International Journal on Advanced Computer Theory and Engineering (IJACTE)
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SEO Techniques: New Dimensions for Popular Search Engines
Deepti Gaur, Preety Dagar
ITM University , Gurgaon , India
E_mail [email protected], [email protected]
ABSTRACT- Optimization of a web page has lot of
advantages. It’s not only optimizing the search time but
also effort done by the user for searching a web page. In
this paper authors presented the various important
parameters on which the search engine optimization
algorithms depend upon but also include the comparative
analysis of all the popular search engines optimization
techniques.
KEYWORDS- Search engine optimization, spamindexing,
Keyword optimization, Link optimization
I. INTRODUCTION
A search engine is a software program on the Internet
that searches documents and files for particular
keywords and returns the result of any files containing
those keywords. Search engines help us to find specific
information and content on the vast expanse of WWW
(World Wide Web). Without the help of search engines,
it could be virtually impossible to discover anything on
the Web without knowing a particular URL. Today,
there are hundreds of different search engines on the
Internet, and all are having their abilities and features.
There are multiple methods used by these search engines
to gather data. Google, Yahoo, Ask, MSN and Bing are
five among many search engines.
You will find basically three forms of search engines
:The ones that use robots (called crawlers; ants or
spiders) and others who are powered by human
submissions; and those who are a hybrid of the two. In
Human-powered search engines information is
submitted by humans that's subsequently indexed and
catalogued. Only information that's submitted is put in to
the index.
But most of the famous search engines these days use
crawlers for indexing of websites. Each time a Search
Engine discovers a website, it will send crawler to
catalog most of the pages in your site. The crawler visits
the website, reads its contents, meta tags, titles, links and
also follow links in the site. After this the spider gets all
the information it has gleaned together and places it in a
main store, where the data is indexed for later use. These
crawlers are completely automated. The Search Engine
will send the crawler out to test for new or updated
pages periodically. When one asks a search engine to
discover information, it is in fact searching through the
index which it has generated and not actually searching
the Web.
The Search Engine locates the requested information by
looking through the index instead of the World Wide
Web. As not totally all search engines use the same
algorithm, you will see the search engines produce a
number of results and these results may differ a little.
Keywords, their frequency and location are the things
that a search engine algorithm look for on a site, but it is
also good at picking right up artificial keyword stuffing,
also called spamindexing. The algorithms will then
scrutinize the way in which pages url to other pages
allowing the Search Engine to detect what the page is all
about once the keywords of the linked pages aren't
dissimilar to those of the initial page.
II. INTRODUCTION TO SEARCH ENGINE
OPTIMIZATION
A huge number of websites are submitted everyday to
the global search engines, local search engines and they
are indexed. The web marketing through websites is
used by almost all the organizations today. Today
everyone creates website to advertise their business,
personal use etc. And the reason behind is either to earn
some additional revenue or to advertise their products
online. In order to achieve these business or personal
objectives, either paid or unpaid organic traffic is
required.
SEO is an abbreviation of the word Search Engine
Optimization which means preparing Website for the
search engine. This is among the famous terms what are
used to draw traffic to a website. In other terms, it
indicates getting people interested to click onto the
hyperlink for the website. Basically all that it involved is
choosing the keywords that you want to rank for, getting
your site presented in the correct way and then building
links to the site.
The word SEO means friendship between website and
Search Engine, the friendship of search Engine has rules
and basics on that anyone can prepare the website for it.
In order to reach the most effective results, one need to
prepare the website for Search Engine using methods of
SEO science, choosing appropriate words, and preparing
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International Journal on Advanced Computer Theory and Engineering (IJACTE)
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the pages of one's website in accordance with the Search
Engine rules.
Search Engine Optimization (SEO) techniques are
basically of two types [3]: First, the techniques that
search engines appreciate and consider as good
techniques, and secondly the methods that search
engines don’t encourage and try to avoid. Commonly the
very first is known as White Hat SEO techniques and
second one is known as Black Hat SEO. White hat SEO
techniques are also known as ethical SEO and have the
capability to give long lasting results for a website,
while people using black hat techniques expect that their
sites will ultimately be blacklisted after the search
engines comes to know about what they are doing [2].
SEO encourages techniques, methods or procedures that
are white hat if they follow the principles of search
engine and involve no unwanted tricks.
The line between black and white hat se optimization is
sometime a little blurry. Black hat techniques can
perform the exact same benefits supplied by white hat
SEO techniques nevertheless they differ with the ways
they choose to achieve them. Why one use black hat
techniques? For a very important factor, these
techniques can provide a page a high ranking, often in a
short quantity of time. Sure, Search Engine will
eventually come down on the page or site, but in the
meantime, its owner is making big bucks. And "What
hat" Search Engine Optimization techniques often keep
going longer, for one thing. They could require more
work with the front-end, and usually demand a bit of
assistance, but in the long term they bring in traffic.
III. TECHNIQUES FOR SEARCH ENGINE
OPTIMIZATION
In the fast-changing world of web technology, there
were only minor changes in the past year. Online market
is growing rapidly and it will continue to grow in much
more better. Therefore, it is important to be aware of the
latest trends and techniques for maximum visibility of
the website in the SEO field.
A. Keyword Optimization [9]
To boost the page rank of the website one technique is to
separate the website from all the websites in the same
field. All major search engines (Academic) follow one
basic concept for searching i.e. Keyword based
searching [1]. The content of the website needs to be
different that is added to the website and use top quality
keywords to make this achievable. The more
concentration given on keywords and content, the
simpler it will be to increase the page rank [8]. Including
the keyword selection and optimization of the keywords
related with the theme and content of the web site to
obtain higher ranking in various search engines.
of inbound links to a page. The ranking of a page is
determined by the number of high-quality links voting
for the website [5]. Though it is slightly time
consuming, but it is an essential step for high SEO
rankings and boosts the web presence. The hyperlink is
really a method of telling the Search Engine that the
linked website contains valuable resources and
information.
According to Google (2010), one needs to give attention
on creating great content and promoting the site and
links will automatically build [4]. Since the PR of a
website is set by the PR of the sites linking with that
website, the quality of the incoming links is a lot more
important than the quantity. While the actual
calculations are buried inside Google's secret algorithm,
understand than ONE incoming link from a niche site
with a PR of 1 might be worth significantly more than
10 incoming links from sites with 0 PR. Also it is
observed that the type of site linking for the website
matters as well. Means an incoming link from the .gov
or .org site is worth greater than a link from the .com
site. One method that SEO adopt is to use of older
domains. This is also a very effective technique to
increase the ranking of their website [10].
Exchanging links with another website is also a good
solution to increase the PR of the website, particularly if
each of the website has decent PR to pass to each other.
However, the folks who build the search engines
understand these reciprocal link exchanges, and that
they're more of a business transaction than the usual true
marker of website quality. For that reason, search
engines are made to recognize such link exchanges, and
devalue them. Not totally devalue them, but not hold
them in the same regard as a one-way incoming link.
C. Website Content Optimization
Quality content is the new king of kings online. Search
engines rank top quality, original content higher than
any other forms of content today. The point behind
publishing content to a website is to attract visitors and
to supply an informative, captivating or entertaining
element to those that come to the site; the main focus of
website content writing is to fulfill all of these elements.
And unique content is really the only solution to
establish the website or brand as an expert on the
market.
Also, do note that many search engines require the
content of the website to be of a specific length for it to
be indexed with them. Articles of 250 words or more are
preferable for them. Each page in the website must
contain an article and the content should be relevant to
the theme of the website.
D. Website Structure Optimization
The website structure can be explained as the overall
hierarchical framework, inside which the data is
Link building is focused on creating a string of
presented in a format which is easy to go through and
relationships through the websites. It describes the steps
understood by everybody who visits the website [6].
aimed at increasing the quantity along with the quality
Brainstorming must be done while the development of
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B. Link Optimization
International Journal on Advanced Computer Theory and Engineering (IJACTE)
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the structure of the website. This is because, it includes a
bearing on what successful the website will become. The
structure of the directories which is basically their
arrangement on the web server is also important. Ideally,
every section present on the website must have its
personal directory folder.
Website structure which has all the proper navigational
links, an ordered layout unencumbered with useless
paraphernalia, and relevant content through and through
is preferred by the search engines. One does not need to
submit multiple pages. This is because it is possible to
allow them to crawl through the key page and go to all
or any the related parts. The main advantage of building
this kind of website structure is that both search engines
and site visitors will find website's main information
easily and quickly.
It is advised to put the data (files) at the root directory of
the website. Then, like in a hierarchy of significance,
there should come the 2nd important files in the 2nd
layer, below the top layer. The third layer, obviously,
belongs to the third most important set of information to
be placed.
For optimization of your WebPages are to try to improve
constantly the position of websites in search engine
results or SERP.
TABLE1
WEBPAGE OPTIMIZATION METHODS AND ITS
IMPORTANCE
S.
No.
Method
Importance
1
THE DOMAIN
NAME
One should choose a domain
name that contains at least
one or two keywords
fundamental of what will be
the theme of the site.
2
THE TITLE OF
It 's very important to give a
precise title, descriptive and
Keyword
optimization
not too long (max. 70/80
characters)
3
THE
DESCRIPTION
META TAGS
It is best to use a different
description, tailored to each
page (max 170 characters)
and especially to attract the
user's attention
4
STRUCTURE
OF
CONTENTS
The text content must be
well written, original, with
judicious use of targeted
keywords and especially
during the first 200 words of
the site.
5
THE NAME OF
THE
FILE,
FILES
AND
IMAGES
Important to assign to pages
and folders on the server a
significant name that moves
through the keywords
F. SMO
E. Webpage Optimization
Searchoptimi
zation
techniques
THE PAGE
SMO stands for Social Media Optimization and it
generally related to the use of social media websites and
communities to get popularity to increase the awareness
about a particular product for event or brand. These days
SMO became a major source for enhancing and
advertising any product. Adding a social media sharing
button on the website can be a great method to increase
the chances of users sharing good content. And if a user
shares new content, it will get an inbound link to the
website [7]. Since the search engine like GOOGLE,
YAHOO etc take recommendations from various social
sites such as Facebook, Twitter, Google+ etc and use
these recommendations as a vote. The number of votes
you get you get a higher ranking. For example, your
sites in Facebook got the higher number of likes, search
engine will count the likes and according to that it will
put your sites in top ranking list.
TABLE 2: Comparative Analysis of Popular Search Engine optimization Techniques
Google
Yahoo
MSN
Bing
Google
Adwords,
Google
Adsense,
DoubleClick,
keyword
tags
density,
H1
Descriptive page titles
and page keyword help
you to get a good rank in
MSN.
All the important
stuff – keywords,
should be found at
the first 100k of
your page
Link
PageRank is a weighted Yahoo! places more Attracted by new links
Websites need to
optimization
measure
of
link importance
on
the
establish specific
popularity
number or quantity of
backlinks on their
Factors affecting are:
backlinks
pages before these
Rate
of
link
are indexed
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International Journal on Advanced Computer Theory and Engineering (IJACTE)
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Website
content
Website
optimization
acquisition, Link age ,
link source quality,
anchor text diversity,
deep link ratio etc.
Keywords in the url.
Keywords in the title.
Sites which add fresh
content on a regular
basis will be rewarded.
This is also known as
“buzz”.
Biased
toward
informational websites
and web pages
Meta
keywords
Description
tags,Yahoo’s
search
engine, focuses on onpage optimization
Less emphasis on link
popularity and more on
page content
Old content seems
to rank higher on
Bing than Google
“Exact Matching” is
more important than
“concept matching”
New sites that are
generally not trusted
(according to other
search engines) can get
a good rank in MSN
Search
Paid search and ad
campaigns are there in
msn.
Microsoft's paid search
product is Ad Center
It
uses
Online
Commercial
Intention
Detection Tool
Keyword Search Funnel
Tool
Demographic Prediction
Tool
Online
Commercial
Intention Detection Tool
Search Result Clustering
Tool
Bing
welcomes
Flash websites and
content
Websites
developed using
Flash rank better
on Bing
Consider all the
Social
Media
websites
like
Google,
Yahoo
and MSN
Social media
optimization
Youtube,
Blogger,
Gmail,
Chrome,
Google+, Orkut
Prefer
commercial
pages,
Yahoo Messenger
Del.icio.us, a social
bookmarking site,
Yahoo! Answers
Tools
used
for SEO
Google Sitemaps
Ad Words Keyword
Tool
Ad Words, Traffic
Estimator,
Google
Suggest,
Google
Trends, Google Sets,
Google
Zeitgeist,
Google related ites,
Google related word
search
Overture
Keyword
Selector Tool
Overture View Bids
Tool
Yahoo! Site Explorer
Yahoo! Mindset
Yahoo!
Advanced
Search Page
Yahoo! Buzz
effectiveness on Google’s
algorithm”, May 2012
IV. CONCLUSION
Search engine optimization is a technique that not only
makes the web navigation fast but also smoothen the
process of searching. Optimization has lot of
advantages. By optimizing the search on web the
process of network traffic can also be minimize. In
future there is lot of work is needed in both these fields.
[2]
Joeran Beel, Bela Gipp, Erik Wilde; UC
Berkeley, School of Information, Academic
Search
Engine
Optimization
(ASEO):
“Optimizing Scholarly Literature for Google
Scholar & Co”, Optimizing Scholarly Literature
for Google Scholar and Co. Journal of Scholarly
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Edgar Damian Ochoa; California State
University, Northridge: ”An analysis of the
application of selected Search Engine
Optimization (SEO) techniques and their
search
ranking
[3]
John B. Killoran: “How to Use Search Engine
Optimization Techniques to Increase Website
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communication, vol. 56, 1 March 2013
[4]
Sonya Zhang and Neal Cabage: “Does SEO
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Hawaii International Conference on System
Sciences, 2013
[5]
Mo Yunfeng, School of Information and
Electronic Engineering, College of Computer
Science and Technology, Zhejiang University of
Technology Hangzhou, China: “A Study on
Tactics for Corporate Website Development
Aiming at Search Engine Optimization”, Second
International
Workshop
on
Education
Technology and Computer Science, 2010
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International Journal on Advanced Computer Theory and Engineering (IJACTE)
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