International 

Journal of Science and Research (IJSR) 
ISSN (Online): 2319‐7064 
 

Search Engine Optimization to Increase Website

Visibility
Vignesh. J1, Deepa. V2
1
M.Tech. (CSE), Hindustan University, Chennai, India
2
M.E, Assistant Professor, Hindustan University, Chennai, India

Abstract: Search engine optimization [SEO] is often about making modifications to parts of the website. When viewed individually, these
changes might seem like incremental improvements, but when combined with optimization technique, they could have noticeable impact on
website’s user experience and performance in search results. SEO requires considerable time, professional communicators should
progressively apply these lessons in sequence presented in this paper and should keep up to date with frequently changing ranking
algorithms and with the associated changing practices of the search engine optimization professionals. Search engine rankings are shaped
by three classes of key logic participants namely, 1.Business logic, 2.Professional communicators, 3.End user logic. By using these key
logics the optimization technique makes it easier for the users to search their web contents. It focuses only on general web search engine and
the deliver lesson that professional communication can readily implement without any specialized technique. The key concepts introduces a
theoretical framework for this to search engine optimization, describes how the approach was used to implement the three classes of
stakeholders to shape the whole framework because it is easier for the audiences to find their web-content and websites through search
engines. Search engine users of course hold the attention economy’s key commodity, their own attention, and confer it not only among the
sites of contending web content creators but also among the search engine themselves, thereby compelling search engines to try to better
accommodate users’ interests that search engines serve up among their top results.

Keywords: organic (natural) search, search engine optimization, social media, websites, page rank.

1. Introduction apply these lessons in the sequence presented here and should
keep up to date with frequently changing ranking algorithms
Most professional communication practitioners and researchers and with the associated changing practices of search
can point to some content on the web that they themselves optimization professionals. Search engine want the web
have authored, such as on their employers’ or clients’ websites, developers to create sites and content in accessible ways, so
or on sites they maintain for professional, personal, or they provide a variety of tools, analytics and guidance. The
community interests. As a simple experiment, they might try to optimization technique is used to increase the website’s
find that content using only a general web search engine. It visibility to gain the most of user experience.
introduces a theoretical framework for the techniques’
approach to search engine optimization, describes how it was Many data intensive applications delivered over the Web
selected, defines search-related terminology, and explains how suffer from performance and scalability issues. Content
three classes of participants shape search engine rankings. It distribution networks solved the problem for static content
delivers lessons that professional communicators can readily using caches at the edge nodes of the networks. A dynamically
implement without specialized technical know-how and generated web page is usually assembled using a number of
without a web marketing budget. By applying three key static or dynamically generated fragments. The static
lessons, professional communicators can make it easier for fragments are served from the local caches whereas dynamic
audiences to find their web content through search engines. fragments are created either by using the cached data or by
fetching the data items from the origin data sources. One
Search engine optimization (SEO) is “the process of editing a important question for satisfying client requests through a
web site’s content and code in order to improve visibility network of nodes is how to select the best node(s) to satisfy the
within one or more search engines”. We are already familiar request. For static pages content requested, proximity to the
with most of the topics listed here because they're essential client and load on the nodes are the parameters generally used
ingredients for any web page, but we may not be making out to select the appropriate node .Techniques to efficiently serve
the most of them. Even though this title contains the words fast changing data items with guaranteed incoherency bounds
"search engine", it would like to say that you should base your have been proposed in the literature.
optimization decisions first and foremost on what's best for the
visitors of your site. An important aspect of SEO is making 2. Related Works
your website easy for the users understand. SEO helps the
engines figure out what each page is about, and how it may be Optimization of Ranking Measures: Web page ranking
useful for users. Successful SEO requires most considerable of requires the optimization of sophisticated performance
time, and professional communicators should do progressively measures. Current approaches only minimize measures

Volume 3 Issue 2, February 2014 
Paper ID: 02013977 www.ijsr.net  425
 International Journal of Science and Research (IJSR) 
ISSN (Online): 2319‐7064 
 
indirectly related to performance scores. We present a new 2.2 Structures in Search Engine Result Pages
approach which allows optimization of an upper bound of the
appropriate loss function. This is achieved via structured We define what elements the most popular web search engines
estimation, where in our case the input corresponds to a set of use on their results pages (e.g., organic results, advertisements,
documents and the output is a ranking. Training is efficient shortcuts) and to which degree they are used for popular vs.
since computing the loss function can be done via a linear rare queries. Therefore, we send 500 queries of both types to
assignment problem. At test time, a sorting operation suffices, the major search engines Google, Yahoo, Live.com and Ask.
as our algorithm assigns a relevance score to every (document, We count how often the different elements are used by the
query) pair. Moreover, we provide a general method for individual engines. In total, our study is based on 42,758
finding tighter non-convex relaxations of structured loss elements. Findings include that search engines use quite
functions. Experiments show that the algorithm yields different approaches to results pages composition and
improved accuracies on several public and commercial ranking therefore, the user gets to see quite different results sets
datasets. depending on the search engine and search query used.
Organic results still play the major role in the results pages, but
Web 2.0 Techniques for Search Engine Optimization: different shortcuts are of some importance, too. Regarding the
Search engine optimization (SEO) is a process that seeks to frequency of certain host within the results sets, we find that
achieve a high ranking in the search engine results for certain all search engines show Wikipedia results quite often. Since
search words or phrases. This process typically involves we used the .com interfaces of the search engines, results may
making certain changes to a site, as well as acquiring links not be valid for other country-specific interfaces.
from other sites. One aspect of SEO that has begun to receive
much attention by practitioners is the use of Web 2.0 sites and 2.3 Ranking Metrics and the Search Guidance for
technologies. Knowledgeable practitioners are beginning to Learning Object Repositories
use Web 2.0 to achieve multiple high search engine rankings
for a chosen word or phrase. The two case studies presented In line with the popularity of the Internet and the development
show that the use of Web 2.0 techniques can enable sites to of search engine, users request information through web-based
rank well in the search engines. In addition, use of these services. Although general-purpose searching such as one
methods may lead to multiple top listings on the search provided by Google is powerful, searching mechanism for
engines. Finally, the speed and flexibility of Web 2.0 sites and specific purposes could rely on metadata. In distance learning
methods allows search engine marketers to promote seasonal (or e-learning), SCORM provides an efficient metadata
or “hot” products. definition for learning objects to be searched and shared. To
facilitate searching in a federated repository, CORDRA
2.1 Implications for Search Engine Marketing provides a common architecture for discovering and sharing
Learning Objects. We followed SCORM and CORDRA
The breadth and depth of online information affords a traveler specifications to develop a registry system, called the MINE
an enormous amount of choices of potential destinations and Registry, for storing and sharing 20,738 Learning Objects
accommodations. One of the key tools travelers rely upon to created in the past five years. As a contribution, we propose
find information of value is search engines. As such, the concept of “Reusability Tree” to represent the relationships
accommodation marketers, the primary target beneficiary of among relevant Learning Objects and enhance CORDRA. We
this research, would be well served by a greater understanding further collect relevant information, while users are utilizing
as to how travelers perform their searches within the search Learning Objects, such as citations and time period persisted.
engine environment and of the types of keywords they use to The feedbacks from the user community are also considered as
navigate that search. Such knowledge would better inform critical elements for evaluating significance degree of Learning
their online marketing campaigns, and thus allow for more Objects. Through these factors and rank Learning Objects in
effective use of their limited marketing dollars. This study the MINE Registry, in addition to other external learning
analyzed 701 Excite.com user queries of accommodation objects repositories. As a practical contribution, we provide a
searches in order to identify trends of query formulation. Four tool called “Search Guider” to assist users in finding relevant
types of analysis were conducted: types of query keywords; information in Learning Objects based on individual
types of whole queries; sequence of query formulations; and requirements.
associations of keyword types. The results suggest that
travelers most often search for their accommodations 3. Search Related Terminologies
simultaneously with their search for other aspects of their
travel, such as destinations, attractions, transportations, and This section introduces general search-related terminology that
dining; and that they most often commence their search reappears throughout this system. More specialized terms are
seeking specific hotels in conjunction with the city they are defined and/or described at points where they are introduced
considering for a visit. A sequential analysis also revealed that according to the Search Engine Marketers Professional
many users engage in a switching behavior that swings Organization, the main American-based organization that
between the broad and focused research tact. The marketing represents practitioners in the field. The similar term search
implications of these findings are discussed. engine marketing (SEM) includes SEO plus various paid
advertising options that involve search engines, options that
are beyond the score of this system. SEO is typically
understood not to include or at least not to overly rely on these

Volume 3 Issue 2, February 2014 
Paper ID: 02013977 www.ijsr.net  426
 International Journal of Science and Research (IJSR) 
ISSN (Online): 2319‐7064 
 
paid options in its aim to achieve high rankings among search skills to achieving rankings higher than their site content might
engines’ organic (“natural”) results. otherwise merit. Perhaps revealingly, SERP rankings for
commercially oriented queries the kind of queries for which
The main Concept introduces a theoretical framework for the companies would hire SEO specialists have been found to be
approach to search engine optimization, describes how the more volatile over time than rankings for queries without a
literature was selected, defines search-related terminology, and direct commercial intent.
explains how three classes of participants shape search engine
rankings. This paper explores in concrete detail how each of 3.1.3 Search Engine Users
these three classes of stakeholders contributes to influence
search engine rankings in the three classes of participants Finally, web users’ search engine preferences and behaviors, in
shaping the search rankings section. More generally the turn, influence web marketers’ SEO strategies and search
theoretical framework, whose long-standing involvement with engines’ rankings. For years, Web users have been favoring
web search outcomes has led them to share their insight. The Google by wide margins over such competitors as Yahoo and,
web-content audiences and the website’s competitors more recently, Bing. As well, as a result of a 2009 agreement
implements the techniques analyze the keywords that their between Yahoo and Microsoft, Yahoo’s search results are now
target audiences will use and targets the keywords that are served by the Bing method. Accordingly, SEO industry
competitive in the real world which aims to answer the general professionals, following their users, optimize their sites
questions. primarily for Google’s method and secondarily for Microsoft’s
Bing and others, and so this system to most other general web
a. What contributes to search engine ranking. search engines. It also allows users to search the queries in the
b. What can web content creators and webmasters do on their own format in which it enables them to ask or find answer
website and the web in general to make their content in their question about the words that are used in the webpage. And
sites easier to find by audiences using search engine. mainly the user can track the keyword for the corresponding
queries that are searched in the search engine. The users can
3.1 Three Classes of Participants able to search the information in the form of keywords that can
be retrieved from the database.
This section draws on the literature to explain how search
engine rankings are directly and indirectly shaped by the three
classes of interdependent participants introduced in the process
that described in the process:

a. Search Engine Companies and Programmers.

b. Webmasters and SEO Practitioners.
c. Search Engine Users.

These classes of participants can be clearly mentioned as who

involves in search engine optimization processes.

3.1.1 Search Engine Companies and Programmers

Searchers using more than one search engine will likely have
noticed that for a given query, the competing SERPs tend to
show different rankings, and indeed often show different sites
entirely, an observation confirmed by researchers. Each search
engine company has wittingly or unwittingly programmed its
own biases. One study observed that in comparison with their
competitors, search engines tended to favor sites and services
that their own companies owned, with Google’s SERPs listing Figure 1: System Architecture
Google-owned YouTube more often than its competitors did,
and Yahoo listing Yahoo Answers more often. Another study The systems architect establishes the basic structure of the
found that Google tended to return more commercial results system, defining the essential core design features and
among its top ten than did its erstwhile competitors like elements that provide the framework. The systems architect
Yahoo, and MSN. provides the architects view of the users' vision. In the below
diagram user first search the query and then it process from
3.1.2 Webmasters and SEO Practitioners various blocks to finalize the results, so that he will get
visibility of website which satisfies. The Structural
Complicating the efforts of search engines to serve what representation of this framework can be represented using the
searchers are looking for is the work of webmasters not all of modular activities that are implemented in the optimization
whom have the motivation, time, communication skills, or procedure. It also provides the whole structural view of the end
technical skills to optimally communicate their web content to users vision. Some of the following decisions should be made
search engines and of wily SEO practitioners, who are well in order to optimize the search engine for the websites.
motivated to devote their time, communication, and technical

Volume 3 Issue 2, February 2014 
Paper ID: 02013977 www.ijsr.net  427
 International Journal of Science and Research (IJSR) 
ISSN (Online): 2319‐7064 
 
1)Analyze the keywords that their target audiences will use. Semantic-Role Analyzer: In the semantic role analyzer
2)Target the long tail keywords that are competitive. module getting the query from the user and splitting into
3)Name the web domains, directories and the files based on semantic role wise, taking into the database and matching the
the key words that are used in the web pages. keyword, and also pre processing is used for splitting the
4)Prioritize the keywords in the web page titles. keyword and matching the particular keyword and giving the
5)Earn the inbound links from other websites. result for the particular user for top result.
6)Develop a community following in the social media in need
to update on the changes in the keywords that are maintained
in the web pages.

To plan best and manage the long-term commitment, SEO

practitioners typically recommend implementing an SEO
strategy in the stages of the same general sequence as the
process present. In this optimization process, by applying three
key lessons the professional communicators can make easier
for the users to find their desired website and its contents Figure 3: Semantic-role Analyzer
through the search engine, where it process the queries from
the databases that contains the relevant information according Keyword Content Improver: Here content improver tracks
to the keywords that are listed on their websites. user query and analyze the particular query and conveys the
website developer for the particular query, and ask to improve
The top most activities have to be ensured while optimizing the keywords used in the website. So, when the user searches a
the search engine with involving the keywords on the website query they get high priority to websites, contains high number
to improve the results. The processes can be listed as; keywords present in them. Mainly content improver gives
advice to website creator to improve their website to giving
1)Consider the web content’s audiences and website’s high amount of keywords.
competition when analyzing the keywords.
2)Insert the keywords into the web text that will appear on the
search engine result pages.
3)Involve the web content and the websites with other web
content creators to see the improvement in the rankings.

4. Framework Modules
Most access control frameworks determine if a request to the
system is permitted based on a set of static predefined rules.
Access control frameworks have been extended to address
complex workflows by accounting for team’s tasks and
contextual cues. These frameworks assume the system is static Figure 4: Keyword Content Improver
and can be clearly modeled, but the dynamic nature of modern
CIS makes it difficult to apply these principles in such a Top Ranking: The top ranking for the website based on user
setting. Additionally, collaborative systems require a much visits and end user gives feedback for particular website.
broader definition of context, and the nature of collaboration Keyword based giving search, search engine provide high
cannot always be easily partitioned into tasks associated with priority for the end user, based on the professional
usage counts. communicator give advice to website creators and then top
ranking for the particular website.
Query Processing: Here query processing is a first module for
search engine optimization technique. User gives the query in
search engine in the string format. After getting the result are
searched and retrieved from the database and give to the
particular result for the user asked query and gives our website
visibility in high while user searching.

Figure 2: Query Processing

Figure 5: Top Ranking

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ISSN (Online): 2319‐7064 
 
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ISSN (Online): 2319‐7064 
 
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