Search Engine Optimization Challenges and Solutions

Abstract

Search engines use algorithms for filtering out the most useful websites out of millions of websites on the Internet in minimum time span to optimize user search/query. SEO is the technique used by search engine optimizers to make their websites appear in the top results of search engines. But sometimes some unethical developers use black hat SEO techniques to bring their websites amongst the top results which misleads both, the search engines as well as the users. In this paper, search engine algorithms such as PageRank, HillTop, black hat SEO techniques like content spamming and the concept of Elasticsearch are studied and analysed.