Document Type


Lead Author Type

CIS Masters Student


Dr. D. Robert Adams,

Embargo Period



With the rapid growth of information on the web, search engines have become the starting point of most web-related tasks. In order to reach more viewers, a website must improve its organic ranking in search engines. This paper introduces the concept of search engine optimization (SEO) and provides an architectural overview of the predominant search engine, Google. This paper presents a conceptual framework for exploring various optimization guidelines, which can be categorized under four parts: keyword research, indexing, on-page optimization, and off-page optimization. Some worst practices, or ”black hat” approaches, to SEO are briefly discussed. The paper concludes with the future semantic web and how it can affect optimization techniques, such as link building.