SEO (2) Statement of Problem and Study

Statement of Problem

As more and more web pages are appended to the Internet,

there is a constant need for any B2C merchant to stand out

among competitors in order to attract more and more consumers.

Since an online merchant has to face increasing competition everyday,

the most effective strategy to maximize exposure is by achieving top rankings

in search engine results. Search engines have psychological

relevance against any other channel of online advertising.

The search engine user is looking for desirable information.

There is no better time to present a product or service to a search engine

user more than when one is looking for it.

This psychological factor binding search engine provides a high return on investment [ROI].

This study attempts to identify various techniques

to improve ranking of a website in search engine results.

Purpose of Study

Search engine relevancy algorithms are proprietary.

Due to the mysterious nature of search engine relevancy algorithms,

the process of achieving higher rankings in organic search engine results

cannot be determined using a mathematical or mechanical model.

Different search engines use different factors

to determine relevancy of a webpage with respect to a search query.

Search engine technology is in its evolving phase; hence search engine companies

are constantly classifying various techniques that improve ranking of a web site

in search engine results as spam.

Though major search engine companies do specify what they consider as spam,

many of the minute technical details cannot be ascertained by reviewing

these specifications. A website is penalized if identified as a spamming website.

As a consequence, the website may be assigned a lower ranking or even removed

from the index. The purpose of this study is to identify techniques

which may improve the ranking of a website in organic search engine results,

specify spamming strategies which should be avoided and introduce search engine marketing

paying close attention to publisher and competitor malpractices.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 2-3

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