Enhanced Ad Personalization Using Search Engine Optimization

Personalization playing a key role in social media and recommender systems worldwide provides significant improvements in user experience by adapting it to inferred user preferences. This paper aims on displaying shopping results based on Search Engine Optimization, Personalization and developing several concept-based user profiling methods where most existing user profiling strategies are based on objects that users are interested in both positive and negative preferences. Experimental results show that profiles which capture and utilize both of the user?s positive and negative preferences perform the best. An important result from the experiments is that, the profiles with negative preferences can increase the separation between similar and dissimilar queries. The purpose of the study is to provide insights of how different customers perceive online personalized advertising in terms of products or interest in viewing similar products in the recent market trends for targeting their end users.