating the same word unnecessarily may not be good.

2. Text in images can not read by search engines:

Image only pages usually get poor ranking. Try to cut down the number of
images. If you want to put images put them on web pages with content
and ‘ALT’ tabs.

3. Links from already indexed web site:

Most important tip is keep a link to your new web site from a web site that
already listed in search engines. Search engine crwalers goes from page to
page through these links finding new web sites.

4. Links between page to page of same web site:

Search engine crawlers move from one web page to other through the navigational
links. So don’t forget to keep links to your main pages from all pages. That
means all important pages of your web site are reachable from each other.

5. Text Links:

Try to keep text links instead of a button or image pointing to a web page.
Make sure this text link has one keyword that partains to your business.

6. Javascript on your web pages:

Minimize javascript effects and search engine crawler doesn’t get the content
in between < script > … < /script > tags if you use the javascripts to include
content on web pages.

7. URL of pages:

Not all search engines don’t crawl pages with special characters and
generated dynamically by cgi scripts. So try to avoid to present your web pages
as cgi generated pages.

Search engine optimization is definitely one of the top ways to drive a deluge of free traffic to your website. Essentially, you are leveraging on the massive visitor numbers of search engines and funneling them directly to your website. It’s no secret that the search engines are widely visited by everyone who is online.
Here are the 4 keys to rapid search engine optimization success:

1. Adopt a 2-prong approach to SEO. In other words, you’ve got to do on-site optimization as well as off-site optimization. You can’t just do one or the other. The more important of the two is off-site optimization. Work to get high quality (preferably one-way) backlinks to your site.

2. Aim to achieve an effective keyword density of 3% to 6% at the very least. Choose a keyword you are targeting for high rankings on the search engines and use it at least a few times throughout your page to achieve a respectable keyword density that will shoot you up the rankings.

3. Use the meta tags as part of the on-site optimization process. Use these tags: the title, description and keywords tags. Add in your main keywords to these tags to really supercharge your SEO efforts and get the search engine spiders to recognize your site.

4. Use specialized software such as SEO Elite to see what your competition is doing with regards to their SEO and linking activities. This gives you a “one-up” over the competition. You’ll be able to see exactly what it is they are doing to achieve such high rankings!

There are quite a few free, keyword tools available online. By simply doing a search on Google, Yahoo, MSN or whatever search engine you use, you will be able to find lots of free tools. However, only a few of them will be worth your time. Even the best ones will be limited in their scope. Most free keyword research software or websites will give you a list of the 30 or so most popular keywords in your niche. If you are looking for “long tail keywords” you may not find them from free tools

If you are unfamiliar with the term “long tail keywords,” they are simply those keywords that only get a trickle of traffic but usually have little to no competition. They are generally highly targeted and are often used by motivated buyers. It is easy to rank highly for these keywords. They are just ripe for the picking. Many free keyword search engines won’t provide you with the least viewed keywords in your niche which means that you can potentially miss out on these easy-to-rank-for keywords.

The most popular free keyword tools are Wordtracker, Good Keywords and the free search tool offered by Google. The free version of Wordtracker gives marketers an abbreviated listing of keywords. If you want a more extensive list, you must pay for the extended version. If you are a new marketer or one that is struggling, it might be tempting to skimp on keyword tools. This is a big mistake! One reason why you may be struggling is because you aren’t targeting the right keywords. If you don’t have a big budget, consider paying for Wordtracker for a day or two. This will give you ample time to choose some non-competitive keywords and get a few high rankings. After you have made some sales, then re-consider purchasing a keyword tool.

Here are a few more reasons why you should use a paid keyword research tool:

It can mean easy rankings: Keywords that don’t have a lot of competition can be very easy to rank for. If you write an optimized article, press release, free classified ad or create a small website and get incoming links, you can rank really high for non-competitive keywords. This means free traffic and hopefully sales.

You are able to find the hidden gems other marketers don’t know about: Keywords with little competition hold this distinction because people don’t know that they exist. Many marketers depend on free tools. This means that they don’t know about the long tail keywords because free keyword tools don’t list them.

You may be able to pay pennies for targeted keywords: If you can find keywords that no one knows about and aren’t bidding on, you can spend mere pennies for laser targeted keywords.

They provide more extensive lists: Paid keyword tools offer extensive lists. You can get hundreds of variations from a single keyword. The more targeted keywords that you find, the more money you can make.

The web site owner can periodically check each link on his or her web page to make sure that it sends viewers to some place they want to be. Internal links should always lead smoothly through the process of leading the casual web surfer to become a dedicated and ‘converted’ customer. The web owner should check periodically to make sure there are no dead or dangling links on the web pages. This is true of both internal and external outgoing links.

It is particularly important that the landing page on your web site reflect the answer to the question which brought the searcher to the site in the first place. Usually there are two main reasons why someone enters a term into the search engine–information or products. Granted, there are some searchers who do not know how to phrase their question in a way that will lead them to the information or product which they seek, but it is very frustrating to a visitor to the web page to have to sift or scan through layers of web pages in hopes of finding what they are looking for. Some search engine optimization experts say that the searcher should not have to click more than twice once reaching a site in order to find the product or information which is desired.

Another way to optimize your web page is to think about loading time. If your page takes more than 30 seconds to load, chances are good that many searchers will have moved on to the next search result long before the page completes its loading. If the page is slow to load because of images or videos or even dancing smileys, you are not helping your page rank in the search engine listings.

Many sites use animation and that can be eye catching, but it really doesn’t contribute anything to the information which is being released on the site. In addition, it can slow down loading time significantly.

Another easy way that the web site owner can increase search engine optimization is to keep the content fresh and interesting to the viewer. This can be done through the use of informative and original articles on the website. The articles should be loaded with current information and rich in both keywords and content.

Not only does this improve the use of keywords effectively on your site, but it keeps visitors coming to your site to find out about the new information which you have posted there.

About the Author
We offer SEO services in Montreal. Please come discuss with one of our Montreal search engine marketing expert for all your web site referencement needs.

An expert provides guidance on effective search Indian marketing services like pay per click management and search engine optimization to its clients. An efficient consultant uses his resources to develop suitable keywords required for promotion and test them against other variations available. The overall report is prepared by the consultant about the performance of the company on time basis. The consultant ensures the submission of the website to all the major search engines and available directories. The websites coding, meta tags and layout can be changed or modified by an expert to make it more effective and for better results.

If there is difficulty in the working of the website and its ranking a consultation from a professional expert can be taken for improvement. The consultants help in developing an internet marketing strategy to relocate the website to a higher and better position by leading to increased sales of the products and services. The consultants present the information in an easy to understand language to the clients. There are various packages available for the consultation services which can be availed by the clients for expert consultation. The consultants can be of great help to the new business men who do not know how to start the process of optimization.

A search engine marketing consultant has an expertise in the area of Search Engine Marketing (SEM), Search Engine Optimization (SEO) and the Search Engine Positioning and Strategy (SEP.SES). A consultant can increase the sales of the client and build new customer relationship by using the latest and most beneficial Search Engine Marketing and Optimization techniques. An expert consultant is the one who is far sighted and plans his work strategically and innovatively thus improving the ranking of the client’s website.

An expert provides guidance on effective search Indian marketing services like pay per click management and search engine optimization to its clients. An efficient consultant uses his resources to develop suitable keywords required for promotion and test them against other variations available. The overall report is prepared by the consultant about the performance of the company on time basis. The consultant ensures the submission of the website to all the major search engines and available directories. The websites coding, meta tags and layout can be changed or modified by an expert to make it more effective and for better results.

If there is difficulty in the working of the website and its ranking a consultation from a professional expert can be taken for improvement. The consultants help in developing an internet marketing strategy to relocate the website to a higher and better position by leading to increased sales of the products and services. The consultants present the information in an easy to understand language to the clients. There are various packages available for the consultation services which can be availed by the clients for expert consultation. The consultants can be of great help to the new business men who do not know how to start the process of optimization.

As most search engine optimization experts will tell you, there is basically one important rule of thumb when it comes to optimization. Other than that rule of thumb, everything else boils down to technical details that are subject to change over time.

So what is that rule of thumb? Basically, try to create a site that is visitor-friendly – i.e. one that provides useful content for people interested in your particular niche. In general, search engines try to create algorithms that find and reward sites that are visitor-friendly and relevant. If yours fits these criteria, you are probably on the right track.

How can you do this? One basic approach is to try not to over-think things. Instead, focus on creating content that will be useful to your visitors; and try to tightly-focus your site around some particular niche, so that you appeal to a certain crowd.

Another approach – which is the polar opposite – involves starting with the niche-finding process. Rather than starting with a site idea or a product, start by performing keyword research to see what products and services people want to buy (i.e. niches for which there are a lot of searches, but few sites available).

Once you have performed this keyword research and have selected a niche, you can then go to work creating sites that will perform well. From here, you will have to start paying attention to some technical details.

The first thing you will want to target is your site template. You should try to use your target keywords in your title tags, header tags, and meta tags. Try not to over-use keywords, as that can get you penalized, but if you can use the right keywords reasonably often, then you will notice an improvement in your sites ranking positions over time.

The next thing you will want to do is target your site content. Without rich, relevant site content, you cannot expect to rank highly in search engines. For this reason, you will want to consider purchasing a batch of high-quality, keyword-optimized articles (350 to 500 words in length). This will buoy your rankings over time, as search engines spider these articles and update their rankings.

The last thing you will want to do is start looking for linking partners. Try to find people who have relevant, but non-competing sites; and ask them if they are interested in exchanging links. By exchanging links, you can both increase the perceived values of your sites (in the eyes of Google, Yahoo, etc.)

And there you have it: a step-by-step template for search engine optimization. All you have to do is optimize tags, optimize content, pursue a solid linking strategy; and, above all else, try to make your site visitor-friendly. If you follow these steps, you will find that you will not only rank well now, but you will continue to rank well after algorithm changes.

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Search Engine Optimization is getting your content listed in all the top positions in Google, Yahoo and MSN for your targeted keywords. When someone does a keyword search in a search engine for your particular subject or niche — you want your site or content to be at the top of the list.

Here are 10 SEO tactics that have worked and are working for me at this moment in time. I make this clarification because you must understand search engines, especially Google, are constantly redefining how they rank pages. Here are my favorite tactics and strategies:

1. Quality Content is and always will be your number one factor for getting high rankings and keeping them. You must understand search engines are simply businesses who supply a product like any other company. That product is information. They must offer quality results to anyone using their service to solve a problem, answer a question or to buy a product. The more relevant, the more targeted the search solution they return, the higher the overall quality of their product and the more popular their search engine will become. Providing quality content is vital for SEO success.

2. Keywords are your number one tools for achieving high rankings. You must understand keywords and how they work on the web. You must know how many searches are made each day for your chosen keywords. Sites like Wordtracker and SEObook will give you a rudimentary number of searches. Design your pages around your targeted keywords and don’t forget to do some deep-linking to these pages on your site. Find and build backlinks to these interior keyword pages and not just to your home page or domain URL. Picking keywords with medium to low competition has worked out well for me. So too has using the more targeted and higher converting “long-tail” keywords been very beneficial for me.

3. Onpage Factors and site design will play a major role in the spidering and indexing of your site/content. Make sure all your pages are SEO friendly, made sure all your pages can be reached from your homepage and no pages should be no more than three levels away from it – keeping a sitemap listing all your major pages makes the search engines happy. Make sure you have all your meta tags such as title, description, keywords… are all optimized. (Title = around 65 characters, Description = around 160 characters) Remember, your title and description should not only be keyword targeted but these are the first contact/impression anyone will see of your site — make sure you use them to draw and entice interested visitors to your site and content. Also make sure your title and URL are keyword matched for maximum effect. Having your major keyword in your Domain Name also helps, using a pike | to separate different elements of your title has helped my rankings, so too does having your keyword in the first and last 25 words on your pages.

4. Google will send you the most qualified traffic so concentrate the majority of your SEO efforts on Google. Don’t ignore Yahoo! or MSN but Google is king of search so give it the respect it deserves. With its new browser, Google’s influence will only grow stronger so you must optimize your pages for Google. Use Google’s Webmaster Tools and Google Analytics to fine-tune your pages/content for Google. I also use Google Alerts to keep up on my niche keywords and for comment link-building on the newly created pages Google is indexing.

5. Link Building is still the most effective way to boost your search rankings. Make sure you get backlinks from relevant sites related to your niche market and make sure the ‘anchor text’ is related to your keywords but don’t ignore the text and overall quality of the content linking to you. The anchor text is the underlined/clickable portion of a link. Don’t forget linking is a two-way street, make sure you link out to high quality, high ranked relevant sites in your niche.

6. Article Marketing is a well established method of getting quality backlinks and it still works. Writing short 500 – 700 word informative and helpful articles with your backlinks in the resource box is still very effective for getting targeted traffic and backlinks. Longer articles have also worked for me and I use an extensive network of distribution including SubmitYourArticle, Isnare, Thephantomwriters… plus other major online sites. Don’t forget the whole element of blogging and RSS feeds in your article distribution. And always remember you’re also using these articles to pre-sale your content or products. Don’t forget to leverage sites like Squidoo, Hubpages… to increase your rankings and traffic.

7. Onsite Traffic Hubs have worked extremely well for me. These traffic hubs are whole sections of your site devoted to one sub-division of your major theme. For example, if you have a site on Gifts, then wedding gifts could be a separate section. This would be fully fleshed out with extensive pages covering everything dealing with wedding gifts — a self-contained keyword rich portion of your site on wedding gifts. Works similar as a sub-domain but I prefer using a directory to divide it up, such as yourdomain/wedding_gifts. (Most experts suggest always using a hyphen in your urls but underscores have worked fine for me.) Search engines love these keyword/content rich hubs but keep in mind you’re creating content to first satisfy your visitors.

8. WordPress blog software is extremely effective for SEO purposes. WordPress software is easy to install on your site even if you have no experience with installing server-side scripts. Besides search engines love these highly SEO friendly blogs with their well structured content and keyword tagging. I have at least one of these on all my sites to draw in the search engines and get my content indexed and ranked. I also use Blogger (owned by Google), Bloglines and other free blogs to help distribute my content.

9. Social Bookmark/Media Sites are becoming very important on the web. These include a whole range of social sites like MySpace, FaceBook, Twitter… media news sites like Digg, SlashDot, Technorati… you must get your content into this whole mix if you want to take full SEO advantage of Web 2.0 sites. You should be joining these sites and using them. It’s time consuming but it will keep you in the swing of things. One simple thing you must do is to put social bookmark buttons on all your pages so that your visitors can easily bookmark your content for you. You can use a WordPress plug-in or I like using a simple free site/service from Addthis.com which gives me a simple button to put on all my content.

10. Masterplan! Many webmasters and site owners forget to develop or have an overall masterplan/strategy when it comes to SEO. You must have an understanding of what SEO is and what it can do for you and your site. More importantly, you just don’t want SEO; you want effective SEO. In order to achieve effective SEO you must have three things: Relevance, Authority and Conversions.

First, your content/site must be relevant to the topic or niche area you’re pursuing — your content must fit in and be related to all the other sites in your niche. That’s why closely themed sites do so well in the search engines, they give only relevant content to what’s been searched for or discussed.

Second, your content/site must be perceived as an authority site on your subject or niche. Establish this authority position and the search engines will love you and your content. One way is to develop this authority, besides offering superior content, is to form links/partnerships with other perceived authority sites in your field. Always strive to make your site an authority site — tops in your niche — the one site everyone has to check before drawing or forming a conclusion.

Third, conversions should be your main goal of any SEO efforts because you want to convert your targeted traffic into site members, subscribers, buyers or just repeat visitors. If you’re into online marketing, conversions will be the most important element of the whole SEO process because you want buyers, not just visitors coming to your site.

Most of all, you must convince yourself Search Engine Optimization is not difficult, nor is it the equivalent of the online bogeyman as many would like you to believe. Used effectively, SEO can give you the targeted traffic you’re seeking, just follow some of the outlined steps/tactics listed above and you will have SEO working for you and your site in no time at all.

The author is a full-time online marketer who has numerous websites. For the latest web marketing tools try: Internet Marketing Tools If you liked the SEO tips above, why not check out the author’s blog at SiteProNews: More SEO Tips

Copyright © 2008 Titus Hoskins. This article may be freely distributed if this resource box stays attached.

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