492 Nursel Yalçin and Utku Köse / Procedia Social and Behavioral Sciences 9 (2010) 487–493
In order to add web site to guides, measure link popularity of the company’s or competitors’ web sites and find
out with how many links that company’s or competitors’ web sites are included in important guides and the related
search engines, the web site: htp://www.iconinteractive.com/tools/pop/index.php can be used. At this point, the URL
of the web site can be typed in the “Domain” field and by using the “Go” button, results can be obtained. Results
located on the first three rows show traffic measurements from the Alexa, situations in the DMOZ and Zeal guides
and given links in the 6 important search engines (alltheweb, altavista, Google, Hotbot, MSN, Yahoo!). Web sites
with 1000–5.000 links are evaluated as “average”, with 20.000 links are evaluated as “popular” and with links above
100.000 are evaluated as “hit/icon” sites. On the related results page, links given to the web page can be seen by
using the “View” button.
Another method to see web page links is typing www.sitename.com link to the search field of the search engine.
With this method, it is possible to see web pages that include the typed web site and other resources.
Web site page must be checked regularly for broken links.
Using the social media: The social media can be defined as internet platforms that people use to communicate
with other online users via text, images, videos and sound files(Google, 2008). The social media is based on
“communication” and “sharing”. For instance, answers for specific questions can be received by using the social
media. Context of the related questions may be changed from light questions like “Which color dress I can wear for
this evening?” to large scaled questions like “I am a cancer patient. Which doctor I must go for the treatment?”
Context and definition of social media tools may be changed for different people but generally, these tools
mainly include blogs, micro blogs, RSS feeds, social networks, social bookmarking sites, forum and communication
environments and image and video sharing platforms. On the Internet environment, there are many blogs, millions
of video and image contents and millions of user profiles created with real names and nick names. ((Hatipo÷lu,
According to the April, 2009 – comScore World Metrix statistics, Turkey has the 8th biggest social network
population in Europe. With this population above the world average, it is easy to introduce power of a web site in a
country like Turkey.
The SEO is a process and because of this, optimization results of the web site must be evaluated and analyzed
According to the performed research studies, number of web sites on the Internet is above 156 million.
Developing a web site is a marketing tool, which is the least costly and the most effective to reach many people.
Internet is a tool, which is used for management, marketing, performing production tasks, creating the company
strategy, testing the created company strategy and analyzing market and the competitor. Reaching to web sites is
usually done by using search engines. On the other hand, taking place on top rows in the search results can be done
by using search engine optimization. Because of this, SEO is too important for a company. It is important to use
some important techniques in the search engine optimization. For example, unnecessary keywords that aim search
engines but have nonsense on users is a negative approach to use. On the other hand, original contents that provide
new, useful services that other web sites don’t have is also an important point. Using intelligible and readable
language is also important. Images (animation, flash) are indispensible elements of a web site but image using must
be optimized to enable robots to index them. In order to achieve this, intelligible file name and “alt” value can be
used. For links, it is also suitable to use “alt” label. Documents, cards and posters that are used in the web site should
also include the URL of the web site. Additionally, using social media also enables the web site to become more
popular. Finally, site statistics should also be checked regularly in the context of the following list:
Users’ reaching methods to the web site and their behaviors can be examined.
The most interesting content can be determined.
Effects of the changes, which have been done on the web site, can be examined (For instance, has the
incoming user traffic from search engines increased after changing the title and definition meta tags?)
More detailed information about search engine optimization has been explained in the 3. section of the paper.
One of the most important idea that can be obtained from the related section is that search engine optimization is a
process. For each company on the Internet, it is an obligation to perform search engine optimization.