Improving website performance for search engine optimization by using a new hybrid MCDM model

The purpose of this study is to establish a decision model of search engine ranking for providing administrators to improve the performances of websites for satisfying the needs of users. To probe into the interrelationship and influential weights among criteria of SEO, and evaluate gaps to achieve the aspiration level of implementation in real world, this research utilizes a new hybrid MCDM model, including decision-making trial and evaluation laboratory (DEMATEL), DEMATEL-based analytic network process (DANP), and VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR). This study investigates the websites of leading technologic companies, including laser system, energy-efficient lighting, and control system. The empirical findings discover that the criteria of SEO possessed a self-effect relationship based on DEMATEL technique. According to the network relation map, the dimension that administrators should improve first when implementing SEO is internal website optimization. In 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 website in laser system outperforms those in energy-efficient lighting and control system, becoming the optimal example for administrators of websites to make website high ranked during the time that this study is executed. Keyword: search engine optimization, search engine ranking, multiple criteria decision-making, decision making trial and evaluation laboratory, DEMATEL-based analytical network process. ISS & MLB―September 24-26, 2013