Improving search engine optimization (SEO) by using hybrid modified MCDM models
This study, to bridge the breach, utilizes an empirical case of technologic companies’ websites in Taiwan as an example, and provides the management of search engine ranking with a valuable decision model to improve websites performances.
Analytic framework for SEO influence network
Technology Overview
In conclusion, this research utilizes hybrid modified MCDM models based on SEO to explore the subject for improving and evaluating search engine ranking.
Applications & Benefits
As time goes on, search engines will update their machine learning algorithms to diminish low value websites; therefore, further studies can overcome the limitations of this study by taking the latest factors into consideration and inviting various backgrounds of experts to make the research of SEO complete.
Abstract：
Search engine optimization (SEO) has been considered one of the most important techniques in internet marketing. This study establishes a decision model of search engine ranking for administrators to improve the performances of websites that satisfy users’ needs. To probe into the interrelationship and influential weights among criteria of SEO and evaluate the gaps of performance to achieve the aspiration level in real world, this research utilizes hybrid modified multiple criteria decision-making models, including decision-making trial and evaluation laboratory (DEMATEL), DEMATEL-based analytic network process (called DANP), and VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR). The empirical findings discover that the criteria of SEO possessed a self-effect relationship based on DEMATEL technique. According to the influential network relation map (INRM), external website optimization is the top priority dimension that needs to be improved when implementing SEO. Among the six criteria for evaluation, meta tags is the most significant criterion influencing search engine ranking, followed by keywords and website design. The evaluation of search engine ranking reveals that the website with lowest gap would be the optimal example for administrators of websites to make high ranking website during the time that this study is executed.
Improving search engine optimization (SEO) by using hybrid modified MCDM models
Author：Tsuei H.-J., Tsai W.-H., Pan F.-T., Tzeng G.-H.
Year：2020
Source publication：Artificial Intelligence Review Volume 53, Issue 1
Subfield Highest percentage：99% Language and Linguistics #1/879