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2. LITERATURE REVIEW 2.1 SEARCH ENGINE DEFINITION AND BASIC FEATURES it is important to define, on the first place, what is a Search Engine. SE can be designated as a particular software category that retrieves and stores data about public access websites. The referred data includes the Uniform Resource Locator (URL) of an internet page, tags and keywords that are related to the page content and the page codification structure itself including other external website links. This set of information are formatted in a specific type of index and then saved on a proprietary SE repository (Gudivada, Yalçin & Köse, 2014). Based on the user search, the SE software compares the user performed search keywords with the contents of an index file that contains data about large quantity of sites. The search matches found are then returned to the user through the front-end navigator interface. The SE index is regularly updated by human editors or by automated programs. For a quick comprehension of how this work is done, in a first phase, the search engine discovers and validates the maximum number of public websites internal hyperlinks – which are links pointed to other public websites. In a second step, it builds the indexing of these linkages based on indicators of relevance and content characterization of each web page. At the final step, when a user performs a search, the SE compiles a ranking of positioning of all previously identified web pages for a specific keyword being searched, using complex, constantly updated algorithms, with the aim of returning the best results to the user, also considering all the used-defined search context (Kritzinger & Weideman, 2013). In a more technical perspective, to guarantee a quick response of presentation results, minimizing requests to the SE database, some search engines save all or part of the pages and its contents in a cache mechanism. This cache also solves the problem in which search text has been already indexed and may be useful later when the content of the page was updated and the search terms are no longer stored in it. However, the cache of a search engine has the disadvantage of a link loss, that is, when the sites cease to exist or change their address, create results in pages that no longer exist and can lead the user to an unsatisfactory result. To solve this problem, the search engines has an indexing routine that demote all links that do not return a response validation of a server by canceling the indexing of those links in their database. To increase relevance of searches, these pages are kept in the SE database being strongly useful in caching, even with the fact that may retain data that may no longer be available in the internet (Killoran, 2013). All the above scenario highlights the fundamental importance of the web pages being listed with the search engines. It explains the crucial strategy for any site owner to plan how visitors can find their way to their specific website. Furthermore, driven by constantly evolving information technologies, including mobile and analytics, Internet SE’s have been either a powerful information seeking instrument and a suitable online marketing tool for different kinds of business activities and markets (Li, Lin,M., Lin,Z. & Xing, 2014). 3PDF Image | Prova de trabalho de projeto conducent
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