ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK

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ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK ( analysis-ofapplication-selected-search-engine-optimization-e )

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overusing it. If excessive use of the keyword happens, the page runs the risk of getting penalized which can have a negative impact on the search rankings. In Figure 4.28, you can see the optimization of the description meta tag as seen in the HTML source code of the page, notice how the target keyword (beneficios del alpiste) is included in the description text. Figure 4.28: Optimization of the description meta tag for beneficios del alpiste. As mentioned before, the text from the description meta tag is what Google displays in the search results page most of the time, but it may also “choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query” [19]. Even though I have included a short text in the description meta tag of the optimized web page, Google displays a snippet from the first paragraph of the page. You can see in Figure 4.29 how Google has determined not to include the text that I used for my description meta tag and instead selected to display part of the first paragraph. I’m supposing it might be because my description is too short; I really can’t explain this. Figure 4.29: Search results for beneficios del alpiste. 74

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