This thesis deals with websites optimizing for search engines. It describes the basic website optimalization practices in the source code as well as influencing the surrounding site in such a way that the web site finished best in the search results. It also describes illegal practices and support PPC systems. This work is also a practical example, which demonstrates the application of theoretical knowledge on specific websites.

Ericsson’s Region IPR & Licensing (RIPL) receives about 3000 thousands Invention Disclosures (IvDs) every year submitted by researchers as a result of their R&D activities. To decide whether an IvD has a good business value and a patent application should be filed; a rigorous evaluation process is carried out by a selected Patent Attorney (PA). One of most important elements of the evaluation process is to find prior art similar, including similar IvDs that have been evaluated before. These documents are not public and therefore can’t be searched using available search tools. For now the process of finding prior art is done manually (without the help of any search tools) and takes up significant amount of time. The aim of this Master’s thesis is to develop and test an information retrieval search engine as a proof of concept to find similar Invention Disclosure documents and related patent applications. For this purpose, a SOLR database server is setup with up to seven thousand five hundred (7500) IvDs indexed. A similarity algorithm is implemented which is customized to weight different fields. LUCENE is then used to query the server and display the relevant documents in a web application.

The presentation of the search result information has become more important ever since the rapid development and use of smartphones. This thesis investigated what makes search engine result pages efficient and effective on the smartphone screen. For this thesis an experimental study of Karolinska Institutet’s search solution was executed. Three different versions of Karolinska Institutet’s search engine result pages were developed, by researching potential features that would improve the effectiveness and efficiency. The developed versions were compared to the original search engine result pages through experiments with students from Karolinska Institutet. The quantitative results showed no statistical significance of improvement in effectiveness or efficiency. The qualitative results indicated that categories and summary texts are preferable features in a search GUI in a smartphone. Thus the results were indecisive, the author reflects and provides ideas on how to achieve clearer results. / Hur man presenterar sökresultat har blivit allt viktigare i och med dagens av smarttelefoner. Det här arbetet undersökte vad som gör sökresultatssidor effektiva när man använder en smarttelefon. I arbetet utfördes en experimentell studie av Karolinska Institutets söklösning. Tre olika versioner av Karolinska Institutets smarttelefonsgränssnitt utvecklades genom att undersöka potentiella \emph{features} (funktioner, egenskaper) som förbättrar effektiviteten. De olika utvecklade versionerna jämfördes mot det original som Karolinska Institutet använder idag. Detta gjordes genom experiment med studenter från Karolinska Institutet. De kvantitativa resultaten kunde inte visa på någon statistisk signifikant effektivitetsförbättring. De kvalitativa resultaten pekade på att kategorisering och summeringstexter är föredragna features i ett sökgränssnitt i smarttelefonen.

Science is changing. Computers, fast communication, and  new technologies have created new ways of conducting research.  For  instance, researchers from different disciplines are processing and  analyzing scientific data that is increasing at an exponential rate.  This kind of research requires that the scientists have access to  tools that can handle huge amounts of data, enable access to vast  computational resources, and support the collaboration of large  teams of scientists. This thesis focuses on tools that help support  scientific collaboration. Workflows and provenance are two concepts that have proven useful in  supporting scientific collaboration.  Workflows provide a formal  specification of scientific experiments, and provenance offers a  model for documenting data and process dependencies.  Together, they  enable the creation of tools that can support collaboration through  the whole scientific life-cycle, from specification of experiments  to validation of results.  However, existing models for workflows  and provenance are often specific to particular tasks and tools.  This makes it hard to analyze the history of data that has been  generated over several application areas by different tools.  Moreover, workflow design is a time-consuming process and often  requires extensive knowledge of the tools involved and collaboration  with researchers with different expertise. This thesis addresses  these problems. Our first contribution is a study of the differences between two  approaches to interoperability between provenance models: direct  data conversion, and mediation. We perform a case study where we  integrate three different provenance models using the mediation  approach, and show the advantages compared to data conversion.  Our  second contribution serves to support workflow design by allowing  multiple users to concurrently design workflows. Current workflow  tools lack the ability for users to work simultaneously on the same  workflow.  We propose a method that uses the provenance of workflow  evolution to enable real-time collaborative design of workflows.  Our third contribution considers supporting workflow design by  reusing existing workflows. Workflow collections for reuse are  available, but more efficient methods for generating summaries of  search results are still needed. We explore new summarization  strategies that considers the workflow structure. <img src="data:image/png;base64,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%3D" />

Abstract The following research conceptualizes the applicability of AI in search engine marketing. Following a rigorous investigation on professionals’ opinions, the investigation regards their perceptual understanding of the applicable AI practices and the required level of interrelated knowledge to technical applicability for a more successful marketing strategy. Purpose Digitalization has changed many industrial sectors towards becoming technologically dependent. These technological advancements are somewhat visible by professionals and applicable in their industry. The thesis examines AI’s applicability in search engine marketing and the understanding of professionals in its handling. Based on research that identifies marketers’ misperceptions of AI to be ineffective in marketing, and other research that finds technical knowledge in AI as connected to successful marketing management. This investigation intends to examine marketers’ expectations from AI, and compare that to what AI professionals think that should be expected. Thus, with the knowledge acquired through the interviews and theory review, this research intends to summarize marketers’ expectations from AI in search engine marketing, and the AI knowledge that should be expected from a marketer. Method The research methods are qualitative, applying practices such as online interviews with open-end questions and template analysis to classify the data collection. On the first level, this research distinguished between marketers’ expectations from AI and current AI capabilities. In advance, focus on Google AI in search engine marketing, to investigate a specific search engine. Finally, establishing an expectancy of marketers’ knowledge in AI, relational to search engine marketing. Findings While technical understanding in AI infrastructures may increase problem-solving capabilities in search engine marketing, technical proficiency in AI is not among the primary contributors for successful marketing. The research findings show a different result from the expected outcome on knowledge requirements. And while marketers hold high expectations from the automation of search engine marketing, however, they are certain of the irreplaceable human contribution in creating abstract and strategic development. Keywords Artificial Intelligence (AI), Search engine marketing (SEM), Knowledge management / <p>Due to the pandemic, the thesis work was presented online via zoom meetings by all students. </p>

Visiblity of page assume that is situated at top positions in search engines results for particular keywords. Search engine optimization is collection of rules, that should pass every page. In this thesis is described all essences of this technique, including methodology, that helps create optimized pages.

This work concerns optimalization of web pages for finders in the way that the web pages could be placed on best positions. The key of success for optimalization of web pages is the combination of some basic rules. The comparison of advantages of different ways of navigation and creation of menu, speed optimalization of pages loading, texts optimalization with the help of chosen key words, principles of choosing the key words, item placing on web pages and comparison of design, marketing and custom view of making the web pages. First of all, we will look on the difference between catalogues and full text finders, their historical development and current ratio of finders on our market. Subsequently we will describe the presumptions for optimalization from the resource code and programming languages point of view, which are used on web pages. The most important part of our interest is the optimalization methods of web pages content and also the methods which are considered as forbidden. The final implementation is made in PHP language.

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In my dissertation, I study the strategic interplay among firm’s online communication, firm’s digital strategies and its impact on consumer decision making. I identify important strategies that firms can adopt while targeting consumers on search engine platforms, such as Google and Bing. For technology-firms interested in providing information cues to consumers, online advertising serves as an important tool to nudge consumers decision making. Through the use of diverse methodologies, including empirical, analytical, and behavioral, I attempt to answer important questions in this research space. Moreover, I investigate how firm strategies are affected by factors such as heterogeneity of consumer preferences, product quality, and competition. The research spans across disciplines, and makes contributions to Information Systems, Operations Management and Marketing. In essay 1 I investigate the novel context of “competitive poaching”, a phenomenon where firms can generate traffic from search advertising by bidding on competitors’ keywords. In this research I examine the factors that influence the effectiveness of competitive poaching, specifically the role of different ad copies and the type of competitor (poached brand) from which a brand is “poaching. ”I also examine how the presence of sponsored ads from the poached brand and its physical location affect competitive poaching. In Essay 2, I investigate a similar context but here instead of only competing against each other, firms are simultaneously competing and cooperating with each other while advertising on the search engine. Thus, we have a novel context where a firm and its third-party referral partner (often referred to as “Infomediaries”) compete and cooperate while advertising simultaneously on the search engine. In this context, how equilibrium payment and advertising strategies are affected by factors such as traffic quality, advertising effectiveness, leakage, and the nature of contract between the two firms, remains an open question. Using a game-theoretic model, I show that the novel balance between the competitive and the collaborative nature of the interaction, which itself gets affected by the choice of contract and changes in the environmental factors, alters equilibrium strategies commonly expected in existing literature. In my third essay, I study the novel yet increasingly common phenomenon of “multiscreen viewing”, a phenomenon where consumers are increasingly using additional devices (like smartphones or tablets) while watching TV. This provides an additional advertising channel for marketers, specifically the second screen. However, this is not without its complexities; as marketers must optimally time advertisements on the second screen conditional on multiple factors including consumers’ engagement level on the primary screen, consumers’ engagement level on the second screen, and the psychological involvement with the content on the primary screen. Administering multiple behavioral experiments, I investigate how factors such as users’ engagement with the primary screen (e.g., TV), users’ engagement with a second screen (e.g., Mobile), timing of the advertisement, and message congruence, affect second screen usage and ad recall. Theoretical and managerial contributions of each of these essays are discussed. / Business Administration/Management Information Systems

Using search to navigate an application could sometimes be a more efficient way than browsing. This does however require the implementation of the search to be satisfactory for a user not to abandon it. This thesis focused on improving a keyword-only solution by studying how users construct navigational queries and implementing a new search that intelligently interprets the users' search and better understands the business application. Both search implementations were then evaluated by their ability to return the relevant page. The results showed that the new search modeled to the business application did manage to perform better with a higher retrieval success rate and more frequently returned the desired page closer to the first position in the result set.