How To Optimize A Website

AGE-WISE SEARCH OPTIMIZATION TECHNIQUE

FOR HIGHER RANKING IN SEARCH RESULTS

Aayushi Tayal

, Anubha

, Nitya Tyagi

, Raghavendra Kr Dwivedi

1,2,3

UG Scholar,

Assistant Professor, Dept. of IT,

Krishna Institute of Engineering & Technology, Ghaziabad (India)

ABSTRACT

Search Engine Optimization (SEO) is an activity of optimization of web pages and websites in order to get better rankings in search results. The core methodology used in SEO is to upgrade both content and its associated coding periodically and thus improve the website’s visibility and prominence in organic searches made by the search engines. In the past, the algorithm was mainly based on the quantity of back links that a site has, but now some new methods have been introduced and some are under analysis. This paper presents a comparative study of the various optimization techniques and proposes a search category according to the age of the user. The user can get results according to his/her level of understanding of the subject. Thus, the search results provide more user satisfaction and better optimization.

Keywords: SEO, Back Links, On-Page SEO, Off-Page SEO, Search Engines, Websites, Page Rank

I. INTRODUCTION

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. SEO is a technique through which we can increase the amount of visitors to our website or web pages. Websites are growing rapidly. The www makes extensive use of the search engines for searching of the required documents. The search engine plays an important role. Search engines work in two steps: the first step is crawling and the second is indexing [1]. Search engines have automated programs called robots or spiders that make use of hyperlink structure to crawl through the pages, and after the crawling process, the webpage is then indexed by the search engine[1].SEO is a methodology in which we gather information from the world wide web and then processing and organizing of the information to be searched so that the user could be presented with organized search results is done.SEO has two main processes: on-site optimization and off-site optimization. The SEO process begins with On-Page SEO optimization. In this process the main concern is of the website content and tags.SEO requires and prefers the latest tools and software for website development and regular updation of the website with new and unique contents so that the websites stay compliant and cope with the ever-changing Internet trends Usage of the most used and talked keywords that are in sync and are pertinent to their contents give better results in SEO methodology. The keywords that are used for optimization should also be reflected in all the linking structures on the web-pages and also the videos, images, audios and other contents should be optimized on the same lines. Once the on –page optimization is done then we can start with the off-page optimization. Off-Page Search Engine Optimization includes tricks which are chosen to make relevant back links towards the website to make the web page appropriate in front of search engine spiders[1]. Off- page SEO has the role and responsibility to improve our site’s rankings outside of our site. There are not many

options that can be done off site to increase our rankings and amongst them the most crucial option is to build up more and more links from one site to our site. More the links, better the Google Page Rank and better search engine rankings. Off-site optimization is the mechanism through which the website and its contents are propagated over the Internet to increase its traffic which in turn helps enhance Google ranking of the website. Page Rank is a link analysis algorithm used by search engines like Google’s to help determine the relative importance of a website. The mechanism is to count the number and quality of links to have a rough estimate of how important the website is to the search engine. The Page Ranks of all pages will have a probability of 1.

II. HISTORY

The core methodology used in SEO is to upgrade both contents and associated coding of the website to improve its visibility in natural searches being made by the search engines. These optimized websites occupy better ranks in search engines and ordinarily get the higher number of visitors. For practical purposes, the thumb rule is to

optimize the website and is to make the entire contents as “search engine only index text.” Search engines have

a unique policy for indexing information in an efficient manner, and it is essential to optimize web-pages in a specific way to enhance their search ranking. Cui and Hu [3] highlight the specific requirements for optimizing the search queries, and present a novel website building and design concepts based on the empirical research

pertaining to internal coding method and website contents. Wang, et al., [4] used back-propagation neural

networks technique to optimize the search engine for speedy retrieval of information from the web. The authors claim that using neural networks technique reduces the load of information that exceeds the limits of loaded information accessible through a particular user’s requirements. The idea is to create profiles of user’s behaviors while searching information on the Internet, and then optimize the websites based upon the characteristics

collected through the profiling to acquire the desired results of achieving higher page ranks. Hui-ye, et al., [5]

elaborated in their research that the rank of the motel sites and its bandwidth increased for Internet marketing after the implementation SEO techniques. The authors have used several techniques of SEO to increase the bandwidth and ranking of search results including text title, label text, picture note. The critical evaluation of the contemporary literature studied during this research is presented in Table 1[2].

2.1 Existing Methodology

Search Engine Optimization is a dimension in which we need to get updated with the algorithms and tools as the Search Engines mechanism changes from time to time. This means that the strategy that was followed some years back is now out dated and may look as spam to the crawlers. In our paper, we have stressed that the basic guidelines be followed. Also we have proposed a new guideline that could be helpful in optimization of search results.

Unique Content: The more unique the content is, the search engine’s crawler visitsa site more often and indexes the content better. The website gains authority and chances of appearing in the search engine increases. Unique content also gains popularity in the social media.

.GOV and .EDU links: Google considers these sites to be of high importance, which is why they have

extremely high Page Rank. In a nutshell getting several “.gov” and “.edu” back links will contribute to your Page Rank tremendously, more then just a regular link.

Guest posts: In exchange for quality content, we can get free links to our websites. For example blogs are in need of quality articles for their site. When you write a quality and unique content article, there are always better offers for your content. This is a very safe method of link building.

High Page Rank back links: This refers to getting back links from high importance pages that are reputed with huge domain age, high SEO features and good Page Ranking.

Domain with age or keyword in it: There are a number of websites expiring each day. Using some automate software, we can find the domains that have expired and have organic links from other sites in your niche. Many of these sites are old and have high PRs. Register with this domain and post some relevant content in it. Wait for some time and create directs or outbound links to your site.

Get links from Scrapers and Content Thieves: Tynt.com is a service that gives us back links from scrapers and copy & Pasters.

Directory Submission: Submission of the website link into some reputed web directories is known as Directory Submission. In this process, the submission of url, title, description and other information of website is submitted.

Table 1[2]

Social Bookmarking: The SEO clients look for the related social bookmarking websites where they can bookmark their own website to get a back link from that particular site. When we find a webpage that we find interesting then instead of remembering the address of the webpage, we can basically save the address as a 'bookmark' in our browser.

Forum Posting :InForum Posting , website links are associated with good forum posts. Efforts are made to make back links from forum discussion in related forum websites. They are used to produce traffic forboth the

websites and web pages. Hence by communicating in web forums, the SEO specialists include the website links as signature in their reply.

Figure 1: Flowchart for creating an optimized website

Blog Commenting: In this technique, back links are created by a simple technique of commenting on different blogs and websites and this method is really effective on the same niche blog and websites.

Article Submission: It is one of the best techniques for making back links. Article submission is one of the

oldest link building technique known to the Search Engine Optimization Industry. On a daily basis many of articles are being submitted to these article directories by webmasters and Search Engine Optimization.

Press Release Submission: In this technique, the latest news is submitted to the concerned websites. Press

release submission is one of the ways in which news of events taking place within our corporation is submitted. Classified Submission: Online ads are placed on related websites. This is also the best method of getting back links. Classified is a small impressive ad placed where classified-ads websites take the interest of the desired visitor.

Title Optimization: It can be done by including keywords in the title of web pages and websites and by using brief and catchy titles. Meta Tags Optimization can be given by telling about the plus points and what information that page offers. Usage of keywords that are targeted in Meta tags is useful. Important HTML Tags for example :

header elements like h1 tag for the topic, h2 and h3 for sub divisions can be used, also Text Styles such as bold, italics quote can be applied. Other techniques & synonyms such as keyword research, keyword density, related keywords and targeting long tail keywords can be used.

URL Structure: The URL structure should be simple and clear as simple-to-understand URLs will convey

content information easily and quickly. If your URL contains relevant words, this provides users and search engines with more information about the page than an ID or oddly named parameter would.

These methods and methodologies have been proposed in the below mentioned papers.[1][6]The method proposed by us is given in the proposed methodology section.

III. PROPOSED METHODOLOGY

Age-wise Optimization: Just like Google scholar is a special categorization for Google searches, we can make a categorization which gives the search results according to the age of the user. The user can get results according

to his/her level of understanding and thus the optimization will be done .This will further lead to more user satisfaction and better optimization and hence we suggest that the developers/business persons to develop age specific content/websites/web pages i.e the content to be posted should be organized in a way such that it hits the target audience.

For example: If a teenager and a professor have to access information about gravitational force then according to the specified (which will give the idea of the level of understanding of the user) ages, the content should be provided to them in spite of a whole lot of irrelevant data. This will lead to SEO.

Figure 2:Flow-Chart Showing Age Wise Search Optimization

3.1 Implementation

To implement the proposed methodology, we have created a database which has entries corresponding to various age groups and when the user wants to search for an article in his particular interest zone, he has to enter his age and the results of will be displayed accordingly. A ranking mechanism has also been implemented. Here the rank of the page increases with the frequent visiting of visitors to that particular webpage/website. Snapshots of the implementation are presented below.

Snapshot 2: Home Page

Snapshot 3: Search Page

Figure 3: Results Obtained According to User Interest

IV. CONCLUSION

A complete link wheel structure including previous methodologies and proposed methodology is shown in the diagram. Using these, SEO could be attained both economically and feasibly. Hence we suggest the usage of most of these techniques. Along with this link wheel idea proposed we are trying to implement this model on a large scale and analyse it and also add more optimization techniques and analyse their impact. Even in the future, more enhancements and updation might be required in this structure due to the updates in the searching algorithms but the main idea will remain the same. We would come out with the implementation of the above idea proposed if essentials pertained.

Figure4: Flow-Chart of Link Wheel

In this paper, the link structure that we have proposed is currently being used and is most promising at this point of time. This methodology is an effective way of optimizing a website and webpage easily and will efficiently rank the website at good ranks in a search. The tools which are to be used are cost efficient and the search engine optimization can be implemented economically and feasibly.

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