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• Keyphrase / Keyword / Search query: these terms are used interchangeably; it is the word or set of words that a web user enters into the search engine text box for searching. • Inbound links / Backlinks / External links: these terms are used interchangeably; these are links from other sites that point (or link) to your website. • Long-tail keywords: these search queries that contain three or more words; a very specific search for which there is less competition. For example, search queries such as “roses” and “red roses for mother's day”; the latter would be considered a long-tail keyword because it’s more specific. More on this subject will be covered in Section 4.3.1. • Web-based Content Management System (CMS): it’s “a bundled or stand- alone application used to create, manage, store, and deploy content on Web pages” [14] such as video, text, images, etc... Examples of web-based CMS platforms are Drupal, Joomla and Wordpress. 1.5 Overview of the Rest of the Paper This chapter has described the role played by search engines, the importance of SEO techniques, and has presented an overview of the research that was done. Here is an outline of the remaining chapters. Chapter 2 covers previous research done on the subject of SEO, a brief summary on the history of the Internet, the early beginning of Google and the importance of hyperlinks in its proprietary PageRank search ranking algorithm, and a brief summary on the early beginnings of SEO; its goals and key ideas such as white-hat SEO, black-hat SEO, on-page SEO and off-page SEO will be covered. Chapter 3 defines the questions and aims addressed by the research, research objectives, and data collection and analysis. Chapter 4 describes in detail the SEO approaches and methods implemented in this research: website topic research, website development, keyword research, data collection and implementation of SEO strategies. Chapter 5 presents the results of selected SEO experiments, and finally Chapter 6 provides some conclusions. 8PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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