Improving Rank of a Website in Search Results - An Experimental Approach

Search engine optimization techniques, often shortened to SEO, should lead to first positions in organic search results. Some optimization techniques do not change over time, yet still form the basis of SEO. However, as the Internet and web design evolves dynamically, new optimization techniques arise and die. Thus, we will look at the most important factors that can help to im-prove a position in search results. It is important to emphasize, that none of the techniques can guarantee it because search engines have sophisticated algorithms, which measure the quality of web pages and derive their position in search results from. Next, we introduce and examine the object of the optimization, which is a particular website. This web site was created for the sole purpose - to implement and test all main SEO techniques. The main objective of this paper is to find whether search engine optimization increases rank of website in search results and subsequently leads to bigger traffic. This research question is supported by testing and verification of results. The final part of our paper concludes the research results and proposes further directions.