A Comparative Approach to Search Engine Ranking Strategies

Internet is a collection of vast information. In the modern internet era everyone search on internet for some information. To explore the internet Search Engines are primary targets. Everyone uses Search Engine from find a name of website to secure information. This vast need of Search Engines makes them an important tool for this challenging task. Generally Search Engine user hits top few results in SERP. Low ranking web pages got less intention of users, so ranking a web page according to their relevant information and popularity is a major task for Search Engine. Search Engines have primary responsibility to search query related information and rank them according to relevant information. This two main task makes a Search Engine popular or most preferable tool to explore internet. On the basis of information retrieval and query handling, Search Engines have two types, Keyword Based Search and Semantic Search. Keyword search directly matches keywords with web pages against the user query and a web page which has most matched keyword density, results high rank in Search Engine results. On the other hand Semantic Search uses knowledge base to extend the user query and adds more words by itself to query. Since the Semantic Search not only depends on user query keywords but also depends on Knowledge Base which gives high quality page results. This research paper presents an analysis of both techniques based on user query keywords.