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compromising the research goals by making sure not a lot of spammy sites shared the same IP address as the experimental site. 4.2.3 Website setup Once the domain and web hosting were setup, the next step was to start the website development. At this point of the research, I had two choices: (1) create the site from the ground up using traditional HTML coding standards, or (2) use a web-based Content Management System (CMS). In order to speed up the implementation process and make site-wide updates easier, I decided on the second option and chose Wordpress (a web-based CMS) as the back-end for the experimental site. Wordpress is an open-source and widely used web-based Content Management System (CMS) based on PHP and MySQL. “It has many features including a plug-in architecture and a template system” [46]; that is, it makes it simple to extend its functionality by installing plug-ins without having to code any HTML. Also, by utilizing a template system, it separates the design from the code, which makes it easier to make changes to the front-end (GUI) of the website. As of this writing, the web server needs to meet the following requirements in order to run Wordpress: • PHP version 5.2.4 or greater • MySQL version 5.0 or greater Once I made sure my host met the minimum requirements, I installed and setup Wordpress on the shared web server; the installation took no more than fifteen minutes to complete. The next step was to start developing content for the site by adding web pages, but before starting this, I needed to complete the most important step in the SEO process: keyword research. The keyword research process would help me identify which keyword (or set of keywords) to focus on for this study, and that’s the topic of the next section. 4.3 Keyword Research Effective keyword research is at the heart of SEO. At the start of website development, the developer must carefully choose those keywords that will be critical to the success of the website. In other words, the SEO engineer needs to determine (through the keyword research process) which keywords are the most relevant to the website being developed. The goal here is to find relevant keywords that people are searching for. By relevant, this means choosing 53PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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