Search Engine Optimization with Page Rank

Transcription

1 Search Engine Optimization with Page Rank Mr. Shubham Sharma Mr. Shubham Soni Ms.Shweta Kondla 1319/11, Nanda nagar, 16-C dwarkapuri, 94/6,tapu,nagar,,Indore Indore Indore GUIDED BY: Mr. Shaifali shrivastava ABSTRACT Information gathering is one of the most important works of our day to day life. But Information is helpful only if it is genuine, frequent and accurate. Internet is the best source of getting information. But from the pool of data present on internet only few are authentic and usable for a particular search. Search engines like Ask, yahoo, Bing etc. is take care for giving us valuable and frequent information according to our need. This paper is based on how search engine works and Page Rank algorithm by Google Search engine optimization is a technique used by search engines to provide most relevant data in top search results of a search engine. In this we study the most powerful search engine algorithm Page Rank developed by Larry Page and Sergey Brin in 1996, the founder members of Google Page Rank is the method for measuring the importance of website contents on Google. Several other modifications has done on Page Rank and new algorithm is derived by Google in last few years but the base of all of it is Page Rank is responsible for making Google as a best search engine in the world.[viii] Keyword Search engine optimization,page Rank, algorithm, Google. 1. INTRODUCTION Basically, Optimization refers to choose best element from some set of options available is known as optimization. So, Search engine optimization refer to the selection of best WebPages, web contents etc from billion of options available on the internet. In search engines like Google, Users search a particular keyword in search bar and in less than one second, Users get WebPages from million to billons. But in most cases, users find most relevant data on the first few pages. Few years ago, Companies are not dependent on Internet for their business. Now, a company without its own website can't grow in market, can't even exist.so, Companies started to put their affords for getting higher rating and top position on search engines. Online marketing, advertisements, e-commerce, online fund transfer and various other services attract people toward Search engines[v]. Users can get information about any brands, property and users believe that any brand like mobiles, laptops that come first in search engines are more authentic. That increases the responsibility of search engines of search engine for providing most relevant data at the starting pages. Hence, search engines are very severe with their procedure or algorithm that is used for ranking of WebPages. Google s Page Rank is one of the oldest and first link analysis algorithms that assign numerical weights to the URL of web documents to measure its relevance.[i] 2. ANALYSIS OF SEARCH ENGINE OPTIMIZATION ALGORITHM In this part we will analysis the various algorithms for SEO. There are various algorithms for doing that

2 Page Rank Algorithm:- It s the very basic and very oldest algorithm for SEO by Google. It fully changed the web structure which was used previously by internet masters for select and choosing the website ranking. In previous days this work is done by offline in which website developers had to send their website [I],[X]. Traffic Keywords Ranks Analysis Search engine optimization Web pages Links Position Design Figure1. Search engine optimization Founder:- Google founders Sergey Brin and Larry Page was met in 1995, Larry Page began working on a Website project, which is in beginning called Backrub, which ex-plotted the link structure of the eb. Mr. Brin had found Page s work on project Backrub very interesting, so they both started working together on a great project that would permanently change the basic working of Internet search. Brin and Page had realized that They were developing a search engine that adapted to the ever increasing size of the Web,So they both had replaced their project name Backrub with Google (with a common misspelling of googol, the number ). Brin and Page developed the Web search engine Company whose name is Google, Inc. in September Brin and Page realized that Website pages developers could easily handle the instructions of search results by placing Concealed data on Website pages. Brin and Page created a very great optimization algorithm, named Page Rank on the name of Larry Page, that can uses the linking structure of the Web for Analyze the importance of WebPages.[III] The Model and Mathematical analysis Behind the Algorithm Page Rank:- In The Page Rank algorithm it assigns a PR (Page Rank) score to each of more than 35 billion Website pages. The Internet user when do surfing then user randomly chooses a Website pages to view from the listing of available Website Pages.When user do searching then user randomly chooses a Website pages to view from the listing of available WebPages. Then, in this process the internet user randomly selects a link from that webpage to another webpage which are linked with that webpage. The user as shown in figure follows this process of selecting links at random from one successive WebPages to other pages until deciding to move to another Website pages by some means other than choosing a link[ii]. Now here: PR(A)=(1-d)+d(PR(T1)/C(T1)+...+P R(T(n))/C(T(n))) PR(A)=Page Rank of page A. PR(T(n))=it is the Page Rank of page T(n) which links on page A. C(T(n))=It is number of upper bound links. 178

3 l i International Journal of Innovations & Advancement in Computer Science d=it is damping factor which can be set between 0 &1. Larry page had used 0.85 for that. Here Page Rank Score is base on which sites rank the WebPages.[V]. Page A: which is connected to B Formula for calculating page rank PR(A)=(1-d)+d(PR(T1)/C(T1)+..+PR(Tn)/C(Tn)) d=damping factor here 0<d<1 let 0.85 PR(T2)=2,C(T2)=1 Score of Page A = (2/1) = 1.85 Link to page B Link to page A Page B:For page B d=0.85 PR(T1)=1.85,C(T1)=1 Score of page B = (1.85/1) = 1.72 n A Figure2. Page Rank Calculation Directed Web Graph:- To model the activity of the random internet user the Page Rank algorithm represents the Linking structure of the web as directional graph. In this case Website pages are nodes of the graph, and links from that WebPages to another WebPages are edges that show the Direction of movement. The Page Rank algorithm can be applied to a directed graph of any size[iii] Web Hyperlink Matrix:- The procedure of calculating Page Rank initiates by expressing the directional Web graph as the k k hyperlink matrix,, where k is the number of WebPages. If webpage s has l s 1 links to other WebPages and webpage s links to webpage p, then the element in row s and column p of M is M sp = l 1. Otherwise, M sp = 0. Thus, M sp represents the likelihood that a random user chooses a link from one Website pages to other Website pages[iv]. 3.METHODOLOGY:- 3.1 On page optimization:- There is an abundance of search engine information available on the web some of it valuable, much of contradictory it. Throughout the years some prevailing SE myths have developed. In which some of these myths 179

4 are still encouraged by companies with a financial interest in their continued existence. Other are Based upon techniques those were effective years ago but no longer work. Using a program or service to submit your site to 10,000 SE is a good idea. [IX] Title optimization:- we put an html titile tag inside the head tag. The page title (the heading for a page) is that which is displayed in the title bar of your browser window, when you bookmark a page or add it to your web viewing software choice. This is the one place on a web page where your keywords must be present. Correct use of keyword in the title of every page of your website is extremely important for the homepage. When we are not doing nothing else for our page rank we should remember some points- Here are some considerations while designing the title of a web page :- (i)the title shouldn't consist of more than about 9 words or 60 characters. (ii)use keyword at the starting point of the title. (iii) Don't include your company name in the title unless your company name is very famous and best known. Not suitable or fictional use of titles in web pages keeps more websites out of top ranking on Google than any other factor except perhaps for a lack of beginning content on a page or a lack of quality links from other websites that point to your site[vi] Body text:- Search engines just love the words we weave within the body text of the web page and no other on page element has a stronger influence on positioning. From a SEO perspective, an ideal target is some words per page and keyword phrases (those word combination most likely to be used by people searching for the kind of information you are publishing) used consistently throughout your body text will increase rankings. And if at one time again, it s the initial material (the lead statement- the first two to three paragraphs and especially the first characters) which is most important for SEO. Of course, if those relevant phrases are important for learner too. So that they can be ahead to beginning[v] Hyper Links:- A hyperlink is one of the most important elements in SE ranking. SE use internal hyperlinks to find other pages in your site. They also use hyperlinks that points to your page from other sites to increase the authority of the sites specified in another links. In turn, if another Website pages links to yours, the authority of your Website pages is incremented. Check each hyperlink for the following: (1) All anchors should include a valid top-level domain prefix ( and so on). (2)A hyperlink should not contain generic text, such as link "or click here (3) A hyperlink should not contain carriage returns inside the href attribute. Ex- <a href=www. P " (4) Every page should contain only one canonical link. (5) The canonical link should be defined in the <head>tag of page[x] URL:- Along with smart internal linking, SEO should make sure that the category order of the given website is mirrored 180

5 in URLs. The following is a good example of URL structure This URL clearly shows that hierarchy of the information on the page (history as it pertains to video games in the context of games in general) this information is used to determine the relevancy of a given web page by the search engines. Due to the category order, the engines can deduce that the page likely doesn't pertain to history in general but rather to that of the history of video games. This makes it an identical applicant for search results related to video game history. All of the information can be speculated on without even needing to process the content on the paper[x]. 4.OFF-PAGE OPTIMIZATION:- Now when we are very well know about on page optimization part of our website, then we are talking about off page optimization which is also a most important part of our website. Off page optimization part is that which consists of optimizing every parts of a website that are considered by the search engines in giving ranking preference to a website[vi]. 4.1 Back links generation:- Back links enable you to keep track of other pages on the web that link to your posts. Back links display other WebPages that link to your posts. Also knows as Entering links (IBL's).It will give more credit to websites that have a good number of quality backside links, and recognize those websites more appropriate than others in their results pages for a search query. When search engines calculate the suitability of a site to a keyword, they consider the number of quality entering links to that site. So we must not be satisfied with slightly getting entering links, it is the quality of the entering link that matters.a search engine considers the content of the sites to determine the quality of a link. When entering links to your site come from other websites, and those websites have material relevant to your website, these entering links are considered more relevant to your site. If entering links are found on sites with irrelevant material, they are considered less relevant. The higher the relevance of entering link, greater will be quality[v]. 4.2 Blogging- When we want to promote our site we should use a blogging. For our website we should write a blog of our own and should have lots of unique- content. Be precise in what we're trying to convey for the users in our blog entry and promote our blog in blog directories and blog Search engines. We can also promote our blog by posting comments in other service. If we're not very good at writing content for blog posts, hire a guest blogger for our blog and ask them to write precise and unique content[vii]. 4.3 Social networking- A social networking is a service or a platform to build a social relationship among people. For a social networking most of the people represent his/her using their profile or their links, and many variety of additional services. Social network sites are based on web, which allows a user to create a public profile, to create a list of user with whom to share connections using the system. All the social services leads a user to habited and dependent on internet. Some of the commonly used internet based social sites are Google, Facebook, Twitter, LinkedIn, pinterest etc. 4.4 Press release- Everyone has a need of information. We can see it anywhere like in media sites and in press; today public is more instructed to know what's going on in the world. It s a reason for which every company see press release as a strong online business tool, mainly as part of their SEO techniques. If we want to use press release, then we have to consider these some factors: It should have real news. 181

6 5.4.2 It should have structure It should have links. It should have a Minor Role[V] 4.5 Video submission- Our SEO services include an affordable and easy to use service for creating videos for any business purpose. When we are creating any video for SE, we don t create such type of video which take our more time and also a costlier, because SE does not need of such type of video. A simple video with attention getting photos and also contain some basic information because it increase our site rank. Our video should contain such points It should complete with a small time as much as possible[viii] It should mainly have only three levels but if video has many level it will be effective Video can contain background sound Once our video is completed we should send it firstly in Mp4 format. 4.6 Article submission Article submission means submitting an article into different article directories by putting keyword in the Repopulation management. It is a powerful internet marketing service though which we can write Article related to our industry and submits our manual with quality directories. For the best ranking we should try to use mature and quality content in our posts. Our website link will appear faster in the SE, because these directories are regularly crawled[x]. 4.7 Reputation management- If we want grow our brand we always chose a well constructed SEO campaign, it means that our search optimization technique must keep company our marketing and brand development strategy. When a user search for the client's business, he/she firstly see company's site, social media profiles, a Rip-off Report, So we should take a first step to Reputation management is to perform a digital for your keyword, and should have a perfect mix of profiles (company's site and sub domains),blogs and social media profile. Hence more and more computer scientist and web researchers took their interest for improving the Page Rank. Google had started to develop new algorithm that are based on Page Rank but they also added several other features and parameter that can't be controlled by webmasters and web content creators.[i] 5 PAGE RANK MODIFICATION:- Page Rank is simple and efficient search algorithm. But, Because of its simplicity, webmasters started to create algorithms and techniques that can deceive the Page Rank for getting higher ranking on search engines.page Rank also has several drawbacks [I]. 5.1 Google Caffeine:- In august 2009, Google had announced new indexing algorithm that provide much faster results and better deal with updated information. In websites, content are frequently added and modified by webmasters. There is no efficient way in Page Rank for refreshing ranking of WebPages according to the new contents. Google Caffeine provides 50% fresh results as said by Google. It gives more importance on domain age, updating etc. Google Caffeine analyzes the web in small portion and updates our search index table continuously so that each update can be directly attached on Google[VIII]. Example:- When we search for software on Google, we get link of software in his latest updated form 182

7 5.2 Google Instant:- On September 2010, Google added another feature known as Google instant. Google instant convert the list of web pages in form of several pages that contain web-links not more than 10. This feature improves the speed of search engine up to a good extent. Google expected to save user's 3 to 5 seconds in every search. These features can be disabled via Google s "preferences" menu. Google Instant is the next step of Google for providing a user friendly search results on a very first page. 5.3 Google Panda:- Google panda is a filter that prevents low quality sites from ranking well on search engine results. Google panda is first released in February It s aim to search the poor sites that is getting higher rating on search engine. If any one or more page of a websites is of poor quality then it will affect the ranking of whole site. On the very first release of Google panda, webmaster started to complain on Google forum sites that their website is authentic but ranking poorly. Finally, Google responds to the webmaster by giving guidelines on building high quality site and WebPages. Page Rank Modification Algorithm Updates Filter Programs Google Caffeine Google Panda Google Instant Google penguin Google Hummingbird Google Pigeon Google Pirate Google EMD Figure2. Page Rank Modification 183

8 5.4 Google penguin:- Google penguin is next step of Google panda that was first announced on April, Google had already developed Google s webmaster guidelines during Google panda. Webmasters those violets guidelines get low rankings. Doorway pages are also declared as spam by Google. The main goal of panda, penguin is to provide user friendly search results and reduce spamming. 5.5 Google EMD:- EMD is abbreviation of "Exact match domain". It filters all the poor WebPages that match the search terms in their domain names. It also reduced the ranking of sites that gain higher ranking by excessive usage of similar keywords. 5.6 Google Pirate:- Google pirate is also a filter introduced in august It is designed to prevent sites with many copywriter infringement reports. An efficient use of Google pirate is on YouTube, leading service of Google that restrict the use of copywriter video and contents. 5.7 Google Hummingbird:- Hummingbird is the major updating after Caffeine announced at September Number is websites is increasing rapidly. Hence Hummingbird is launched that provide most relevant content according to search keyword. Hummingbird not only provides WebPages with higher ranking, but data based on each word in search keyword. 5.8 Google Pigeon:- Google pigeon was release on july,2014. Now, search engine started to provide local search results on webpage based on location and distance as a part of key strategy. It is latest update by Google. It is very much helpful for local business. 6. CONCLUSION:- 1.In this paper we are just representing the survey on search engine optimization. As from paper we have various technique and methodologies for search engine optimization various tools for that, various algorithms, various manipulation methods also like content spam etc. 2. As now market of search engine is growing so the role of search engine optimizer, effective algorithms is now very important. 3. We had survey the link wheel idea in our paper.in past, algorithms work on the back links that a site has. In case of link wheel technique it is a new technique of search engine optimization without getting sandboxed by search engines like Yahoo, Ask and others. 7. REFERENCES:- I. Michael P. Evens,"Analysing Google rankings through search engine optimization data, Information Systems, University of Reading, UK, Available at: /Analysing%20Google%20rankings%20through%20 search%20engine%20optimization%20data.pdf II. Gurpreet Singh Bedi, Ms. Ashima Singh," Analysis of Search Engine Optimization(SEO) Techniques",Department of Computer Science,Thapar University,India, Available at: March2014/V4I pdf III. Sergey Brin and Larry Page. Google search engine. Available at: IV. Hema Dubey, prof B.N. Roym," An Improved Page Rank Algorithm based on Optimized Normalization Technique, 184

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