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.

Big data are datasets that is very large and computational complex. With an increasing volume of data the time a trivial processing task can be challenging. Companies collects data at a fast rate but knowing what to do with the data can be hard. A search engine is a system that indexes data making it efficiently queryable by users. When a bug occurs in a computer system log data is consulted in order to understand why, but processing big log data can take a long time. The purpose of this thesis is to investigate, compare and implement a distributed search engine that can prepare log data for analysis, which will make it easier for a developer to investigate bugs. There are three popular search engines: Apache Lucene, Elasticsearch and Apache Solr. Elasticsearch and Apache Solr are built as distributed systems making them capable of handling big data. Requirements was established through interviews. Big log data of totally 40 GB was provided that would be indexed in the selected search engine. The log data provided was generated in a proprietary binary format and it had to be decoded before. The distributed search engines was evaluated based on: Distributed architecture, text analysis, indexing and querying. Elasticsearch was selected for implementation. A cluster was set up on Amazon Web Services and tests was executed in order to determine how different configurations performed. An indexing software was written that would transfer data to the cluster. Results was verified through a case-study with participants of the stakeholder. / Stordata är en datamängd som är mycket stora och komplexa att göra beräkningar på. När en datamängd ökar blir en trivial bearbetningsuppgift betydligt mera utmanande. Företagen samlar idag in data i allt snabbare takt men det är svårt att veta exakt vad man ska göra med den data. En sökmotor är ett system som indexerar data och gör det effektivt att för användare att söka i det. När ett fel inträffar i ett datorsystem går utvecklare igenom loggdata för att få en insikt i varför, men det kan ta lång tid att söka igenom en stor mängd loggdata. Syftet med denna avhandling är att undersöka, jämföra och implementera en distribuerad sökmotor som kan förbereda loggdata för analys, vilket gör det lättare för utvecklare att undersöka buggar. Det finns tre populära sökmotorer: Apache Lucene, Elasticsearch och Apache Solr. Elasticsearch och Apache Solr är byggda som distribuerade system och kan därav hantera stordata. Krav fastställdes genom intervjuer. En stor mängd loggdata på totalt 40 GB indexerades i den valda sökmotorn. Den loggdata som användes genererades i en proprietär binärt format som behövdes avkodas för att kunna användas. De distribuerade sökmotorerna utvärderades utifrån kriterierna: Distribuerad arkitektur, textanalys, indexering och förfrågningar. Elasticsearch valdes för att implementeras. Ett kluster sattes upp på Amazon Web Services och test utfördes för att bestämma hur olika konfigurationer presterade. En indexeringsprogramvara skrevs som skulle överföra data till klustret. Resultatet verifierades genom en studie med deltagare från intressenten.

People choose to spend a large amount of their time on the internet these days, which has led to an increase in search engine marketing. It is a form of online marketing that displays the ads as organic and sponsored links and is considered less intrusive by internet users. However, internet users' low perceived credibility towards online marketing, in general, seems to be affecting their perception of the two links as well. There is currently a gap in knowledge regarding what factors affect internet users' perceived credibility towards organic and sponsored links. This was explored in this study to see what affects the users' perception and how it could be raised. The trustworthiness, expertise, and attractiveness factors in the source credibility theory were utilized and explored to see if they affected the internet users' perceived credibility towards the links. This was achieved through a quantitative study and by conducting two questionnaires with sample sizes of 140 respondents each. The findings of this study indicate that the three factors positively affect internet users' perceived credibility. By performing a t-test on the combined results from the two questionnaires, it was also evident that which type of link it is, organic or sponsored, plays a significant role in how the users perceive the link’s credibility. The organic links have a more positive effect on the users' perceived credibility and are viewed as more credible than the sponsored links, suggesting a bias towards the sponsored links.

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This report is an evaluation of if it is good or bad to use a metaphor in order to display the results of an academic search engine in a web interface. In order to evaluate this we are describing our work with developing two different web interfaces for an academic search engine by the name Silverfish. This project has been a co-operation between Indian Institute of Information Technol- ogy in Bangalore, India and Malmˆ University K3, Sweden. To start our report we describe how we see our context we are to work within. We define our stakeholders as being academics worldwide and also define that we are working within a web 2.0 context. To strengthen our choices regarding the design process of the two different interfaces as well as in order to give more validity to our discussion surrounding metaphors we continue with presenting different studies and facts that give more weight to the above mentioned parts. To make it possible to create the interfaces we have made use of several methods. We give a short definition of how these methods are to be used and later describe in the design process how we have made use of them. To describe how we have made use of the methods as well as to describe how we have developed our prototypes we continue our report with describing the design process, regarding which deci- sions we have made and why we have made them. To summarize our report we come to a con- clusion regarding our thesis question; communicating related key phrases through web interface metaphors; good or bad? Regarding our question we have found that the orientational metaphor we are using does not work as it is supposed to. We believe that further studies are required in order to get a deeper un- derstanding of how the user understands the orientational metaphor we are using. This informa- tion could help us come to an understanding of how we could make better use of our orienta- tional metaphor, or help us find out of a metaphor that would be better to use than our orienta- tional metaphor.

Internet har en allt större roll i vårt samhälle och sökmotorerna är ett av de vanligaste sätten att leta sig fram till relevanta webbplatser. Sökmotorernas algoritmer visar sig dock bli allt mer invecklade och effektiva genom att blanda in användaren och hämta information om dennes intressen. Sökmotorerna hämtar resultat som inte bara är relevanta i förhållande till sökfrasen, utan också i förhållande till användaren. Sökmotorn skapar en profil av varje användare och med den preciseras resultatet. I studien använder vi oss av litteratursökningar och intervjuer för att undersöka vilken inverkan profilerna har på resultatet samt vilka åsikter användare, inom målgruppen studenter, har angående resultatet och profilerna. Vi kommer fram till att de personaliserande sökalgoritmerna skapar ett värdeladdat resultat utifrån vad användaren brukar söka på, vilket har en klar fördel vid informationssökningar på internet. Intervjupersonerna ser emellertid vissa problemområden med det användarspecifika resultatet. De menar att resultatet kan bli ensidigt och därmed ge upphov till personliga verkligheter. Vi argumenterar för att det inte finns belägg för att det är ett verkligt och aktuellt problem, men att problemet kan uppstå genom tekniken. Ytterligare talar intervjupersonerna om att skapandet av profiler kan bli fel, då sökmotorn kan tolka information fel, samt att en säker lagring av profilerna är viktigt på grund av att de beskriver användarna som individer och kan innehålla känslig information. Vi för en diskussion kring hur en lagom insyn på profilerna kan förbättra användarnas sökupplevelser samt förhindra att användarnas integritet kränks. / The Internet has an increasingly bigger role in our society and search engines are some of the most common ways to find relevant websites. The complexity and efficiency of the search engine algorithms increases as the user and his interests are added to the information retrieval process. The search engines retrieve results that are not only relevant in relation to the search phrase, but also in relation to the user. The search engine creates a profile of each user and the profile is used to heighten the precision of the search result. In this study, we use literature search and interviews to examine what impact the profiles may have on the results and what opinions users, within the target group students, might have regarding the results and profiles. We conclude that the personalized search algorithms generate value-laden results, based on what the user tends to search for. This has a clear advantage in information searches on the Internet. The interviewees have some areas of concern with the user-specific results. They argue that the produced result might be biased and might possibly cause personal realities and worldviews. We, however, argue that this is no real world problem, nothing of the sort is visible nor obvious to us, but that the personalisation technique could have the effect of biased personal realities. Moreover the interviewees argue that the making of the profiles is problematic, that the search engine can interpret the information wrong. They also argue that the safe storage of the profiles is important because profiles describe the individual users and may contain sensitive information. We discuss how a proper level of insight in the profiles will improve users’ search experience and prevent the violation of users’ privacy.

Nyckelord används på ett flertal sätt för att nå högre rankning i sökmotorresultaten på webben och många författare inom ämnet beskriver hur viktigt det är att använda rätt nyckelord när man sökop-timerar sin webbplats.I litteraturen om sökmotoroptimering beskrivs och kategoriseras nyckelord på ett flertal sätt. Teori-delen i denna uppsats är tänkt att vara en samlingsplats för information om nyckelord. Detta för att skapa en samlad helhetsbild av nyckelordsprocessen och beskriva de olika kategorierna av nyckelord så att detta finns dokumenterat på ett och samma ställe.I den andra delen av uppsatsen beskrivs en empirisk studie som gjorts för att få reda på om andra manuella metoder än den traditionella brainstormingen kan användas för att ta fram passande nyck-elord till en webbsida. De testade metoderna är slumpordsassociation, negativ idégenerering och 6-3-5. Även brainstorming testades för att jämföras med de andra tre metoderna. Våra resultat visar att negativ idégenerering verkar mindre lämplig för nyckelordsframtagning och att slumpordsassocia-tion och 6-3-5 är likvärdiga brainstorming och kan användas som framtagningsmetoder. / Keywords are used in different ways to achieve higher rankings in search engine results on the web and many authors in the field describe how important it is to use the right keywords when search optimizing a website.In the literature on search engine optimization, keywords are described and categorised in a number of ways. The literature study in this paper serves as a collection of information about keywords for web pages to gather the different categories and describe the keyword process so that this is docu-mented in one place.The second part of this paper describes an empirical study made to find out if other manual methods than the traditional brainstorming can be used to provide suitable keywords to a web page. The stu-died methods are random word association, negative idea generation and 6-3-5. Brainstorming was also tested so that it could be compared with the other three methods. Our results show that nega-tive idea generation seems less suitable for keyword generation and random word association and 6-3-5 are equivalent to brainstorming and can be used as generating methods.

This thesis is about complex search engine optimalization (SEO) of web presentations and its promotion within advertising campaigns which are based on pay-per-click (PPC) system. Theoretical pieces of knowledge are obtained from scientific sources, especially from the knowledge of the author (writer). The purpose of this thesis is to analyze available methods and progresses in sphere of optimalization of web presentation and its effective promotion. The thesis is separated into three main parts to achieve these goals (aims) above: introduction of problemacy, analyses of particular methods and progresses of optimalization of web presentation and research of effectiveness available PPC systems in the Czech Republic. The main contribution of the thesis is the research relevant to comparison of analyses and effectiveness of PPC systems.

The thesis is analysing methods of increasing the visit rate of the internet shop fotodekorace.cz, especially it is concerned about the utilities of the internet marketing. The aim of the master's thesis is, on the basis of undertaken analysis suggest internet marketing strategy of this particular internet project, which should lead to an increase in sales. The premises of the thesis is to analyse the effectively of online marketing activities. One of the outcomes is the outline of the effective optimized advertising campaign in search engines. The master's thesis is relying mainly on mentioned theoretical project, which is subsequently applied. At the end there are formulated advices for the future development of the internet shop, which should be beneficial for the following increase in the potential of the website.