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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page or set of pages being optimized is ultimately ranked by Google. These set of on-page SEO strategies discussed in Section 4.5 are listed below: − Title tag: It defines the page title and it communicates what the page is about to the search engines; therefore, the target keyword should be inserted within this tag. It describes the overall theme of the optimized web page. Moreover, the title tag is what gets displayed in Google’s search results as the hyperlink title. − Description meta tag: It provides a summary description of the web page and its contents. Also, this description appears (in most cases) in Google’s search results, just below the title. For this reason, it’s recommended to use your target keyword within the description. − Use of robots.txt: The robots.txt file gives directions to search engines of what pages or directories should be crawled. Having this file configured correctly will make sure all your optimized pages get indexed. − Optimization of URLs: An optimized URL is one in which the URL text is self-explanatory and self-documenting. The text of the URL gives the reader a brief description of the theme of the page’s content; therefore, the target keyword should be within the URL. − Content first: Search engines process web pages from left to right, top to bottom. A strategic way to structure the web page content is to place the most important text at the top and should contain your target keyword for optimization. − Headings tags: These tags are used to emphasize important text and structure on the web page. They also inform the search engines what your page is about how it’s organized. The

tag defines the most important heading and

defines the least important heading, so it’s important to include your target keyword into the

tag. − Images: Use the image alt attribute to provide an accurate description of the image being used; if possible, use your target keyword in the description. The alt attribute from the tag specifies the alternative text of what the image is about in case the image doesn’t load or cannot be 117

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