Identifying Google search engine optimization techniques and providing a framework to improve the ranking of websites

Research in the field of Google search engine optimization is important due to the fact that the world of the Internet is mixed with the daily life of people and Google as a powerful search engine is a daily assistant for studies and informing the majority of people in the world, because it is a process to facilitate the process Access to Internet level information. The main purpose of this research is to identify Search Engine Optimization (SEO) techniques for websites to provide a framework for improving website visits and to evaluate the proposed framework based on the opinion of SEO experts. The current research approach is qualitative. In terms of type, it is also included in the category of applied research. In this research, since the SEO techniques had to be extracted first from scientific texts and also by checking the documents of authentic websites in Alexa and then verifying, the methods of literature review and two stage Delphi panel were used respectively. Using the purposeful sampling method, authoritative articles and websites, Delphi panel members, and experts in the field of SEO were identified. The sample size in the first part was equal to 6 articles and 10 websites The members of the stage 1 and stage 2 of Delphi panel were 7 and 4, respectively. The results of the litrature review and websites indicate the identification of 40 techniques, of which 30 techniques were extracted based on the litrature review (including 11 off-page techniques, 18 on-page techniques, and 1 technique for optimizing website features) and 10 techniques based on Review of top websites (including 7 on-page techniques, 2 off-page techniques, and 1 website feature optimization technique). In the Delphi section, in the first stage, out of 40 techniques identified based on the review of the texts and websites of the research sample, 4 were removed and 15 new techniques were added by the members of the Delphi panel. In total, the initial proposed framework was formulated with 51 techniques. In the second stage of the Delphi panel, by removing, integrating, and modifying the suggested techniques, the framework for improving website visits with 37 techniques was finalized. Finally, the proposed framework can help website designers and managers to improve website visits.