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Chapter 2 - Background This Chapter covers previous research done on the topic of SEO, search engine fundamentals, and a brief overview of the history of the Internet. This will help give a much better understanding of the importance of SEO in the current state of the Internet and in information search. Moreover, an analysis of the importance of becoming relevant and maintaining visibility among a large number of websites will also be discussed. This Chapter is structured as follows: Section 2.1 will cover related research in the SEO field. Section 2.2 describes important events that took place for the development and history of the Internet, early browsers, the dramatic growth of the Internet and rise of search engines. Section 2.3 provides a brief summary of the beginnings of Google, how it ranks pages using its proprietary PageRank algorithm and the importance of hyperlinks in the scheme of the Internet. Section 2.4 discusses the history of SEO and its goals, the different types of SEO implementations (on-page SEO and off-page SEO), and the difference between white-hat SEO and black-hat SEO. 2.1 Related Work This section analyzes the work of previous research done on the field of SEO. To get a better understanding of the critical role SEO plays in web search, a quick overview will be given on each of the studies, highlighting the importance of the research. 2.1.1 Study and Analysis of Key Influence Web Search Factors The study in [3] used a reverse engineering approach to “study and analyze the key influence factors in the process of web search.” Using this methodology, the researchers determined top five factors for SEO. The researchers developed a system that crawled all website factors (e.g. HTML structure, URL length, etc...) for 200,000 web pages using 10,000 search keywords as their sample set. Moreover, the keywords in the sample set were divided into the following three segments according to their Google search volume in the past three months: 1. Hot – high search volume 2. Middle – medium search volume 3. Cold – low search volume The objective of this categorization was to discover the “different SEO factors on different segments” [3] of keywords. That is, the researchers were looking to uncover if 9PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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