DefinePK

Abstract

The availability of several websites requires substantial techniques to grasp the user's attention to their website. Search Engine is vital in providing the user with relevant site pages. Popular search engines, such as Google, use web crawlers and ranking algorithms, such as PageRank Algorithm, to rank the site pages based on content quality metrics and their online existence over the Internet and the WWW. Search Engine Optimization is a technique to optimize a webpage's appearance on the first page of Search Engine Results. Whenever a user searches for a relevant query on the search engine, they enter a specific keyword or phrase instead of writing a complete website address or URL, then accordingly, the search engine manipulates or processes that specific keyword and searches for the relevant site pages and displays a comprehensive list of the relevant site pages at the top of the SERPs. This review paper focuses on understanding the concepts, techniques, and algorithms used for search engine optimization of websites and web pages to improve the website's ranking by incorporating SEO best practices on search engines such as Google and Bing.