2014 IEEE Workshop on Electronics, Computer and Applications
Value Research based on the Search Engine Optimization of E-commerce
WANG Fani,a
lShandong Y outh University of Political Science, linan Shandong, 250002, China
awangfan522@yeah,net
Ahstract-The electronic commerce develops rapidly today
and amount of information of commodity supply and
demand in Internet put forward higher requirements for
traditional search engines. The question of how can find the
required commodity supply and demand information
rapidly and exactly, and avoid retrieval overstretch of the
general search engine information makes e-commerce search
engine oriented gradually pop into people's horizons. Based
on the research of the e-commerce search engine, this paper
proposes and proves the search engine's evaluation system of
e-commerce oriented search engine.
Keywords-Electronic Commerce; Search Engine; Internet
marketing; Search engine optimization
I. BRIEF INTRODUCTION OF SEARCH ENGINE
OPTIMIZATION (SEO)
A.SED introduction
SE� (Search engine optimization) refers to
optimization of web page in Search engine natural search
results (non-commercial promotion results) in the
included number and ranking position. The purpose of
this behavior is in order to gain more free traffic from
search engines, and display image better. [l]The behavior
to promote a product or service to the potential customers
through search engines platform to is called SEM (Search
engine marketing), it includes both the SE�, and also
include paid bidding.
Main work SE� can be divided into internal and
external optimization. Starting from the internal site,
conduct proper adjustment for the basic elements (such as
site structure, page structure, key distribution, etc.) in the
website, if after adjustment, web site in the search engine
performance has reached the expected effect, internal
optimization work completed; Otherwise, need to
repeatedly adjust site, until achieve the desired effect.
[2]External optimization is mainly around the enhanced
external link relations, which must accompany the whole
optimization process of this job. Often method used to
increase the external links mainly includes the exchange
of friendship links, land classification catalogues, release
link bait, etc.
B.Search engine working principle
What is called the search engine, is now in general
refers to the full-text search engine, famous ones Baidu,
Google, Yahoo, etc. They obtain information from the
978-1-4799-4565-8/14/$31.00©2014 IEEE
Internet all kinds of website through their own procedures
and save the web pages to their database. Through a series
of processing, they set up their own full-text index
database. [3]When user query, they then retrieve record
from the database matching user query conditions, and
finally return these records to the user in a certain order.
The work of search engine can be broadly divided into
three stages:
Crawl and fetching: search engine spiders by tracking
link access web page, page HTML code in the database.
Pretreatment: text indexer to crawl to the page data
processing, such as extraction, Chinese word
segmentation, the index for the ranking procedure calls.
Rank: after user input keywords ranking procedure
call index data, calculating the correlation, and then in a
certain format to generate the search results page.
c.Page sorting algorithms
1) Li Yanhong's hyperlinked patent analysis
Before Li Yanhong, the founder of Baidu robin
returning back he was one of America's top search engine
engineer. In 1997, he submitted a hyperlinked documents
retrieval system and the method of patent application; it is
much earlier than Google founders who invented PRo We
have to say this is a very forward-looking research work.
[4]In this patent, Li put forward method different from the
traditional information retrieval system ranking based on
link. This is application in the real life similar to the link
relations. To determine which page is the most
authoritative, we cannot see what page say, we also need
to look at how other pages judge it.
2 )HITS algorithm
HITS algorithm is first proposed by Dr Kleinberg
from Cornell University in 1998; it is a part of a research
project of IBM's Almaden Research Center called
"CLEVER".
Importance analysis algorithm of a web page is to
according to a web page into degrees (hyperlinks to this
page) and the degree of (this page to other pages) to
measure the importance of web pages. The most intuitive
sense is that if the importance of a web page is very high,
then the importance of web pages he points to is also high.
An important web pointed by another suggests that its
web pages importance will be high. Point to other web
pages is defined as the values of the Hub, be pointed
defined as Authority.
3)GOOGLE PR algorithm
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 2014 IEEE Workshop on Electronics, Computer and Applications
A page's PageRank values also influence the
probability of its random browsing. In order to facilitate
understanding, it is assumed that web surfers point on a
web page link, eventually to a page, no chain now web
surfers will randomly to another web page to start
browsing.
Fair to those who have a chain of page, algorithm q
0. 15 is used on all pages to estimate the probability of
being bookmarked by Internet users.
So, this equation is as follows:
q PageRank(p)
PageRank(pJ = -+ (1- q)'I J ( 1)
N Pi
L(p)
PageRank for the feature vector is a special matrix.
This feature vector is zero
PageRank(Pl)
PageRank(p2)
R=
PageRank(PN)
R is the answer to equation.
q/N f(Pl,Pl)f(Pl,P2)..f(Pl,PN)
q/N
R= +(l-q) f(P2,Pl)f(P3,Pl)··f(PN-PP1)
Parse the list of pages
Figure!. Main process of Spiders' web scraping
IlL PRINCIPLE AND STRUCTURE ANALYSIS OF
E-COMMERCE ORIENTED SEARCH ENGINE
A. The principle of e-commerce search engine
Search engine for e-commerce site is a professional
one applied in the field of e-commerce, is further
If pj is not linked to the pi, and set up for each j,
R(p;,PI) equals to O.
N
L£(p;,pj)
;=1
(4)
=
II.APPLICA nONS FOR SPIDERS IN THE E-COMMERCE
SEARCH ENGINE
Spiders is a automatic program of search engine, its
effect to access to the Internet on the e-commerce related
web pages based on specific rules and templates and set
indexed database so as to make the user can search to
these web pages in the search engines. Spiders system
function mainly includes two aspects. The first is to grab
and handle the web page, this section is composed of
several long runs in the background program, the program
grab the specified e-commerce sites in the web page on
(2) the Internet, and then extracts some nodes of the pages to
generate specific format of structured data for later use in
the program. On the other hand, it is used by labeling
personnel as marking tools and other related tools. In
Figure 1, Staff configures the URL generated rules through
the use of these tools to, select site entrance, and generate
a series of processing like the data dictionary, annotation
(3) template.
Determine if the task completed
Post-processing of attribute value
elaboration and embodiment of search engine, IS
information integration for some special information in
the web page library, and then retrieves the required
information in the form of a specific display to the user.
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 2014 IEEE Workshop on Electronics, Computer and Applications

B.Structure analysis respectively search according to the product as the subject

In Figure2, function structure is divided according to and search according to the company as the subject.
the company and the goods separately, and then provide

I Input a keyword
I
+
I Search results
I +
+ I Query in the result

I t
I Redefine keywords

+
I Re-research results
I
I
+ + + + + +
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Figure2. Company's business flow diagram

Decision Support System, 1999, 24:29-43.

SUMMARY

As the Internet application technology matures, role of

e-commerce for business in promoting is more and more
obvious, and search engine also promotes the
development of business by means of promoting
e-commerce. With the help of the search engine, the
enterprise and shop is easier to contact with the user and
get multidirectional opportunities to display themselves.
And electronic commerce is a kind of commercial activity
itself; it extends business activity space, break scale
geographical constraints of the entity business. It greatly
benefit the commodity exchange between enterprises and
individuals.

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