《什么是搜索引擎优化：SEO？毕业论文外文翻译.doc》由会员分享，可在线阅读，更多相关《什么是搜索引擎优化：SEO？毕业论文外文翻译.doc（13页珍藏版）》请在三一办公上搜索。
1、What is search engine optimization: SEO?ABSTRACTWeb sites, which index and class other web sites according to their keywords, explanations and contents and make it easier and faster to reach obtained site-search results, are called as search engines. SEO “Search Engine Optimization” is the one of th
2、e widely used technique that provides web sites fast reachable. In this work we explained required information to make a web site more indexed by search engines and considering their keywords make them first listed. KEY WORDS: SEO, Search Engine Optimization, Page Rank, Backlink, Bot, Meta Tags, Soc
3、ial Media. 1. Introduction Internet is a wide community including millions of users and it is also named as one of todays most important communication tools. This wide community is also known as an important customer potential for everyone who thinks about business works based on Internet environmen
4、t. Internet has become new channel of the business area in the modern world in which it is not possible to reach such a wide volume by using traditional selling channels. The working method, which has changed with the Internet, has created some changes in other areas and it has also enabled companie
5、s to need Internet based marketing activities. As a result of increasing popularit-y of the Internet, a crowd, which is also named as “electronic community” was appeared. Marketers, who try to reach users in a fast and effective way with direct marketing method and also reduce customer reachingcosts
6、, aim to reach electronic communities that have big potentials. According to com-nies, this crowd, which is also named as electronic community, is evaluated as a customer. Because of this, they try to introduce and market their companies via developed web sites. On the other hand, they also know tha
7、t the most important and effective introduction and marketing way is taking part on top lists of search engines. Whereas Internet includes hundred thousands of web pages, it is better to use search engines in order to reach wanted data or information. Accordi-ng to Comscore World Metrix evaluation o
8、n April 2009, Turkey has 7th biggest Internet population in Europe and furthermore, it also has users who spend the most time on the Internet in Europe. According to the research study on July 2009, 81 percent of Internet users enter to the Internet envir-onment via search engine web pages. For inst
9、ance, 80 percent of people, who want to buy car, search for a car by using search engines. According to the research study on February 2009,Google is the most widely used search engine. It is important for search engines to give response for lots of people, especially marketers.Companies, which are
10、aware of this situation, aim to take part on the first page or first row of search engines by using Internet advertisement or more natural approach: search engine optimization (seo). Because of lower costs,“seo”is preferred rather than Internet advertisement. Because of this, such a study has been p
11、erformed in order to make “seo” more popular and widespread. Search engines and their working mec-hanism were explained in the second section of this paper. In the third sect-ion, search engine optimization was explained and some information and tips about how “seo” can be performed was also given.
12、Finally, an evaluati-on for the whole study was performed in the last section. 2. Search Engine and Its Features Search engine is some kind of software, which collects data about web sites. At this point, the collected data includes the web site URL, some keywords or keyword groups that define the c
13、ontent of the web site, the code structure that forms the web page and also links provided on the web site. The related collected data is indexed and stored on a database. All of t-hese operations are performed by the search engine software (crawler, spid-er, bot). Search engines use special program
14、s, which are named as spider or bot. These programs move by using hyperlink structure of the Web. They n-avigate through web pages periodically and capture changes that have been made since last navigation. Data obtained by the related programs are stored in a very wide database system. This databas
15、e is called as the index of the search engine. On the other hand, the performed operation is called as “ind-exing”. When users perform a query in order to get some data or informatio-n, the related querry is transferred to the search engine index and results are shown to users Essential competition
16、factor among search engines is appeared during “relevant result showing, sorting” process. After determini-ng the related pages with the performed querry, they must be shown to users in a sorted list structure. At this point, search engine algorithms take an im-portant role and they try to show the
17、most relevant results for users. Briefly, searching robots collect data about each URL and store the collected data in a database. When a user connects to the search engine for a search session, references in the related database are evalauted and obtained results are returned back to user. 3. Searc
18、h Engine Optimization Data or information about an unknown subject is usually searched on the first page of search engines. After examining first 5 result pages, other remaining pages are not evaluated by users. Because of this, it is important to move a web page to top lists of search engines in or
19、der to introduce it better. In order to achieve this, the search engine optimization must be used by web site developers. Because, it is possible to move a web page to the fi-rst page of a search engine by using only some necessary optimization rules. It is important to have an effective, well struc
20、tured and good-looking web page to introduce the related company, services or products better. But it is also too important for customers to search and find the related web page on a search engine easily. Furthermore, 80 percent of Internet users also search for products or services by using search
21、engines mostly. It is an easy and effective way to introduce and market a company by using a web page. In order to achieve this, information related to the company is obtained by usi-ng search engines. In a competitive business environment, moving up to top lists can be achieved by using search engi
22、ne optimization. Briefly, the search engine optimization (SEO) is enabling a web site to appear in top result lists of a search engine for some certain keywords. The-re are many different factors that enable a web site to move up top results. The most effective way to take attention of many users is
23、 connected with search engine optimization. Because the search engine optimization is basi-cally based on keywords that are suitable to the web site and can be used to search with search engines. In order to optimize a web site according to search engines, it must be suitable to some technical condi
24、tions, Search engines must be taken into consideration while designing a web site. Some questions that must be answered before starting to web site designing are listed as below: - Is there any vital method or approach used on search engines to take users attention to the related web site? - Which s
25、earch engines is the related web site wanted to appear on? - Which row on the results page is satisfactory? Optimization of a search engine can be performed in two separate groups. One of them is internal web site optimization. The other one is exte-rnal web site optimization. Internal web site opti
26、mization includes web site design, meta tags, keywords that are necessary for the web site, page names, pictures, links, content texts in each page and styles that used for the related texts, site map, RSS feeds, pages in different languagesetc. On the other hand, external web site optimization incl
27、udes adding web site to the site guide, using social media factors, using links from other optimized web sites to the related web pageetc. 3.1. How Search Engine Optimization Can Be Done? First, the keyword analysis must be done for the web site, which the optimization operation will be performed fo
28、r. Keyword analysis of a web site must be done according to the following rules or tasks: - A strong list, which includes potential keywords, must be formed via keyword analysis. - By performing some search, web sites in top 5 list must be found out. - Links must be counted and their target keywords
29、 must be found. - Words, which were not tested in the keyword analysis, must be found and listed. In keywords, products or services must be defined in their both short and long word usage structures. At this point, definitions are made with some words rather than using a short and single word. Accor
30、ding to statisti-cal research studies, Internet users prefer using 2 or 3 words to perform a search on a search engine. Because competition in single word is denser than the one with other preferences. Some different keyword using approac-hes can also be used to prevent from usual typing errors. Pla
31、cing keywords to the top part, section titles and image names is an important task for the optimization. A keyword density with 5-8 % (5-8 keywords in 100 words) is suggested to use in the page content. Favorite keywords located at top part enable the robot to evaluate the web site as the most suita
32、ble site for the searched word. Using same keywords or definitions repeatedly in the page content, meta tags or HTML area may be evaluated as spamming by the rob-ot.Briefly, the related keywords can be used in the following fields in order to move web site on top results of search engines:- In the p
33、age title-tag, In meta description tags, In keyword description tags, -In heading tags.- In lower description tags, In graphics, In link texts, In plain texts, In domain fields (if it is possible).3.1.1. Some important points necessary for SEO Web site design: Design of a web site is an important fa
34、ctor that must be taken into consideration during the search engine optimization. For inst-ance, whereas flash animations and other special,effective elements like animated pictures are important to provide a good-looking web site,they must be used at a limited number to ensure better evaluation res
35、ults for SEO. Especially flash animations lower the loading time of web page and texts included in flash animations can not be indexed easily by bots. A real, useful web site must have simple structured content that can be indexed easily and preferably, web pages must be provided in HTML format. Usi
36、ng frames: Frames in a web page is not a suitable approach and design method for search engines. At this point, ta-gs must be added to the related web pages. Because frames may cause some problems for indexing operations performed by spiders. Using pictures: Texts provided on picture files can not b
37、e read by sea-rch engines. Because of this, using links in text forms is more effective than using picture files for the related links. Nowadays, PNG picture format is widely used on the Internet because they provide both high quality and low size for provided pictures. At this point, “alt” labels m
38、ust be used to define these picture files in order to introduce them to search engines. Additionally, picture names may also include the related keywords. For example;.Cheating: Some cheating methods like adding keywords to the backgr-ound of a web page may be determined by search engines and also e
39、valuated as “spam”. For instance, adding keyword in a white font color to a white color web page is evaluated as a spam by most of search engines. Choosing domain field: While defining domain field of a web page, it is important to choose a suitable domain according to the related keywords. It is al
40、so important that the hosting company, which includes the chosen domain, must provide a 24 hour - continuous service. At this point, working with a qualified, competent hosting company is important for SEO. Web site names must be short and suitable for objectives. Using special characters (like “-”
41、and “_”) in the web site name lowers the page rank. Using title labels: Title label defines title of a web page for both users and search engines. In a HTML code structure, label must be included in the label. Additionally, it is also important to choose unique title for each web page. A title with
42、50-80 characters is a suitable approach to be found easily by search engines.Title content means short abstract that defines the web page in the related search engines. The title content is usually displayed on the first row of the search result pages. It is important to use specific names that defi
43、ne the performed job or produced product while determining the site name.Using keyword label: A keyword must not be in a structure that can be repeated. In the label, there must not be keywords more than 20. Keywords must be sorted from important ones to unimportant ones. For instance, .4. Conclusio
44、nsAccording to the performed research studies, number of web sites on the Internet is above 156 million. Developing a web site is a marketing tool, which is the least costly and the most effective to reach many people. Inte-rnet is a tool, which is used for management, marketing, performing produ-ct
45、ion tasks, creating the company strategy, testing the created company str-ategy and analyzing market and the competitor.Reaching to web sites is us-ually done by using search engines.Because of this, SEO is too important for a company. It is important to use some important techniques in the sear-ch
46、engine optimization. For example, unnecessary keywords that aim search engines but have nonsense on users is a negative approach to use. Images (animation, flash) are indispensible elements of a web site but image using must be optimized to enable robots to index them. In order to achieve this, inte
47、lligible file name and “alt” value can be used. For links, it is also suita-ble to use “alt” label. Documents, cards and posters that are used in the web site should also include the URL of the web site. Additionally, using social media also enables the web site to become more popular. Finally, site
48、 statis-tics should also be checked regularly in the context of the following list: Users reaching methods to the web site and their behaviors can be examin-ed.英文原文出处：Nursel, Yaln, Utku, Kse. What is search engine optimization: SEO?J. Procedia - Social and Behavioral Sciences, 2011, (9): 487-49什么是搜索引擎优化：SEO？摘 要Web站点就是根据其他网站的关键字，说明和内容，将其分类索引并且使其成为更容易、更快地被搜索到，这就是所谓的搜索引擎。 搜索引擎优化，它是广泛使用的使网站快速被搜索到的技术之一。在实施SEO过程中，我们解释并考虑使一个网站快速被搜索引擎搜索到的必要的信息并且罗列出来关键词。
