Analysing Google rankings through search engine optimization data

TLDR

The study addresses the need for e‑commerce sites to attract broader audiences by improving Google rankings. The paper aims to identify the most popular techniques for ranking web pages highly in Google. The authors analyzed 50 highly optimized pages from an SEO competition, examining factors such as PageRank, page count, in‑links, domain age, and third‑party sites, and compared them to 50 non‑optimized pages, noting that only the top 50 sites for a single query were studied. The analysis shows that PageRank, links, directories, and social bookmarking sites are key to high rankings, offering industry experts actionable insights into effective SEO practices.

Abstract

Purpose The purpose of this paper is to identify the most popular techniques used to rank a web page highly in Google. Design/methodology/approach The paper presents the results of a study into 50 highly optimized web pages that were created as part of a Search Engine Optimization competition. The study focuses on the most popular techniques that were used to rank highest in this competition, and includes an analysis on the use of PageRank, number of pages, number of in‐links, domain age and the use of third party sites such as directories and social bookmarking sites. A separate study was made into 50 non‐optimized web pages for comparison. Findings The paper provides insight into the techniques that successful Search Engine Optimizers use to ensure a page ranks highly in Google. Recognizes the importance of PageRank and links as well as directories and social bookmarking sites. Research limitations/implications Only the top 50 web sites for a specific query were analyzed. Analysing more web sites and comparing with similar studies in different competition would provide more concrete results. Practical implications The paper offers a revealing insight into the techniques used by industry experts to rank highly in Google, and the success or otherwise of those techniques. Originality/value This paper fulfils an identified need for web sites and e‐commerce sites keen to attract a wider web audience.