Research On Link Structure Optimization Method Of Website Based On Tabu Search Algorithm

E-commerce site is a business card of the enterprise on the Internet. The qualityof the website concerns the competitiveness of enterprises in global e-commercetrade, so the study on how to realize the optimization to e-commerce site and toimprove the operating state of e-commerce site, which has a very important practicalsignificance.In order to realize the optimization to the website structure, the paper considerscomprehensively some factors, such as the profitability, weighted preference, theimportance and the accessibility of web page, as well as general preference and thecorrelation between web pages, and so on. Under certain constraints, a website linkstructure optimization model is studied in this paper, and based on taboo searchalgorithm, the solution algorithm of the optimization model which is called ECWTSis proposed in this paper. By enhancing the accessibility of goods in the site andshortening the average distance between associated web pages, and other moves, thealgorithm meets the maximize of the site earnings while improves the customer’sonline shopping experience. The work of this paper can be detailed as follows:From the perspective of improving site operators interests, first, web can bringthe level of interest to operator and how often customers access the web areconsidered which can measure the importance of the web on the site. Then,according to customer to the possibility of web measures how difficult customer canreach the web. Finally, based on the relative importance of web and most customersarrive the possibility of web, the paper consider that the web which has the morestronger of the importance will be put in the position which is easier to be accessedby the customer, so it can make the operator of the web to gain more benefit.From the perspective of improving customer’s convenience when visiting thewebsite. In this paper, we consider the possibility which customers simultaneouslyaccess multiple pages and the number of buying the related goods on different pagesand then measure the correlation degree between the pages. Distance between twopages is defined according the minimum number of migration steps which customertraverse from one link along to another. In this paper, the degree of correlationbetween the web pages which we obtain can be to shorten the distance. So that themajority of customers are more likely to take the shortest distance to reach the nexttarget page, after they visit a web page. This paper established an objective model of website structure optimizing fromthe perspective of operators and customers of the website. In this objective model,the influence of the basic link structure of the site, the load balance between Webpages and other factors when creating a website structure were taken into account.The model converted the two models of operators and customers of the website intoa single objective model and proposed ECWTS algorithm based on traditional taboosearch algorithm to solve it. The result could be used to guide the optimization of thesite structure. Finally, with an example of an e-commerce site analysis, validation forthe model is conducted, which shows the fact that the proposed structureoptimization model was correct and the optimization algorithm was effective.