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Page ranking and topic‐sensitive page ranking: micro‐changes and macro‐impact

F. Rimbach (Network Research Group, University of Plymouth, Plymouth, UK, and Institute of Applied Informatics Darmstadt (AIDA), University of Applied Sciences Darmstadt, Germany)
M. Dannenberg (Institute of Applied Informatics Darmstadt (AIDA), University of Applied Sciences Darmstadt, Germany)
U. Bleimann (Institute of Applied Informatics Darmstadt (AIDA), University of Applied Sciences Darmstadt, Germany)

Internet Research

ISSN: 1066-2243

Article publication date: 6 February 2007

1698

Abstract

Purpose

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The purpose of this paper is to examine the marketing and sales implications of page ranking techniques, in terms of how companies may use knowledge of their operation to increase the chances of attracting custom.

Design/methodology/approach

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Explaining the calculation, implementation and impact of the PageRank and Topic Sensitive Page Ranking is the prerequisite to recapitulating existing search engine optimization strategies and to identifying new methods for leveraging the Internet for sales and marketing purposes.

Findings

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Different strategies have to be adapted to effectively attract potential customers.

Originality/value

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This paper aligns the complex calculations of the two concepts to enable a comparison. The changing technology of search engines means that they are getting ever more complex – this article offers a snapshot of major developments.

Keywords

Citation

Rimbach, F., Dannenberg, M. and Bleimann, U. (2007), "Page ranking and topic‐sensitive page ranking: micro‐changes and macro‐impact", Internet Research, Vol. 17 No. 1, pp. 38-48. https://doi.org/10.1108/10662240710730489

Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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