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1.4 Key Definitions Here are some key definitions and basic preliminaries that will be important to understand the ideas presented in this paper: • Search Engine Optimization (SEO): “SEO is the science of customizing elements of your website to achieve the best possible search engine ranking”[7] when a web user searches on a keyword. • Google Search: Google is “a web search engine owned by Google Inc. Google Search is the most-used search engine on the World Wide Web” [49], which receives about 34,000 searches every second [50]. Its main purpose is to provide users with relevant web pages based on the search query used. • Search Engine Results Page (SERP): the page that displays a list web pages based on the user’s search query. “The results normally include a list of web pages with titles, a link to the page, and a short description showing where the keywords have matched content within the page. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query” [51]. • Ranking: the position of the webpage within the search engine results page (SERP). • Organic search results: listings that are generated directly from the search engine’s ranking algorithm based on search query relevancy, which the search engine policy promises were attained free from commercial payments. • Paid listings: also known as sponsored listings, these are advertisements that appear adjacent or above the organic search results. These are paid advertisings that are displayed whenever a searcher’s “keyword query matches an advertiser's keyword list” [52]. • PageRank: the proprietary search ranking algorithm used by Google Search “that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of ‘measuring’ its relative importance within the set” [53]; this numerical weight (its PageRank value) indicates the importance or authority of the web page, and it’s also a determining factor of a page’s ranking on the search results. 6PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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