Module 4 (6 hrs)

Modul Detailed Content References Hours/Weight

e
4 Social Media Location & Search Engine T1- Ch 8,9
Analytics

Location Analytics - Sources of Location

Data, Categories of Location Analytics,
Location Analytics and Privacy Concerns,
Location Analytics Tools 6 (15%)

Search Engine Analytics - Types of Search

Engines, Search Engine Analytics, Search
Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Location Analytics
● Location analytics, also known as spatial analysis or geo-analytics is concerned with
mapping, visualizing, and mining the location of people, data, and other resources.
● Location analytics is an important aspect of social media analytics that involves analyzing
and deriving insights from location-based data within social media platforms.
● This type of analysis provides valuable information about where social media content is
being generated, where users are located, and how location impacts various aspects of
social media interactions.
● All sectors, including business, government, nonprofit, and academia, can benefit from
location analytics.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Location Analytics
Location analytics in social media analytics can involve the following key elements:
● Geotagged Content: Many social media posts, especially on platforms like Instagram,
Twitter, and Facebook, can be geotagged, meaning they include location information
indicating where the content was created. This data can be used to map the distribution of
posts and understand the popularity of specific locations.
● User Demographics and Behavior: Location data can provide insights into user
demographics and behavior patterns based on geographic regions. By analyzing the
locations of users engaging with certain content, businesses and marketers can tailor their
strategies to specific regions or adjust their messaging to cater to local preferences.
● Influencer and User Engagement: Location analytics can help identify influential users
and assess the effectiveness of their engagement strategies in different geographical areas.
This is particularly useful for businesses looking to partner with influencers for localized
marketing campaigns.
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 Location Analytics
Location analytics in social media analytics can involve the following key elements:
● Trend Analysis: Location data can reveal trends and topics that are popular in specific
regions. By understanding what people in different areas are discussing, businesses can
adapt their content and promotions to align with regional interests.
● Sentiment Analysis: Analyzing the sentiment of social media posts from different
locations can help identify regional variations in opinions and feelings. This can be
especially valuable for brands and organizations aiming to tailor their messaging to local
sentiments.
● Competitor Analysis: Location analytics can provide insights into the locations where
competitors are active and successful. This information can guide businesses in deciding
where to focus their efforts and how to differentiate themselves.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Location Analytics
Location analytics in social media analytics can involve the following key elements:
● Crisis Management and Event Tracking: During emergencies, natural disasters, or
events, social media location data can be used to monitor the situation and track how
people are reacting in specific areas. This can help with crisis management and response
strategies.
● Localized Campaigns: Businesses can create targeted marketing campaigns based on
location analytics. For example, they can offer location-specific promotions, events, or
content to resonate with users in particular regions.
● Location-Based Services: Businesses can offer personalized location-based services to
users. For instance, retail stores can send notifications about special offers when users are
in proximity to their physical locations.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Location Analytics
Location analytics in social media analytics can involve the following key elements:
● Real-time Insights: Location analytics can provide real-time insights into where
conversations and activities are happening on social media platforms. This information
can be used to adapt strategies on the fly and capitalize on emerging trends.

Location analytics in social media analytics provides a deeper understanding of user behavior,
preferences, and trends across different geographic regions. This information is invaluable for
businesses, marketers, and organizations looking to refine their strategies and engage with their
audiences more effectively.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Location Analytics
● Scientists used six million geo-located Twitter messages to observe the “heartbeat” of
New York City. Using the dataset, the scientist were able to study and map the waking,
sleeping, commuting, work, and leisure dynamics of the people living in the city
during the weekday and weekends.
● Such geo-analytics can be instrumental in better understanding our cities and human
behaviors in space and time.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SOURCES OF LOCATION DATA
POSTAL ADDRESS
● Most business analytics applications rely on address information of their customers,
including city names, locality names, and postal or zip codes.
LATITUDE AND LONGITUDE
● In geography, latitude (shown as a horizontal line on a globe) and longitude (shown as
a vertical line on a globe) are used to find exact location on Earth.
GPS-BASED
● GPS is a satellite-based navigation system that can be used to find exact location of
people and resources. Mobile analytics mostly rely on GPS-based location data.
GPS-based location analytics can provide us the most accurate location for social
media users.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SOURCES OF LOCATION DATA
IP-BASED
● Public IP (Internet protocol) can be used to determine the location of Internet users.
● A public IP address is an exclusive numerical address (like a home address) assigned to a
device connected to the Internet. Different regions in the world are assigned a specific
block of public IP addresses; hence, it can be used to mine approximate geo-location of
Internet users.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Categories of Location Analytics
● Based on its scope, location analytics can be broadly classified into two categories:
1) Business data-driven location analytics
2) Social media data- driven location analytics

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Categories of Location Analytics
1. BUSINESS DATA-DRIVEN LOCATION ANALYTICS
● Business data-driven location analytics deals with mapping, visualizing, and mining
location data to reveal patterns, trends, and relationships hidden in tabular business
data.
● Capitalizing on the data stored in a business database, location analytics, for example, can
map and capture vast among of geo-specific data to provide information, products, and
services based on where customers are.
● Using the location of customers, for instance, it is possible to recommend the nearest
convenience store, coffee shop, taxi, or even probable social relations. Or it can be
used for any other business decision, such as, what is the best potential new site for a
business warehouse?

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Categories of Location Analytics
Applications of Business Data-Driven Location Analytics
● Powerful Intelligence: Simple maps have been widely used, but they are limited in
providing insightful details. Using sophisticated mapping techniques, such as clustering,
heat mapping, data aggregation (e.g., aggregating data to regions), and color-coded
mapping, can generate powerful business intelligence.
● Geo-Enrichment: Simple data maps can be enriched with customer data, including
demographic, consumer spending, lifestyle, and locations. For example, where do my
loyal customers spend most of their time?
● Collaboration and Sharing: Maps are easy to understand and are good
communication and collaboration tools. Location analytics can map business data for
collaboration across organization. It can also be used for information sharing purposes
with customers.
● [Link]
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 Categories of Location Analytics
2. SOCIAL MEDIA DATA-DRIVEN LOCATION ANALYTICS
● Social media data-driven analytics relies on social media location data to mine and map
location of social media users, content, and data.
● Social media location information comes mainly from GPS and IP.
● [Link]
090881530/CustomerAnalysis

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Categories of Location Analytics
Uses of Social Media-Based Location Analytics
Social media location–based services are becoming a day-to-day reality. Organizations use
location-based services for a variety of purposes, including the following.
● Recommendation Purposes: Organizations can harvest location data to recommend
products, services, and social events to potential customers in real time as they
approach certain localities. For example, Tinder(online dating and geosocial networking
application.) recommends potential social relationships based on the location of users.

● Customer Segmentation: Social media location data can be used to segment customers
based on their geographic location. Tweepsmap ([Link] for example,
can be used to geo-locate your Twitter followers by country, state, or city.
● Advertisement: Location-based advertisement allows targeted marketing and
promotion campaign mostly delivered through mobile devices to reach specific target
audiences.
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 Categories of Location Analytics
Uses of Social Media-Based Location Analytics
● Information Request: Based on their current location, customers can request a
product, service, or resource (e.g., the nearest coffee shop, restaurant, or parking lot).
● Alerts: Location data can be used to send and receive alerts and notifications, such as
sales and promotion alerts traffic congestion alerts, speed limit warnings, and storm
warnings.
● Search and Rescue: Location data is vital in search and rescue operations. For
example, Agos a geo- tagging and reporting platform that enables communities deal with
climate change adaptation and disaster risk reduction.
● Navigation: Mobile-and GPS-based navigation services and apps assist us in finding
addresses. BE-ON-ROAD, for instance, is a free offline turn-by-turn GPS navigation
app for Android devices.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Benefits of Location Analytics for Business
● Hyper-local Intelligence
Companies can use location analytics to transform data into location-based insights for
Geographic Information Systems (GIS) and communicate with business users, analysts,
scientists, and developers to create more informed decisions.

● Real-World Context
A map links data to the real world which clearly demonstrates how location relates to other data
aspects. This strengthens the insights obtained as analytics teams and end users delve down into
visualizations to discover new opportunities and enhance operations.

● Actionable Insights
Users may create insightful geographical analysis instantly without the learning curve of other
GIS tools with location analytics. It also has the depth of analytical capabilities required for
predictive
Dr. analysis and other location-based
Sharvari Govilkar optimizations.
Pillai College of Engineering Dhiraj Amin
 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Location Analytics and Privacy Concerns
● While location-based services bring ease, convenience, and safety to customers and value
to business, they also raise serious privacy issues related to collection, retention, use,
and disclosure of location information.
● Tracking, mining, and storing location information can endanger some fundamental
human rights, such as freedom of movement and freedom from being observed.
● Minch raised several issues arising from location-based services, including the following.
● Should users of location-enabled devices be informed when location tracking is in
use?
● Should users of location-enabled devices be permitted to control the storage of
location information?
● Should location information as stored be personally identifiable, or should the user
have the option to preserve degrees of anonymity?
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 Location Analytics and Privacy Concerns
● What legal protection should a person’s historical location information have against
unreasonable search and seizure?
● To what extent should users of location-based services be allowed to choose their own
level of identifiability/anonymity?
● What level of disclosure control should be dictated by government regulation? By the
affected individual customers, users, etc.? By other parties?
● What governmental legislation and regulation is appropriate to assure citizens’ rights
of privacy in an era of location-aware mobile devices?

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Location Analytics Tools
● Agos: Agos is a geo-tagging and reporting platform that helps communities deal with
climate change adaptation and disaster risk reduction
● Tweepsmap: Tweepsmap ([Link] maps your Twitter followers by
country, state, or city.
● Trendsmap: Trendsmap ([Link] is real-time tool that maps the latest
trends from Twitter, anywhere in the world.
● Followerwonk: This tool helps you perform basic Twitter analytics, such as, who are
your followers? Where are they located? When do they tweet? The tool can be accessed
via [Link] Esri:
● Esri’s GIS (geographic information systems) is software to map, visualize,
question, analyze, and interpret data to understand relationships, patterns, and trends
([Link]
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 Review Questions

1. Define location analytics.

2. Explain the two main categories of location analytics.

3. What are the sources of location data.

4. What are the main applications of business data-driven location analytics?

5. What are the main applications of social media data-driven location

analytics?

6. Discuss privacy concerns related to location analytics.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
● Search engines are the gateways to social media and help users search for and find
information.
● To be more precise, a search engine is an Internet service or software designed to search
information on the web that corresponds to a request (e.g., keywords) specified by the
user.
● Considering that there are billions of websites over the web, search engines play a crucial
role in helping us find the right information in a limited amount of time.
● [Link]

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
● Search engine analytics in the context of social media refers to the analysis of how social
media content and interactions are indexed, ranked, and displayed on search engines like
Google, Bing, and others.
● This type of analysis involves understanding how social media content appears in search
engine results, how users discover social media content through search engines, and how
search engine optimization (SEO) strategies can be applied to enhance the visibility of
social media content in search engine results pages (SERPs)

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
Search engine analytics in social media analytics:
● Indexing of Social Media Content: Search engines crawl and index web content,
including social media posts and profiles. Understanding how search engines index social
media content can help marketers and businesses optimize their content for better visibility
in search results.

● Keyword Optimization: Just like traditional SEO, keyword optimization is important for
social media content as well. By identifying relevant keywords and incorporating them
naturally into social media posts, profiles, and descriptions, you can improve the chances
of your content showing up in relevant search queries.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
Search engine analytics in social media analytics:
● Rich Snippets and Structured Data: Search engines may display rich snippets for social
media content in SERPs. These could include review ratings, author information, event
details, and more. Implementing structured data markup on social media content can
enhance the chances of these rich snippets appearing in search results.

● Profile Optimization: Social media profiles are often indexed by search engines.
Optimizing profile descriptions, using relevant keywords, and providing accurate and
up-to-date information can help improve the visibility of social media profiles in search
results.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
Search engine analytics in social media analytics:
● Content Relevance: Search engines prioritize content that is relevant, valuable, and
aligned with user intent. Creating high-quality and engaging social media content that
addresses the needs and interests of your target audience can positively impact your search
engine visibility.

● External Links and Social Signals: External links pointing to your social media content
from reputable websites can boost your content's authority and search engine ranking.
Additionally, social signals—such as likes, shares, and comments—can indirectly
influence search engine visibility by indicating content popularity.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
Search engine analytics in social media analytics:
● Local Search Optimization: For businesses with physical locations, optimizing social
media profiles for local search is crucial. Providing accurate location information, using
local keywords, and engaging with local audiences can help improve local search
visibility.

● Hashtag Optimization: Hashtags play a role in social media search, and they can also
have an impact on how content is discovered through search engines. Using relevant and
trending hashtags can increase the visibility of your content both within social platforms
and in search results.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
Search engine analytics in social media analytics:
● Content Accessibility: Ensuring that your social media content is accessible to search
engine crawlers is essential. Avoid using technologies that search engines can't easily
index, such as Flash-based content.

● Monitoring and Analysis: Continuously monitoring search engine analytics related to

your social media content can provide insights into how your content is performing in
search results. This includes tracking keyword rankings, click-through rates, and the
appearance of rich snippets.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Search Engine Analytics
Search engine analytics in social media analytics:
● Integration with Social Listening: Combining search engine analytics with social
listening tools can give you a comprehensive view of how your brand is being discussed
and discovered across the web.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES
● Based on the mechanisms they operate, search engine can be divided into three types:
1) Crawler-based
2) Directories
3) Metasearch engines

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES : Crawler-based
● crawler-based search engines create their databases or lists automatically, without any
human intervention.
● Example: [Link] and [Link].
● Crawler-based search engines are widely used to find and access content over the
Internet.
● They operate in three steps:
1) web crawling
2) indexing
3) searching

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES : Crawler-based
Web crawling
● Search engines start by collecting and storing information about web pages. This
mechanism is termed web crawling.
● A web crawler (also known as web spider or bot) is a computer program or software
specifically designed to collect and store data about websites for indexing.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES : Crawler-based
Indexing
● Indexing helps classify a website correctly for searching purposes.
● The data crawled or extracted is then indexed and stored in a database for quick
access.
● Every search engine may follow different techniques for indexing web page data.
● Common indexing techniques include storing meta tags (which are used in the header
of a web page and provide descriptions of the website) and keywords related to a
website.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES : Crawler-based
Searching
● Searching is the final step in search engine operations.
● When a user requests specific information by entering keywords in a search engine, the
search engine queries the index and provides a list of the most relevant web pages by
matching it with the indexed keywords.
● However, it may not be that simple; search engines use a variety of factors to rank and
provide a list of matching websites.
● The engine ranks content on a number of factors, such as the authoritativeness of a page,
back links to the page and keywords a page contains

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES : Crawler-based
● In order to achieve good search results an organization must place keywords in section
titles, images, and in the general content of its website.
● A keyword density of 5–8 percent (i.e., five to eight keywords per one hundred words) is
an optimal number.
● Having important keywords embedded in a website enables a search engine robot to
evaluate the website as being the most suitable site for the searched word.
● However, if one repeatedly uses the same keywords or definitions in page content, it may
be perceived by a robot to be spamming.
● Research has shown that the position of keywords in a website, as well as their
duplication, layout, and combination, impact web page visibility in a search
engine,which can be improved by increasing the frequency of keywords in the title, the
full text, and in both the title and full-text.
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 TYPES OF SEARCH ENGINES : Crawler-based
● In conjunction with key words, the overall design of a website is an important factor
that must be taken into consideration when discussing search engine optimization.
● For a corporation to better understand its Internet presence, its website statistics should
also be checked on a regular basis so as to understand both how users access and
utilize the site and also what impact site changes may have on these behaviors.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES : DIRECTORIES
● The listings in directories are manually compiled and created by human editors.
● People who want to be listed in a directory submit an address, title, and brief description
of their website, which is then reviewed by the editor and included in it.
● Some good examples of human-created directories are Yahoo Directory, Open
Directory, and LookSmart.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 TYPES OF SEARCH ENGINES : METASEARCH ENGINES
● Metasearch engines compiles and display results from other search engines.
● When a user enters a query, the metasearch engine submits the query to several
individual search engines, and results returned from all the search engines are
integrated, ranked, and displayed to the user.
● Examples :Metacrawler, Mamma, and Dogpile.
● By integrating results from several search engines, metasearch engines are capable of
handling large amounts of data and can help us save time by focusing on one search
engine.
● Based on their scope, search engines can be divided into two types:
1) Local
2) Global
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 TYPES OF SEARCH ENGINES : METASEARCH ENGINES
LOCAL SEARCH ENGINES
● A search engine is local in the sense that it is embedded within a website and only
indexes and searches the content of that website.
○ Amazon’s CloudSearch or any other search engine embedded within a website
is an example of local search engine.

GLOBAL SEARCH ENGINES

● Global search engines are used to search for content on the web.
○ Ex: [Link] and Bing. com. However, note that global search
engines can be localized.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SEARCH ENGINE ANALYTICS
When we talk about search engine analytics, we mean two things:

1) search engine optimization

2) search engine trend analysis

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SEARCH ENGINE ANALYTICS: Search Engine optimization
● Search engine optimization (SEO) are the techniques used to improve a website’s
ranking in a search engine result page (SERP).
● A SERP is the list of the results returned by a search engine in response to a user’s query.
● SERPs generally have two types of results: organic and non-organic search results.
● Organic results appear mainly because of their relevance to the user’s query.
● Non-organic search results include paid advertisements.
● A study tested the effect of sponsored ad ranks on the click-through and conversion rates
for an online retailer and found that top positions usually had higher click through rates,
but not necessarily higher conversion rates.
● Social media marketers strive to develop search engine strategies to make their
websites appear at the top of search results.
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 SEARCH ENGINE ANALYTICS: search engine optimization
● It is important for their websites to appear at top (e.g., in the top ten) in the SERP, as
users pay closer attention to the top results on search engines.
● The ranking becomes more crucial when the website is commercial by nature; that is,
selling products or services.
● High rankings on SERPs can mean more Internet traffic to a website, which in some
cases converts to more paying clients and higher return on investment.
● For social media marketers, it is important to understand the mechanism behind the SERP
ranking. There may be variety of factors search engines take into account to rank websites,
such as keywords and relevance.
● the most important factor that determines SERP ranking is the PageRank.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SEARCH ENGINE ANALYTICS: search engine optimization
● PageRank is a mechanism (or an algorithm, to be more precise) used by Google search
engines to rank websites’ SERPs.
● The websites that rank higher are displayed on the top of the search results page.
● Google’s PageRank algorithm predominantly relies on the quality of incoming hyperlinks
(or in-links) to rank websites.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SEARCH ENGINE ANALYTICS: search engine optimization

Dr. Sharvari Govilkar PageRankPillai

algorithm ranking
College example
of Engineering Dhiraj Amin
 SEARCH ENGINE ANALYTICS: search engine optimization
● A website, for example, with in-links from a famous websites (e.g., [Link]) will
appear on the top of the SERP if compared with a website with no quality in-
links or many low-quality in-links.
● To understand the in-link quality and number argument, consider previous
slide Figure, where nodes = web pages and lines = in-links and out-links
○ The PageRank algorithm will place page B higher on the SERP, even though
there are fewer in-links to B when compared to D.
○ The reason for this ranking is that in-links to website B are from an
important website; that is, A.
○ Bottom line, your objective is to increase the number of quality in-links
to your website.
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 SEARCH ENGINE ANALYTICS: search engine optimization
● By using, for example, Open SEO Stats (an extension for Google Chrome ), users can be
determine the ranking of a website based on Google PageRank.
● Google PageRank uses a scale of 0 to 10, indicating the importance that the Google search
engine allocates to the page.
● In addition to page ranking, Open SEO Stats also provides information about website
traffic, hyperlink status, and speed of the page, among other things.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SEARCH ENGINE ANALYTICS: search engine trend analysis

● Search engine trends analytics deals with analyzing and understanding the keywords
people use in a search engine.
● Search engine data are gateways into the minds of customers. Through search engines,
customers search for what they want, thus search trend analysis can provide value
information to the social marketers.
● When it comes to trends analytics, Google Trends ([Link] is
one of the most convenient and comprehensive search engine trend analysis tools.
● Google trends use massive amounts of search engine data to analyze the world’s interests
and predict trends.
● In the financial sector, Google Trends data, for example, has been used to detect “early
warning signs” of stock market moves. In the health sector, Google Trends data has helped
determine world flu epidemics
Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin
 SEARCH ENGINE ANALYTICS: search engine trend analysis

From a business perspective, Google Trends can help also answer a variety of questions,
including the following.
● How people search for your brand?
● When does interest spike in your products or services?
● Which keywords drive more traffic?
● Which regions are interested in your brand?
● What are trending topics over the Internet?
● How are your competitors performing?

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Module 4
● Location Analytics
○ Sources of Location Data
○ Categories of Location Analytics
○ Location Analytics and Privacy Concerns
○ Location Analytics Tools
● Search Engine Analytics
○ Types of Search Engines
○ Search Engine Analytics
○ Search Engine Analytics Tools

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SEARCH ENGINE ANALYTICS TOOLS

● Google Trends: Google Trends ([Link] is a search engine analytics

tool. This chapter includes a detailed tutorial on Google Trends.
● Canopy: Canopy is multimedia analytics tool designed to support deep investigation of
large multimedia collections, such as images, videos, and documents. More information on
Canopy is available here: [Link]
● Google Alerts: Google Alerts ([Link] is a content detection and
notification service that automatically notifies users when new content over the Internet
(e.g., social media, web, blogs, video and/or discussion groups) matches a set of search
terms based on user queries. Users are alerted through e-mail. Find out about how to use
Google Alerts.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 SEARCH ENGINE ANALYTICS TOOLS

● Icerocket: Icerocket ([Link] specializes in blog searches and also

captures activity on Facebook, Twitter, and Flickr.
● Social Mention: Social Mention ([Link] is similar to Google Alerts,
but it only focuses on social media sites, and you can choose to focus on particular areas,
such as blogs. With Social Mention you can monitor for the appearance of particular
keywords and it will give you information on related users, hashtags, and more.
● TweetBeep: TweetBeep ([Link] is like Google Alerts for Twitter. Choose
some keywords and receive daily search results via e-mail.

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin

 Review Questions
1. What is the function of a search engine?
2. Explain different types of search engines.
3. Differentiate between local and global search engines.
4. What is search engine analytics?
5. Explain the two main categories of search engine analytics.
6. What is the purpose of search engine optimization?
7. What is the purpose of search engine trend analysis?

Dr. Sharvari Govilkar Pillai College of Engineering Dhiraj Amin