Information Technology for Management, 11th Edition

CHAPTER 6Search, Semantic, and Recommendation Technology

CHAPTER OUTLINE

1. Case 6.1 Opening Case: Mint.com Uses Search Technology to Rank Above Established Competitors
2. 6.1 Using Search Technology for Business Success
3. 6.2 Organic Search and Search Engine Optimization
4. 6.3 Pay-Per-Click and Paid Search Strategies
5. 6.4 A Search for Meaning—Semantic Technology
6. 6.5 Recommendation Engines
7. Case 6.2 Business Case: Deciding What to Watch—Video Recommendations at Netflix
8. Case 6.3 Video Case: Power Searching with Google

LEARNING OBJECTIVES

1. 6.1 Describe how search engines work and identify ways that businesses gain competitive advantage by using search technology effectively.
2. 6.2 Explain how to improve website ranking on search results pages by optimizing website design and creating useful content.
3. 6.3 Describe how companies manage paid search advertising campaigns to increase awareness and drive sales volume.
4. 6.4 Describe how semantic Web technology enhances the accuracy of search engines results and how businesses can optimize their websites to take advantage of this emerging technology.
5. 6.5 Describe how recommendation engines are used to enhance user experience and increase sales on e-commerce websites.

Introduction

Every day, over 1.5 billion people around the world use what seems to be a simple tool to find information online—a search engine. We sometimes take for granted that behind a relatively simple user interface, an increasingly complex set of search engine technologies are ...