CONTOL OF SEARCH ENGINE OPTIMIZATION

Search Engine Optimization (SEO) playsvital role in online marketing whichcan be acrucial parameter for influencing success for any business. A small retailer to large e-commerce has keen interest in marketing and branding through SEOand to achieve thedesired results as swiftly as possible. The purpose of SEO is to improve the organic ranking of a website with leading search engines. This article introduces and discusses the concept of white hat search engine optimization (SEO). This research works on the latest algorithms of search engines especially for Google without getting sandboxed. Proposed mechanism used in this article issafe and practically possible to increase the search traffic. This is done by ―On page‖ and ―Off page‖ Search engine optimization techniques.General terms:SEO (Search Engine optimization), traffic, on page, off page, Keywords:White hat SEO; web crawler; search results; penguin, hummingbird; on page SEO: keywords, internal links, structure, HTML mark-ups, SEO elements; off page SEO: external links, social signals. I. INTRODUCTIONSearch engine optimization is the process by which one can increase the visibility of website or webpage in search results [1] in order to increase the visitors of that website or on the particularpage [2]. Purpose of this research is to get higher ranking in search results using white hat SEO techniques.How search engine works?When any user searches phrase or a word then the search engine generate the list of website links where that particular phrase or word were found [3].In order to show the list of websites in search results the search engine perform crawling, indexing, processing, ordering and then retrieving the results[3]. Search engines use ―Web Crawlers‖ that crawls the webpages of websites, and index it on the basis of certain algorithm. Like Google uses Google bot[4]for crawling the webpages, and uses algorithm like Panda, Penguin, Hummingbird and Pigeon for processing the results by removing spam results like a website that contain no relevant information but due to malpractices it comes in results, And arranging them https://arudhrainnovations.com/

Content: Content of webpage should be 65% to 75% unique and in high quality, and the text to html ration is in between 25% -75%. Search engines crawlers visit the site and create a copy of content in their database, if they found any other webpage containing the same content then that webpage penalized. Page Structure: Like a newspaper webpage structure containing all the important HTML tags like title, heading (h1, h2,.., h6), bold, strong etc. Example:<TITLE>title</TITLE><H1>heading</H1>,<STRONG>important keyword</STRONG>3. Keyword Research:Now days search engines like Google doesn’t gave extra attention to keywords, SoKeyword research become a very crucial task that tells the starting point of webpage. A good keyword is that match with the content of page. There are lots of free tools available online like Google Adword, Bing. 4. Alttags:Alt tag is very important it tells the search engine content behind the image when the move the cursor over the image [1].Example:<IMG TITLE=”image” SRC=”image.jpg” ALT=”image” />5. Meta Tags: Use of meta tags like description, robots, keywords etc., is very important because it tells the search engine what type of content is present in the webpage. Meta description should be in between 70 –160 characters. Example:<META NAME=”description” CONTENT=” “/>: description tag that tells the content of particular webpage.<META NAME=”keyword” CONTENT=” “/>: keyword tag tells the search engine what type of content is based on particular word. 6. Robots meta tag:The robots meta tag tells search engine how to an individual page should be indexed and served to users in search resultsExample:<META NAME=”ROBOTS” CONTENT = “NOINDEX”> :Tells search engine to not to index particular page by not showing the link on result page.<META NAME=”ROBOTS” CONTENT=”INDEX”> : Tells search engine to index particular page by showing the link on result page.Note: By default CONTENT=”INDEX,FOLLOW”.7. Internal Links: Internal link are also dominant to tell the structure of website to search engine . Internal links are the links that point to your website from other website. They are useful for establishing site architecture and spreading link juice.Example:<A HREF=”http://www.same-domain.com/” TITLE=”Keyword Text”>Keyword Text</A>8. Sitemaps: A Sitemap is list of internal URLs (Unified Resource Locator) of website in XML (Extensible Markup Language) [18]. It used by webmaster tool to get the important information about the URL of website. But there is no surety that an XML Sitemap will get your pages crawled and indexed by search engines but having one certainly increases your probability [19].Example:<urlsetxmlns=”http://www.sitemaps.org/schemas/sitemap/0.9″><url><loc>http://www.site.com/saleyourbooks.html</loc>changefreq>weekly</changefreq></url></urlset>

CONTOL OF SEARCH ENGINE OPTIMIZATION

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