Wk 8 : Search Engines
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Questions and Answers

What percentage of users typically do not look past the first 30 results of a search engine?

  • 90% (correct)
  • 50%
  • 70%
  • 85%

    • Google processes over 99,000 search queries every second.

    True

    What percentage of mobile queries are voice searches?

  • 20%
  • 10%
  • 40%
  • 30% (correct)

    • What are the four common characteristics of search engines?

    <p>Spider, Indexer, Database, Algorithm</p> Signup and view all the answers

    The average distance a query travels to return an answer to the user is _____ miles.

    <p>1,500</p> Signup and view all the answers

    Search engines search the entire web at all times.

    <p>False</p> Signup and view all the answers

    Match the search engine with the number of daily searches:

    <p>Google = 8,500,000,000 Bing = 900,432,000 Baidu = 583,520,803 Yahoo = 536,101,505</p> Signup and view all the answers

    What is one goal of search engines beyond providing relevant results?

    <p>Generate revenue through paid advertising</p> Signup and view all the answers

    Search engines use ___________ or robots to crawl through web pages.

    <p>spiders</p> Signup and view all the answers

    What was the time it took Google to build an index of 50 million pages in 1999?

    <p>One month</p> Signup and view all the answers

    What are two primary factors that search engines assess for a web page's relevance?

    <p>Location of keywords and frequency of keywords</p> Signup and view all the answers

    The number of users utilizing internet search engines is decreasing year on year.

    <p>False</p> Signup and view all the answers

    Match the following actions with their descriptions:

    <p>Crawl = Identify and peruse pages from link to link Index = Store words from publicly available pages Submit URL = Request crawling of a specific website Update = Refresh the index with new information</p> Signup and view all the answers

    What happens to sites with no links to other pages?

    <p>They may be ignored by spiders</p> Signup and view all the answers

    What is the primary reason for engaging in search engine marketing?

    <p>Cost-effective advertising and measurable ROI</p> Signup and view all the answers

    Search engine algorithms are static and do not change over time.

    <p>False</p> Signup and view all the answers

    Spiders will always crawl pages that have stated they do not want to be indexed.

    <p>False</p> Signup and view all the answers

    What is the main goal of digital marketing?

    <p>To build and maintain customer relationships through online activities.</p> Signup and view all the answers

    Why might a web page's information not be immediately accessible on search engines?

    <p>It hasn't been spidered and indexed yet.</p> Signup and view all the answers

    The more links pointing to a page, the greater its __________.

    <p>popularity</p> Signup and view all the answers

    Match the following aspects of search engine optimization with their descriptions:

    <p>Keyword frequency = The number of times a keyword appears on a page Link popularity = The number of external links pointing to a page HTML META tags = Tags that provide metadata about a web page User engagement = A measure of how users interact with a web page</p> Signup and view all the answers

    Small businesses do not benefit from digital marketing.

    <p>False</p> Signup and view all the answers

    How can websites increase their visibility on the web?

    <p>By optimizing for search engines and engaging in digital marketing strategies.</p> Signup and view all the answers

    Which of the following documents are analyzed by search engines apart from the main page content?

    <p>HTML META tags</p> Signup and view all the answers

    What does SEO stand for?

    <p>Search Engine Optimization</p> Signup and view all the answers

    SEO pays for placement in search engine results.

    <p>False</p> Signup and view all the answers

    Name one advantage of using Pay Per Click (PPC) advertising.

    <p>Get targeted visitors within hours</p> Signup and view all the answers

    When designing a website, _____ is a crucial component for user interaction.

    <p>user experience</p> Signup and view all the answers

    Which of the following strategies is not classified under Digital Marketing components?

    <p>Web Development</p> Signup and view all the answers

    PPC marketing is only effective for visual ads.

    <p>False</p> Signup and view all the answers

    What is one primary consideration in the SEO process?

    <p>The keywords typed into search engines</p> Signup and view all the answers

    Match the following components of Digital Marketing with their descriptions:

    <p>SEO = Improving visibility in search engine results PPC = Paying only when an ad is clicked Email Marketing = Direct marketing through electronic mail SMM = Promoting brand through social media platforms</p> Signup and view all the answers

    Study Notes

    Business Information Management - Module MI4007

    • A search engine is an internet tool indexing documents for specific phrases or terms. It typically searches through billions of web pages.
    • Search engines differ from directories in their function.
    • Common search engine characteristics include: spiders, indexers, a database, algorithms, frequent updates to documents, and a goal for better/more relevant results than competitors.

    Search Engine Examples

    • Google, Yahoo!, Bing, Baidu, Ask, and others are examples of search engines.

    Search Engine Marketing (SEM)

    • Over 85% of internet traffic is referred from search engines.
    • Users rarely look past the first 30 results, often just the first 10.
    • Many websites aren't indexed or optimised, leading to limited visibility.
    • SEM is cost-effective and clear in terms of return on investment (ROI).

    Search Engine Market Share

    • Google holds a significant market share, processing over 99,000 search queries per second, translating to billions of daily searches.
    • Google processes over 8.5 billion searches per day and 3.2 trillion searches annually.
    • Around 4.91 billion users globally utilize Google.

    Some Further Statistics

    • The number of internet search engine users grows each year.
    • Search engine usage exceeds the number of tweets daily.
    • Google, Bing, Baidu, Yahoo!, and other search engines have daily search figures reported.

    Google: Curious Facts

    • Google's 1999 indexing of 50 million web pages took a month. In 2012, the process was completed in under a minute.
    • 19% to 24% of daily queries are novel (never asked before).
    • Each query often involves 1,500 miles of data center travel.
    • Retrieving a single search normally uses 1,000 computers in 0.2 seconds.
    • Mobile searches exceed computer searches.
    • Approximately 30% of mobile searches are voice-based.

    A Search Engine's Goal

    • The goal is to accumulate a vast index of web documents for search.
    • High-quality and relevant results are aimed for, better than those generated by competitors.
    • Search engines aim to generate revenue through advertising tied to the large amount of web traffic.

    How Search Engines Work (Anatomy of a Search Engine)

    • "Spiders" or "bots" traverse the web, following links and identifying/perusing web pages.
    • Search engines may ignore sites that explicitly say not to index them.
    • Web site owners can submit URLs for indexing.
    • When users search, the engine scans its index, matching keywords with relevant documents.

    How Search Engines Work (Functionality)

    • Google bots (crawlers) discover new or updated web pages for indexing.
    • Identified information gets organised, sorted, and stored within Google's index.
    • Ranking algorithms determine which pages appear in search results and their order.
    • Important to note you are not getting a real-time view of the entire web; you are querying a snapshot of a constantly changing index.
    • Spiders revisit web pages, updating the index. Time to update, and how quickly new information enters the index can vary.

    Ranking Web Pages

    • Search engines employ rules to order results, varying by engine.
    • Relevance is central, prioritizing pages with relevant keywords and phrases in the text, title fields, and headers.
    • Link popularity (number of links pointing towards a site) is often a factor in determining page ranking.

    What a Search Engine Sees (HTML)

    • A search engine sees HTML code, text, and formatting rather than the interactive display.

    So What is the Algorithm?

    • Search Engine Optimization (SEO) professionals can make informed estimations of search engine algorithms via reverse-engineering, research, and experimentation. Details of the algorithms are rarely revealed.
    • Algorithms are constantly updated and modified.
    • Different search engines may weigh different factors differently.

    Digital Marketing

    • Building and maintaining customer relationships.
    • Engaging online activity to generate sales.

    Components of Digital Marketing

    • Website design (user experience), Search Engine Optimization (SEO), Pay Per Click (PPC), Social Media Marketing (SMM), Email Marketing, and Display Advertising.

    Search Engine Optimisation (SEO)

    • Improving visibility in search engine results pages (SERPs).
    • Not paid for - it's organic - Search engines analyze websites based on factors like relevance, keywords, and website structure.
    • Includes editing website content, HTML for better keyword relevance and indexing

    Pay Per Click (PPC)

    • Sponsored online ads.
    • Advertisers bid on keywords.
    • Users click—the advertiser pays.
    • Benefits: targeted ads quickly, often profitable. Drawbacks: ongoing costs; competition can drive up bidding costs, and revenue stops with the advertising funding.

    Pay Per Click (PPC) v Organic Search Results

    • Organic search results are unpaid, ranking pages based on relevance to user queries. Time-consuming but ongoing and more effective in the long term.
    • PPC advertising is paid listing displayed at the top of search engine results page. Traffic stops if paying stops.

    Tips & Optimisation Techniques

    • Competitive research is fundamental. Determine keywords and implement techniques like title tags, text links, appropriate keywords, and relevant inbound links to elevate a website's visibility and targeted traffic.

    Digital Marketing Measurement

    • Monitoring the success of marketing campaigns using tools like Google Analytics, Google Webmaster Tools, Google Ads, and social media monitoring tools help in measuring ROI.

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    Related Documents

    MI4007 Business Information Management PDF

    Description

    Test your knowledge of search engines, their characteristics, and the fundamentals of search engine marketing (SEM) in this quiz. Understand how search engines like Google and Bing function and their impact on internet traffic. Explore the importance of optimizing websites for better visibility and ROI.

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