in SEO by Jeffrey_Smith

Online, there is always someone searching for something; learning how to position your content, site architecture and landing pages in search engines is the premise of SEO.

seo-and-ir

Search Engine Optimization is built on the foundation of information architecture and information retrieval.  As an SEO practitioner, you can gain immense insight for optimization from speaking their language, by lifting the hood to find out what makes search engines tick under the surface. This implies mastering the metrics responsible for creating and fine-tuning relevance; since those metrics are algorithmically responsible  for delivering all relevant natural search results.

Information retrieval systems utilize a combination of web crawlers; index generators; and query servers to collect data which is then parsed, structured and archived [1].

When a query is executed against the stored data, a facet of inverse document frequency uses an [is/is not] shingle level analysis (segmenting data like a game of concentration to find exact and broad match portions of keyword/query data).

In an overly simplified summary, IR (information retrieval) works by breaking data/information into segments and then matching the query with the fragment of data or document most suited as a direct-hit or correlation to the query as a contingent of relevance and relevance score. There are multiple weighting schemas utilized, some of the more popular are the vector space model and term discrimination to parse, assign and sort documents for relevance.

Search engines often cluster probabilistic thresholds for keywords when a suitable amount of topical content is found within a global profile on a website. Typical aspects are known as nearest neighbor queries (NN) or probabilistic nearest neighbor (PNN) level algorithms [2].

In other words, if enough content/nodes exists, and overlap with multiple related objects (your content), when one node/keyword/mention acquires authority (i.e. 75-100 occurrences, pages, internal links, inbound links or citations), relevance from one node to another will spill over into other topical areas and rankings/from retrieval from the index can emerge that cross-reference the gap between the two or more keywords, documents, etc. i.e. the process of stemming.

In other words, as you add more topical information of a subject, the threshold of relevant data assigns a profile to your pages and your website for containing a specific degree of data on the subject or topic.

Herein is the basis of adding topical content to reinforce continuity on a subject as well as create a broader array of destinations for query space inquiries. For example, if you search for “purple snafenhalgers” and everything that is not purple or contains any of the key shingles comprising the cluster re-cog-nized  as “snafenhalgers”, is instantly eliminated; particularly, if no reference or citations exist to solidify the existence of the sought data to match against the index.

Search engines are programmed to retrieve the most relevant document and based upon the on page and off page SEO factors your pages exhibit. Search engine optimization uses components such as coherent title tags (that summarize the contents of that page), h1/heading tags, multiple occurrences of singular and/or plural synonyms (containing a shared subject matter) and the internal and external link graph both to and from that page; referenced within a site or from other websites determines the degree of authority a page or website has for a said occurrence/term.

It is an aspect of global term weights, the relevance model /weighting scheme and page level thresholds, but inverse document frequency otherwise known as IDF [3] parses both page level and site level occurrences of keyword occurrences when looking for an ideal match.

For example, if you have multiple pages on “search engine optimization” and multiple pages on “marketing or marketing tips”, depending on the correlations used and the query used (such as “search engine marketing tips”), your page could be returned as a direct hit.

Internal links and virtual theming are an effective method to assign a specific pecking order for specific keyword queries. Aside from that, link and domain popularity, click through data and the volume of content or inbound links to each page can shift search engine ranking factors in your favor.

For instance 300 pages on a topic, all internally linked to a landing page, as well as deep links to each of those pages are enough to produce tangible shifts in rankings. On the contrary 20 pages could be enough (depending on the query, industry size, how many quality links are required to cross the tipping point).

Considering that only the top 1000 results matter, there are always websites with a clear advantage; based on when they started optimizing their content, and how much time they have had to cultivate their collection of documents and popularity on the subject.

Google organic search results rewarded topical relevance by adding a plus sign accompanied by a double ranking or third ranking in the top 10 results stating “show more results from” with the search result (thus indicating a high concentration of the said terms).

At the end of the day, in order to dominate the SERPs (search engine result pages), you need relevance and popularity. Despite the obvious, built more content and links takeaway, there are other more significant undertones to this article.

To summarize, there is no need to recreate the wheel, study what works and find out why (such as reading a few papers on information retrieval) and then when something works, you know why and how to reproduce it.

SEO is an ever-changing endeavor, by studying the principles that support it, you can gain significant competitive advantages and apply them to a content management system, your approach towards content development or your internal or external linking practices. 

Read More Related Posts
Does Your Website Have a Content Development Plan?
What happens when your pages go stale and there are no fresh or authoritative links to “validate” your websites' relevance score to search engines through the “query deserves freshness” model? ...
READ MORE
Keyword Research: At the Root of Organic Search
You have to dig deep to discover the roots of organic search when plotting which keywords and audiences are candidates for conversion. Instead of haphazardly targeting nebulous keywords or competitive rankings; ...
READ MORE
SEO and Big Brands…Do they ALL need it?
Let’s say you represent a BIG brand; one that is a household name. Next, let’s say that your products or services are not e-commerce based. Want an example? Sure, let’s ...
READ MORE
Transferring Latent Ranking Factors
This vitally simple SEO tip allows you to harness legacy pages to augment present-tense SEO efforts. When stale pages plateau, then simply put them to work by transferring that authority ...
READ MORE
On Page of Off Page SEO, Which is Better?
Just like the argument of which came first the chicken or the egg, in SEO circles, the question over which type of optimization (on page or off page SEO) is ...
READ MORE
Landing Pages and the Value of Propositions
During the several hours of perusing the internet each day, I come across many value propositions. Like most web surfers, I can't help but try my luck at winning a ...
READ MORE
The Inevitable Cycle
Do you understand the correlation of cause and effect, supply and demand and the psychology of desire and fulfillment? While most struggling to make money online may not, those who ...
READ MORE
FREE SEO REVIEW
Choosing the right SEO company as a potential partner for your business and online success is crucial. One method, much like the “try before you buy” free sample involves getting ...
READ MORE
Converting SEO Bounce Rates to Clients
What percentage of visitors is leaving your website because they cannot find what they want? Aside from SEO and driving traffic to a website, what happens after they arrive is ...
READ MORE
Clicks, Keywords and Conversion
You hear terms like clicks, keywords and conversions thrown around in SEO (search engine optimization) and SEM (search engine marketing), but what is the bottom line? Impressions matter, but without clear ...
READ MORE
Does Your Website Have a Content Development Plan?
Organic Search: Top Keyword Modifiers Revealed!
SEO and Big Brands…Do they ALL need it?
SEO Tips to Transfer Latent Ranking Factors
On Page vs. Off Page SEO
Landing Pages: The Value of Propositions
How to Make Money Online:Give People What They
SEO Review: Get a FREE SEO Review!
Converting SEO Bounce Rates to Clients
Clicks, Keywords and Conversions

About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

5 thoughts on “SEO: Search & Information Retrieval
  1. Thanks for sharing the details.It really helped me understand the SEO concept better.

Comments are closed.