The influence of search engine optimization on Google's results: A multi-dimensional approach for detecting SEO
The influence of search engine optimization on Google's results: A multi-dimensional approach for detecting SEO
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DOI：
10.1145/3447535.3462479
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发表时间：
2021-06
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影响因子：
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通讯作者：
D. Lewandowski;Sebastian Sünkler;Nurce Yagci
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文献类型：
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作者：
D. Lewandowski;Sebastian Sünkler;Nurce Yagci
搜索引擎优化（SEO）可以显著影响商业搜索引擎结果页面上显示的内容。然而，目前还不清楚（顶部）结果的比例实际上已经优化。我们开发了一个工具，使用半自动的方法来检测，基于给定的URL，是否采取了SEO措施。在这种多维方法中，我们分析HTML代码，从中提取有关SEO和分析工具的信息。此外，我们提取页面级别和网站级别的SEO指标（例如，网站的页面描述和加载时间）。我们通过使用手动分类的网站列表来修改这种方法，并使用机器学习方法来改进分类器。基于三个数据集的分析，共有1，914个查询和256，853个结果，显示在Google中找到的大部分页面至少可能是优化的，这与SEO专家的说法一致，即如果不应用SEO技术，很坚韧在搜索引擎中获得可见性。
Search engine optimization (SEO) can significantly influence what is shown on the result pages of commercial search engines. However, it is unclear what proportion of (top) results have actually been optimized. We developed a tool that uses a semi-automatic approach to detect, based on a given URL, whether SEO measures were taken. In this multi-dimensional approach, we analyze the HTML code from which we extract information on SEO and analytics tools. Further, we extract SEO indicators on the page level and the website level (e.g., page descriptions and loading time of a website). We amend this approach by using lists of manually classified websites and use machine learning methods to improve the classifier. An analysis based on three datasets with a total of 1,914 queries and 256,853 results shows that a large fraction of pages found in Google is at least probably optimized, which is in line with statements from SEO experts saying that it is tough to gain visibility in search engines without applying SEO techniques.