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SEARCH ENGINE OPTIMIZATION TECHNIQUES to GET HIGH SCORE in SERP’S USING RECOMMENDED GUIDELINES Raza Ul Mustafa1*, M

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SEARCH ENGINE OPTIMIZATION TECHNIQUES to GET HIGH SCORE in SERP’S USING RECOMMENDED GUIDELINES Raza Ul Mustafa1*, M Sci.Int.(Lahore),27(6),5079-5086,2015 ISSN 1013-5316; CODEN: SINTE 8 5079 SEARCH ENGINE OPTIMIZATION TECHNIQUES TO GET HIGH SCORE IN SERP’S USING RECOMMENDED GUIDELINES Raza ul Mustafa1*, M. Saqib Nawaz1, M. IkramUllah Lali2 1Department of Computer Science, The University of Lahore, Sargodha Campus, Pakistan 2Department of Computer Science & IT, University of Sargodha, Sargodha, Pakistan *[email protected] ABSTRACT: Search Engine Optimization (SEO) is a marketing discipline focused on growing visibility in organic (non-paid) search engine results which encompasses both the technical and creative elements required to improve rankings, drive traffic and increase awareness among search engines. Google has recently focused on On-Page SEO strategies, where unique quality content with natural link building are key factor to get good score in major search engines. This article aims to address general questions while writing web content, picking quality keywords and the techniques which boost ranking of a webpage in Google and other popular search engines. Main focus is on the On-Page SEO techniques that are ignored mostly by bloggers and web developers. Keywords: SEO, keywords density, keywords optimization, On-page SEO, link optimization. 1. INTRODUCTION is the increased research of SEO techniques. Enterprises, Search engine is a software program that helps Internet webmasters and web content creators are adopting the SEO users to find specific information and contents on the World based methods in order to make their website and Wide Web (WWW) [11]. With increasing dependencies on development more suitable for the basic principles of Web and expansion of the Internet, search engines are the information retrieval [17]. key factor for extracting the right information at the time of With the increasing dependency of people on search engine need. Today, hundreds of different search engines exist, services, comprehensive and accurate knowledge on SEO having distinct abilities and features. Google, Yahoo, Ask, techniques will become essential for anyone who depends MSN and Bing are the popular search engines [4]. In on the Internet. In this article, On-Page SEO tactics are particular, Google has become an essential link between discussed that will help webmasters and blog developers to Internet users and the information they want to seek online. get high rankings for their websites in search engine results. For this reason, any webmaster, blogger and engineer Killroan [15] in his tutorial demonstrates that how SEO should actively learn and encompass the designing and techniques can be used to increase the visibility of websites. marketing techniques to attract visitors to their websites. Additionally, author addressed two general questions: (i) The search engine marketing firm iProspect [16] pointed out Factors that contribute to search engine rankings and (ii) that more than 60% users preferred to click on the results What webmasters and web content developers can do such that appeared on the first page of Search Engine Result that users can find their content and websites easier using Pages (SERP’s), while 40% users continued their search by search engine. changing the keyword and/or the search engine itself. Other than existing SEO techniques, this article evaluates Furthermore, 90% users visited the result pages and are top secrets of major search engine such as Google regarding satisfied from the respective search engines’ performance. positions in query log. We have considered most demanded Besides, 5% users do not go beyond second page and only points and effective strategies are highlighted in order to 2% consumers visited beyond third page [1]. Another study score good results in popular search engines. Furthermore, conducted by Zhu and Wu [27] found that “more than 80% main focus is on Google search engine and providing of first visits to a website comes from web search”. Among lessons that enterprises and webmasters can readily these visits more than 76% use Google worldwide. implement without specialized technical know-how and a Therefore, getting top positions in SERP is critical for the web marketing budget. This work will help business constant flow of users to the websites and this is where the owners, web developers and SEO engineers to further role of SEO comes into play. expand their knowledge on the ethical application of SEO SEO is the process of optimizing a website to achieve high techniques in order to improve their websites relevancy rankings in major SERP’s [28]. According to Jansen and which can lead to higher rankings in SERP’s. Moreover, Spink [9], there is a need to clearly understand emerging this work will be of interest to Internet users as it offers trends in web searching over different global regions and basic guidelines for improving website visibility in search between various web search engines in order to design engines, particularly for those who are interested in creating better searching systems. Concept of SEO was initially their own websites. Rest of the article is organized as proposed by Sullivan [18] and is evolving since then. From follows. Section 2 defines search-related terminology and the appearance of Yahoo to Google and with the emergence describes how the literature for article was selected. of SEO techniques and theory, search engine perfection Important approaches and techniques that are used in SEO techniques are in a continuous process of evolution. In are discussed in Section 3. Finally, in Section 4, article is Search Engine Marketing (SEM), SEO techniques can be concluded with some remarks. used primarily to increase the ranking of a website that may lead to web domination [13, 14]. As the Internet is growing continuously, SEO techniques have become essential and so Nov.-Dec. 5080 ISSN 1013-5316; CODEN: SINTE 8 Sci.Int.(Lahore),27(6),5079-5086,2015 2. SEARCH-RELATED TERMINOLOGY mainly focuses on the following subset of SEO strategies and Search engine works like a system which continuously tactics: crawls information from different online sources. Whenever Helpful for all types of websites, especially for most a user requests specific information from this system, he/she searched content such as sports, movies, and health simply types in the query and search engine provides related websites; specific information sources against the said query. Search Applicable to a wide range of websites, as opposed to engine is mainly composed of four parts: crawler, indexer, sites requiring specialized search functionality; database, and graphical user interface [19]. An excellent Free, as opposed to paid search options such as search engine should have the following four Google AdWords; characteristics: rapid, accurate, easy to use and strong [20]. Ethical, as opposed to the deceptive tactics used by Search engines also offer a common interaction for web spammers. users, search marketing practitioners, researchers, and of Furthermore, this article draws its SEO lessons from the course the search engine companies themselves. SERP literature distributed by these three classes: displays a list of webpages based on the user’s search query 1. Published advice from search engine companies; [15]. SERP normally includes a list of webpages with titles, 2. Empirical studies from the research community; a link to the page along-with a short description that shows 3. Much experience-based collective wisdom and where the keywords entered by user matches with the occasional empirical studies from SEO contents of the page. Users that have used more than one practitioners. search engine would have noticed that competing SERP’s 3. SEO TECHNIQUES show different website rankings for a given query, an As an advertising technique to build a site's positioning, SEO observation highlighted by researchers in [5, 29, 30]. Most considers user interests. After referring to the methods distinctive and successful feature of Google search engine adopted by previous relevant studies, SEO techniques are algorithm is PageRank, introduced by Sergey and Page [6]. observed from four aspects: structure optimization, keywords PageRank is used to measure the popularity of a webpage, optimization, content optimization and link optimization [2]. where popularity is determined by the hyperlinks from other Along with four mentioned aspects, we choose some other pages leading to it as well as of the linking pages factors which are very crucial for online business. These themselves. aspects are discussed next. SEO methods are divided into two main parts: On-page 3.1. Review of Site Content and Structure optimization and Off-page optimization. On-page Most search engines now focus on the content of website, optimization refers to elements of website which comprises which consists of following three components: of a web page, such as HTML code, textual content and a) Quality of content; images. Off-page optimization refers to back-links (such as b) Content is unique, easy to read and understand; links which point to the website that is being optimized) [1, c) Grammar must be correct. There must be a 2]. In SEO, white hat SEO refers to those techniques and comprehensive style to guide what is coming next. methods that follow search engine rules and regulations. The main goal of SEO is to construct and place the contents of These techniques are also called ethical SEO and have the a website in a way acceptable to user, such that likelihood of capability to give long lasting results for a website. On the the page increases. If a web developer or blogger is other hand, black hat SEO refers to those techniques which constructing a webpage, he/she should explain the product are used to manipulate the search engine algorithm in order from a user’s perspective keeping in view the minute details to gain high rankings. It is to be noted that these unethical that the visitor may experience. For instance, draw attention to techniques are not approved by search engine and using the offers by a website; narrate a story highlighting the growth black hat techniques can cause the blacklisting of a site of the company based on earlier records and future trends, etc.
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