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Search Engine Optimization and Page Rank Algorithms

NILKANTH SATISH SHET SHIRODKAR

NILKANTH SATISH SHET SHIRODKAR

CEO at Redicals.com

www.tatoclub.com

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Search Engine Basics

Search engines are programs that search documents for specified keywords and returns a list of the documents where the keywords were found.

Some of the popular Search Engine are Google,Bing,Ask,Yahoo etc

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Working of Search Engine

●A Search Engine operates is a three manner-:

●Web Crawling●Indexing●Ranking and Serving Results

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Types of Search Engine

Search Engine are categorised in two categories based on their result gathering-

●Crawler-Based Search Engines ●Human-Powered Directories

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Search Engine Basics

●Crawler-Based Search Engines These Search Engine create their listings automatically by “crawl” or “spider” the web.● Human-Powered Directories A human-powered directory, such as the Open Directory, depends on humans for its listings.

Page Rank

Developed by Larry Page and Sergey Brin in 1998 Trademark of Google Patented by Stanford University Back bone of Google Search Technology

Page Rank Technology :-

Ranks pages based on the number of other pages that link to it. Gives an indication of the relative importance of a page. Hence, an appropriate SERP listing Calculated by nature and number of back links Scale : 0 — 10

www.toolbar.google.com

PR(A) = (1-d) + d (PR(TI)/C(T1) + + PR(Tn)/C(Tn))

PageRank algorithm

Where:PR(A) is the PageRank of page A, PR(Ti) is the PageRank of pages Ti which link to page A,C(Ti) is the number of outbound links on page Ti d is a damping factor which can be set between 0 and 1.

Let us assume page A has pages Ti ...Tn, The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85. Also C(A) is defined as the number of links going out of page A.

PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)

The PageRank of pages Ti which link to page A does not influence the PageRank of page A uniformly.

The PageRank of a page T is always weighted by the number of outbound links C(T) on page T.

Which means that the more outbound links a page T has, the less will page A benefit from a link to it on page T.

PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)

The weighted PageRank of pages Ti is then added up. The outcome of this is that an additional inbound link for page A will always increase page A's PageRank.

PR(A) = (1-d) + d * (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))

After all, the sum of the weighted PageRanks of all pages Ti is multiplied with a damping factor d which can be set between 0 and 1. Thereby, the extend of PageRank benefit for a page by another page linking to it is reduced.

PageRank can be calculated using a simple iterative algorithm.

We can calculate a page's PR without knowing the final value of the PR of the other pages.

What we need to do :- • Remember the each value we calculate

• Repeat the calculations lots of times

PageRank Algorithm

Web Page Ranking Algorithms

Page Rank Algorithm

1. Page Rank Algorithm2. HITS Algorithm3. Weighted Page Rank Algorithm4. TagRank Algorithm5. EigenRumor Algorithm6. Relation Based Algorithm7. Distance Rank Algorithm8. Query Dependent Ranking Algorithm9. Time Rank Algorithm10.Ranking and Suggestive Algorithm

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Page Ranking

●The ranking is the basic criteria by which organic Search Engines index and then retrieve documents.

●Page rank calculation toolsoGoogle Toolbarowww.alexa.com

Advantages of PageRank

The algorithm is robust against Spam since its not easy for a webpage owner to add inlinks to his/her page from other important pages.

PageRank is a global measure and is query independent.

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Disdvantages of PageRank

The major disadvantage of PageRank is that it favors the older pages, because a new page, even a very good one will not have many links unless it is a part of an existing site.

PageRank can be easily increased by the concept of ”link-farms” as shown below. However, while indexing, the search actively tries to find these flaws.

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Google Analytics http://www.google.com/analytics/ Find the source of your visitors, what they're viewing, and benchmark changes.

Google Website Optimizer http://www.google.com/websiteoptimizer/ Run experiments on your pages to see what will work and what won't.

Google Webmaster Tools https://www.google.com/webmasters/tools/ Optimize how Google interacts with your website.

Google Tools

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References•Comparative Study of HITS and PageRank Link based Ranking Algorithms by Pooja Devi, Ashlesha Gupta, Ashutosh Dixit International Journal of Advanced Research in Computer and Communication Engineering

•SEO TECHNIQUES AND THEIR EFFECTIVENESS ON GOOGLE’S SEARCH RANKING ALGORITHM By Edgar Damian Ochoa, CALIFORNIA STATE UNIVERSITY, NORTHRIDGE

•Search Engine Optimization Starter Guide by Google

The Anatomy of a Large-Scale Hypertextual Web Search Engine By Sergey Brin and Lawrence Page

A Comparative Analysis of Web Page Ranking Algorithms by Dilip Kumar Sharma. / (IJCSE) International Journal on Computer Science and Engineering.

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THANK YOU!