Improving rank of a Website in Search Results - Experimental Approach
Purpose of the article The aim of this article is to theoretically present techniques of search engine optimization (SEO) and practically test the importance of SEO on a specific website.
Methodology/methods For requirements of this experiment a specific website (http://bratislava-slovakia.eu) has been built. Its code and structure reflect current standards in SEO. The textual content has been written after initial keywords research, which revealed top 10 topics with highest opportunity of ranking in upper positions in Google search, yet with sufficient volume of monthly search queries. Third-party tracking softwares have been implemented to track the performance of website in search results and to observe behavior of website visitors.
Scientific aim The aim of this research is to evaluate the importance of SEO and its influence on website rank and traffic.
Findings Search Engine Optimization (SEO) is a long-term strategy which should lead to a higher rank in search results page and subsequently bring a traffic to a website.
Despite the result of optimization is not guaranteed, the right mix of off-page and onpage optimization techniques is vital.
Thanks to SEO, 95% of the keywords we were focusing on are nowadays ranked in the first search result page (rank<10) and 45% rank in the first position. These high positions lead to a significant traffic reaching 540,000 page-views in 2014.
Conclusions Positive results of this experiment limit only to the examined website (http://bratislava-slovakia.eu) and are not generally guaranteed. Not every website implementing SEO techniques will see positive impact on rankings; it depends mainly on the competition in search. Further research should focus on estimating the importance of separate SEO techniques and finding a right mix for other industries