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Exploring Search Engine Optimization (SEO) Techniques for Dynamic Websites

Written by W. Kanwal

Paper category

Master Thesis

Subject

Business Administration>Marketing & Sales

Year

2011

Abstract

Thesis: Search engines Search engines are regarded as the source of the promotion of websites and related businesses through the Internet. Search engines explore the content of the website to collect information about the website. Therefore, the website needs to be optimized to make it friendly to search engines. This will help bring the site to the top search results. Search engine programs are called "crawlers", "robots" or "spiders". Search engines are divided into two categories: crawler-based search engines and human-based directories; the two work in completely different ways. Search engines based on crawlers usually work in three steps [8]. First, they crawled the website; second, they analyzed the web page information of the target URL or keyword, evaluated the correspondence between the web page and the search criteria, and then wrote this information in their index database in a specific format; finally, they searched The query extracts the web pages that contain the most relevant information from the index database. The final result is presented in the form of a hyperlink and a precise summary of the corresponding website [7]. The manpower catalog relies on manual review, category listing or indexing. The site owner submits a short description of the entire site to such directories. The site owner does not know which part of the submitted content will appear as a description in the final search results. Websites with valuable and meaningful content are first censored and stored in network directories, such as Open Directory, Google Directory, Yahoo Directory and Looksmart. Nowadays, it is very common to present artificial lists and crawler-based results. These types of search engines are called hybrid search engines. 1.1.2 Paid results and organic results As described in section 1.1.1, hybrid search engines (such as Google and Yahoo) present two types of search results for search keywords. These results are classified as "paid results" or "pay-per-click" (PPC) and are supported by "artificial catalogs"; other results are named "organic" or "natural" results. Most search engines display paid search results at the top or right side of the search engine results page (SERP). Some search engines have their own strategies to place such results. For example, Google Adwords is determined by a "bidding model," in which companies bid on cost-per-click (CPC) so that their ads appear in paid search results [3]. 1.1.6 Search Engine Optimization (SEO) When we consider dynamic or static website development, we need to consider all important factors that can increase website traffic directly or through search engines. The more traffic, the higher the website ranking and the higher the sales figures. Developers use multiple methods to create eye-catching and exciting effects on websites, making them look attractive to website users. This is a common practice, but website owners cannot get anything from such websites. Something, if the user does not do so, the website can be viewed or found through search engines. Search engines provide us with a platform to display or sell products or services, and SEO technology helps to promote business through search engines. At the same time, search engines help end users search for goods they are interested in buying. SEO is the process of improving the visibility of a website or webpage in search engines through "natural"/"organic" (non-paid) search results. SEO is the art of customizing website content to make it friendly to search engines. Crawlers can read HTML-based web pages without any problems; however, dynamic websites/web pages are not always searchable in all search engines. Google and Yahoo are considered the most popular search engines for searching and indexing the web. On the other hand, searching and indexing dynamic web pages either does not exist or is far from perfect [6] [7] [12-16]. It is the responsibility of the developer to make the dynamic website friendly or searchable by search engines. SEO techniques for dynamic web applications require little additional programming knowledge about search engine behavior. Most websites today tend to contain dynamic content, because a content management system (CMS) makes it easy to update and manage dynamic websites. E-commerce websites, blogs and forums are all based on CMS. Google claims that it has made some progress in dealing with dynamic websites or dynamic URLs [14]. On the other hand, about 34% of searchers are using search engines other than Google. Not all search engines are programmed to crawl and index dynamic URLs [6] [13-16]. Therefore, dynamic websites require some extra effort to optimize and make them search engine friendly. You can promote online business by optimizing the websites of Yahoo, Microsoft’s Bing, Ask, and AOL. Common SEO techniques used to optimize static websites may not be sufficient to optimize dynamic websites. Read Less