How to Use

Search Engine
Optimization
Techniques to
Increase
Website
Visibility
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Abstract:-This tutorial aims to answer two general questions: What
contributes to search engine rankings? and What can web content creators and
webmasters do to make their content and sites easier to find by audiences using
search engines? Key concepts: Search engines’ rankings are shaped by three
classes of participants: search engine companies and programmers, search
engine optimization practitioners, and search engine users. Key lessons: By
applying three key lessons, professional communicators can make it easier for
audiences to find their web content through search engines: consider their web
content’s audiences and website’s competitors when analyzing keywords;
insert keywords into web text that will appear on search engine results pages,
and involve their web content and websites with other web content creators.
Implications: Because successful search engine optimization requires
considerable time, professional communicators should progressively apply these
lessons in the sequence presented in this tutorial and should keep up to date with
frequently changing ranking algorithms and with the associated changing
practices of search optimization professionals

Index terms:- hyperlinks, keywords, organic search,SEO, search

ranking algorithm, SMO, websites

Author:- JOHN B KILLORAN @ IEEE Transactions 1 may 2013

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What is SEO
Search Engine Optimization is the process of improving the visibility
of a website on organic ("natural" or “un-paid”) search engine result
pages (SERPs), by incorporating search engine friendly elements into
a website.
A successful search engine optimization campaign will have, as part
of the improvements, carefully select, relevant, keywords which the
on-page optimization will be designed to make prominent for search
engine algorithms.
Search engine optimization is broken down into two basic areas: on-
page, and off-page optimization. On-page optimization refers to
website elements which comprise a web page, such as HTML code,
textual content, and images.
Off-page optimization refers, predominantly, to backlinks (links
pointing to the site which is being optimized, from other relevant
websites).

SEO process
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 1.KEY CONCEPTS

Key concepts are clasified into three classes and these classes
search stakeholders contribute in distinct ways to search engine
rankings or research insight into how to optimize to those rankings

Shaped by three classes participants are search engine companies

and programmers, SEO practiioners, and SEO users

Search rankings enable web content creators to continously monitor

to exact competitive fitness for a given search query

Accordingly some content creators orient their sites not just to

directly attracted and maintain the attention of their prespective
human audiencies

But to take the advantage of search engines and ranking rules to

extent a orient a site to search engines to become a professionaly
speciality site (SEO)

In response, search engines conceal the competition rules and

frequently redefine them in order to prevent organic content creators
and other SEO specialists from gaming the system and there by
undermining search engines exclusive logistic rules.

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How literature was selected
This short tutorial limits itself to SEO would seem to be most broadly
relevant to readibilty a professional communication a SEO strategies
has some factors:
applicaple to popular in Google,yahoo,Bing(SEO) and
specializing in news, advertising(SEM)
applicable to a broad range of websites requiring specialized functions
as libraries and E-commerce

keyword search on google Adwords

SEO strategies have some criteria
àsearch engine companies and practitioners
Search engine companies which have some ranking technique rules
White hat:SEO techniques that a Search engine always likes. Usage
of SEO techniques, tricks and tactics by following search engine rules
and regulations, algorithm and policies are known as White Hat SEO.
Black hat :Black Hat SEO or Negative SEO is a common term for
doing SEO Spamming Techniques. Usage of SEO by not following
policies and regulations of search engine is called as black hat seo
SEO practitioners are those who use to calculate
keywords,Websites ,blogs by Ranking Algorithm and monitoring the
websites and analyzing ranking of search companies websites

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Search related terminology
According to search engine have some terminology to popularity in
search engines as Google, yahoo, Bing etc
àSearch Engine Optimization
(DS,SBM,CLASSIFIED ADS,ARTICLES,WEB
2.0,FORUMS,PRESS RELEASE)
àSearch Engine Media (SEM)
àSocial Media Optimization
(FB likes, twitter tweets, linkedin Joins,RSS feeds)
Three classes of participants in SEO
àsearch engine companies and programmers
àwebmasters and SEO practitioners
àsearch engine users
Search engine companies and programmers concertrate on PageRank
while doing the offpage works
Webmasters and practitioners concertrate on keyword stuff and
linkforming
Search engines users are the founders of the engines as google
founder, yahoo founder etc are concertrate on search engines
algorithm

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 Theoratical Framework
PageRank Algorithm
Suppose a small universe of four web pages: A, B, C and D. If all
those pages link to A, then the PR (PageRank) of page A would be
the sum of the PR of pages B, C and D.
PR(A) = PR(B) + PR(C) + PR(D)

In other words, divide the PR by the total number of links that come
from the page.

where q is the factor of query term value

with a residual probability of usually q=0.15, estimated from the

frequency that an average surfer uses his or her browser's bookmark
feature.
So, the equation is as follows:

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  where p1,p2,...,pN are the pages under consideration, L(pi) is the
set of pages that link to pi, and N is the total number of pages.

where R is the solution of the equation

Probabilistic Model
This model is based on the premise that terms that appear in
previously retrieved relevant documents for a given query should be
given a higher weight than if they had not appeared in those relevant
documents. In particular, they presented the following table showing
the distribution of term t in relevant and nonrelevant documents for
query q.

 N = the number of documents in the collection

 R = the number of relevant documents for query q
 n = the number of documents having term t
 r = the number of relevant documents having term t

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Optimizer works
on

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 2.KEY LESSONS
Before Optimizing web content or a website, web developer should
first analyze the keywords- search engine queries for which the will
be optimized .In this lesson web developer will learn why and how
they should.
Analyze keywords that the target audience will use:
Within the fields that technical communicators serve, keywords
often emerge from the communities of the subject matters who
conduct a fields research.
Searchers revised their query more than half the time suggesting the
searches may struggle through an iterative process to formulate an
optimal query
Accordingly whereas the name of the site or the organization. its
trademarks or the specialized lingo used by the subject matter experts
or other insiders who contribute to the site ought to be considered as
potential candidates keywords.
The best keyword candidates are of course distinct each
organization and each website.

Analyzing of a keyword
target audience
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Target long tail keywords that are competitive:

SEO professionals general distinguish between “head” and “tail”

type of keywords : the former are more generic and typically just one
or two words long(writer or technical writer).

Whereas the letter are often subcatageries of the former and

typically three or more words long(silicon valley technical writer)

The head and tail nomenclature was inspired by statistical graphs

plotting a line starting a peak (head) and tapering off as it move away
to (tail).

SEO professionals generally recommend that most sites especially

new sites target some tail keywords and phrases.

More specifically they recommend that sites homepage target the

most popular head keyword for which the site might be a
compitetitive, whereas the sites more specialized page each target a
related to tail keyword

Web content writers which helps to easier way to develop the site to
web developers as:
Consider the web contents audiences and website competetors when
analyzing keywords.
insert keyword into web text will appear in SERP’s.
involve the web content and website with other web content writers.
(inbound links, outbound links as link building)

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Keyword Search

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Insert keyword into web text will appear in SERP’s

Name web domains, directories and files based on keywords:

The first tasks in creating a site include securing a domain

name(web address) and creating files in the SEOmoz survey
mentioned before.
when choosing a domain name SEO practitioners generally
recommend chosing name based on existing keywords or phrase a
new brandable name that in either case, the site will be optimized.
However,SEO practitioners recommended to minimizing the length
Of a domain name because future audiences would have to type the
long URL string to visit or to create inbound links.
both Google and Bing encourage webmasters to incorporate
keywords into their URL strings and Microsoft has confirmed that
such a tactic can improve a page’s Bing Ranking.
Google recommends against using generic file names (“mca.html”).
repeating keywords(“seo-seo-seo.html”) and relying on computer
generated alphanumeric codes parameters and Session IDs that are
meaningless to search engines and offputting web developers to
create an inbound links .

Prioritize keywords on web page titles:

Among the page elements extracted on SERPs,perhaps the most

important for human users in the page title.
In general, web developers are advised to title their pages with
keywords referring specifically to the page content rather than with
generic words, avoiding, in particular, such generic words as “home”,
“products and services” and so forth
SEO practitioners generally recommend that each page title focus
on the keywords or phrase that page is targeting.

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Involve the web content and website with other web content
writers
Since the advent of the Google’s pagerank the general trend in search
algorithms has been progressively decrease the influence of a page’s
or sites for features.
Which are easiest way to find to webmasters to manipulate SEO
professionals general distinguish between “head” and “tail” type of
keywords : the former are more generic and typically just one or two
words long(writer or technical writer).

Whereas the letter are often subcatageries of the former and

typically three or more words long(silicon valley technical writer)

The head and tail nomenclature was inspired by statistical graphs

plotting a line starting a peak (head) and tapering off as it move away
to (tail).
correspondingly increase the rank of keyword.
Most probably to get increase the rank of keyword inbound links are
linked from other websites.

Earn inbound links from other websites:

purchasing the PageRank links with higher PR links through
linkbuilding such as higher priority sites with domain name as
à.org , .edu , .gov , .ac etc. These sites are at top level at the Google
Trends and Adwords
providing a useful product or service
posting a new insightful entertaining information
maintaining a blog with regular original interesting posts
engaging the community of related websites and web 2.0 social
media sites
offering to guest post on article or blog entry on someone’s else site
in exchange link back to one’s own site
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participating a online forums related to the site’s field

Since spammers can easily generate many links from such low quality
sources, specialy links farms as mailing
clients, customers and fans
service providers, vendors and partners
business and professional association

Develop a Community following on Social Media:

The concept of SMO was apparently proposed in 2006 by marketer
rohit bhargava who described SMO strategy as

Frequently posting useful content that would invite not only

inbound links from traditional websites but also sharing throughout
the audiences
Rewarding inbound links comments discussion sharing of content
and other form as linking sources in blog
Proactively posting contents to social media sites shuch as documents
on scribd.

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Social Media Optimization
For inbound links of website to make higher in ranking insightful
posting a entertainment, attracted content of website on social
networks as:
à Facebook --likes
àTwitter --tweets
àLinkedIn --joins
àwhatsapp – forwarding
àRSS feeds and many more posting others social networks
And uploading a website related videos on youtube for likes and
views

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 3.Implications for Practice
Because successful search engine optimization requires considerable
time, professional communicators should progressively apply these
lessons in the sequence presented in this tutorial and should keep up
to date with frequently changing ranking algorithms and with the
associated changing practices of search optimization professionals.
A better technique to increase the website visibility follow the
“White hat SEO”
The best plan and manage the medium to long term commitment,
SEO practitioners typically recommend implementing in SEO
strategy stages in sequence order.
These Strategies have to be implemented in the sequence order to
get the site in the top ten in search engine in competitive level.
Their strategy led to increased site visibility in Google and
increased site traffic.
Despite such successful cases this tutorials sequence of lessons
ought not to be relied upon as a static strategy a guarantee of high
rankings.
To ensure that their audiences can continue to easily work and
update on search engines

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Conclusion
A unique best content and without keyword stuff contribution to
1increase search engine rankings
An easier way to search for audience to make webmasters, content
writers , practitioners to do a posting, uploading, press release,
forums, tweets, likes, Adds, blog entry, etc
A best technique to easily access by audience white hat seo
technique is the best
Contributers SEO practitioners, webmasters and programmers keep
on up to date on site’s visibility to increase in search engines.

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References:
http://www.IEEExplore.org/IEEE transactions2013
http://www.linksandlaw.com/technicalbackgroundpagerank.htm
http://www.google.com/googleAdwords
http://www.blogger.com/highlevelseoservicesinhyderabad
http://www.the_emerchant.com
http://www.emerchantdigitalsolutions.com

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