Improving search engine optimization (SEO) by using hybrid modified MCDM models

摘要

Search engine optimization (SEO) has been considered one of the most important techniques in internet marketing. This study establishes a decision model of search engine ranking for administrators to improve the performances of websites that satisfy users’ needs. To probe into the interrelationship and influential weights among criteria of SEO and evaluate the gaps of performance to achieve the aspiration level in real world, this research utilizes hybrid modified multiple criteria decision-making models, including decision-making trial and evaluation laboratory (DEMATEL), DEMATEL-based analytic network process (called DANP), and VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR). The empirical findings discover that the criteria of SEO possessed a self-effect relationship based on DEMATEL technique. According to the influential network relation map (INRM), external website optimization is the top priority dimension that needs to be improved when implementing SEO. Among the six criteria for evaluation, meta tags is the most significant criterion influencing search engine ranking, followed by keywords and website design. The evaluation of search engine ranking reveals that the website with lowest gap would be the optimal example for administrators of websites to make high ranking website during the time that this study is executed.