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Does Search Engine Optimisation Have a Short Life Span?



Abstractthe world of digitalization has arrived. There’s nothing that seems to be impossible by a man made machine computer. Within a second an impossible can be turned to possible within our own comfort zone. And this has been possible with the search engine. In this paper overview of a search engine has been explained and lately google new algorithm HUMMINGBIRD was supposed to make SEO dead but unfortunately SEO does not have a short life span.This papers explains the strategies, focus area, implementation of SEO etc. An implementation of page rank with various cases gives the conclusion part.

Keywords-SEO,hummingbird,google,internet,traffic,social networking,page rank,page speed


Introduction of social media has led to the boost of online business marketing. None of us can think of living our life individually, none of us can become our own best friends, giving sympathy to yourself or to survive without knowing what’s happening in the world. A big challenge facing society today is how to form network and alliances among people, on both local and global levels. Today everyone believes to unite with people hearts and build new grassroots networks. Making efforts to talk to and converse with others is the first step in transforming oneself from a closed to an open individual which makes friendship a lifetime treasure. And today INTERNET has made everything possible. One can connect to any corner of the world, and internet has planted the seeds of search, social media and content as tactic.A marketing professional should have command on the working environment to which they have to understand the implementation of search engine.

Search engine, a best tool to enable users to locate any information on worldwide web and to increase a ranking in search engine a concept known as SEO entered.

SEO stands for search engine optimization, a process to build a good content, understanding the ways people might seek it. In addition, SEO includes the process of keyword research.

There are many benefits of SEO which includes:

  • Promotes business at economic scale.
  • Increase traffic and site popularity.
  • Returns on investment to upbeat competitor site.
  • Cost effectiveness to provide needed information only.

There are many companies that take over Facebook and many social networking platforms every day in order to generate more fans, increase loyalty among audience about the brand.

Com shore [1] has reported that social networking sites such as Facebook and twitter have reached 82 percent of the world’s online population which represent approx. 1.2 billion users around the world. There are lsitings that search engine sells in order to make brand awareness.there are two types of listing:

  • Paid lsiting:listing that serach engine sell to advertisers,usually through paid placement or paid inclusion programs.
  • Organic listing:these listings are not sold.

Fig1: Depiction of organic listing and paid listing[2]

The dramatic change performed by google was in 2001.Google’s new approach to move beyond keywords and emphasize on “entities” leads to development of hummingbird,a google’s algorithm based on ranking system in search engine.

Hummingbird is designed specially to deliver specific answers for complex queries.

The Hummingbird algorithm affected 90% of searches and was announced alongside another major change for users:Google’s encrypting of keyword data. The move of encrypting keyword data will essentially render useless the “Organic Traffic Sources” Google Analytics data used by many SEO’s [3].

Fig2: [4]

With the understanding of various SEO tools including Page speed, code to text ratio checker, content matching I tried my level best to depict the working of search engine into flowchart depicting how each step plays an important role for the organizers to attract more and more clients towards his business.

Fig: flowchart depicting the workflow of SEO.



SEO techniques can be classified into two broad categories [5]:

Techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve are:

  • White SEO:
    • Results lasts long time
    • Promotes accessibility.
    • Follow proper rules and guidelines.
    • It is a summation of content for users not for search engines.
  • Black SEO:
  • Results can sometimes be anticipated to banned the site temporarily or permanently.
  • It uses hidden text which can be either colored which is similar to background or it can be positioned off-screen.

Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of bothBMWGermany andRicohGermany for use of deceptive practices.Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.



Google tried to undertake social media authority signals to make primary communication channel with customers and focus on the following areas:

  • Google authorship
  • Article publisher markup

Two different technology working for the same concept can distinguish there focus area in the following way[7].



Google used SSL encryption search results for both offline and online users

various sorting technology

Search engine will become much more human friendly.

Less human friendly.

Increase of smartphones, android and tablets has led to emergence of mobile SEO

Website mobile performance will be the issue matter of SEO ranking


Major focused area of search engine is on page rank depicting that page rank plays a very vital role to attract more clients towards the site.This page rank can be calculated using below formulae with various dependencies factors:


To determine the ranking of webpage A, we take into account the rankings of every other page on the web.

  1. PR(Tn)- Each page has a notion of its own self-importance. That’s “PR(T1)” for the first page in the web all the way up to “PR(Tn)” for the last page
  2. C(Tn)- Each page spreads its vote out evenly amongst all of it’s outgoing links. The count, or number, of outgoing links for page 1 is “C(T1)”, “C(Tn)” for page n, and so on for all pages.
  3. PR(Tn)/C(Tn)- so if our page (page A) has a backlink from page “n” the share of the vote page A will get is “PR(Tn)/C(Tn)”
  4. d(...- All these fractions of votes are added together but, to stop the other pages having too much influence, this total vote is “damped down” by multiplying it by 0.85 (the factor “d”)
  5. (1 - d)- The (1 – d) bit at the beginning is a bit of probability math magic so the “sum of all web pages' PageRanks will be one”: it adds in the bit lost by thed(.... It also means that if a page has no links to it (no backlinks) even then it will still get a small PR of 0.15 (i.e. 1 – 0.85). A toolbar of the browser gives the Page rank and the limit of page rank lies between 0-10

NOTE: maximum page rank of all pages changes every month when re-indexing of Google is done.

CASE STUDY: understanding Impact of iteration on page rank

METHODOLOGY: Iterative algorithm has been used to calculate the page rank corresponding to the normalized link matrix of the web.

Search engine algorithm is implemented on a MATLAB to check the effect of iteration on page rank. A small observation has been noted down in order to estimate the page rank values at various intervals.

Suppose we are looking for the best shoes then the linking page rank can be estimated as follow:

Using the formulae I estimated the three different PR values as below.

CASE1: estimating PR=0

Number of iterations


































































CASE2: estimating PR=1

Iteration 1



CASE3: estimating PR=2

Iteration 1



CASE4: estimating PR=30

Iteration 1



CASE5: estimating PR=-1

Iteration 1




The PR of page is calculated by google spider once it come in contact with it which has no idea about the content or size of the page or the language and the text used in the link.URL strips off to the parent page when present on the toolbar.

1) The normalized probability distribution of page rank will be 1.0

2) When number of pages includes and when we start page with 1,the few iterations are required to converge to a suitable result.

3) No negative value can be estimated.

4)each time an algorithm is executed it gets closer to the final value.


People are connected to each other through social media leading to the unprecented growth in social network.Socialists often examine opposing model in which society determines the design and acceptance of technology.

It has been estimated that ignoring the social context of adoption can lead to failure even when innovation is needed by target community however Hays [9] computes that “states with greater societal problems responds with the weaker laws” as controversial nature of a problem impact the relevant solutions.A lot of research is focused on search engine technologies which today have become an integral part of life starring from a child to old ones. Even one can do shopping sitting under a roof with air conditioned room.

With google hummingbird, SEO should focus on customer engagement rather than keyword data.

As Google's Distinguished Engineer Matt Cutts has said: "Succeeding in SEO will be the same as it's always been if you're doing it right – give the users a great experience [10].Although launch of hummingbird algorithm didn’t exceed much but Google’s launch of knowledge graph is really a catalyst to understand semantic web and thus SEO can never have a short life span.

While recognizing various social networking tools we end this paper with the conclusion that SEO has a very high life span and this survey complements substantial current work on concept learning that search engine optimization is depenedent on algorithim leading users to utilize internet search.

Since tools have been introduced my upcoming research paper would include how backend of algorithim can be implementd to make the site rank first in google search.


[1] (X.Liang,K.Zhang,R.Lu and X.Shen with department of electrical and computer engineering “fully anonymous profile matching in mobile social networks.)


[3]J.Henshaw,“WhatGoogle’s Hummingbird Update Means for Content Marketers,” 2013.http://smallbusiness.yahoo.com/advisor/google-humming bird-means-content-marketers-143119302.html)





[8] (http://www.cs.princeton.edu/~chazelle/courses/BIB/pagerank.htm)

[9]leo A.meyerovich,Ariel rabkin,oct 26,2012”socio-PLT: principles for programming language adoption”)


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