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1、4/20/2019,1,4/20/2019,2, Warm-up Background Information Word Study &Text Analysis Exercises,4/20/2019,3,Warm-up Three famous search engines are as follows: Which one of the search engines impressed you most? Why? List other search engines which you are familiar with.,4/20/2019,4,Background Inform
2、ation SEO (search engine optimization)即搜索引擎优化，主要是通过对网站的结构和内容等方面的优化，使搜索引擎更容易搜索网站的 内容，并且使网站的各 个网页在搜索引擎中获 得较高的评分，从而获 得较好的排名。从事这 方面工作的人就是search engine optimizer，即搜索 引擎优化师。,4/20/2019,5,The life span of a Google query normally lasts less than half a second, yet involves a number of different steps that mu
3、st be completed before results can be delivered to a person seeking information. The main steps are as follows:,Background Information,4/20/2019,6,Text Analysis Principles and Optimization of Search Engine Potential customers find Web sites in many different ways. Some site visitors are recommended
4、by friends, some are referred by other Web sites, some see the sites URL in a print advertisement or on television, and others arrive after typing a URL that is similar to the companys name. (译文) But many site visitors are guided to the site by a search engine.,4/20/2019,7,Text Analysis Principles o
5、f Search Engine A search engine is a Web site that helps people to find things on the Web. It contains three major parts. The first part, called a spider, a crawler, or a robot, is a program that automatically searches the Web to find Web pages that might be interesting to people 1. When the spider
6、finds a Web page that might interest search engine site visitors, it collects the URL of the page and some information contained on the page. (译文) The information might include the pages title, key words included in the pages text and information about other pages on that Web site.,4/20/2019,8,Text
7、Analysis The spider returns the information to the second part of the search engine called index to be stored 2. The index checks to see whether the information about the Web page has already been stored. If it has, the index compares the stored information with the new information and determines wh
8、ether to update the stored information or not. The index is designed to allow fast search of its large amount of stored information. (译文),4/20/2019,9,Text Analysis The third part of the search engine is the search utility. Visitors to the search engine site provide search terms, and the search utili
9、ty takes those terms and finds entries for Web pages in its index that match those search terms. (译文) The search utility is a program that creates a Web page of a list of links to URLs found in its index that match the site visitors search terms. 3 The visitor can then click the links to visit those
10、 sites.,4/20/2019,10,Text Analysis Search Engine Optimization The combined technology and strategy of having a particular URL listed near the top of search results is called search engine optimization (SEO). (译文) For sites that obtain most of their visitors from search engines, a high ranking which
11、places their URLs near the top of the list of links returned by the search engine is extremely important. The content and design of a Web site are very important to SEO. In addition, an increasing number of search engine sites offer companies paid positioning which is the option of purchasing a top
12、listing on search result pages for a particular set of search terms. (译文),4/20/2019,11,Text Analysis Search engine optimization is a complex subject. A number of consulting firms do nothing but advise companies on it. Plenty of books have been written on this subject, and several major conferences a
13、re devoted to this subject each year. (译文),4/20/2019,12,The Key to Exercises: Reading comprehension 1 F (2) T (3) F (4) F (5) T,4/20/2019,13,The Key to Exercises: Reading comprehension 2,(1) Some site visitors are recommended by friends, some are referred by other Web sites, some see the sites URL i
14、n a print advertisement or on television, others arrive after typing a URL that is similar to the companys name. But many site visitors are guided to the site by a search engine. (2) A search engine contains a spider, an index and a search utility,4/20/2019,14,The Key to Exercises: Reading comprehen
15、sion 2 (3) The information might include the pages title, key words included in the pages text and information about other pages on that Web site. (4) The combined technology and strategy of having a particular URL listed near the top of search results is called search engine optimization. (5) For s
16、ites that obtain most of their visitors from search engines, search engine optimization is very important.,4/20/2019,15,The Key to Exercises: Vocabulary,A5 B2 C3 D6 E7 F1 G4,4/20/2019,16,The Key to Exercises: Translation 1 (1) 有些访问者是朋友推荐来的，有些是其它网站推荐来的，有些是看到了印刷广告或电视上公司的网址，有些是直接输入了类似公司名称的网址找来的。 (2) 当网络蜘蛛找到搜索引擎访问者可能感兴趣的内容时，它就收集页面的URL和页面上的信息。 (3) 越来越多的搜索引擎网站提供付费搜索引擎排名服务，即企业购买特定关键词从而在搜索结果页面中排名靠前。 (4) 有很多专门论述该专题的书，每年还有几次针对该专题
