Open Access Open Access  Restricted Access Subscription or Fee Access

An Art of Driving Web Traffic to Web Sites: Search Engine Optimization (SEO)

Summer Gul, Sabha Ali, Tawfeeq Nazir


Search engine optimization (SEO) is a set of techniques used by web sites in order to be better indexed by search engines and thus helps in increasing the visibility of web pages. The study focus on how search engine optimization techniques can help internet users to improve one’s site content, to make it more eye-catching to users as well as search engines, by making modifications within the site’s pages while focusing on chosen themes and keywords. The final goal is for the site to be better ranked by one or several targeted search engines and therefore appearing higher in their results list for specified requests. SEO needs to be a continuous effort so as not lose visibility in which potential visitors go to other web sites.

Keywords: web, search engines, ranking, search engine optimization (SEO), indexing


Cite this Article:
Ali S, Gul S, Nazir T, et al. An Art of Driving Web Traffic to Web Sites: Search Engine Optimization (SEO). Journal of Web Engineering & Technology. 2015; 2(1): 1–5p.

Full Text:



Davis H. Search Engine Optimization: Building Traffic and Making Money with

SEO. O’REILL. 2006. 1–41p. Available from:

Deka SK, Lahkar N. Performance evaluation and comparison of the five most used search engines in retrieving web resources. Online Information Review. 2010; 34(5): 757–71p.

DOI: 10.1108/14684521011084609

Gandour A, Regolini A. Web site search engine optimization: a case study of Fragfornet. Library Hi Tech News. 2011; 6: 6–13p.

DOI: 10.1108/07419051111173874

Goh DH, Ang RP. Relevance rankings: pay for performance search engines in the hot seat. Online Information Review. 2003; 27(2): 87–93p.

DOI: 10.1108/14684520310471699

Hawking D. Web Search Engines: Part 2. Computer. 2006; 39(8): 88–90p. Available from:

Henzinger MR, Motwani R, Silverstein C. Challenges in Web Search Engines. ACM SIGIR Forum. 2002; 36(2): 1–12p. Available from:

Search Engine Optimization: Introduction to Search Engines and Search Engine Optimization. Softlink Technologies [Internet]. 2013. 1–5p. Available from:

Machill M, Neuberger C, Schindler F. Transparency on the NET: functions and deficiencies of Internet search engines. Info. 2003; 5(1): 52–74p.

DOI: 10.1108/14636690310473890

McDonnell M, Shiri A. Social search: a taxonomy of, and a user-centred approach to, social web search. Program: Electronic Library and Information Systems. 2011; 45(1): 6–28p.

DOI 10.1108/00330331111107376

Moody M, Bates E. PR Students’ Perceptions and Readiness for Using Search Engine Optimization. Journalism & Mass Communication Educator. 2013; 68(2): 166–80p. DOI: 10.1177/107769 58 13478182

Zhang J, Dimitroff A. The impact of webpage content characteristics on webpage visibility in search engine results(Part I). Information Processing and Management. 2005; 41: 665–90p.

DOI: 10.1016/j.ipm.2003.12.001

Zhu Q, Du JT, Meng F, et al. Using a Delphi method and the analytic hierarchy process to evaluate Chinese search engines: A case study on Chinese search engines. Online Information Review. 2011; 35(6): 942–56p. DOI: 10.1108/14684521 1111


  • There are currently no refbacks.

This site has been shifted to