A BRIEF REVIEW ON SEARCH ENGINE

OPTIMIZATION

Dushyant Sharma Rishabh Shukla

Amity School of Engineering and Technology Amity School of Engineering and Technology
Amity University, Uttar Pradesh Amity University, Uttar Pradesh
dushyant.sharma1997@gmail.com rishabhshukla@outlook.in

Anil Kumar Giri Sumit Kumar

Amity School of Engineering and Technology Amity School of Engineering and Technology
Amity University, Uttar Pradesh Amity University, Uttar Pradesh
akgiri@amity.edu sumitguptabsr19@gmail.com

II. CLASSIFICATION OF SEARCH ENGINE

Abstract— Due to the presence of a vast number of
websites, the Search Engine has a crucial job of providing the
relevant pages to the user, Search Engines such as Google, use
Page Ranking Algorithm to rank web pages according to the
quality of their content and their presence over the world wide
web. Search Engine Optimization is a process of increasing the
chances of a webpage to appear in the first page of the search
result. Since, whenever the consumer searches for
information, they provide a particular phrase or a keyword
instead of the complete web address, then the search engine use
that keyword to find the relevant web pages and show it in a
list with the most relevant page at the top. So, an organization
could use Search Engine Optimization techniques to reach up
to its potential consumer by appearing at the top of the search
results. In this paper, we will be classifying and reviewing Fig 1. Classification of Search Engine
different technologies for search engine optimization based on
their importance and their usage. Crawler-based Search Engine has 4 main steps [12]:
(a) Crawling: Crawling is a process in which a crawler
Keywords— SEO, File Transfer Protocol, Page Ranking (spider) searches the world wide web and visits the relevant
Algorithm, Crawler, Search Engine. web pages to gather potentially matching keywords included
I. INTRODUCTION in the search query and collects the content (images, position
of relevant keywords, backlinks and other data) of each of
Initially, in the 1990s, Archie was the first search engine these pages to a make a copy of them for further processing
which was used for searching the File Transfer Protocol [9]
(FTP) files while the first text-based search engine to be
developed was Veronica. [11] (b) Indexing and Calculating Relevancy: In this, the
search engine creates an index from the downloaded copies
Search Engine traverses billions of web pages which are
available on the world wide web, so the search engines not
only displays the result but sorts them based on their
relevance. Search Engine is a web-based application
program that searches different websites, documents, and
files for keywords and phrases provided by the user over the
internet and displays the results in the form of a hyperlink to
relevant web pages. SEO (Search Engine Optimization) is a
technique which is implemented to improve the relevance of
the webpage in the results produced by the search engine,
these techniques can be helpful in increasing the visibility of
a webpage by helping them to gain a higher rank. SEO helps
in providing the most accurate information to the user by
Fig 2.Working of Search Engine
improving the relevancy of the search results.

978-1-5386-5933-5/19/$31.00 2019
c IEEE 687
of the web pages and ranks them according to their various
page ranking algorithms.
(c) Retrieving the result: As the name suggests, it simply
displays the result back to the user in the browser in order of
most relevance.
Examples of Crawler-Based Search Engine- Google,
Bing, Yahoo etc.
While human-powered directories also called as an open
directory system, this depends on human-powered activity
for listing the results. In this, the web page owner submits
the list of possible keywords and its category to the
directory, which is then manually reviewed and sorted into
the appropriate category.
Hybrid Search Engine makes use of both the crawler-
based and manual indexing to produce their search
result.[12]
III. SEO TECHNIQUES:
There are many types of optimization techniques which
organizations use to enhance their online presence.
A. White Hat: It is the most legitimate way of implementing
SEO to gain higher ranking in the search results. It is strictly
based on Google’s guidelines for SEO. It follows Google’s
algorithm and does not employ any wrong practices. The
developer can expect steady, gradual but long-lasting
growth in page ranking. Its techniques include- high-quality
content development, website HTML optimization, and
manual research and outreach.
B. Black Hat: It is exactly the opposite of White Hat, as it
aims to find the loopholes and weaknesses in the Google
Page Ranking algorithm. These techniques are against
Google’s guidelines and illegitimate. The traffic generated
is not steady, nor do they provide long-lasting growth. Its
technique includes the following
Fig. 3 Use of keywords by the Search Engine
• Hidden Texts or Links – Those links or texts which have
the same color as that of the background
• Keywords Stuffing – It is one of the most commonly
used techniques, in which the webpage is filled with a
large number of target keywords in hope of deceiving
the search engine.
688 9th International Conference on Cloud Computing, Data Science & Engineering (Confluence)
x Doorway Pages- These are pages of very poor content
created solely with the aim of redirecting the user to the
website
x Cloaking – It uses the technique of providing different
information to the search engine than the user
x Link farms- The idea is to create as many websites as
possible, where all the websites contain hyperlinks to the
target website. This increased number of backlinks to the
web pages are used to deceive the search engine.[13]
IV. TYPES OF SEO
Fig 4. Main Taxonomy of SEO
A. On-Page Search Engine Optimization
All those which are directly under the control of the
developer are included in on-page SEO.[6] These include
code and content of your websites such as Texts, Images,
Heading, links etc. This is the most important area as it lays
the foundations for all your SEO work because you have the
most control over it. Some important factors are as follows:
x Keyword Research - From the beginning of the making
of the web-page, the developer should choose the target
keywords carefully, in order to make a successful
website. These keywords must be relevant to the theme
of the website as well as similar to the keywords being
searched on the world wide web.
x Title Tag - It defines page title and informs the search
engine about the theme of the website. Google
recommends “A title that effectively communicates the
pages content” [17]. In this way, Google’s algorithm can
categorize it and know what your website is all about.
x Description Meta Tag - As the name suggests, it
provides the description of a web page or website.
Google recommends that “A page description meta tag
gives Google or another search engine a summary of
what the page is all about” [17]. This tag also appears in
Google’s search result just below the title tag. The target
keyword should appear in the description meta-tag at
least once.
x Robot.txt - It is a text file created by the developer to
instruct the crawlers which sections of the website are
accessible to them. [17]
x Optimized URL - The URL of the website must be
simplified, self-explanatory and readable to the user, it
should be easy to read and write. The names of the pages
and sub-directories should have meaningful names so
that other users can provide backlinks to your website
easily.
x Content - Just like the user, the search engines also crawl
the website in the same way i.e. from left to right, top to
bottom. The main content should be at the top of the
webpage, it should have the target keywords and should
properly describe the theme/idea of the website.
x Headings Tags - The headings tags are used to lay
proper stress on the important text. It informs the user
about the content of the page. These tags range from
<h1> to <h6>, the h1 having the most important and the
later having the least. To effectively implement SEO one
should include the target keyword into the h1 tag.
x Keyword Placement - The keyword placement is one of
the most important decision factors in the ranking of the
website in the search result. The idea to develop an ideal
webpage is to place the target keywords at the most
effective & key places of the webpage.[10]
B. Off-Page Search Engine Optimization
It is opposite to that of On-Page SEO, it basically consists of
those elements which are not in direct control of the
developer mainly promotions outside the website, backlinks,
promotions on social platforms etc. Some of the off-page
SEO factors are as follows:
x Sharing - Since millions of people connect and interact
with each other on a social media platform, it a very
effective way where the developer can share the
information about their website to increase the traffic
and popularity of their website
x Blog-Commenting - Those blogs or posts which receives
likes or comments from the users are more likely to
attain higher ranking in search results.
x Star Rating - Many search engines like Google are more
likely to rank a website with more likes and star rating
given by the user
x Link Building - If a lot of websites has a link to a given
website, then the search engine finds the given website
x more relevant as many other websites are providing a
backlink to it. So, greater the number of backlinks means
greater the page ranking in search results of that
website.[12,7].
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V. WORKING OF SEO
Let us take an example of a website having 3 tier
architecture with multiple web pages. Whenever the spider
arrives at the website, it usually starts crawling from the
homepage and then crawls to subsequent links and web
pages from the homepage. While crawling it keeps track of
all the keywords and notes their location in the webpage and
their frequency of appearing in that page.
In the next phase, it starts by creating an index
through the data collected by the crawler and takes into
consideration many factors such as the number of backlinks,
page loading time, type of content and many other factors.
After the indexing, it starts optimizing and encoding the
data to save server space and for maintaining secrecy. [5]
Then this data can be accessed by the search engine to
display the appropriate result according to the search query
given by the user. The developer can ensure the optimum
ranking for his website by providing clear signals to the
spider through the factors discussed in section 3.2.[4]
VI. IMPORTANCE OF SEO
There are almost 1,919,113,679 websites registered in the
whole world over the internet as of October 2018. [16]
Majority of people rely on search engines to search for a
particular website or a topic. These search engines sort and
search this website using a particular algorithm such as
Google's page ranking algorithm.
Over 94% of people who use a search engine to search for a
keyword only search on the first page of the search results
and if they do not find what they are looking for, instead of
going to the second page they prefer changing the keywords
they are searching for.
Moreover, almost 63% of the people only look for the top 3
results on the first page, which is known as the golden
triangle, this is where the SEO comes into play[14]. Being
in the golden triangle or at least on the first page not only
increases our user base but also increases our revenue.
That’s why it is very important for a website owner or a
developer to invest their time and resource in constantly
updating and maintaining their website through SEO to keep
top ranking in the search results. [10]
VII. LITERATURE REVIEW
With the increase in a number of websites, the search engine
is of very high importance as it helps in finding and
identifying the most relevant of the websites. [4] Search
engine uses a crawler to collect the data from the websites
which eventually helps in indexing and ranking of the
websites. [4,1] As explained by the author with the reference
of the current scenario, The implementation of the design
and working of the search engine can be done using various
algorithms, the Page Ranking Algorithm being one of them.
The page ranking is classified into two types, namely toolbar
page rank, and actual page rank. The paper also explains the
concept of ‘The Bucket Theory’ i.e. the ranking of a website
is based on the ranking of its web pages.
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 Table 1: Review and comparison of different methods.

Author Year Objective Proposed Method and Review

R.S. Bhandari, A. 2018 Impact Of Search Engine Optimization Compared SEO with other traditional
Bansal.[1] As A Marketing Tool marketing tools and identified the
implications on the customer’s perception
about SEO as a marketing tool.
K. Kanathey, R. S. Thakur, 2018 Ranking Of Web Pages Using A new page ranking algorithm- “Aggregate
And S. Jaloree[2] Aggregation Of Page Rank And HITS PageRank” (APR) is proposed which
Algorithm calculates the rank by considering both the
links and contents on the web page.
M. N. A. Khan, A. 2018 A Distinctive Approach To Obtain Proposed new checklist for site audit and
Mahmood[3] Higher Page Rank Through Search guidelines for each phase of SEO
Engine Optimization. framework.

D. Bhandari[18] 2017 Improving online visibility of the web Identified the requirements for On-Page
pages with Search Engine Optimization SEO implementation and analyzing the
data from Google analytics.

H. Banaei, A.R. 2017 Web Page Rank Estimation In Search Analysis websites internal parameter that
Honarvar[19] Engine Based On SEO Parameters Using affect the page rank by designing crawler
Machine Learning Techniques and parser and learning the dataset by
ANN.
S. Zhang, N. Cabage[20] 2016 Search Engine Optimization: Comparison of the performance of similar
Comparison Of Link Building And websites using different SEO strategies by
Social Sharing using Google Analytics for data collection.

D. Dandwani, M.N. 2016 Search Engine Optimization (Working Detailed study and comparison of different
Punjani [4] Of Page Ranking) search engine optimization techniques and
commonly used algorithms.

M. R. Baye, B.D.L. Santos,
And M.R. Wildenbeest [5]
J. Zilincan [21]
2016 Search Engine Optimization: What
Drives Organic Traffic To Retail Sites
2015 Search Engine Optimization
Analyzed the potential benefits of SEO by
studying and focusing on the drivers of
organic click on a dataset without taking
cost into consideration.
Study of the impact of SEO on the ranking
of web pages in the search result and its
effect on increased traffic on the website.

L. Kumar, N. Kumar [7] 2014 SEO Technique For A Website And Its A brief analysis of SEO techniques to
Effectiveness In Context Of Google improve the visibility and ranking of a
Search Engine website.

P. Rani, S. Singh[8] 2013 An Offline SEO (Search Engine
Optimization) Based Algorithm To
Calculate Web Page Rank According To
Different Parameters
A. Jain[9] 2013 The Role And Importance Of Search
Engine And Search Engine Optimization
Proposed a new approach to HITS
Algorithm(M-HITS Algorithm) by
assigning weights to six different
parameters and compared it with HITS
algorithm by calculation of page rank.
A brief study of search engine and
comparison of different SEO techniques.

690 9th International Conference on Cloud Computing, Data Science & Engineering (Confluence)
Two major used algorithms, namely, HITS and Page
rank algorithm has been described and each of their
working procedures is explained in detail. [2] In this
paper, the author has proposed another approach to
design and explain the working of the search engine as
M-HITS algorithm. This algorithm is a modification of
HITS as it uses six parameters to rank a webpage
whereas HITS uses only two. These parameters are bold
words, Italic words, Keywords, Number of unique clicks,
Hub values, and Authority Values. Each of these
parameters is assigned different weights and then the
sum total of these weights for a particular webpage is
calculated which forms the basis of rank of each page.
Results were displayed as the page value and ranking is
given to each page. The proposed method accurately
calculates the ranks as it checks more parameters for
evaluation. [8] In the paper, Author has also proposed a
new methodology called Aggregate PageRank (APR)
whose prime focus is on "knowledge discovery process
for web structure mining”. Every webpage was assigned
a unique numeric value, then the PageRange algorithm is
applied to calculate the importance score of web-pages.
PageRank algorithm ranks the web pages according to
the content of the page and number of incoming links,
higher the incoming links, higher is the importance. The
method is much more accurate in calculating the
importance score as it verifies its value based on two
factors, i.e., the contents on page and number of
incoming links. This paper also compares Aggregate
PageRank and Page rank method. These ideas are
implemented on Matlab.
[3]Generally, optimization works through backlinks and
keywords. In this paper, the author proposed a new
framework which suggested that optimization should be
based on keywords and traffic on the websites should be
monitored through referrals. Through this paper, the
author argued that with some relevant keywords and
countable amount of backlinks, the websites can get a
better rank, resulting in better user experience. [1]
Thus, different techniques are employed to improve the
visibility of the webpage on the search result, thereby
saving their resources on various miscellaneous things
like advertisements to gain traffic on their website and
increasing their presence in the market.[4]various factors
for SEO such as on-page and off-page techniques which
helps us in improving the ranking of the
webpage.[1]Thus if used effectively, it could be
beneficial to the consumers and can be effectively used
as a marketing tool to bring their website ahead of their
competition.
VIII. CONCLUSION & FUTURE SCOPE
With the exponential growth of the world wide web, the
availability of information also grows. So, the demand
for processed information will also arise which can only
9th International Conference on Cloud Computing, Data Science & Engineering (Confluence)
be fulfilled with the help of robust and efficient search
engines. We have reviewed various papers which have
proposed various algorithms like mHITS, APR etc which
can be used to rank the web-pages by the search engine.
Therefore, more efficient SEO techniques must be
applied correctly to fully utilize the capabilities of the
search engines. We have discussed many such techniques
in the paper which can be used to increase the presence
of a webpage on the internet. These techniques are
applied for more efficient and accurate page rank by the
search engine for better ranking of pages.
Thus, with the rapid growth of technology, the search
engines will continue to enhance and upgrade their
search ranking algorithms, thus the developers or website
owners must continue to enhance and learn new SEO
strategies to increase the visibility, user base and to
sustain higher raking in the search results
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