Big Data Analytics for Search Engine Optimization
| Autor: | Daphne Kyriaki-Manessi, Damianos P. Sakas, Ioannis C. Drivas, Georgios Giannakopoulos |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Computer science
Big data 02 engineering and technology lcsh:Technology Organic search Management Information Systems Artificial Intelligence big data 020204 information systems 0202 electrical engineering electronic engineering information engineering Behavioral analytics Cultural analytics Semantic Web lcsh:T business.industry user behavior Findability SEO strategy websites visibility Data science SEO factors Computer Science Applications cultural analytics Analytics Search engine optimization search engine optimization 020201 artificial intelligence & image processing business cultural data website load speed predictive modeling website security Information Systems |
| Zdroj: | Big Data and Cognitive Computing Volume 4 Issue 2 Big Data and Cognitive Computing, Vol 4, Iss 5, p 5 (2020) |
| ISSN: | 2504-2289 |
| DOI: | 10.3390/bdcc4020005 |
| Popis: | In the Big Data era, search engine optimization deals with the encapsulation of datasets that are related to website performance in terms of architecture, content curation, and user behavior, with the purpose to convert them into actionable insights and improve visibility and findability on the Web. In this respect, big data analytics expands the opportunities for developing new methodological frameworks that are composed of valid, reliable, and consistent analytics that are practically useful to develop well-informed strategies for organic traffic optimization. In this paper, a novel methodology is implemented in order to increase organic search engine visits based on the impact of multiple SEO factors. In order to achieve this purpose, the authors examined 171 cultural heritage websites and their retrieved data analytics about their performance and user experience inside them. Massive amounts of Web-based collections are included and presented by cultural heritage organizations through their websites. Subsequently, users interact with these collections, producing behavioral analytics in a variety of different data types that come from multiple devices, with high velocity, in large volumes. Nevertheless, prior research efforts indicate that these massive cultural collections are difficult to browse while expressing low visibility and findability in the semantic Web era. Against this backdrop, this paper proposes the computational development of a search engine optimization (SEO) strategy that utilizes the generated big cultural data analytics and improves the visibility of cultural heritage websites. One step further, the statistical results of the study are integrated into a predictive model that is composed of two stages. First, a fuzzy cognitive mapping process is generated as an aggregated macro-level descriptive model. Secondly, a micro-level data-driven agent-based model follows up. The purpose of the model is to predict the most effective combinations of factors that achieve enhanced visibility and organic traffic on cultural heritage organizations&rsquo websites. To this end, the study contributes to the knowledge expansion of researchers and practitioners in the big cultural analytics sector with the purpose to implement potential strategies for greater visibility and findability of cultural collections on the Web. |
| Databáze: | OpenAIRE |
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