IN THIS CHAPTER
Search engine optimization
Introduce and illustrate basic search algorithms.
Examine common enhancements to search algorithms.
Discuss Google's Page Rank and other web search techniques.
Analyze web spider architecture and principles of operation.
Analyze the architecture of modern search applications.
Examine techniques used in search engine optimization, including "Black Hat" techniques.
People use the web for many different reasons: to shop, to be entertained, to read news, and to perform research. As the exponential growth of the web continues, new on-line resources are constantly appearing, while old resources move, change and sometimes disappear. Search engines have become the primary means for finding relevant information. It is not enough for web site owners simply to offer content and applications that people want; they must make sure that global search engines find their offerings and attract visitors to their sites.
The importance of search technology is not limited to the global search engines like Google, Yahoo, and
Ask.com. It is just as critical for local applications that provide search functionality for a single site or a set of related sites. The global search engines make use of proprietary search technologies, which are not available to the general application development community. The most popular of the publicly available technologies are Fast, Google Enterprise (which includes a ...