personWith the continual growth of the Internet, new search engines have begun to use more complex algorithms for ranking web pages (Gomez et al, 2014). SEO has started the process of keyword padding by adding given keywords to a web page to be seen as more pertinent. The search engines dictated this change due to the way they ranked pages and defined relevancy. Therefore, the aim of SEO is to support websites and web pages to attain a preferential placement in the organic search results by raising the relevancy of a site to the search inquiry that users initially type in (Fatima et al, 2014). Showing the most relevant pages for the search query has many benefits to both the users and the search engine providing the results. The user gets the most appropriate results for the keyword or term used, and the search engine is professed as trustworthy because its algorithm shows the most relevant pages (Yang et al, 2014).
Since SEO is concerned with refining a website’s rankings on the organic search results, the method requires time and knowledge of strategies to implement effectively. Time is a huge primary investment to be made to the site or page being optimised and ongoing maintenance to keep the website in a top-ranking position. The results of the SEO may not be seen immediately; however, the long-term benefits of SEO can mean top rankings and a high capacity of users visiting the website (Amerland, 2013). Please see Figure 2.1 for SEO stages.
According to Amerland (2013), Google uses more than 200 variables to rank page importance and significance of pages about search terms input. There are certain components of web pages widely used to rank importance and a significant number of these components are in the immediate control of the SEO engineer. The associated rundown below shows essentially searchable elements within web pages:
- Keyword research;
- Title tag;
- Description meta tag;
- Optimised URLs;
- HTML headings;
- Keyword placement;
Goodwin (2012) argues that search engine users click on organic results on Google and Bing by a boundary of 94% to 6% (based on data gathered in a recent investigation from GroupM UK and Nielsen, using a sample of 1.4 billion searches piloted by 28 million UK voters in June 2011). The research investigates and analyses how the personalisation of searches affects the organic results and how that helps SEO consultancy companies to provide the necessary recommendations to improve the online positioning to the tourism industry. Goodwin (2012) concludes that improving the visibility of a website for a business is better done by SEO methods than by paying for sponsored links.
On the organic side, Goodwin’s study also broke down brand vs. non-brand click-through rates, as well as click-through by perpendicular. Finally, it analysed which of Google or Bing conveyed more efficient searches. In addition, the study showed that if websites want to maintain visibility and a constant flow of visitors, it is essential to start paying attention to the ways in which to attain top ranking on SERPs through effective SEO implementation. However, before assuming any SEO process and beginning the application of specific search engine optimisation approaches, it is important to differentiate between On-Page SEO and Off-Page SEO methods (Killoran, 2013).
However, (Hur et al, 2014) argued that online sponsors who need their sites to be indicated in the web quest pages need to allow for pertinent watchwords. Selecting such decisive words in promoting is testing because they have to discover significant watchwords of distinctive snap volumes and expenses.
There are quite a few SEO methods, the most popular of which are as follows:
On-Page SEO deals with the systems that have direct control over the web page. In the code or material content of the site (e.g. content, headings, pictures, joins), fundamentally everything represented on or transferred to the site is measured by On-Page SEO. On-Page SEO sets the substance of all SEO activities since this is where most of the control lies. Moreover, any restructures actualised on the site can either work for, or in contradiction to, the list items. Here, it is important to get On-Page adjustments completed before diving into Off-Page SEO (Saling, 2013).
In contrast to On-Page SEO, which gets implemented on the site with high direct control, Off-Page SEO encompasses all progression that occurs outside of the site. It can be considered a mix of a substantial number of elements that can help the website achieve a higher position. It is located around procurement backlinks (connections to your web page from different sites), from power locales in a steady way and any approach that achieves this objective is by definition an Off-Page SEO technique application (Saling, 2013).
In SEO phraseology, White-Hat SEO refers to the procedure of systems, routines or methodologies that take after Internet searches, standards and rules, the purpose of which is not to deceive or control the web search engines or clients in any volume. This has been considered as an ethical SEO because it follows appropriate strategies and policies and the site will continue to appear in the search engine results, possibly with top ranking (Baye et al, 2014).
The term Black-Hat SEO alludes to a preparation of approaches that are envisioned to misdirect, amuse or control the web crawler’s calculation; the goal being to achieve high positioning on the SERP. It is vital to comprehend that internet searchers do not approve of these ‘unscrupulous’ systems. Actualising any of them runs the danger of the web page getting expelled from the web indexes’ database record, inside and out. However, performing Black-Hat SEO strategies can bring about a sudden ascent in natural postings, which will usually bring the attention of SE companies. However, it may be a matter of time before internet searchers focus on the presence of a shady strategy that can lead to the site’s expulsion (Baye et al., 2014).
Personalisation refers to customising products, services and content to users’ interests and preferences. To supply appropriate personalised offerings, firms need to collect rich customer data profiles. Babu et al (2015) propose that a personalised service leads to optimistic consumer responses, such as an increased inclination to reveal personal information and make purchases. However, another course of research highlights negative consequences of personalisation, namely confidentiality anxieties that hinder the use of personal information and associated adverse effects on behaviour. Shafiq et al (2015) conclude that personalised web searching has received substantial attention and promoted many theories and novel approaches, some of which have been developed for personalised web searches based on background information, i.e. interests and preferences of users. Other methods are based on demonstrating and collecting contextual information. (For example, context-aware search methods use an exceptional ontology that is built from the table of contents of books to help express queries for efficacy and to improve query search results that are pertinent to a user’s interests.) Location awareness is another form of context awareness; it is used to sieve out search results based on the current location of the user.