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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/636

AN ANALYSIS AND APPLICATION OF VARIOUS SEARCH ENGINE OPTIMIZATION TECHNIQUES FOR WEBSITE PROMOTION ON

GOOGLE SEARCH ENGINE

1Shreyas Mani Tripathi, 2Kajal Soni, 3Prakriti Sinha, 4Smita Bhoir

1,2,3Bachelor of Engineering Students, 4Assistant Professor, 1,2,3,4 Department of Computer Engineering, Ramrao Adik Institute of Technology, Nerul, Navi Mumbai

1mani.shreyas.tripathi@gmail.com, 2kajalsoni59@gmail.com, 3prakritibsinha@gmail.com,

4smitapatilbe@gmail.com

Abstract- In the “Internet Age” the amount of data available has almost exploded exponentially, due to which it has become difficult to make our data available to the user in the rat race of digitization.

The user accesses data using search engines which in turn ranks webpages based on different techniques available. T hough, using the paid advertisement features industries meet this challenge, yet if certain subtle things while website development and maintenance, if kept in mind, can improve the „visibility‟ in search engines drastically. We have proposed a set of optimization techniques to follow and have evaluated the effectiveness of each of these techniques on the page rank of a website. The proposed set of techniques has been applied on a property consultancy website entitled www.shrivpc.com.

Keywords- Search Engine Optimization, On-site optimization, off- site optimization, Optimization on Google, Optimization techniques.

I. INTRODUCTION

Only in its few years of existence the internet has become a mine of data and has led mankind to a new era – „Information Age‟. Due to this boom in the quantity of data, a trade off with quality, rather, relevant competitive quality, to an extent, is obvious. It might seem an exaggeration, but the intelligentsia might run broader on the internet but does not run deeper. Amidst this abundance of data, it becomes a tedious task to not only access relevant data but to make relevant data to be accessible as well. This creates the need of a

„Search Engine‟, which are designed to make user- intended content available to him/her. But such is the amount of this gigantic data that it becomes essential for the website to segregate or rank the data available so that- i) it functions well in real time and, ii) fetches relevant content. To do this the search engines use what is known as the „ranking

algorithm‟, the logic of which varies from engine to engine and generally, is kept hidden from the public. Now this creates a rat race between contemporaries and rivals of one particular field to get their data (website) ranked higher in search engine results. Website developer use what is called as „Search Engine Optimization‟ which is a combination of various applied techniques and guidelines followed which can effectively increase the website‟s rank on search engines.

This elevated ranking creates a sense of

„online presence‟ of an organization which is not only an easy way to reach among the target users but may be profitable too if optimization is done keeping in view of the target users for the reason that most of the time users search out with the keywords of their use rather than searching the organization name or technical jargons, and have a tendency to not go to the results beyond a few pages.

The concept of search engine optimization is explained in section II. Section III unravels the inception of search engines and emergence of Google as the forerunner alongside striking features of the now called off Yahoo Search Engine. Section IV presents the various techniques of Search Engine Optimization while section V presents the techniques applied and analyzed in the due course of this paper. Section VI presents the results and findings of the paper and at last, section VII comments on the future scope of search engine optimization techniques.

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/637 II. CONCEPT

We do not know, with certainty, the algorithmic logic used by the most famous search engines to rank their results. The more we try to speculate this logic the more they seem to evolve it but one basic and obvious parameter appears to be the „number of page-hits‟, which is the count of people visiting a particular webpage searched pertaining to a group of keywords. This fact can be easily seen on encyclopedias where Wikipedia results appear on the top, or movie rating-review related search, where IMDb results appear on the top (of course page hit is not the only criteria but it plays an important role).

Amidst all this guesswork, the algorithms keep changing and so does the counter deceiving tactics by website developers. Google took this due advantage by introducing AdWords which is basically paid advertisement for getting a high rank for your website in response to related keywords.

But developers, hackers and the free hands on the internet have reported (subjected to verification) that certain techniques and practices if applied in tandem produce a better rank as compared to the case wherein they are not applied, which is too often the case since these are subtle, unnoticeable and minute details like naming the images with text than numbers in the database. This process, „Search Engine Optimization‟ (SEO), if optimally utilized can show drastic improvements in ranks.

The SEO Techniques are applied in two stages. The first stage or the On-page optimization comprises of the practices that are applied during the development of the website. They are in effect

“one time investment”. The Off-page optimization on the other hand chiefly consists of practices that are applied on other sites to drive organic traffic towards the target site. The term off-site, off-page and on-site, on-page are invariably used. The term off-site implies that the code on the website has no control in this optimization. The off-page optimization requires continuous maintenance and evaluation of feedback and hence can be thought of as a „recurring cost‟.

This paper makes a thorough study of this optimization process and the various factors that

affect it. We present a study of things that can help in optimization of a webpage both: while development and maintenance. Finally we present a set of findings which can be applied across a large array of website, virtually all website to optimize them.

III. LITERATURE SURVEY A. HISTORY OF SEARCH ENGINES

Before we begin to understand and apply SEO, we need to understand the working of a search engine to understand how the website is displayed as a result of a query in a search engine.

Archie was the first search engine. Its use however, was limited to searches for File Transfer Protocol (FTP). Later a full text supported engine was developed. It was named Veronica. With increasing webpages and amount of data the search engines too evolved and today, search engines are not only just searching the pages but also display the results depending upon their relevance. The parameters for relevance vary from search engine to search engine and is commonly determined by using a combination of algorithm based on preferred logic prioritized by the Search Engine. Popular search engines are Google, Yahoo, Bing etc.

The diagram below shows the detailed process of working of a search engine.

Figure 1: Working of a Search Engine [1]

The Search Engine achieves its objective via two processes viz. crawling and indexing. A Crawler is a program with spans the entire web world and retrieves pages as per required by the search engine. The computer jargon for this

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/638

„crawler‟ is Spider. This crawler or spider spans through the web pages which are to be included in the search results and fetches contents of these web pages.

This process is followed by indexing. This occurs at the database of the search engine and is primarily the analysis of the database. Important keywords from the webpage are picked out. The location of each word on the webpage is determined to find keyword density. The relevancy of the keywords is calculated, the back links leading to the web pages are counted. The images and videos present on the webpage are analysed for originality.

This corpus of data is then used to determine the rank of the webpage with respect to the handpicked keywords. Finally this metadata is stored in a file, stored in memory, physical system or servers or replicated depending on the network topography in a manner that the metadata can be accessed by the search engine when the user performs a search.

B. A CASE STUDY ON YSE (YAHOO SITE

EXPLORER)

Before we start to understand the complex webpage ranking algorithm of Google and ways in which it can be optimized, let us have a brief look at what optimization looks like. We see a Case Study of Search Engine Optimization on YSE- Yahoo Site Explorer. Back in the dawn of the Internet, Yahoo!

was the most used search engine. When Google arrived, its indisputably precise search results made it the preferred search engine. Like the working of a normal search engine Yahoo! also follows crawling and indexing process. It crawls the web pages over the internet and index the result in the database.

Now when the user searches on Yahoo search, various mathematical, relational and logical operations are performed on the database to produce the results. Yahoo! Slurp (the Yahoo!

spiderbot) used to be second most active spider crawler on the Web. Yahoo gives preference to keyword in URL and title. The major factor for yahoo is keyword density. The higher the density, the higher the positioning with Yahoo! YSE Provided full and timely backlink reports for any site compared to providing reports only to webmaster‟s owned sites. Yahoo however owing to

less traffic, merged with Bing Webmaster Tools in 2011.

Figure 2: SEO on Yahoo Site Explorer

C. WHY GOOGLE AMONG VARIOUS SEARCH ENGINES?

The search engine acts as an intermediary between consumers and websites. Its goal is to provide consumers with links to the highest quality websites. In order to rank websites, the search engine scores each website on its estimated quality using information gathered from the Internet using crawling algorithms and data mining methods.

To begin with we would understand so as why did we choose Google as the search engine for Optimizing our website. Google today is the most widely used search engine accounting for almost 67% of the searches and traffic done, 29% being held by Yahoo and Bing combined. But statistics do not make Google a favorite candidate. We look for salient features of the Google Search Engine.

Google launched Project Caffeine; a new web indexing system in 2010 to provided 50% fresher, faster results for web searches than Google‟s old index. Hence project Caffeine was introduced to provide real-time search results to the users.

Google Caffeine was then succeeded by Google Panda, released in February 2011.This new algorithm was created to counterfeit the websites that used high density of keywords per page to fool the crawler into indexing all the keywords separately thereby obtaining a higher rank.

Improved ranks of websites containing valuable

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/639 content was recorded by Google using project

Caffeine, although initially the websites having low quality content and auto blogs ranking too enhanced. Hence we see that depending on needs and current trends Google keeps updating its ranking algorithm to meet with latest trend and intent in relevant searches.

Google algorithm is more democratic. This means that new pages and web-sites can more easily compete with old and well established web pages. For Google, content is more important than links and site history. Yahoo seems to have an opposite approach. Google‟s algorithm recognizes synonyms and context around a keyword which allows a little freedom and creativity with your content while Bing focus on exact keywords.

Another reason that makes Google the preferable candidate is Google Instant. In an effort to display the sought-after information quicker, Google Instant anticipates the user‟s intentions and often populates related results without the user even needing to use the “enter” button. Hence due to its dynamic features and unbiased ranking algorithms we choose Google as search engine for optimization.

Figure 3: Search Engine Market [2]

IV. PROPOSAL

After intensive research we came to a conclusion that Search Engine Optimization finds application in a wide and varied field. However we see that on application of Black Hat Techniques, the website gets sandboxed. Black Hat SEO technique involves the use of stringent SEO strategies and techniques that do not obey the mentioned search engine guidelines and focus only on search engines.

The result of using black hat techniques is that the webpage using this methodology for optimization gets sandboxed by Google. What Google does is

that it mainly keeps sites, stuck at a particular page for some period of time as a penalty or till they‟re live or they acquire a fresh set of links. In extreme cases Google stops showing such sites in the search.

We will completely avoid using Black Hat Techniques.

We present a flowchart for implementation of SEO techniques.

Figure 4: Flowchart of Implementation of SEO Techniques

It is important to understand the various inter processes and inter-communications that take place when a user searches on the search engine and search engine performs various mathematical, logical and relational operations on its database to fetch the results for the query.

The block diagram given below shows the various processes and intercommunication that takes place when a used fires and receives results for his query.

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/640

Figure 5: Architecture of the working of Search Engine

We have developed a Real Estate website to apply and determine the effect of various optimization techniques on ranking. The Search Engine Optimization is more popularly known as Digital Marketing specially when applied to marketing websites since it provides almost the same result as derived after application of physical marketing which is increase in costumer traffic.

We present a pyramid of various SEO combinations for Digital Marketing for Real Estate websites.

Figure 6: The digital Marketing for Real Estate as combination of SEO, SEM, SMM and SMO

Next we make a comparative study of various SEO techniques and the fields in which they can be applied along with the impact of each of them.

Re f

Focused Area

Techniqu e Used

Scope/Merits/Limitations 1 Search

Engine Optimizat ion SEO

Website Optimizat ion through coding and enhancing website contents

SEO is used to optimize websites for frequent retrieval by thee search engine by increasing the website ranking.

This approach helps in grabbing the attention of the net surfers.

2 Internet Marketing

Promoting the internet marketing by employin g search engine.

Search engine optimization enhances the bandwidth and rank for internet marketing. General SEO techniques are used for Internet Marketing.

3 Web

Server Designing

Use of Web Intelligen ce and SEO

Future development methods as Internet of things (IOT) and machine to machine M2M are good approaches however; proposed technique can only be used for small organization.

4 Web

Developm ent

Exploitati on for SEO technique s

SEO algorithm and techniques help get higher rank of websites in natural search

5 Web Maintena nce

Introducti on of Black Hat Technique s

Black Hat techniques can help decrease the possibility of spamming in search engines, proposed technique can be used for removal of unwanted websites from a search result.

6 Multiple Search Engine Optimizat ion

Web caching and clustering

Use of semantic web techniques improves the optimization factor for multiple search engine development.

7 SEO Analysis

of SEO using reverse engineerin g

Reverse engineering is a complex and lengthy process for analysis.

Table 1: Critical Comparison of SEO technology in various fields [3]

V. IMPLEMENTATION A. ON-PAGE OPTIMIZATION

This is the first step which every webmaster should concentrate, this deals with the changes we do in our page in order to improve visibility. This optimization technique deals with the nature and business of the website. It is recommended to update and optimize the contents of the website each time as these factors directly affect to the content and structure of the website. It requires extensive research with the competitor webpages

Social SMO Link Building Content based search strategy

Quality Content Use of Unique content

Keyword Marketing

On-page optimizatin | Meta tags | Keyword frequency

Site Architecture

URL Structure | Image alt attribute | Link Building |Sitemap

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/641 but results in drastic increase in the rank and

readability of the website.

Title Optimization- Title optimization is one of the important on-page optimization technique as it describes the nature, context and content of the website. These are basically HTML keywords that describe the characteristics and content of the website. For the search Engine, this is the foremost and most important information as it provides information about the basic framework and some basic essential information about the website which helps to categorize the website.

Body text- Contents are the success key for ranking in search engines, so it‟s important to concentrate on the contents of the website. The search engine considers word frequency and keyword density while allocating a rank to the website.

One should also make judicious use of Heading Tags.

URL- We should improve the structure of URL‟s by using simple and at the same time with relevant keywords so that it is easy to understand. The URL is an important aspect as the user accesses the website using this name rather than the IP address, hence the URL provides some context about the nature of the website, for example a .edu website is supposed to be an educational website and so on.

Meta Tags- Meta tags are the primitive structure that provides first concrete, relevant and real information about the website to the search engine.

There are various categories of meta-tags, out of which, the description meta-tag is most important as the search engine searches this particular field for keywords. Hence if appropriate relevant keywords are provided in this section, it directly improves the rank of the website.

Image Optimization- Till late, the only aspect in which images could help a website optimize, was by increasing or decreasing the loading time of the website. But the modern ranking algorithms also index the images on the parameter of their name,

hence if the images are named with website related keywords, it can have a good impact on optimization. We name the images present in the website on the basis of targeted keywords. For example- a house that is for rent in a city x, rent_x_1 could be a better name as compared to img1.

Sitemaps- Sitemaps are simple pages that represent the structure of the website in a hierarchical way. They represent the way in which the website can be navigated, how different webpages of the website are linked and are extremely crucial for a website with many webpages which are prone to the user losing track of navigation. Sitemaps are helpful for both the parties; the visitor (user) and the search engine, but both utilize the sitemap is different form. While the visitor only looks for navigation in case he has lost track, the search engine uses the sitemap for indexing the various webpages of the website and discovering the pages of the website. To meet this purpose, it is advisable to develop two sitemaps with respect to the usage. While the sitemap for visitor should focus on navigational information, the sitemap for the search engine should focus more on the hierarchical structure of the website and should essentially cover all the webpages under the website.

B. OFF-PAGE OPTIMIZATION

This is the work which is done apart from the website to improve the visibility & ranking of a page. The name means that the website and its code have no control over the optimization in this category. If properly used, the off-page search engine optimization couples with and complements the on-page search engine optimization and yields tremendous results. It comprises of all the optimization activity which does not take place at the website development. It primarily includes though not limited to; Backlink Generation and marketing on Social Media. Though it generates fruitful results, it can also decrease the rank of the website if not properly used. Hence we should choose only contextual, popular and websites with rood rank to generate backlinks. With the aid of

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/642 good web researchers, this is the best optimization

technique to get the edge over competitors. This would include link building methods like posting the URL of the website on various Blog, social media etc. Advertising the website in press releases and article submissions can also help in building link. Writing Blogs about the website, exchanging links with likewise websites can also generate heavy traffic towards the website.

Backlist Generation- In this process we tend to increase the link of our website on other websites in order to direct traffic towards our website.

Backlinks are one of the best ways to increase the rank of a page/website and the best way to increase backlinks is link exchange or submitting the URL while doing online advertisements.

Blog Submission- It is always a good practice to be on a blog like Blogspot, wordpress, thoughts, linkorbits etc. Studies suggest that Blog submission yield 55% more visitors, 97% more inbound links, 434% more indexed pages. Blogs when regularly updated keep the users informed about recent activities and developments and develops an interest in users to keep visiting the site regularly expecting new information, which should be provided rightly so.

Social Networking- It is the latest technique to have better brand visibility. This includes marketing on social media. New updates, new releases and other information related to the website should be updated on social media as well since the social media is an amalgam of potential users. Sharing the content of website, exchanging views, services and expertise with likeminded websites are few activities that can be practised. It can also provide information about development in strategy of the competitors. Various social media platforms are blogs like Blogger and Wordpress, podcasts like Podomatic, and community based sites as LinkedIn, Facebook, Twitter, MySpace etc. This boosts brand visibility and generates more inbound links.

A. Content still remains most important

As websites started misusing the keyword density parameter by placing keywords unnecessarily and out of context just to increase the keyword density Google rolled out the Panda update. It focused on the originality of content.

After this update, Google indexed websites which provided low quality content, did not provide original content and information and demoted their rank at the same time promoting high quality websites with fresh original, contextual content and information like in-depth reports, thoughtful analysis, so on and so forth.

Hence our first and foremost area of focus will be the content of the website. We shall develop the website from scratch and include only original content in the website. [4]

B. Trivial Techniques while website development

Alt Attribute: As the Search engine reads only the alt attribute of the image tag we listed all pictures with the named of locality and type of listing, such as rental, sale etc.

Header tags (H1, H2 and H3): Proper headings and structure of the headings are equally important for being indexed by the search engine. We used properly indented and structurally derived headers.

Keyword Density: Keyword Density indicates the number of time a targeted keyword or phrase appears on a webpage. It is expressed as the percentage of the targeted keyword over total number of words on the webpage. We bucketed out important keywords and optimized them be between 3%-5% on the pages with 500- 700 words

& 8%-10% on the pages with 700+ keywords.

C. Social Media

Social media optimization or SMO, as popularly known, is the use of social media platform and communities to boost up brand recognition and generate bulk of backlinks from potential users scattered across the internet. We created a Facebook page for the website and analysed the results thereafter moving with other social websites.

D. Popularization using backlinks

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/643 We placed the website links on other well

reputed and trusted websites, joined online communities and discussion boards, and placed comments containing links of our website. The systematic application of techniques and results obtained are entailed in the next section.

VI. APPLICATION

First we created the basic website and determined its rank. Big corporates and multi- service providers invest hugely in paid advertisement and there is a good probability that Google „recognizes‟ our website through some other third party like Just Dial (or maybe Magic Bricks in our case), before it crawls our website and in such case we shall lose the originality of our content. And the same happened in our case probably as initially without any optimization technique used; our website appears on the eighth page on Google.

Figure 7: Rank before applying any SEO Technique

Next we redesign and recode the website but this time using the above mentioned on-site development techniques.

Figure 8: Systematic Categorization of Posts

Figure 9: Application of Meta Tags.

.

An example of the techniques in this category is the use of Meta-Tags as shown below.

Other techniques as improving keyword density, naming images etc. have been followed.

On-page Optimization shows a drastic change and the website now ranks on the fifth page on Google as shown in the figures below.

Figure 10: Rank after On-Page optimiztion

Next we created a Facebook page for our website. We observed that significant changes in the results start taking place only after a considerable amount of time. This technique showed a gradual and slow improvement but stable and durable improvement. The website‟s rank increased and in a couple of weeks made up to the fourth page.

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/644

Figure 11: Rank after applying off-page optimization

Figure 12: Facebook Page for the website: Part of off-page optimization

VII. CONCLUSION & FUTURE SCOPE Google has proved to be the most sought after search engines available today. One of the salient features of Google is that it regularly keeps updating its algorithmic logic to rank the webpages and crawls the entire web resource more frequently that most of the other search engines do. This makes Google a dynamic search engine and favorite pick for a wide array of internet users and various service providers.

Now in the age when almost all industry, even the most mechanical ones are going digital, it becomes a necessity if not compulsion for new entrepreneurs, small scale industries and low budget firms to make their presence felt online. To begin their online presence and hence their existence felt on the internet, they need to appear in top pages of the result as users rarely tend to go beyond few initial pagers of the result.

Google introduced an advertising service called as AdWords wherein customers set a budget for advertising their website based on

keyword results and have to pay for every click on their website. Now most of the clicks cost anywhere between $1 and $2 and as of India Google recommends an investment of INR 1000 to get good results.

Figure 13: Recommended cost of AdWord by Google [5]

Clearly most new entrepreneur and small scale industries cannot afford this investment.

Though Google allows the user decided budget, but a low budget has low cost-benefit throughput and one owes the risk of slow pace.

The results we have obtained by applying a few optimization techniques are promising. These techniques, or rather a combination of techniques can be scaled up to yield more promising results.

It is almost impossible to decide or compare the utility of these techniques. In our research, the on-page optimizations showed fast and drastic result as compared to the off-page optimization, but we must not forget that the durability and scope of off-page optimization covers a long range; as the on-page techniques can be applied only once. We can also conclude that on-page techniques are essential and have to be applied before any off-page optimization can be done as in the otherwise case; results of off-page optimization were next to being futile.

SEO is rather slow in yielding results as compared to paid advertisements. It requires a lot of hard work, dedication and time during initial phases and right mix of temperament and patience. Hence one must be extremely cautious while proceeding with this method, yet if successfully conceived it provides with a stable long term result with comparatively low maintenance. While the Adwords or paid advertisements are a recurring cost, SEO Techniques are free of cost and one time „hard- work‟ investment (with only maintenance required once the basic structure is set up).

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Shreyas Mani Tripathi, Kajal Soni, Prakriti Sinha and Smita Bhoir ijesird , Vol. II Issue IX March 2016/645 Also while one needs to invest separately on

every search engine for paid advertisement, these SEO Techniques are more or less common for most search engines adding a great potential to this research. SEO Techniques can prove to be extremely beneficial to startups and low budget organization and can be utilized as per the need of the organization. It can be an asset for website developers as the optimization technique starts right with the development of the website.

The future enhancements in this area are limited, only by the imagination and since the search engines continue to change their

„algorithmic logic‟ a new „counter-strategy‟ on existing research shall be required.

REFERENCES

[1] http://cms.searchenginewatch.com/digital_assets/3859/how-search- engines-work-mike-grehan.pdf

[2] https://www.netmarketshare.com/search-engine-market- share.aspx?qprid=4&qpcustomd=0

[3] Khalil ur Rehman and Muhammad Naeem Ahmed Khan, “The Foremost Guidelines for Achieving Higher Ranking in Search Results through Search Engine Optimization”, International Journal of Advanced Science and Technology Vol. 52, March, 2013.

[4] Dr S. Saravanakumar , K Ramnath , R Ranjitha and V.G.Gokul, “A New Methodology for Search Engine Optimization without getting Sandboxed”, International Journal of Advanced Research in Computer and Communication Engineering, Vol. 1, Issue 7, September 2012.

[5] http://www.google.co.in/adwords/?channel=ha- ef&sourceid=awo&subid=in-en-ha-rhef-

bkhp0~94356312079&gclid=Cj0KEQiAjMC2BRC34oGKqY27jtkBEi QAwSXzfuLEhjQoOVR9WVcxnIui4SZUvsKqJZYXc7mdVueyjx8aAq jc8P8HAQ

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