Abstract
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, and still form the basis of SEO. However, as the Internet and web design evolves dynamically, optimization techniques arise and die. In the first section of this chapter, we will look at the most important factors and techniques that can help to improve position in search results. However, none of the factors can guarantee it because search engines have sophisticated algorithms, which measure the quality of web pages and derive their position in search results from it. In the next section we will introduce and examine the object of optimization, which is a website http://bratislava-slovakia.eu. This website was created for the sole purpose—to implement and test all main SEO techniques. The main objective of this chapter is to verify whether search engine optimization increases traffic and, if so, to what extent.
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Notes
- 1.
Depending on the quality of website and a search query it is possible to “own” more than one slot by one website in organic search.
- 2.
Content visible on screen without scrolling.
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Žilinčan, J. (2018). Improving Information Accuracy with SEO for Online Marketing Services. In: Kryvinska, N., Gregus, M. (eds) Agile Information Business. Flexible Systems Management. Springer, Singapore. https://doi.org/10.1007/978-981-10-3358-2_7
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