CHAPTER 1

INTRODUCTION
Search Engine Optimization, widely known in the web world as SEO. Search engine
optimization is the process of making ones website content more search engine friendly to attract
traffic by designing site using specific keywords at most important places for search engine.
There are many websites having quality content and very attractive to the visitors but not able to
get top positions in search engine result pages. This can be due to not using keywords to
important places so search engines do not consider these websites important to the visitors. There
are lots of things that influence ranking of a website in the search engine. So in order to make
your website appear on search engine result pages you need to learn SEO.
Today there are very few major search engines which consider Meta keywords as
important; Yahoo is one of them although importance is minimal. No one can tell you the exact
algorithm for any search engine its there trade secret. But there are little area which all the search
engine finds important. Placing keywords in this area can give any website higher Page ranking
in Search engine result pages. So here are some SEO tips that can help you in optimization.

Search engine optimization (SEO) is a set of rules and techniques aimed at improving the SERP
rank of the web pages of a website. SEO is a part of Internet Marketing. About 60% of the
searches done in the search engine are unique. And now-a-days the usage of search engines has
increased a lot. So we optimize our web pages in the search engine.
1.2 ABOUT SEO
SEO or Search Engine Optimization is the process of affecting a websites visibility on the search
engines results pages (SRPs) for a target set of keywords/key phrases.

1.2.1 BRIEF HISTORY OF SEO

 1995 - Yahoo Launches its Web Directory

 1998 – Google Launches, DMOZ launches this same year

New Techniques In SEO Page 1

  2000 – Yahoo Drops AltaVista, Uses Google’s Algorithm instead
 2001 – Page Rank is revealed to users through the toolbar
 2005 – No Follow Tag Introduced

 2009 – Google Introduces Caffeine Algorithm, a major shift in SEO.

 2009 – Bing and Yahoo Merge
 2011 – Panda Algorithm Update. A major step in the history of SEO
 April 24th 2012 – Penguin Algorithm Update
 September 27th 2012 – EMD Update (Exact Match Domain)
 October 4th 2012 – 65 Pack Rollout

1.2.2 TYPES OF SEARCH ENGINE

Search engines provide an interface to a group of items that enables users to specify criteria
about an item of interest and have the engine find the matching items. The criteria are referred to
as a search query. In the case of text search engines, the search query is typically expressed as a
set of words that identify the desired concept that one or more documents may contain. There are
several styles of search query syntax that vary in strictness. It can also switch names within the
search engines from previous sites. Whereas some text search engines require users to enter two
or three words separated by white space, other search engines may enable users to specify entire
documents, pictures, sounds, and various forms of natural language. Some search engines apply
improvements to search queries to increase the likelihood of providing a quality set of items
through a process known as query expansion.

1.2.3 PURPOSE AND MOTIVATION

Searching online has become part of the everyday lives of most people. Whether to look for
information about the latest gadget to getting directions to a popular restaurant, most people have
made search engines part of their daily routine. Beyond trivial applications, search engines are
increasingly becoming the sole or primary source directing people to essential information. For
this reason, search engines occupy “a prominent position in the online world”; they have made it
easier for people to find information among the billions of web pages on the Internet. Due to the
large number of websites, search engines have the complex task of sorting through the billions of

New Techniques In SEO Page 2

pages and displaying only the most relevant pages in the search engine results page (SERP) for
the submitted search query. With the continued growth of the Internet and the amount of
websites available, it has become increasingly difficult for sites looking for an audience to
achieve visibility. According to a recent study, there are about 3 million new websites appearing
on the Internet every month . As a result of this continued growth, it has made it increasingly
difficult for websites to stay visible among all the other competing sites.

Most people are not using traditional guides to “brick and mortar” businesses such as the Yellow
Pages anymore. If businesses are not adapting to the rapid changes taking place in the Internet,
they’re destined to become non-existent. Appearing on the first page of Google can make or
break a business. According to one source, “SEO generates around 78% of site traffic” to
websites, increasing traffic by a factor of 3. As the Internet continues to grow, SEO techniques
will become essential, as will increased research into these techniques. Google has transitioned
from a novelty used by small group of technical insiders to an essential link in the process by
which customers and business locate each other. Figure 2 gives a general idea of the critical role
search engines play between searchers and websites. In this example, Google is the critical link
that connects searchers to different websites and helps them find information. Or in the case of
businesses, Google connects potential clients to businesses.

Figure 1: Google as the critical link that connects searchers to information.

New Techniques In SEO Page 3

1.2.4 SEARCH ENGINES

Search engine is a tool that enables users to locate information on the World Wide Web. Search
Engines use keywords entered by the users to find Web sites which contain the information
sought. Major Search Engines are Google, Yahoo, MSN, AOL etc.

MOST POPULAR SEARCH ENGINES :

New Techniques In SEO Page 4

New Techniques In SEO Page 5
 CHAPTER 2

CONCEPTS AND THEORY

2.1. Search Engine Optimization (SEO) Techniques for Visibility of Web Resources

Since its inception, the World Wide Web has seen a growing number of web search engine users
and the proliferation of websites and web pages. Web page visibility has always been at the
forefront in the design and implementation of web search engines. When tuning web pages to
improve their visibility on the web, various techniques are adopted depending on the type and
nature of the information being shared, as well as the kind of business or commercial activity the
web page owners are involved in. Commercial organizations often want to increase the visibility
of their web pages so that they can reach a wider audience in order to make their businesses
successful. They are prepared to pay web search engines’ owners to favor their web pages by
displaying them at the top of search engine results. Organizations without the means to pay for
such services are disadvantaged, therefore major web search engines, such as Google, provide
alternative means of enhancing the visibility of web resources. Search results obtained in such a
manner are categorized as “organic”. SEO techniques are recommended for improved visibility
of web resources in the organic search category. They are meant to enhance the indexing process
of web pages by search engines.

2.2. SEO Techniques in Academic Literature

There is currently little work in academic literature that discusses SEO techniques. The majority
of information is available in non-academic platforms such as blogs, online discussion forums,
websites and anecdotes . The four main SEO techniques are keyword research, indexing, on-site
optimization and off-site optimization . On-site optimization consists of techniques applied to
web pages in order to enhance their online visibility. For example, libraries employ on-site
optimization techniques by duplicating online information about library resources as web pages
that can be crawled and indexed to ultimately be searchable by web search engines; this resolves
the invisibility of online library resources. We follow a similar approach in this article by
duplicating geoportal content (information about geospatial data) in web pages, which are
discoverable by web search engines. Two studies (part I and part II) are among the few scientific

New Techniques In SEO Page 6

publications about search engine optimization (SEO). They evaluated the impact of the content
and metadata of a web page on the visibility by web search engines and found that not only the
content of web pages, but also embedded metadata elements improve the visibility of web pages
on the Web. After employing SEO techniques on web pages, noticed an improvement in their
visibility in search results with Google.

2.3. SEO Techniques with Schema.org and Dublin Core

The adoption of the Schema.org vocabulary had a major influence on SEO. Schema.org provides
a generic set of vocabularies to annotate text content in HTML web pages, thereby infusing
semantics into the web page, i.e., crawlers can “understand” a web page marked up with
Schema.org. Major search engines, such as Google, Bing, Yahoo and Yandex, have endorsed
Schema.org and support it . Schema.org provides a number of themes (types) according to which
the web page content can be categorized. Categories include products, people, organizations,
places, events, cooking recipes, etc. The Schema.org vocabulary is embedded in the page content
following certain encoding standards (mark up languages), such as microformat, RDFa or
microdata. In this research, microdata is used. Dublin Core provides a standard set of elements
for describing digital resources on the Internet . It has gained wide popularity due to its
international and multidisciplinarity. Over the years, the Dublin Core Metadata Initiative
(DCMI) has received criticism due to its inadequacy for describing complex resources and lack
of detailed criteria in terms of how elements should be used in the context of local (custom)
specific applications; geospatial applications are such an example. Much of the criticism hailed
from the library community . A criticism of concern to our study is that major web search
engines do not consider Dublin Core metadata embedded in web pages . Such an assertion has
been neither explicitly confirmed nor denied by web search engine owners. For example, Google
supports certain HTML meta tags elements such as title, description and charset ; these are also
three Dublin Core elements. The statistical results showed that there was a difference in web
search visibility between the two sets of pages: in five cases, pages with Dublin Core metadata
outperformed those without metadata, for one search engine the difference was not significant,
and for another the reverse was true: pages without metadata outperformed those with Dublin
Core metadata. The study shows that indexing and retrieval algorithms of web search engines
handle Dublin Core metadata dif

New Techniques In SEO Page 7

 CHAPTER 3

METHODOLOGY

SEO or Search Engine Optimization is the process of affecting a websites visibility on the search
engines results pages (SRPs) for a target set of keywords/key phrases.

The higher the position of a webpage on the organic search results pages, the more visible the
page will be.

3.1 IMPORTANCE OF SEO

 Brand awareness– A web site having a high ranking means more people see the name
of the company and become familiar with the company and its products, even if they
haven’t made a purchase.
 Targeted traffic– Search engine optimization brings paying customers to your door step.
The customers that SEO services bring you are long for your products/services as they
have entered your websites keywords/phrases into the search engines.
 Your competitors– Keeping ahead of your competition in the organic search results
can help boost the perceived position of your company in your market place.

3.2 METHODOLOGY OF SEARCH ENGINE OPTIMIZATION

Search Engine is a software system which is designed to search the information on the Web.
Google Search Engine is the most used search engines among the all search engines on the web.
Search Engine performs several activities in order to deliver search results like, Crawling,
Indexing, Processing, Calculate Relevancy and Retrieving.

1. Crawling: Search Engine crawl’s the web to check what is there. Crawling is the discovery
process in which search engines send out a team of robots (known as crawlers or spiders) to find
new and updated content. Content can vary — it could be a webpage, an image, a video, a PDF,
etc. — but regardless of the format, content is discovered by links.

New Techniques In SEO Page 8

Googlebots starts out by fetching a few web pages, and then follows the links on those webpages
to find new URLs. Each individual search engine has its own web capture progress. It along the
hyper link of the web, continuously capture the pages. The capture page is called web page
snapshot. Due to the application of hyperlink Internet is common, theoretically, starting from a
range of web pages, you can collect the vast majority of page pages.

2. Indexing: After the crawling, next step is to index its contents. The indexed page is stored in
the database, from where it can be retrieved later. Search engine indexing collects, parses, and
stores data to facilitate fast and accurate information retrieval. Index design incorporates
interdisciplinary concepts from linguistics, cognitive psychology, mathematics, informatics,
physics and computer science. An alternate name for the process in the context of search engines
designed to find web pages on the Internet is Web indexing. The purpose of storing an index is to
optimize speed and performance in finding relevant documents for a search query. Without an
index, the search engine would scan every document in the corpus, which would require
considerable time and computing power.

Process of creating index for

all the
fetched web pages and
keeping them into a giant
database from where it can
later be retrieved.
Processing - When a search
request comes, the

New Techniques In SEO Page 9

search engine processes it,
i.e. it compares the
search string in the search
request with the indexed
pages in the database.
Process of creating index for
all the
fetched web pages and
keeping them into a giant
database from where it can
later be retrieved.
Processing - When a search
request comes, the
search engine processes it,
i.e. it compares the
search string in the search
request with the indexed
pages in the database.
New Techniques In SEO Page 10
3. Processing: In processing, search engine compares the search string with the indexed pages in
the database. After catching web pages, still need to do lots of pre-treatment projects to provide
retrieval service, among them, most important part is extracting keywords and establishing index
file. Others also are including removing duplicate web pages, participles, judging the types,
analyzing hyper links and counting pages important degree/abundance etc.

4. Calculate Relevancy: There may be more than millions of web pages that contain the search
string, the search engine calculates the relevancy of each of the web pages in its index.

5. Retrieving: Retrieving has been just to display the result in the browser

FIG 3 WORKING OF SEARCH ENGINE

3.3 WEBSITE SEARCH ENGINE OPTIMIZATION PROCESS

Search Engine Optimization is the practice of building a web site search engine friendly, so that
it can be found easily on the search engine with its relevant keywords. Keyword is most

New Techniques In SEO Page 11

important factor which influences search result ranking; therefore the first thing is to solve the
keyword selection and application. Building of external link, backward link and index have a
positive correlation with search result ranking. Therefore, the superior building of linking and
indexing after the perfection of keywords will greatly contributes to the SEO of the websites.
Flow monitoring and search engine analysis. The key of SEO is the instant monitoring of the
whole website and the flow of each page. The basic flow of website SEO as shown in following
diagram 1.

Keywords selection and application

Building of Building of Building of

Statistical result
external backward links indexes

Flow Search engine

monitoring analysis.

3.4 ORGANIC AND INORGANIC RESULTS

New Techniques In SEO Page 12

Organic Results

Natural way of getting top ranking in SERP(search engine result page) without paying any
amount to search engines for the placements . This is more preferable and trustworthy method of
securing high rank on SERP.

BENEFITS

 Results are long lasting on search engine result pages.

 Organic results are more trustworthy than inorganic results.
 Organic service is cheaper than inorganic services.

Inorganic Results

Paid services such as PPC Pay Per Click, banner ads, classifieds etc. The service is very
expensive. But those who wants immediate results, they can go for inorganic service/ search
engine marketing.

New Techniques In SEO Page 13

BENEFITS

 More effective result in very short time.

 Site gains more visibility.
 More traffic to short time period.

3.5 TYPES OF SEO

As the colors of the types of search engine optimization suggest, there are stark differences in the
approach and long-term result of white hat and black hat search engine optimization. Through
both types of SEO have their proponents, most companies/ websites with long-term, stable, and
sustainable goals with tend to stay away from the dark colored variety.

1. White hat SEO

2. Black hat SEO

1. White hat SEO:-

White hat SEO is ethical SEO. Its SEO techniques that search engines accept. White hat SEO
techniques are beneficial for site visitors as well as for search engines. The goal of white hat
SEO is to improve search engine result positions via method that won’t cause search engines to
penalize the site.

New Techniques In SEO Page 14

Successful white hat SEO is slower than black hat SEO and is an ongoing process.

 A SEO tactic is considered as White hat if it has the following features.

 It conforms to the search engine’s guidelines.
 It does not involve in any deception.
 It ensures that the content a search engine indexes, and subsequently ranks is the same
content a user will see.
 It ensures that web page content should have been created for the users and not just for
the search engine.
 It ensures goal quality of the web pages.
 It ensures availability of useful content on the web pages.

Always follow a White Hat SEO tactic and do not try to fool your site visitors. Be honest and
you will definitely get something more.

2. Black hat SEO:-

Black hat SEO is the use of techniques that are acceptable to search engines to boost a page’s
position in search result. These techniques are intended to trick search engines into giving pages

New Techniques In SEO Page 15

higher position in search results, and they have no benefit to site visitors. The goal of white hat
SEO is to improve search engine result positions no matter what it takes to do it.

Black hat SEO techniques are used for two reasons:

 They work until search engines find out about them and they don’t work.
 Some people don’t understand that black hat SEO techniques can get their sites penalized
by or banned from search engines.

Even if search engine can’t detect the black hat SEO techniques, competitions of sites that
employ black hat SEO techniques can spot them and do report them to search engines. Some
black hat SEO techniques includes: link spam, keyword stuffing, clonking, hidden text, and
hidden links. Quick, unpredictable and short-lasting growth in rankings.

An SEO tactic is considered as black hat or spamdexing if it has the following features:

 Attempting ranking improvements that are disapproved by the search engines and /or
involve deception.
 Redirecting users to a judge that is built for search engine to one that is more human
friendly.
 Redirecting user to a page that was different from the page the search engine ranked.
 Serving one version of a page to search engine spiders/ bots and another version to
human visitors. This is called cloaking SEO tactic.
 Using hidden and invisible text or with the page background color, using a tiny font size
or hiding tem within the HTML code such as “no frame” section.
 Repeating keywords in the META tag, and using keywords that are unrelated to the
website content. This is called META tag stuffing.
 Calculated placement of keywords within a page to raise the keyword count, variety, and
density of page. This is called keyword stuffing.
 Creating low-quality web pages that contain very little content but are instead stuffed
with very similar keywords and phrases. These pages are called doorway or gateway
pages.

New Techniques In SEO Page 16

  Mirror websites by hosting multiple websites all with conceptually similar content but
using different URLs.
 Creating a rogue copy of a popular website which shows contents similar to the original
to a web crawler, but redirects web surfers to unrelated or malicious website. This is
called page hi-jacking.

Gray hat SEO :

Gray hat SEO is SEO techniques that take more risks than white hat SEO techniques but aren't
likely to get your site banned from search engines(although a search engine penalty could
result). They' requisition able SEO techniques but not in the same category as black hat SEO
techniques. However, what's considered gray hat SEO today might be black hat SEO next year.

3.6 ADVANTAGES OF SEO

 It’s cost-effective. You don't have to pay the search engine to be "advertised". At this
point in time is when you have to pay for almost everything ; it's good to know that there
are still some things which are free. The best part is that you can use this to your benefits,
such as the simulative effect of the sale of your business.
 If well ranked, has your company greater chance at becoming visible around the world,
while you stay at home .Internet is an effective marketing tool. It is actually the market
place itself with numerous potential clienteles. However, there is no guarantee that your
business will boom immediately but it sure will, little by little.
 Once your website gets a good place, you some how your reputation as one of the
best. This implies that some how you are properly valued in the SEO community. In
reality, which ranked first in their field are perceived to be really good. They are even

New Techniques In SEO Page 17

 considered to be one of the largest. Same thing in the virtual world. If you are the
highest rank, people will think that the product that you sell is a must have.
 Need the money for search engine optimization is established, regardless of the number
of hits you get. This saves you some money. Plus, you don't get confused with the
accounting part. Another thing, you don't worry about the money that you need to shell
out for the case you a bulk of hits.

3.7 DISADVATAGES OF SEO

 Your position in the search engine is unpredictable. Everything depends on the

algorithm. As a result, you know not when the return of the investment will happen.
You don't have the total control over everything, even if you have your website; you
maintain that you and the owner of the company.
 This is time consuming. It takes a long time before you see your standing improve
an botch. Sometimes you have to wait for months or even a year to be in the
spotlight. You might ask yourself, "How can my business flourish?"
 Participants can make use of the black hat tactics. These unfair practices hinder the
tree of your company. You control not about other people's heads. They can choose
for unethical strategies and you, your company could affect credibility and negative.
 It may mean the end of it all for entrepreneurs whose website are located on the last
few pages of the search engine.

New Techniques In SEO Page 18

 CHAPTER 4

IMPLEMENTATION AND CONSTRUCTION

4.1 TOOLS

4.1.1. Google webmaster tool

Google Webmaster Tools is a no-charge web service by Google for webmasters. It allows webmasters to
check indexing status and optimize visibility of their websites. It has tools that let the webmasters:

1. Submit and check a sitemap

2. Check and set the crawl rate, and view statistics about how Google bot accesses a particular site

New Techniques In SEO Page 19

 3. Generate and check a robots.txt file. It also helps to discover pages that are blocked in robots.txt
by chance.
4. List internal and external pages that link to the site.
5. See what keyword searches on Google led to the site being listed in the SERPs, and the click
through rates of such listings.
6. View statistics about how Google indexes the site, and if it found any errors while doing it.
7. Set a preferred domain (e.g. prefer example.com over www .example.com or vice versa), which
determines how the site URL is displayed in SERPs.

4.1.2. Meta Tag analyzer tool

Following are the uses of Meta Tag analyzer tool

1. See how search engine robots analyze your or your competitors web site.
2. Receive tips on how to improve your Meta Tags.
3. Check the keywords used on the page and find the keyword density
4. Check web server operating system where site is hosted.
5. Check website load time.
6. Check website file size.
7. Check URLs and links found on the page

4.1.3. Link popularity check tool

Popularity of a website is checked using this tool. This tool shows how many other sites are
linking to the site. Most search engines use this data to calculate how popular your website is.
The more links to our site, the better the search engine rankings will be. We can even provide
some competitors' URLs to compare our site to theirs.

4.1.4. Sitemap submission tool

This tool is helpful in submitting sitemap to various search engines.

4.1.5. Keyword suggestion tool

New Techniques In SEO Page 20

 This tool suggests keywords related to our keyword which can be used while doing
optimisation.

4.1.6. Keyword Traffic estimator

This tool shows us approximately how many daily searches our keywords would get. This tool is
used to research the best keywords for our website.

4.1.7. SEO dictionary

It is the list of SEO related keywords with their definitions.

4.1.8. Page rank checker

This tool is used to check the rank of the page so that further actions can be taken to improve the
rank of a page.

4.1.9. Page snooper

This tool is used to see the source code of any online site to see the exact structure of the
website.

4.1.10 Broken link checker

This tool checks the outgoing links on the page to see if they are broken.

4.2 TECHNIQUES

SEO techniques can be broadly classified into two categories. These techniques are more
effective to improve the ranking of a website in the context of Google search engine if
implemented in the right way:

1. On Page Optimization

2. Off Page Optimization

On Page Optimization: It is the first step which every webmaster should concentrate, this deals
with the changes we do in our page in order to improve visibility and rank. On Page
Optimization is optimizing your website in a way that it can rank better in search engines and

New Techniques In SEO Page 21

improve visitor satisfaction. This optimization technique depends on nature and business of our
website. It is advisable to update the contents of our website and optimize the content each time
as these factors are directly related to the content and structure of the website. Modifying Title,
Body text, Hyperlinks, URL, Quality and easy to understand contents, increasing the frequency
of keyword, robots.txt, sitemaps, Image optimization etc which requires extensive research with
the competitor webpages.If proper On page optimization is done, results in drastic increase in the
rank and readability of the website. All these techniques can be used by the webmaster in the
website. On Page Optimization includes:

1. Page Title: The page title tag tells both the user and search engine about the topic of the
particular page. The title is visible in the title bar of the web browser as well as the headline of a
search engine result. It is the first element Crawler examines while crawling the information. The
title is a most important summary of what a page is all about and therefore carries the highest
weighting in the Google algorithm. Example: By using this title tag you are increasing the
possibility of high rank among all the shopping sites in Google.

2. Meta Description: Meta description is a place where you need to put the brief description
about your page. A page description meta tag may be a sentence or a paragraph. Example: When
Google creates search engine result page, the description tag may appear below the title in the
result.

3. Meta Keyword: Meta Keyword provides the information about the content of the web page to
the search engine. Few search engines like, yahoo and ask.com always pay attention to the
keyword tags while Google search engine is complex and has to consider lots of things.

4. Heading Tag: The heading tag is the second most important SEO element after the title tag. It
can also he handled by using CSS. HTML supports up to six levels of heading tags.

5. Image alt Attribute: Images are like the straight forward component of the website, but you
can also optimize them as according to your requirements. Images have a distinct filename and
ALT attribute, you can take advantages of this attribute and make your webpage more user
friendly. Example: Optimizing your image filename and alt attribute makes it easier for Google
image search to better understand your images.

New Techniques In SEO Page 22

6. Include a sitemap page: Crawlers cannot index pages that can’t be crawled. A site map helps
spiders find all the important pages on your website, and helps the Crawler understand your
website’s hierarchy.

Off Page Optimization: Off page optimization are the strategies for Search Engine Optimization
that are done off the page or that is not directly related to page content. These are used to
maximize the performance of Search Engine Optimization for the target keywords related to the
page content. Off Page Optimization includes:

1. Groups: Join groups and post your comments with the link of your website or webpage. This
type of optimization you don’t need to perform on your website.

2. Create company/your website page on Social Networking Sites: Place links of social
networking sites like, facebook and twitter on your website. Also create webpage or links on
these social networking sites by use your website contents and links. This will help to visit more
users on to your website and probably increase the ranking of your website.

3. Link Building: Link building is a process of building or creating the links in order to improve
the ranking of your website. Link building technique helps to create the link on well reputed
websites and increase the ranking of your website. Google also provide Google Adwords, by
which Google provides an area for the advertisement of your website and sure increase the
ranking of your website.

4. Blogging: Someone said, Blog stands for Better Listings on Google. Blogging may be
explained as discussion forum or information site. Blogs is a type of open area where one or
more users can ask their questions and they can be responded with the relevant answers. You can
provide the answers with your website links. The number of times you provide your website link;
this will be accessed by more number of users or may increase the searching of your website.
The more number of times your website is searched, the ranking of your website in the hierarchy
will also improve.

4.2.1 NEW TECHNIQUES IN SEO

New Techniques In SEO Page 23

 1. Use LSI keywords to outsmart Google:

While LSI keywords are no easy to search, there are numerous tools like LSI generator, Google
associated searches and a lot more are available. In fact, you shouldn’t simply find a keyword
phrase, rather, it's better to focus on LSI keywords as Google desires you to. Websites with
structured content now get leverage in Google rankings.

2. Create SEO optimized landing pages

A well-designed landing page can improve your lead generation and sales .  The
more landing pages you create, the more gateways you open up for incoming search
traffic. Unfortunately, not many B2B companies fully grasp the importance of using
specific landing pages to capture new users.
According to the SEO research firm, Marketing Sherpa, 44% of clicks for B2B companies
go to a homepage, not a landing page. Sure, the homepage is important, but a landing page
is where you can initiate a strong relationship.
Here’s an example. Copy blogger creates high-quality landing pages on popular topics.
They go the extra mile with professional graphics and a clean, modern layout.

Then they drive traffic to the landing page through press releases, email marketing, and
SEO optimization.

The key elements of a good landing page are:

New Techniques In SEO Page 24

 No navigation (you want users to stay on the page!)

 Useful, informative content

 A call to action (to sign up for your product, service, download a lead magnet, or
another type of action)

3. Prioritize Mobile-First Ranking

The end of 2016 was the first time when mobile internet users exceeded desktop users.
According to a report, 72.6% of internet users will access the internet through their mobile
devices by 2025.  

So, if you are running a website, then it should be accessible on desktops as well as on mobile
devices. After Google’s Mobile-first indexing, which is Google’s effort to make the web more
mobile-friendly, it has become crucial for all website owners to have a mobile version of their
websites as well. With this Google update, sites along with their mobile versions are welcomed
together.
For those who don’t know, mobile-first indexing means Google primarily uses the mobile
version of the content for indexing and ranking. As the majority of people access Google search
via their mobile devices, Googlebot has started indexing pages with the smartphone
agent. Launched on July 1, 2019, mobile-first indexing is by default enabled for all new
websites. However, for existing sites, Google will continue monitoring web pages based on the
best practices. 
According to Google, websites which have an attractive, user-friendly design, and incorporate
with mobile phones will get fast ranking.
It would be safe to say that optimizing your website for mobile devices will doubtlessly work for
you in 2020. 
Some quick tips to prepare for mobile-first indexing include:
 Switch to the responsive website at the earliest opportunity.
 Make sure both mobile and desktop versions of your website serve structured data.
 Verify your mobile site as a separate property in Google Search Console.
 Make necessary implications as per the needs of users. Don’t forget; users behave
differently on mobile devices when compared with desktop.
 Also, create content which is easily readable over a smartphone.

New Techniques In SEO Page 25

You may use Google’s tool to check the mobile-friendliness of your website.
4. Boost Your Traffic Using the Synonyms Ranking Technique
The wording of your search query matters a great deal when it comes to the returned results. This
is because, since Hummingbird (Google update algorithms), we know for sure the search engine
is trying its best to contextualize semantic meaning in order to understand the intention behind
the search query. Moreover, introducing conversational search, Google aims to provide answers
that are to-the-point and accurate.

However, the explanation for this phenomenon is as it follows: whenever I search for a term, the
search engine will understand that there’s a need behind my search query and will try to answer
to that instead of the textual wording. Partial synonyms work great as well.
 
For instance, if I’m searching for the term ‘SEO consultant’, among the first results on the first
page will be ‘SEO expert’, ‘SEO services’, ‘SEO company‘, as the meaning behind the wording
doesn’t differ that much.

New Techniques In SEO Page 26

5. Google Penguin
Google Penguin is a codename for a Google algorithm update that was first announced on April
24, 2012. The update is aimed at decreasing search engine rankings of websites that violate
Google’s Webmaster Guidelines by using now declared black-hat SEO techniques involved in
increasing artificially the ranking of a webpage by manipulating the number of links pointing to
the page. Such tactics are commonly described as link schemes. According to Google's John
Mueller, Google has announced all updates to the Penguin filter to the public.
The era of Google Penguin has required site owners to take a much harsher view on link
building. Each site, perhaps for the first time in the history of SEO, is expected to know and own
its site link profile. The volume, quality, source, and content of links ultimately fall to the site’s
owner. If dubious practices are detected, site owners may be required to audit their entire link
profile and work to have poor quality links removed.
6. Improving search engine optimization (SEO) by using hybrid modified MCDM models

This study establishes a decision model of search engine ranking for administrators to improve
the performances of websites that satisfy users’ needs. To probe into the interrelationship and

New Techniques In SEO Page 27

influential weights among criteria of SEO and evaluate the gaps of performance to achieve the
aspiration level in real world, this research utilizes hybrid modified multiple criteria decision-
making models, including decision-making trial and evaluation laboratory (DEMATEL),
DEMATEL-based analytic network process (called DANP), and VlseKriterijumska Optimizacija
I Kompromisno Resenje (VIKOR). The empirical findings discover that the criteria of SEO
possessed a self-effect relationship based on DEMATEL technique. According to the influential
network relation map (INRM), external website optimization is the top priority dimension that
needs to be improved when implementing SEO. Among the six criteria for evaluation, meta tags
is the most significant criterion influencing search engine ranking, followed by keywords and
website design. The evaluation of search engine ranking reveals that the website with lowest gap
would be the optimal example for administrators of websites to make high ranking website
during the time that this study is executed.

7. Google Panda

Google Panda is a change to Google's search results ranking algorithm that was first released in
February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites", and
return higher-quality sites near the top of the search results. CNET reported a surge in the
rankings of news websites and social networking sites, and a drop in rankings for sites containing
large amounts of advertising. This change reportedly affected the rankings of almost 12 percent
of all search results. Soon after the Panda rollout, many websites, including Google's webmaster
forum, became filled with complaints of scrapers/copyright infringers getting better rankings
than sites with original content. At one point, Google publicly asked for data points to help detect
scrapers better. Google's Panda has received several updates since the original rollout in February
2011, and the effect went global in April 2011. To help affected publishers, Google provided an
advisory on its blog, thus giving some direction for self-evaluation of a website's quality. Google
has provided a list of 23 bullet points on its blog answering the question of "What counts as a
high-quality site?" that is supposed to help webmasters "step into Google's mindset

New Techniques In SEO Page 28

 CHAPTER 5

APPLICATIONS OF SEO TECHNIQUES

Search Engine Optimization Techniques are used for the following some of the applications:

a) Spamming application

b) Block-Max Indexes application

c) Website application

New Techniques In SEO Page 29

d) News Industry application

e) Six Sigma Management application

 Spamming application: Search engine spamming is a practice of misleading the search

engine and increasing the page rank of undeserving websites . This is a new way to
counter those techniques using link based spam detection combined with the page rank
algorithm. This technique helps us to discover target page and trace down the entire
graph responsible for spreading spam. The spam technique is mainly classified into two
basic categories, namely; boosting technique and the hiding technique . The boosting
technique is the technique, which is used to make the page look more relevant to the
search engine. The boosting techniques are further classified as keyword stuffing and link
building. Keyword stuffing is also known as on page technique. During the on page, the
target keyword is stuffed into the web pages i.e. the HTML page, PHP page or any other
available source page on the web server. These keywords are stuffed into HTML tag i.e.
META tag, H1 tag, HEADER tag etc. Each tag is rated explicitly by the search engine
and the summation of all the ratings provides the total keyword density for the particular
page. Even the sub directory, URLs and contents are rated and included in calculating the
keyword density for the website.
 Block-Max Indexes application: Large web search engines use significant hardware
and energy resources to process hundreds of millions of queries each day, and a lot of
research has focused on how to improve query processing efficiency. One general class
of optimizations called early termination techniques is used in all major engines, and
essentially involves computing top results without an exhaustive traversal and scoring of
all potentially relevant index entries. There are several early termination algorithms for
disjunctive top-k query processing, based on a new augmented index structure called
Block-Max Index that enables aggressive skipping in the index. Major families of
techniques that have been studied include caching of full or partial results or index
structures at various levels of the system, index compression techniques that decrease
both index size and access costs, and early termination (or pruning) techniques that, using
various shortcuts, try to identify the best or most promising results without an exhaustive
evaluation of all candidates. An augmented inverted index structure called a Block-Max
Index and used it to speed up the WAND and Maxscore approaches.

New Techniques In SEO Page 30

  News Industry Application: Existing news sites usually have the following two
questions: (1) information update is slow. Slow information update is a common problem
with the existing website. (2) News editor is poor. Existing news networks, including
Sina-Chinese news web site, Yahoo China, Sohu and other influential online news media,
there is the problem of poor news editor. In the case of limited human and material
resources, it is hard to resolve. Then the news source for automated production will be
reasonable and efficient, vertical search engine is suitable to the development of the news
industry. The vertical search engines must meet the performance requirements of multi-
threaded crawling. On this basis, it can be extending to distributed systems. The news site
for news and information requirements is timely, accurate information. Lucene is an open
source tool package. Its basic function is from the file system, database, Web, manual
input and other sources of data integration, indexing documents, stored in the index
database. When the user submits the query in the index quickly, it find the information in
returned to the user. Lucene as a full-text search engine, it has the number of advantages.

CHAPTER 6

CONCULSION AND FUTURE SCOPE

The comparative analysis and evaluation of different SEO techniques for various applications are
included. These techniques have many advantages in web page designing. The importance of this
paper is to suggest how we design a web site by using these techniques to get internet ranking on
first page. According to the purpose of web page, we can use these techniques. Each technique
has some importance, advantages as well as limitations.

New Techniques In SEO Page 31

Search Engine Optimization is constantly changing as new aspects come into play, and others go.
Fundamentally, businesses need to recognize the two crucial fundamentals for high-quality SEO,
on-page and off-page. On-page SEO refers to what a publisher can control directly, whereas off-
page SEO basically relies on user behavior, social engagements, visitors, and other publishers.
Users are progressively more using mobiles to access the web and it is known to soon outpace
web access through personal computers. Ranking for the key terms in a specific industry on
mobile devices, allows a business to take control of users who are continuously searching on the
go. Mobile search is the future of SEO and Google is paying attention to websites that are
‘mobile friendly’. Internetrix suggests that organizations should start creating SEO strategies for
mobiles, purely because SEO on a PC differs from mobile devices. As a further dimension in
future, I will try to develop an effective and accurate system for SEO for obtaining the highest
ranking of a website.

REFERENCES

1. Antriksha Somani, Ugrasen Suman , “Counter Measures against Evolving Search Engine
Spamming Techniques”, IEEE Conference, 2011 , 214-217.

2. Constantinos Dimopoulos, Sergey Nepomnyachiy, Torsten Suel, “Optimizing Top-k

Document Retrieval Strategies for Block-Max Indexes”, IEEE Conference, ACM, 2013,
113-122.

New Techniques In SEO Page 32

 3. Meng Cui and Songyun Hu, “Search Engine Optimization Research for website
Promotion,” in IEEE Int. Conf .of Information Technology, Computer Engineering and
Management Sciences), 2011, 100-103.

4. M. Li, X.J. Gu, Z.X. Yang, “Research of Vertical Search Engine in News Industry,” in
Proc. IEEE ISMOT, 2012, 2012, 253–256.

5. Lihong Zhang, Jianwei Zhang, Yanbin Ju, in ” The Research on Search Engine
Optimization Based on Six Sigma Management”, in IEEE conference 2011, 101-103.

6. Zhang, J. and A. Dimitroff (2005). "The impact of metadata implementation on

webpage visibility in search engine results (Part II)." Information Processing and
Management 41: 691-715.

7. Malaga, R. (2007). "The Value of Search Engine Optimization: An Action

Research Project at a New Ecommerce Site " Journal of Electronic Commerce in
Organizations 5(3): 68-82.

8. Raisinghani, M. S. (2005). "Future Trends in Search Engines." Journal of

Electronic Commerce in Organizations 3(3):

9. Curran, K. (2004). "Tips for Achieving High Positioning in the Results Pages of the
Major Search Engines".Information Technology Journal 3(2): 202-205.

10. Savan K Patel, Jayesh A Patel and Amit V Patel. Article: Statistical Analysis
of SEO for Joomla, Drupal and Wordpress. International Journal of Computer Applications
52(3):1-5, August 2012. Published by Foundation of Computer Science, New York, USA.

New Techniques In SEO Page 33

New Techniques In SEO Page 34