SEO Techniques: New Dimensions for Popular Search Engines 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 algorithms depend upon but also include the comparative analysis of all the popular search engines techniques. KEYWORDS- Search engine, spamindexing, Keyword, Link 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 Deepti Gaur, Preety Dagar ITM University, Gurgaon, India E_mail deeptigaur@itmindia.edu, preetydagar01@gmail.com 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 32
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 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 of the keywords related with the theme and content of the web site to obtain higher ranking in various search engines. B. Link Optimization Link building is focused on creating a string of relationships through the websites. It describes the steps aimed at increasing the quantity along with the quality 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 presented in a format which is easy to go through and understood by everybody who visits the website [6]. Brainstorming must be done while the development of 33
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. E. Webpage Optimization For 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 1 THE DOMAIN NAME Importance One should choose a domain name that contains at least one or two keywords fundamental of what will be the theme of the site. THE PAGE not too long (max. 70/80 characters) 3 THE DESCRIPTION META TAGS 4 STRUCTURE OF CONTENTS 5 THE NAME OF THE FILE, FILES AND IMAGES F. SMO It is best to use a different description, tailored to each page (max 170 characters) and especially to attract the user's attention The text content must be well written, original, with judicious use of targeted keywords and especially during the first 200 words of the site. Important to assign to pages and folders on the server a significant name that moves through the keywords 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. 2 THE TITLE OF It 's very important to give a precise title, descriptive and Searchoptimi zation techniques TABLE 2: Comparative Analysis of Popular Search Engine Techniques Google Yahoo MSN Bing Keyword Link Google Adwords, Google Adsense, DoubleClick, PageRank is a weighted measure of link popularity Factors affecting are: keyword density, H1 tags Yahoo! places more importance on the number or quantity of backlinks Descriptive page titles and page keyword help you to get a good rank in MSN. Attracted by new links All the important stuff keywords, should be found at the first 100k of your page Websites need to establish specific backlinks on their pages before these Rate of link are indexed 34
Website content Website Social media s used for SEO 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 Youtube, Blogger, Gmail, Chrome, Google+, Orkut Google Sitemaps Ad Words Keyword Ad Words, Traffic Estimator, Google Suggest, Google Trends, Google Sets, Google Zeitgeist, Google related ites, Google related word search Meta keywords Description tags,yahoo s search engine, focuses on onpage Exact Matching is more important than concept matching Prefer commercial pages, Yahoo Messenger Del.icio.us, a social bookmarking site, Yahoo! Answers Overture Keyword Selector Overture View Bids Yahoo! Site Explorer Yahoo! Mindset Yahoo! Advanced Search Page Yahoo! Buzz Less emphasis on link popularity and more on page content 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 Keyword Search Funnel Demographic Prediction Online Commercial Intention Detection Search Result Clustering Old content seems to rank higher on Bing than Google 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 SEO Analyzer Bing Keyword IV. CONCLUSION Search engine 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. REFERENCES [1] 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 Publishing, 41 (2): 176 190, January 2010 [2] Edgar Damian Ochoa; California State University, Northridge: An analysis of the application of selected Search Engine Optimization (SEO) techniques and their effectiveness on Google s search ranking algorithm, May 2012 [3] John B. Killoran: How to Use Search Engine Optimization Techniques to Increase Website Visibility, IEEE transactions on professional communication, vol. 56, 1 March 2013 [4] Sonya Zhang and Neal Cabage: Does SEO Matter? Increasing Classroom Blog Visibility Through Search Engine Optimization, 46th 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 35
[6] Meng Cui and Songyun Hu, Transport Management College, Dalian Maeritime University, Dalian, China: Search Engine Optimization Research for Website Promotion, International Conference of Information Technology, Computer Engineering and Management Sciences, 2011 [7] Internetrix Research by Michael David with Christie Cassar and Itwik Joshi, Search Engine Optimization in 2013, 1 May 2013, http://www.internetrix.com.au/assets/research- Papers/SEO-FINAL-White-Paper-web.pdf [8] Neelam Duhan, A. K.Sharma, Komal Kumar Bhatia, Page Ranking Algorithms: A Survey, IEEE International Advance Computing Conference (IACC 2009) Patiala, India, 6-7 March 2009, [9] Ping-Tsai Chung, Sarah H. Chung, Chun-Keung Hui, Dept. of Comput. Sci., Long Island Univ., Brooklyn, NY, USA: A Web Server Design Using Search Engine Optimization Techniques for Web Intelligence for Small Organizations, Systems, Applications and Technology Conference (LISAT), 2012 IEEE Long Island, 4-4 May 2012 [10] Michael P. Evans, Information Systems, University of Reading, Reading, UK: Analyzing Google rankings through Search Engine Optimization data, Internet Research, Vol. 17 No. 1, 2007 36