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Sasikala, S.
- Analysis of Spamdexing Influence and Click-Fraud Link-Spam in Online Marketing
Authors
1 Department of Computer Applications, Hindusthan College of Arts and Science, IN
Source
Software Engineering, Vol 10, No 3 (2018), Pagination: 41-44Abstract
The search engine advertising has become a dominant form of online advertising and is the predominant business model of search engines. The www leading search engine Google earned 16 billion US$ with search engine advertisement in the fiscal year 2007. The advertiser does not usually pay for the impression of the ad, but for a click on the advertisement. Fraudulent clicks present an inherent problem of this so called pay-per-click model. Click fraud represent any procedure that illegally exploits pay-per click markets. In particular, click fraud resolves around intentional clicks without intent to interact with the advertiser. In this context, a class action against several search engine providers in 2005 attracted attention (DELANEY 2005). To what extend, search engine providers are liable for the manipulation of clicks and click rates, was not finally judicially clarified. Google settled the class action by agreeing to pay its advertisers 90 billion US $. Click fraud represents a general threat for the pay-per-click model as well as a more specific threat for the business model of search engines. Search engine providers need to ascertain the reliability and correctness of the pay per-click model to preserve the trust of advertisers. Advertisers likewise need to consider click fraud in their decision process for the future configuration of advertising campaigns. In this contribution, we illustrate the main consequences of fraudulent clicks on frequently used measures of search engine advertising. Thereby, we support the early detection of and defense against click fraud in web.
Keywords
Spam, Link Spam, HITS, Pagerank, Hub, Authority, Searchengine, Click-Fraud.
- Comprehensive Assessment of Results Offered by State of Art Search Engines
Authors
1 Department of Computer Applications, Hindusthan College of Arts and Science, IN
2 Department of BCA, Hindusthan College of Arts and Science, IN
Source
Software Engineering, Vol 10, No 3 (2018), Pagination: 45-50Abstract
In many ways, search engines have become the most important tool for information seeking. Due to their tremendous economic value, search engine companies constantly put major efforts to improve their search results. Employing the link architecture of World Wide Web network, search engines like Google and Bing help people to locate resources efficiently. There has been an issue between Google vs. Bing since Jan’2016 regarding the search results offered for queries that, Bing is stealing the data of Google. This paper reveals, Sting Google vs. Bing experiment, and found that about half of all search results on the first pages of Bing and Google featured identical links. Analysis has been carried out to understand the technical perception of the search engines with utilities and results have been discussed over here.
Keywords
Search Engine, Google, Bing, Spam, Ranking.- Campaigning Ingeniously in Social Networks with Corporate Social Responsibility (CSR)
Authors
1 Department of Computer Applications, Hindusthan College of Arts and Science, IN
2 Department of BCA, Hindusthan College of Arts and Science, IN
Source
Software Engineering, Vol 10, No 3 (2018), Pagination: 51-53Abstract
Social media thrives upon open, transparent conversations based on trust. And coupled with its viral nature, it is often elected above other mediums to drive a message home. Brands are increasingly adopting the social media route, especially when it comes to executing corporate social responsibility. This year, some innovative CSR campaigns that show promise as well as are an indicator of the evolution of social media has been released. The social value of ‘like/share’ and the power of the social network have been put to clever use. Here, in this paper a collection of 5 impressive CSR campaigns that have leveraged the power of social media is discussed.