Investigating search engine optimization techniques for effective ranking: A case study of an educational site

The competition to appear on the first search engine results page (SEERP) is continually increasing and as a result, driving traffic to Web sites has become more difficult. Usually, Internet users tend to visit the first links of the result page. To determine which Web pages show up higher on a result page, search engines (SE) typically evaluate the relevance by applying an indexation mechanism. In contrast Web site owners apply Search Engine Optimization (SEO) techniques for optimizing the content of the Web sites in such a way that appears higher in the result page which results in increasing the traffic and revenue for the Web site. Several factors and techniques will be used to boost the ranking appearance of a Web site in search engines. In this article, Google SEO On-page and Off-page techniques are studied and elaborated. Our analysis targets the site www.studying-in-germany.org, by performing and applying On-page and Off-page optimization SEO factors. To study the overall impact of these factors, measurements are taken using SEERP metrics and tools provided by Google. Finally, we conclude the paper and provide future SEO direction that will improve site ranking in search engines.