The Analysis Of Web Access Behavior And Its Application On Precision Marketing Of Search Engines

Precision marketing of search engine has become an upstart in the Internet sales. It enjoys a great popularity in the enterprises, especially small and medium-sized ones, for its wide application, low cost and sound effects. And with the development of internet, web access behavioral analysis has come in vogue in IT research field. It can processes and analyses the web log data which is generally redundancy for available information by web-based data mining technology related. The purpose of this paper is to apply and spread web access behavioral analysis technology to precision marketing of search engine.Through reviewing literature and analyzing, the author focuses his attention on the application of web access behavioral analysis technology to precision marketing of search engine and tries to make a profitable research on the field. Firstly, this paper outlines the emerging background and development situation of precision marketing of search engine, as well as the general situation of web access behavioral analysis. It proves the feasibility of this application by introducing the concept of search engine optimization. Based on the three steps of web access behavioral analysis, the paper argues the basic process and key technology solutions of data pretreatment. It explains several ways developed from the pattern of Web visit behavior analysis and focuses on association rules algorithm. An improved Apriori algorithm has been worked out and verified by experiment effects. In order to apply theory to practice, the author designs a software platform for web access behavioral analysis based on precision search engine marketing to show the accessibility and practicality. At the end of paper, an enterprise site example has been adopted to figure out some comments and suggestions for the website engine optimization according to the result of web access behavioral analysis.