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Search engine marketing (SEM) and search engine optimization (SEO)—getting found by consumers on the Web

Web search—finding crucial business information online

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Emerging search technologies—mobile search, IPA search, and the Semantic Web


Copyright ©2021 John Wiley & Sons, Inc.


Enterprise Search

Enterprise search tools are used by employees to search for and retrieve information related to their work in a manner that complies with the organization’s information-sharing and access control policies

Three important aspects of enterprise search technology

Structured versus unstructured data

Security issues in enterprise search

Enterprise search utilities


Copyright ©2021 John Wiley & Sons, Inc.


Recommendation Engines

Unlike Web search engines that begin with a user query for information, recommendation engines attempt to anticipate information that a user might find useful.

Recommendation engines are used by:

e-commerce sites to recommend products

news organizations to recommend news articles and videos

Web advertisers to anticipate the ads people might respond to


Copyright ©2021 John Wiley & Sons, Inc.




Search Marketing


Search marketing is the umbrella term that refers to two different strategies for influencing how a website will appear on SERPs: search engine optimization (SEO) and search engine marketing (SEM).

SEO involves designing a webpage to satisfy an ever-evolving list of user experience criteria set by search engines and programmed into an algorithm that determines how a company’s website will appear in the SERP organic (unpaid) listings.

SEM is a strategy of purchasing ads that appear in specific locations on SERPs and are usually identified as ads to differentiate them from organic listings. Paid search listings are often referred to as pay-per-click (PPC).

Copyright ©2021 John Wiley & Sons, Inc.





Web Search for Business


To use search engines effectively, workers should familiarize themselves with all the features available on the search engine they use.

For example, Google features include:


Advanced search

Search tools button

Search history

Copyright ©2021 John Wiley & Sons, Inc.





Web Search: Real-Time Search


Sometimes you need information about things as they happen:

Google Trends

Google Alerts

Twitter Search

Copyright ©2021 John Wiley & Sons, Inc.





Emerging Search Technologies


Mobile Search and Mobile SEO

Personal Assistants and Voice Search

Intelligent personal assistant (IPA) systems

Semantic technologies (Web 3.0): Technologies that will make it possible for computers to understand the meaning of Web content which in turn will improve the ability of computers to find the most helpful and meaningful information that we need

Copyright ©2021 John Wiley & Sons, Inc.



Using Search Technology for Business Success: Questions

What is the primary difference between a Web directory and a crawler-based search engine?

What is the purpose of an index in a search engine?

Why are companies increasingly interested in enterprise search tools capable of handling unstructured data?

What is the difference between SEO and PPC advertising?

Describe three different real-time search tools.


Copyright ©2021 John Wiley & Sons, Inc.


Learning Objectives (4 of 5)


Copyright ©2021 John Wiley & Sons, Inc.



Web 2.0 Technologies



Using Search Technology for Business Success



A Search for Meaning—Web 3.0 and Semantic




Recommendation Engines



Social Web Tools and Applications



What Is the Semantic Web?

The Semantic Web is one in which computers can interpret the meaning of content (data) by using metadata and natural language processing (NLP) to support search, retrieval, analysis, and information amalgamation from both structured and unstructured sources.

Metadata is information that describes other types of data.

Natural language processing (NLP) is a technology that allows users to interact with computers using their natural language instead of a predetermined set of commands and syntax structures.


Copyright ©2021 John Wiley & Sons, Inc.


Copyright ©2021 John Wiley & Sons, Inc.



The Language(s) of Web 3.0

The Semantic Web utilizes additional languages that have been developed by World Wide Web Consortium (W3C), a group led by Berners-Lee.

These include:

resource description framework (RDF),

Web ontology language (OWL), and

SPARQL protocol and RDF query language (SPARQL).


Copyright ©2021 John Wiley & Sons, Inc.




Semantic Web and Semantic Search


One of the barriers to creating a Semantic Web based on metadata is the tagging process.

Semantic search engines can be programmed to take advantage of metadata tags, but their usefulness would be very limited.

In addition to metadata tags, search engines are incorporating advanced technologies like Natural Language Processing and Artificial Intelligence.

The goal is to make communicating with a search engine as easy or easier than you might communicate with another person.

Another goal of semantic search is to understand the context or intent of users looking for information to increase the relevance and accuracy of results.


Copyright ©2021 John Wiley & Sons, Inc.

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