SEARCH ENGINE OPTIMIZATION

Abstract

The challenge of having a great website is bringing people to it. Why is this important? Whether the website is a business or just for recreation quite often no traffic means no sales. At the very least, no visibility. Having a high-ranking can be critical to the success of a business as it makes it easier for website to be found. The fact is, if a search engine cannot find a site or add a site’s content to the database, there is potentially a missed opportunity. But in order to get people to visit websites that are unknown to them, search engines rely on queries. These are words entered into a search field and produces a list of sites that are ranked on their relevance. A list of results that help the user find exactly what they are looking for is then generated. Yet there are no guarantees that a website will come out on top in a search or even have the traffic that can help to make this possible. So then what is the best way for getting traffic to a websites? While there is no conclusive answer to this question, by understanding and using search engine optimization (SEO), it is possible to achieve a higher ranking on search engine return pages (SERPs).

This project identifies SEO techniques used to optimize websites and evaluate the potential advantages. This project also analyzes two websites for style and word content and uses comparison tools to compare the performance. The findings in this project conclude that optimizing a website can increase visibility and help boost rankings.

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Revised Abstract – SEO

The challenge of having a great website is bringing people to it. Why is this important? Whether the website is a business or just for recreation quite often no traffic means no sales. At the very least, no visibility. Having a high-ranking can be critical to the success of a business as it makes it easier for website to be found. The fact is, if a search engine cannot find a site or¬†add a¬†site’s content to the database, there is potentially a missed opportunity. But in order to get people to visit websites that are unknown to them, search engines rely on queries. These are words entered into a search field and produces a list of sites that are ranked on their relevance. A list of results that help the user find exactly what they are looking for is then generated. Yet there are no guarantees that a website will come out on top in a search or even have the traffic that can help to make this possible. So then what is the best way for getting traffic to a websites? While there is no conclusive answer to this question,¬†by understanding and using search engine optimization (SEO), it is possible to achieve a higher ranking on search engine return pages (SERPs).

This project identifies SEO techniques used to optimize websites and evaluate the potential advantages. This project also analyzes two websites for style and word content and uses comparison tools to compare the performance. The findings in this project conclude that optimizing a website can increase visibility and help boost rankings.

 

 

 

Annotated Bibliography of SEO

‚ÄúAbout Search Engine Land.‚Ä̬†Search Engine Land. Web. 12 Nov. 2015.<http://searchengineland.com/about>.

Search Engine Land, overseen by Matt McGee the Editor-in-Chief, provides an in-depth explanation of the ranking of search engines and how the operate. The article claims that search engines want people to perform search engine optimization (SEO) because it can help improve their search results. Furthermore, the article claims that content quality, keyword usage, and regular updating of the content, factor in the success of having a webpage and make the top results.

This article is relevant to understanding search engines and how they rank websites. It depicts the factors that will help websites gain more visitors from organic searches. The article wants the readers to associate the features of webpages with search rankings and make direct correlations to determine how to increase them. This is useful in formulating a comparison between content and webpage ranking and determining which features of websites and webpages are associated with higher search rankings. Although it may be hard to test the factors for the effectiveness of SEO, it can help in evaluating rankings.


‚ÄúHow Search Engine Optimization Works.‚Ä̬†HowStuffWorks. 17 Jan. 2008. Web. 12 Nov. 2015.

<http://computer.howstuffworks.com/search-engine-optimization.htm>.

How Stuff Works provides a general overview of search engine optimization and how it is used in two philosophies: the white hat approach and the black hat approach. The white hat approach refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines. By contrast, the black hat approach refers to the use of aggressive search engine optimization strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.

This article is useful for understanding why search engine optimization is vital for anyone looking to make money on the internet and explains how having more visitors translates into more money. While some of the techniques might be questionable, the article is further useful in explaining why some large companies are willing to spend a considerable amount of money on search engine optimization consultants to increase the ranking of their company. The article is also helpful at revealing some of the challenges in search engine optimization approaches to find the right balance that satisfies both the visitors to the webpage and search engine spiders.


‚ÄúHow to Measure Website Performance and SEO Rankings.‚Ä̬†HermesThemescom How to Measure Website Performance and Track Search Engine Rankings Comments. 14 Dec. 2014. Web. 12 Nov. 2015.<http://www.hermesthemes.com/measure-website-performance-track-search-engine-rankings/>.

As founder and lead developer at¬†HermesThemes, Dumitru Brinzan¬†article,¬†‚ÄúHow to Measure Website Performance and search engine optimization Rankings.‚Ä̬†discloses some of the tools and services used¬†to analyze websites and track loading speed, performance, online presence & search engine rankings.¬†Brinzan advices his readers to¬†daily¬†analyze aspects of their website’s performance as there is always something that¬†can be tweaked and improved.¬†Brinzan also advices his readers to monitor the performance of their¬†main competitors as checking what they did to accomplish high ratings can be used to¬†improve their own search engine rankings.

This article offers some useful tools that help in identifying and¬†discussing strengths and weaknesses of websites performance and internet visibility. When investigating factors that increase a website’s ranking, it is useful to include a cross analysis¬†of other websites with¬†similar style and content that stand out from the competition. Evaluating the success rate of websites with high search engine rankings help¬†to exam the concepts of¬†search engine optimization and the contributing factors¬†attributed to them.


Mason Gray, Chloe.¬†‚Äú5 Things You Need to Know About Social Media & SEO.‚Ä̬†5 Things You Need to Know About Social Media & SEO. Web. 12 Nov. 2015.<https://blog.kissmetrics.com/social-media-and-seo/>

Chloe Mason Gray article, “5 Things You Need to Know About Social Media & SEO.‚ÄĚ professes¬†the importance that companies and agencies place on social media in regards to¬†their search engine optimization strategy.¬†Despite Google‚Äôs Matt Cutts having¬†released a video¬†which says that social signals¬†do not¬†affect search rankings, Mason Gray¬†is confident that¬†social profiles matter to Google and especially to people searching online. She wants marketers to see the value of having a profile with¬†up-to-date info and engaging¬†content and¬†broaden their concept of search and search engine optimization to take into account the many¬†ways people find content on the web.

This article is useful for¬†evaluating whether social media influences searches and thus, play a role in search engine optimization. Although any research on the topic of¬†search engine optimization should be critically analyzed, it is clear to Mason Gray that social media¬†plays an important role in a person’s online presence. Therefore, the claims in the article support the viewpoint that an online presence through social media is important to consider implementing because of its added value to branding. The claims can also be used to argue the point that increasing social media presence can increase one’s¬†search engine ranking.


¬†”¬†Web Directories and Specialized Search Engines.”¬†Web Directories and Specialized Search Engines. Web. 15 Nov. 2015.

<http://www.webconfs.com/web-directories-and-specialized-search-engines-article-18.php>.

Although Google is widely recognized and used, specialized search engines are also an important aspect of search engines. Webconfs defines specialized search engines as a tool to include in a search engine optimization arsenal (an array of resources available for a certain purpose). As an alternative search to generic search engines, specialized search engines are selective about what part of the web is crawled and indexed. Even though not all the databases meet the standards of what users expect in a return search, a search engine which is specialized in a particular topic usually generates a better quality of results than a generic one.

Including specialized search engines in a research project is useful in defining the difference between the generic searches and specialized searches. Webconfs identifies the benefits of applying a more comprehensive search to find almost anything and advises on choosing the right search engines. Specialized search engines can save time as many gather useful sites from user submissions rather than through the normal spider/robot process.


“What Is Search Engine?”¬†What Is Search Engine?¬†Web. 15 Nov. 2015.<http://www.computerhope.com/jargon/s/searengi.htm>.

Founded in November 1998 in Salt Lake City, Utah, by Nathan Emberton, Computer Hope explains that a search engine is a software program or script available through the Internet that searches documents and files for keywords and returns the results of any files containing those keywords. The article also illustrates the correlation of search engines to a spider/crawler which automatically visits pages and indexes their contents. As data is collected, it is used to rank the page and is the primary method a search engine uses to determine if a page should be shown and in what order.

Any comprehensive research of the optimization of search engines should include an synopsis of what search engines consist of. In addition, to understand how search engines can be influenced to rank webpages higher, it is important to also know how it functions. Computer hope provides information on both what a search engine is and how if functions and includes its various algorithms (a list of instructions, procedures, or formulas used to solve a problem).


Annotated Bibliography Reflection

Thinking about my sources in respect to their usefulness is not a new concept to me but actually laying them out in an annotated format is. In all my history of writing, I was never asked to annotate a bibliography and never knew exactly what it meant. That being said, I am a believer in annotating and found this to be an important and necessary part of my bibliography. I also welcome the opportunity to participate in this exercise as it contributes in the value and credibility of my project.

I had never thought about a bibliography being anything other than a list or that it could stand on its own but this exercise has opened my eyes to that fact. Annotating my sources provide more meaning to them in a way that helps define the scope of my project. Deciding how the sources contribute to my thesis was my initial step in determining which ones to choose. My chosen sources are primarily based upon my intended arguments or points of view. Each source addresses a different point and therefore is streamlined according to value and usefulness. After choosing a source. I focus on specific research questions that help frame my thesis.

Some of my research questions are:

  • What did the author want to accomplish and was the goal achieved?
  • What method(s) did the author use?
  • How credible is the author and what sources did he/she use?
  • What is the point of view of the author and does the source support my argument?

This exercise on annotating bibliographies has changed the way I view and participate in writing. It calls me to take a more critical analysis when choosing sources and to know that evaluating a source is on what is being said is an important skill to become familiar with and master. I can see how using this tool has already enhanced my intellectual capacity to read intelligently and communicate cogently. Being able to provide a concise exposition to readers is my goal and the technique of annotating contributes to that outcome. I also find that I can apply the same concept to anything I read, see, or listen to.

Annotating my bibliography has helped me to formulate my content. By summarizing the sources and describing why the source are useful for researching, I was able to

The main and topic of my project is search engine optimization. The idea is that websites can be influenced to improve search engine rankings. Other key terms are:

  • Spider (A program that visits websites and reads their pages and other information in order to create entries for a search engine).
  • Black Hat SEO (refers to controversial SEO methods used to acquire higher Web page search engine rankings).
  • White Hat SEO (refers to SEO strategies that aim to build a quality website over the long term by focusing on the website‚Äôs audience).

 

Revised Proposal – Search Engine Optimization

Project Proposal

Topic: Search Engine Optimization Techniques

All major search engines have primary search results. This is where content like web pages, images, and videos are listed. These listings are free results and are ranked based upon what the search engine considers most relevant to users. Although there are no guarantees to have a number one spot through a search, by understanding and using search engine optimization, it is possible to achieve a high ranking on search engine return pages (SERPs).

I propose a detailed analysis of search engine optimization which includes the techniques and contributing factors that influence them. In this project, I will explain the followng:

  1. The main objectives of search engine optimization and the method it uses to boost the frequency of a website results returned by a search engine in an effort to maximize user traffic to the site.
  2. How to measure website success using indicators and analytic tools.

As an interactive component of my research project, I will conduct the following case studies:

  1. Select a webpages, images, or video and track its ranking over a 4 or 5 week period and record any changes daily in a progress report.
  2. Compare a competitors ranking in a comparison report.
  3. Create a webpage, image, or video and track its ranking daily over a 4 or 5 week period.

Multimodalities to be used:

  1. Excel for progress reports
  2. Video maker/image maker to create personal image
  3. Pinterest/Youtube
  4. Other.

Topics and Projected Timeline:

Week of November 15th

  • Explain search engine optimization (SEO)
    • Strategies, techniques and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in search results.
  • Explain search engine return pages (SERPs)
    • Discuss the process of listing results returned by a search engine in response to a query or search word.
  • Select a webpage to track its ranking.
    • Examine the contributing factors.
  • Select a competitor’s webpage to track¬†its ranking.
  • Create a comparison report.
  • Create a personal image or video and post to Pinterest or Youtube.

Week of November 22nd

Discuss SEO obstacles and look at two SEO philosophical approaches:

  • White hat approach – follows all search engine rules and policies. Focuses on relevancy and organic ranking Topics:
    • Keywords
    • Spiders/crawlers
    • Headers
    • Keyword stuffing
    • Link analysis
  • Black hat approach – use of aggressive SEO tactics that do not follow search engine rules and policies Topics:
    • Redirecting
    • Page stuffing
    • Selling and farming links

Continue:

  • Update webpage¬†progress report
  • Update competitors webpage tracking progress report
  • Update comparison report.
  • Update personal image or vedio tracking progress report

Week of November 29th

Discuss how to measure a website performance and search engine optimization rankings using a website speed test.

Continue:

  • Update webpage¬†progress report.
  • Update competitors webpage tracking progress report.
  • Update personal image or video tracking progress report.

Week of December 6th

Finalize project and conclude progress reports and comparision report.

  • Webpage progress report.
  • Competitor’s webpage progress report.
  • Personal image or video tracking progress report.

Material Resources:

Producing New and Digital Media, James Cohen and Thomas Kenny

“5 Things You Need to Know About Social Media & SEO.” 5 Things You Need to Know About Social Media & SEO. Web. 12 Nov. 2015. <https://blog.kissmetrics.com/social-media-and-seo/>.
http://www.searchenginejournal.com/top-31-seo-experiment%E2%80%8Bs-you-want-to-know-about/63855/
“How Search Engine Optimization Works.” HowStuffWorks. 17 Jan. 2008. Web. 12 Nov. 2015. <http://computer.howstuffworks.com/search-engine-optimization.htm>.
“SEO Experiments – Google PageRank Logarithm Scale Base Experiment – Best SEO Tips.” SEO Experiments – Google PageRank Logarithm Scale Base Experiment – Best SEO Tips. Web. 12 Nov. 2015. <http://seolutions.net/Google-PageRank-Log-Base-Experiment.php>.
“Website Rank Tracking in Real Time – Rankinity.” Website Rank Tracking in Real Time – Rankinity. Web. 12 Nov. 2015. <https://rankinity.com/>.
“How to Measure Website Performance and SEO Rankings.” HermesThemescom How to Measure Website Performance and Track Search Engine Rankings Comments. 14 Dec. 2014. Web. 12 Nov. 2015. <http://www.hermesthemes.com/measure-website-performance-track-search-engine-rankings/>.