Search Engine Optimization

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Search Engine Optimization

01 Jan 2008-

About: The article was published on 2008-01-01 and is currently open access. It has received 117 citations till now. The article focuses on the topics: Search engine optimization.

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Book•

Adversarial Web Search

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Carlos Castillo¹, Brian D. Davison²•Institutions (2)

Yahoo!¹, Lehigh University²

09 Jan 2011

TL;DR: It is shown that search engine spammers create false content and misleading links to lure unsuspecting visitors to pages filled with advertisements or malware, and work over the past decade or so that aims to discover such spamming activities is examined, demonstrating that this conflict is far from over.

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Abstract: Web search engines have become indispensable tools for finding content. As the popularity of the Web has increased, the efforts to exploit the Web for commercial, social, or political advantage have grown, making it harder for search engines to discriminate between truthful signals of content quality and deceptive attempts to game search engines' rankings. This problem is further complicated by the open nature of the Web, which allows anyone to write and publish anything, and by the fact that search engines must analyze ever-growing numbers of Web pages. Moreover, increasing expectations of users, who over time rely on Web search for information needs related to more aspects of their lives, further deepen the need for search engines to develop effective counter-measures against deception. In this monograph, we consider the effects of the adversarial relationship between search systems and those who wish to manipulate them, a field known as "Adversarial Information Retrieval". We show that search engine spammers create false content and misleading links to lure unsuspecting visitors to pages filled with advertisements or malware. We also examine work over the past decade or so that aims to discover such spamming activities to get spam pages removed or their effect on the quality of the results reduced. Research in Adversarial Information Retrieval has been evolving over time, and currently continues both in traditional areas (e.g., link spam) and newer areas, such as click fraud and spam in social media, demonstrating that this conflict is far from over.

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103 citations

Proceedings Article•DOI•

Fake Co-visitation Injection Attacks to Recommender Systems.

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Guolei Yang¹, Neil Zhenqiang Gong¹, Ying Cai¹•Institutions (1)

Iowa State University¹

01 Jan 2017

TL;DR: New attacks to recommender systems are proposed which can spoof a recommender system to make recommendations as an attacker desires and are modeled as constrained linear optimization problems by solving which the attacker can perform attacks with maximal threats.

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Abstract: Recommender systems have become an essential component in a wide range of web services. It is believed that recommender systems recommend a user items (e.g., videos on YouTube, products on Amazon) that match the user’s preference. In this work, we propose new attacks to recommender systems. Our attacks exploit fundamental vulnerabilities of recommender systems and can spoof a recommender system to make recommendations as an attacker desires. Our key idea is to inject fake co-visitations to the system. Given a bounded number of fake co-visitations that an attacker can inject, two key challenges are 1) which items the attacker should inject fake co-visitations to, and 2) how many fake co-visitations an attacker should inject to each item. We address these challenges via modelling our attacks as constrained linear optimization problems, by solving which the attacker can perform attacks with maximal threats. We demonstrate the feasibility and effectiveness of our attacks via evaluations on both synthetic data and real-world recommender systems on several popular web services including YouTube, eBay, Amazon, Yelp, and LinkedIn. We also discuss strategies to mitigate our attacks.

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95 citations

Cites methods from "Search Engine Optimization"

...Such methods, usually called Search Engine Optimization (SEO) [33], is complementary to our fake co-visitation based methods, and they can be used together in practice....
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Journal Article•DOI•

Investigating Search Engine Optimization Factors in Media Websites

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Dimitrios Giomelakis¹, Andreas Veglis¹•Institutions (1)

Aristotle University of Thessaloniki¹

02 Apr 2016-Digital journalism

TL;DR: The aim was to find out to what extent the use of SEO affects the traffic of a media website whilst, on the other hand, to discover to what degree media professionals in Greece utilize the possibilities given through search engines in order to increase traffic.

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Abstract: Rapidly evolving digital technologies across the last two decades have undeniably caused great changes in the field of journalism. The development of online journalism has affected the processes of journalistic work, creating at the same time new techniques and practices. On the internet, search engines still drive a great amount of traffic to news websites. For that reason, factors such as visibility and high ranking on search engines’ results pages remain crucially important for media organizations. Nowadays, journalists or Web editors should be able to write and create appropriate content for the Web. This paper discusses in detail the impact of Search Engine Optimization (SEO) on digital journalism. Through a quantitative analysis, a survey concerning Greek media websites is presented. The aim was twofold: on the one hand, to find out to what extent the use of SEO affects the traffic of a media website whilst, on the other hand, to discover to what degree media professionals in Greece utilize the poss...

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68 citations

Cites background from "Search Engine Optimization"

...SEO is a collection of strategies that improve a website’s presence and visibility on search engines’ results pages (Carroll 2009; Ledford 2009). In short, the higher and more frequently a site appears in search results, the more visitors it will receive through the use of search engines. These strategies can be divided into four major categories (Malaga 2008): keyword research/selection, search engine indexing, on-page optimization and off-page optimization. On-page optimization includes the management of all factors associated directly with someone’s website (e.g. keywords, appropriate content, internal link structure), while off-page optimization includes all the efforts made away from the website such as link building or social signal strategy. A recent survey from Conductor (Safran 2013) showed that natural search is responsible for nearly half (47 percent) of all visits with Google having the highest market share. In this context, it is a common practice for internet users to avoid clicking past the first few pages of search results. According to a relevant survey from iProspect (2006), 90 percent of search engine users never read past the third page of results, and 62 percent of them click on a search result within the first page....
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...SEO is a collection of strategies that improve a website’s presence and visibility on search engines’ results pages (Carroll 2009; Ledford 2009). In short, the higher and more frequently a site appears in search results, the more visitors it will receive through the use of search engines. These strategies can be divided into four major categories (Malaga 2008): keyword research/selection, search engine indexing, on-page optimization and off-page optimization. On-page optimization includes the management of all factors associated directly with someone’s website (e.g. keywords, appropriate content, internal link structure), while off-page optimization includes all the efforts made away from the website such as link building or social signal strategy. A recent survey from Conductor (Safran 2013) showed that natural search is responsible for nearly half (47 percent) of all visits with Google having the highest market share. In this context, it is a common practice for internet users to avoid clicking past the first few pages of search results. According to a relevant survey from iProspect (2006), 90 percent of search engine users never read past the third page of results, and 62 percent of them click on a search result within the first page. The findings from Chitika (2013) revealed that the top listing in Google’s organic search results receives 32....
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...SEO is a collection of strategies that improve a website’s presence and visibility on search engines’ results pages (Carroll 2009; Ledford 2009)....
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Journal Article•DOI•

Important Factors for Improving Google Search Rank

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Christos Ziakis, Maro Vlachopoulou, Theodosios Kyrkoudis, Makrina Karagkiozidou

01 Jan 2019-Future Internet

TL;DR: The findings of the research showed that the top factors that contribute to higher rankings are the existence of website SSL certificate as well as keyword in URL, the quantity of backlinks pointing to a website, the text length, and the domain age, which is not perfectly aligned with what the literature review showed.

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Abstract: The World Wide Web has become an essential modern tool for people’s daily routine. The fact that it is a convenient means for communication and information search has made it extremely popular. This fact led companies to start using online advertising by creating corporate websites. With the rapid increase in the number of websites, search engines had to come up with a solution of algorithms and programs to qualify the results of a search and provide the users with relevant content to their search. On the other side, developers, in pursuit of the highest rankings in the search engine result pages (SERPs), began to study and observe how search engines work and which factors contribute to higher rankings. The knowledge that has been extracted constituted the base for the creation of the profession of Search Engine Optimization (SEO). This paper consists of two parts. The first part aims to perform a literature review of the factors that affect the ranking of websites in the SERPs and to highlight the top factors that contribute to better ranking. To achieve this goal, a collection and analysis of academic papers was conducted. According to our research, 24 website characteristics came up as factors affecting any website’s ranking, with the most references mentioning quality and quantity of backlinks, social media support, keyword in title tag, website structure, website size, loading time, domain age, and keyword density. The second part consists of our research which was conducted manually using the phrases “hotel Athens”, “email marketing”, and “casual shoes”. For each one of these keywords, the first 15 Google results were examined considering the factors found in the literature review. For the measurement of the significance of each factor, the Spearman correlation was calculated and every factor was compared with the ranking of the results individually. The findings of the research showed us that the top factors that contribute to higher rankings are the existence of website SSL certificate as well as keyword in URL, the quantity of backlinks pointing to a website, the text length, and the domain age, which is not perfectly aligned with what the literature review showed us.

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64 citations

Cites background or methods from "Search Engine Optimization"

...Text to code ratio: The text-to-code ratio is a metric that represents the ratio between the text in the front-end part of the site to the back-end code....
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...Seo Factors Hotel Athens Email Marketing Casual Shoes Average Keyword in meta description Tag −0.0323 −0.0691 0.1809 0.0265 Alt text 0.2270 −0.1745 0.1237 0.0587 Title Length 0.0631 −0.3293 0.0000 −0.0887 URL Length 0.4373 0.4908 −0.2716 0.2188 Text to Code ratio −0.0094 −0.2253 0.0619 −0.0576 Text Length −0.4582 −0.2330 −0.1727 −0.2880 Quantity of Backlinks −0.6771 −0.2914 0.0686 −0.3000 404 Page 0.1745 0.0000 0.2474 0.1406 SSL Certificate −0.3928 −0.3093 −0.3093 −0.3371 Sitemap XML −0.1260 0.2270 0 0.0337 Number of Site Pages −0.5652 0.0229 −0.1659 −0.2361 Domain Age −0.4779 −0.1130 −0.2535 −0.2815 Responsive Layout 0.2474 0.0908 0.0000 0.1127 W3C Validation 0.3712 0.0619 −0.3712 0.0206 Bounce Rate −0.4942 -0.0092 0.1605 −0.1143 Time on Site −0.5043 −0.0092 0.3499 −0.0545 Loading Time −0.6444 0.4415 0.2623 0.0198Future Internet 2018, 10, x FOR PEER REVIEW 10 of 12 Figure 2....
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...Similar topics are analyzed by Zilincan (2015) [11] and Cui et al....
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...Similar topics are analyzed by Zilincan (2015) [11] and Cui et al. (2011) [12]....
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...Page Size and Website Loading Time [7,11,21,24,26,30] Keyword in Title tag [8,10,11,19,20,23,25,27,30] Keyword in H1/H2/H3 Tag [8,19,20,30] Keyword Density in Text [7,8,11,19,20,25,30] Keyword in URL [8,19,20,30] Keyword in Meta Description Tag [8,15,19,20,25,30] Alt Text [10,13,15,23] Unique - High Quality Content [10,13,14,20,30] Title Length/ Description Length [7,9,11,19,22] URL Length [8,9,13,19,21,22,26,30] Text Length [22,26] Text to Code Ratio [22] Internal Linking [17,20,25] Quality and Quantity of Backlinks [7–9,12,13,15–17,20,25,26,30] Website Structure [7,9,14,16,19,25] Social Media Support [7,9,12–16,18,23,30] Custom 404 page [11,15,21] SSL Certificate [22,26,30] Sitemap xml file [7,8,11,15,21] Domain age [7–9,11,17,25] Responsive layout [14,15,20] W3C Validity [8] Bounce Rate [24–26] Time on Site [24]...
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Patent•

Correlating web page visits and conversions with external references

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Jimmy Yu, Lemuel S. Park, Rolland Yip

21 Sep 2010

TL;DR: In this article, a method for correlating external references to a Web Page with conversions performed by one or more visitors to the Web Page is presented, where the external reference contains a reference to the web page and the visitor to the page completed at least one action included in the conversions to correlate.

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Abstract: One embodiment includes a method for correlating external references to a Web Page with conversions performed by one or more visitors to the Web Page. The method includes receiving the Web Page to monitor and determining one or more conversions to correlate. The one or more conversions to correlate include one or more actions performed on the Web Page by a visitor to the Web Page. The method also includes identifying the visitor to the Web Page. The visitor to the Web Page completed at least one action included in the conversions to correlate. The method also includes identifying the at least one action completed by the visitor and identifying an external reference that directed the visitor to the Web Page. The external reference contains a reference to the Web Page.

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60 citations

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Search Engine Optimization

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