¿Qué es un SEO (Search engine optimization)?
¿Qué es un SEO? Esta es la respuesta: un Humano que observa
Inferencias.
Si quieres pensar y ser libre, bienvenido a I Think Google.
SEGUN GOOGLE
SEO corresponde a la abreviatura en inglés de "optimizador de
motores de búsqueda". Muchos SEO ofrecen servicios de gran utilidad para los
propietarios de sitios web, servicios que van desde la redacción de texto hasta
sugerencias sobre la arquitectura del sitio y ayuda sobre cómo encontrar directorios
relevantes a los que se puede enviar un sitio. No obstante, algunos SEO poco
éticos han afectado negativamente a la industria debido a actividades de marketing
demasiado agresivas e intentos de manipular injustamente los resultados de los
motores de búsqueda.
SEGUN WIKIPEDIA
El posicionamiento en buscadores o posicionamiento web es el resultado
de la recuperación de información en la base de datos de los grandes Motores
de Búsqueda de Internet por el uso de algoritmos de búsqueda en el software.
La tarea de ajustar la información de las paginas que se pretenden hacer
aparecer en primeras posiciones de los resultados es conocida como SEO,
sigla en inglés de Search Engine Optimization, optimización para motores
de búsqueda. Consiste en aplicar diversas técnicas tendientes a lograr que
los buscadores de Internet sitúen
determinada página web en una posición y categoría alta (primeras posiciones)
dentro de su página de resultados para determinados términos y frases clave
de búsqueda. También es entendido como las técnicas de desarrollo web que tengan
como objetivo mejorar la posición de un determinado sitio web por sus páginas
en la lista de resultados de los Motores de Búsqueda que en inglés se identifican
como SERPs y forma parte de la jerga de los webmasters hispanohablantes.
La aplicación de técnicas SEO es intensa en sitios web que ofertan productos
o servicios con mucha competencia, buscando el posicionar determinadas páginas
sobre las de sus competidoras en la lista de resultados (SERPs).
Estrictamente hablando, se posicionan URLs de páginas. Los sitios logran
buen posicionamiento como una consecuencia.
Las técnicas SEO pueden ser desmedidas y afectar los resultados naturales
de los grandes buscadores por lo que si incumplen las cláusulas y condiciones
de uso de los mismos pueden ser consideradas, en algunos casos, como una forma
de SPAM, el
spamdexing.
El trabajo es amplio, ya que el posicionamiento involucra al código de programación,
al diseño y a los contenidos. También nos referimos a SEO para definir las personas
que realizan este tipo de trabajo.
check out the search-engines-consultants swicki at eurekster.com
Interesante:
Inferencias El lector parte de una hipótesis sobre el contenido del texto
previa al proceso mismo de la lectura. Esta inferencia máxima se va ajustando
a las informaciones que el texto le proporciona y reelabora sus previsiones
hasta el llegar al resultado final. En este proceso realiza además otras operaciones
de cooperación, activando o desactivando propiedades semánticas, efectuando
correferencias, haciendo juicios de accesibilidad entre mundos, advirtiendo
los marcos textuales activados, determinando las funciones de los actantes,
etc.
Algunas de estas operaciones están hipercodificadas, sobre todo en los textos
de formato convencional o más acordes con las exigencias de un subgénero. Otras
son operaciones hipocodificadas en las que el lector tiene que realizar inferencias
más sutiles que requieren una cierta exégesis del texto, para captar los matices
reveladores. En principio el lector parte de que toda información que proporciona
el texto tiene un cierto grado de relevancia, no es casual ni ociosa, por un
principio de economía textual según el cual el texto sólo ofrece datos significativos,
y evita citar aquellas propiedades en las que el mundo del texto coincide con
el mundo cotidiano.
Is Google a Semantic Search Engine?
Written by Guest
Author / March 26, 2007 /
35 comments
Written by Phill Midwinter ,
a search engineer from the UK. This is a great follow-up to our article last
Friday,
Hakia Takes On Google With Semantic Technologies.
What is a Semantic Engine?
Semantics are said to be ‘the next big thing’ in search engine technology.
We technology bloggers routinely drum up articles about it and sell it to you,
the adoring masses, as a product that will change your web experience forever.
Problem is, we often forget to tell you exactly what semantics are - we just
get so excited. So let's explore this...
Wikipedia says:
““Semantics (Greek
semantikos, giving signs, significant, symptomatic, from sema,
sign)
refers to the aspects of
meaning
that are expressed in a
language,
code,
or other form of representation. Semantics is contrasted with two other aspects
of meaningful expression, namely,
syntax,
the construction of complex signs from simpler signs, and
pragmatics,
the practical use of signs by
agents
or communities
of interpretation in particular circumstances and contexts. By the usual convention
that calls a study or a theory by the name of its subject matter, semantics
may also denote the theoretical study of meaning in systems of signs.”
...which is absolutely no help.
Semantics as it relates to our topic, search engines, actually covers a few
closely related fields. In this instance what we are looking at deciphering
(as a basic example) is whether a computer can discern if there is a link between
two words, such as cat and dog. You and I both know that cats
and dogs are common household pets, and can be categorized as such. The human
brain seems to comprehend this easily, but for a computer it is a much more
complex task and one I won’t go into here - because it would most likely bore
you.
If we take as read then, that the search engine now has semantic functionality,
how does that enable it to refine its search capability?
- It can automatically place pages into dynamic categories, or tag them
without human intervention. Knowing what topic a page relates to is invaluable
for returning relevant results.
- It can offer related topics and keywords to help you narrow your search
successfully. With a keyword like sport the engine would offer you
a list of sports perhaps as well as sports related news and blogs.
- Instead of offering you the related keywords, the engine can directly
incorporate them back into the search with less weight than the user inputted
ones. It’s still contested as to whether this will produce better results
or just more varied ones.
- If the engine uses statistical analysis to retrieve it’s semantic matches
to a keyword (as Google is likely to do) then its likely that keywords currently
associated with hot news topics will bring those in as well. For example,
using my engine to search for the keyword police, brought up peerages (relating
to the uk’s cash for honors scandal recently).
So, according to me:
“A semantic search engine is a search engine that takes the sense
of a word as a factor in its ranking algorithm or offers the user a
choice as to the sense of a word or phrase.”
This is not in line with the purists of what is known as ‘The Semantic Web’,
who believe that for some reason we should spend all our time tagging documents,
pages and images to make them acceptable for a computer to read. Well, I’m sorry
but I’m not going to waste my time tagging when a computer is able to derive
context and do it for me. I may have offended Tim Berners Lee by saying this,
but as the creator of the Web he should know better.
How does Google match up?
Until extremely recently, Google’s semantic technology (which they’ve had
now for quite a while) was limited to matching those adsense blocks to your
website’s content. This is neat, and a good practical example of the technology
- but not relevant to their core search product. However if you make a single
keyword search today, chances are you may spot a block like this at the bottom
of your results page:
This is more or less exactly what I was just writing about. They’re offering
you alternatives based upon your initial search, which in this case was obviously
for citizen. Citizen is a bank, a watchmaker and (if I’m not mistaken)
it means you’re a member of a country or something. This is the first clear
example of Google employing a semantic engine that works by analyzing the context
of words in their index and returning likely matches for sense.
Some of you may be wondering why they aren’t doing this for multiple keyword
phrases, which I can take a guess at from some of my own work. Analyzing the
context of a word statistically is intensive and slow; and if you try and analyze
two, you slow the process further and so on. It is likely they have problems
doing so for more than one keyword currently, and Google as ever is cautious
about changing their interface too radically too quickly. This implementation
of semantics gives hope that they haven’t adopted the purist view of ‘The Semantic
Web’ where everything is tagged and filed neatly into nice little packages.
Google is all too aware of the following very large problems with that idea:
- Users are stupid.
- Users are lazy.
- Redefining the way they’ve indexed what is assumed to be petabytes of
data would require them to effectively start again.
- It’s not as powerful or dynamic.
How Google can utilize Semantic technologies
It’s my belief that Google will increasingly tie this technology into their
core search experience as it improves in speed and reliability. It has some
phenomenally powerful uses and I’ve taken the liberty of laying out a few of
my suggestions on where they can go with this:
Self aware pages
- Tagging pages with keywords has always been used on the internet to let
search engines know what kind content the page contains.
- Using a Google API we can generate the necessary keywords on the fly as
the page loads. This cuts out a large amount of work for SEO.
- A Google API enabled engine wouldn’t even need to look at these keywords,
it could generate them itself.
- Not only a page can be self aware these days, people tag everything -
including links. The Google API could conceivably be used to tag every single
word on a page, creating a page that covers every single keyword possibility.
This is overkill - but a demonstration of the power available.
Narrow Search
- When you begin a search, you enter just one or two keywords in the topic
you’re interested in.
- Related keywords appear, which you can then select from to target your
search and remove any doubts about dual meanings of a word for example.
- This step repeats every time you search, also possible is opinionated
search.
Opinionated Search
- Because of the way Google statistically finds the senses of keywords from
the mass of pages in its index, what in fact it finds is the majority opinion
from those pages of what the sense of a word is.
- At the base level, you can select from the average opinion of related
keywords and subjects from its entire index.
- You can find the opinion at other levels as well though, and this is where
the power comes in in terms of really targeting what the user is looking for
quickly and efficiently. All the following mean that this is the first true
example of social search:
- Find the opinion over a range of dates, good for current events, modern
history, changes in trends.
- Find the opinion over areas of geography, or by domain extension (.co.uk,
.com).
- Find the opinion over a certain group of websites, or just one website
in particular - compare that with another site.
- Find the opinion not only over the above things but also subjects, topics,
social and religious groups.
- At the most ridiculous example level, you could even find what topics
18 year olds on myspace living in Leeds most talk about - but that I could
probably guess. The point is that this is targeting demographics on a really
unprecedented level.
- Add the sites or web pages to your personal profile that you think most
closely reflect your opinions, this data can then be taken into account in
all future searches returning greater personal relevancy.
Conclusion
Google is using semantic technology, but is not yet a fully fledged semantic
search engine. It does not use NLP (Natural Language Processing), but this is
not a barrier to producing some truly web changing technology with a bit of
thought and originality. NLP may well be (I hate myself for writing this) web
4.0 and semantics is web 3.0 - they are in fact different enough to be classified
as such in my eyes and the technology
Hakia is developing is certainly markedly distinct from Google’s semantic
efforts.There are barriers that Google needs to overcome... is it capable of
becoming fully semantic without modifying it’s index too drastically; can Google
continue to keep the results simple and navigable for its varied user base?
Most importantly, does Google intend to become a fully semantic search engine
and to do so within a timescale that won’t damage their position and reputation?
I like to think that although the dragon is sleeping, that doesn’t mean it’s
not dreaming!
|
