A page rank-based analytical design of effective search engine optimization

Abstract

Search engine optimization (SEO) is an important internet marketing strategy and process that facilitates maximizing an intended website’s visibility with search engine results. It is widely employed nowadays to improve traffic volume or quality from search engines to a particular website. Even though a significant number of publications imply the essential aspects of SEO, only a few provide generalized ideas to deal with the complex structure of the web. Also, the critical issues of content quality, site popularity, keyword density, and publicity factors were not much considered in the traditional ranking algorithms during SEO processes. This has negatively influenced the retrieval rate in the existing SEO techniques, and consequently, inadequate search results were obtained through search engines. Hence, the study considers web page ranking as a theoretical basis for the research and addresses these limitations in the existing system. It further improves SEO performance by introducing a unique web-page ranking strategic design to gain higher page rank results. The results of the investigational study show that the proposed system effectively contributes towards SEO with an improved page ranking strategy and also provides higher accuracy in calculating the importance score of web pages which is comparable with popular ranking algorithms such as hyperlink-induced topic search (HITS) and PageRank.