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In conclusion, this paper offers valuable insight and suggestions for SEO engineers to follow when optimizing websites; and if implemented correctly, high rankings for specific keywords can be achieved. Similar to my research and as will be seen in Section 4.5, the following three SEO techniques were also implemented: keyword appearing in the site domain, keyword appearing in the H1 tag, and keyword in the HTML title tag. 2.1.2 An Empirical Study on the SEO Technique and Its Outcomes This study is based on use of the Chinese search engine Baidu; Google’s PageRank algorithm is not considered. Instead, the authors defined a metric (Page Interest) and consider whether certain SEO methods have any influence on it. Even though this study doesn’t apply to Google, I felt its relevancy was important to analyze similarities from selected SEO factors from different search engines. Using data collected from 116 websites, the researchers sought to “analyze the impact of SEO techniques” and determine “which technique strategy was more effective” [2]. The following metrics were selected to measure the effectiveness of their SEO methods. The researchers believed these metrics were positive indicators of the SEO implementation: • Indexed pages: the number pages crawled by the search engine bot. • Number of independent IP address (IP): the number of different IP addresses accessing the web site. • Pageview (PV): a user request to load a single HTML file. • Reach: the percent of global Internet users who visit the site. • Page view per user (PV/U): the average number of pages viewed by the total number of visitors to the web site. Furthermore, the researchers also tested any correlation of SEO techniques on Page Interest, an additional metric they derived, which will be explained next. Page Interest “indicates the interest users show on Page” [2]; this means that the higher the Page Interest the higher the preference users will show to a website. According to the authors, Page Interest is related to Pageview and Bounce Rate, which is “the percentage of web surfers who visit websites and quickly leave” [2]. In other words, it’s the percentage of page visitors who decide that the page is not relevant to their search query and quickly leave. Thus, a low Bounce Rate means users who visit a web page stay there longer because they found what 11PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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