Professional Research and Communication: SEO for Dynamic Websites

This report presents a critical evaluation of Search Engine Optimization (SEO) for developing dynamic websites, focusing on the application of SEO techniques to enhance website performance and online presence. The research begins with an introduction highlighting the increasing importance of online platforms and the subsequent competition among websites, emphasizing the role of SEO in boosting online business. The report's objectives include examining existing knowledge of SEO for dynamic websites and identifying future possibilities for making e-commerce websites more dynamic. The research employs a mixed research design and qualitative approach, utilizing secondary data from peer-reviewed journals and articles, along with primary data gathered through semi-structured interviews with IT experts. The literature synthesis examines existing knowledge on SEO and dynamic websites, including semantic web mining, neural computing, and the optimization of whole-page presentation. The report synthesizes key findings from relevant articles to address the research question regarding the future possibilities of making e-commerce websites more dynamic using SEO.

Running head: PROFESSIONAL RESEARCH AND COMMUNICATION
Professional research and communication
Name of the student
Name of the university
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1PROFESSIONAL RESEARCH AND COMMUNICATION
Title
Critical evaluation of Search Engine Optimisation for developing dynamic websites
Introduction
This report will propose to examine search engine optimisation as a tool for
developing dynamic websites. Internet of things have become the part and parcel of everyday
life of general population. This has led to the increase in online services provided across
various industries. Recent study performed by China Internet Network Information Centre
(CNNIC) has shown that more than 70% of the consumers prefer using online platform to
search for information (Giomelakis & Veglis, 2015). This has led to an increase in
competition on the online websites and companies started using optimisation of websites for
search engines to boost their online business.
Research Objective
The objectives of the research are as follows:
 To examine the existing knowledge of search engine optimisation for developing
dynamic websites
 To identify future possibilities of making ecommerce websites more dynamic using
search engine optimisation
Research Question
What are the future possibilities of making ecommerce websites more dynamic using search
engine optimisation?
Research Methodology
This study will develop a mixed research design and qualitative approach to collect
relevant data on the research topic. Secondary data will be collected from peer reviewed
journals and articles to evaluate existing research on search engine optimisation and dynamic
websites development (Taylor, Bogdan & DeVault, 2015). The research will also collect
primary data by developing a semi structured interview with IT experts to understand the
future possibility of search engine optimisation in developing dynamic ecommerce websites.
The research will use a pragmatic approach to shape the research question and develop
instruments based on the goals of the research.

2PROFESSIONAL RESEARCH AND COMMUNICATION
Literature synthesis
Articles Exiting knowledge on SEO
and Dynamic Websites
Future possibilities
Verma, N., Malhotra, D.,
Malhotra, M., & Singh, J.
(2015). E-commerce website
ranking using semantic web
mining and neural
computing. Procedia
Computer Science, 45, 42-
51.
Some of the common
problems associated with
search engines are synaptic
search of resources which
means that search engines
use proximity, and
frequency count to match
between web page and
query. This synaptic process
lacks semantics which
results in wrong or irrelevant
matches
The study proposed
semantic and neural based e
commerce website which is
basically a ranking
algorithm for ranking
ecommerce websites
Wang, Y., Yin, D., Jie, L.,
Wang, P., Yamada, M.,
Chang, Y., & Mei, Q. (2016,
February). Beyond ranking:
Optimizing whole-page
presentation. In Proceedings
of the Ninth ACM
International Conference on
Web Search and Data
Mining (pp. 103-112).
ACM.
The authors have challenged
the concept of ranked list
formulation which is a
conventional process in Ad
hoc searches.
The authors proposed a
novel framework that learns
the optimal page
presentation to render
heterogeneous results onto
search result page (SERP). It
can stipulate item positions,
image sizes, text fonts, and
any other styles as long as
variations are within
business and design
constraints. The learned
presentation is content-
aware, i.e. tailored to
specific queries and returned
results.

3PROFESSIONAL RESEARCH AND COMMUNICATION
References
Giomelakis, D., & Veglis, A. (2015). Employing search engine optimization techniques in
online news articles. Studies in media and communication, 3(1), 22-33.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
Verma, N., Malhotra, D., Malhotra, M., & Singh, J. (2015). E-commerce website ranking
using semantic web mining and neural computing. Procedia Computer Science, 45,
42-51.
Wang, Y., Yin, D., Jie, L., Wang, P., Yamada, M., Chang, Y., & Mei, Q. (2016, February).
Beyond ranking: Optimizing whole-page presentation. In Proceedings of the Ninth
ACM International Conference on Web Search and Data Mining (pp. 103-112). ACM