Search Engine Optimization Factors and its Evaluating Techniques

Abstract

WWW has become an integral part of our lives. It has a huge number of websites that leads to billions of searches on search engines every single day as it is the most convenient way of getting required information. But people click only the first few results only on “Search Engine Result Page” (SERP) because the credibility of a search engine lies in the fact that the top links provide the most relevant information. As a consequence, businesses are becoming more capable of ranking their websites highly in search results. Therefore, understanding the elements that go into placing a website at the forefront is equally crucial. We also need certain quantitative techniques to evaluate these factors. This paper aims to identify those factors and evaluating techniques used by most famous search engines to rank a website on the top of the search results.