Aashna Parikh, Sanjay Deshmukh
Mar 29, 2015
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Journal
International Journal of Global Technology Initiatives
Abstract
Today we live in an Internet driven generation that has opened doors to online business or electronic business to flourish successfully. Search engines form the interface between the users and online business holders, performing the key function of providing users with satisfactory services/products in response to their queries. In order to increase sales and improve brand awareness it is not only important to host a website but one needs to work hard towards bringing visitors to the website and converting them into potential customers. Primarily, for this process to take place the website must be positioned within the search area of users. Search Engine Optimization performs the function of optimizing a website so that it ranks higher in search engine results making itself accessible to existing and potential customers. SEO is primarily divided into two phases i.e. On-page optimization and Off- page optimization. On-page optimization deals with those changes, which are made on the webpage itself while Off-page optimization deals with link building and social awareness programs. This paper addresses On-page optimization in detail outlining major On-page strategies and their implementation towards constructing a strong platform for Search Engine Optimization. In addition, it also explains various SEO measurement parameters allowing to track website progress in terms of website indexability, crawlability and relevancy.