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keywords with different search volumes (i.e. low search volume, medium search volume and high search volume) required different SEO strategies; it may be case that more competitive keywords (the Hot segment), the ones with the highest search volume, required a different SEO approach than the less competitive keywords (the Cold segment). Using an empirical approach to develop a series of analysis, their study determined top five factors for SEO that have the greatest influence in the natural or organic search for increasing high search rankings. Based on their research, they obtained certain SEO rules and provided valuable guidelines for SEO engineers to help improve website rankings. Table 2.1 lists the top five factors from their research. Table 2.1: Top 5 SEO factors in study [3]. As you can see from Table 2.1, the study showed URL length as the most important factor. Another important factor was the importance of placing the keyword within important web page elements: within the URL, heading tags, domain name and title tag. This means that the content of the web page must be relevant to the keyword. The difference between the SEO factors, among the three segments, may be due to the fact that high search volume keywords are more competitive; thus, they require a whole different SEO strategy. Surprisingly, one thing that was lacking from the paper was that the researchers didn’t explain their definition of URL layers. Furthermore, keyword density refers to the number of times the keyword appears throughout the HTML page, HTML tag or SEO factor such as the URL. 10PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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