Use of Ethical SEO Methodologies to Achieve Top Rankings in Top Search Engines
Melius Weideman · 2007
In this research project an empirical study was done on the application of ethical SEO (Search Engine Optimization) techniques to a website (www.uvasys.com), in an attempt to increase its visibility to the three main search engines. Neither paid placement nor any black hat techniques were considered. A literature survey has established that there are a number of proposed techniques that could be used to achieve high visibility. However, no reference could be found to empirical work proving these claims. An evaluation of the chosen website proved that it had virtually no visibility. The methodology involved the measurement of visibility, re-engineering of the website according to the elements indicated by the survey, and subsequent re-measurement. The results indicated that the website now occupied first position on the three top search engines for a number of selected keyword definitions. It can be concluded that the implementation of ethical methodologies, careful placing of text and the use of key phrases can dramatically increase the visibility of a real-world website.