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beginning of the second quarter of 2009 that’s when it experienced its largest increase in volume; that’s when the interest for alpiste started to increase. Search volume for the keyword “alpiste” started to increase Experimental site launched, March 2011 Figure 4.2: Search volume trend for the keyword: alpiste Also, on the right-hand side of the trend graph you can see numbers in a scale from 0- 100. According to Google, “these numbers reflect how many searches have been done for a particular term, relative to the total number of searches done on Google over time (over the selected date range). These numbers don't represent the absolute search volume numbers; instead the data is normalized and presented on a scale from 0-100. Each point on the graph is divided by the highest point, or 100” [10]. When not enough search data is available, the number 0 is shown. As stated, it’s important to note that the data is normalized, meaning that Google divides “sets of data by a common variable to cancel out the variable's effect on the data. Doing so allows the underlying characteristics of the data sets to be compared” [11]. Normalizing the data prevents regions with the highest search volumes from always ranking on top. For example, let’s say that Japan and Spain both show 90 for the keyword vacation. Even though both countries have the same normalized value for the same keyword, this doesn’t mean the “absolute search volume” is the same. Both regions can have significantly different search volume for the same keyword, say 1000 searches per month for Japan versus 20,000 searches per month for Spain, but the search data “can be compared equally because the data has been normalized by the total traffic from each respective region” [11]. Since both countries show a 47PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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