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65% hardly ever click on paid or sponsored results” [3]. These studies show how achieving top rankings in the search engine results is key to a site’s continued visibility. Therefore, getting top positions in the search engine results is critical to the constant flow of users to the websites, and this is where the value of SEO comes in. In order for search engines to determine the most relevant pages, the search engine algorithm has the daunting task of parsing and analyzing HTML pages in order to categorize them. These steps are needed so that when searchers type their keyword (or search query) into the search engine text box, the pages most relevant to that keyword are displayed. To bring order to the Internet by helping to categorize web pages and increase their visibility, search engine optimization (SEO) has increased dramatically in popularity in recent years. SEO is the process of optimizing a website by “editing its content and HTML to boost its relevance with the specific keywords” [3] to gain high rankings in the major search engines such as Google, Yahoo and Bing. Most people are not using traditional guides to “brick and mortar” businesses such as the Yellow Pages anymore. If businesses are not adapting to the rapid changes taking place in the Internet, they’re destined to become non-existent. Appearing on the first page of Google can make or break a business. According to one source, “SEO generates around 78% of site traffic” [11] to websites, increasing traffic by a factor of 3. As the Internet continues to grow, SEO techniques will become essential, as will increased research into these techniques. Google has transitioned from a novelty used by small group of technical insiders to an essential link in the process by which customers and business locate each other. Figure 1.0 gives a general idea of the critical role search engines play between searchers and websites. In this example, Google is the critical link that connects searchers to different websites and helps them find information. Or in the case of businesses, Google connects potential clients to businesses. 2PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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