| 摘要: | 處在資訊爆炸的年代，當我們欲從網路搜尋訊息時，可透過搜尋引擎輸入關鍵字即可搜尋所需資訊。企業可運用搜尋引擎優化，使潛在客戶搜尋時能優先找到與該企業相關資料。本文以Google搜尋引擎為例，探討影響關鍵字排名因素，為本研究之重點。
本研究將影響Google搜尋引擎關鍵字排名因素分為兩大類：第一大類為網站管理者可控制變項，包含：網址長度、錨文字、頁面結構、響應式網站、社群連結、網站地圖、內部連結、網頁標籤、網頁標頭_1(H1)、網頁標頭_2(H2)、網頁標題、標題位置、網頁敘述、相關性關鍵字(詞)數量、非相關性關鍵字(詞)數量等；第二大類為網站管理者不可控制變項，包含網域年齡、網頁級別、網站排名、搜尋引擎蒐錄數、外部連結等。
本研究採用複迴歸分析方法，以“苦茶油”關鍵字(詞)為例，分析結果以網址長度、錨文字、網頁標頭_1(H1)、網頁標頭_2(H2)、非相關性關鍵字(詞)數量、外部連結等變數(影響因素)具備顯著性差異，表示此六項因素會影響關鍵字排名，另R-Sq為0.688顯示本研究之分析模型具中度解釋能力。為了解此分析模型亦能適用於其它關鍵字(詞)，本研究另以“發熱衣”關鍵字(詞)進行驗證，其分析結果與“苦茶油”關鍵字(詞)相似，R-Sq為0.611亦顯示此模型具中度解釋能力。
We are experiencing an explosive growth of information. When we want to find the message from the web, we can either enter a keyword(s) search for the required in-formation through search engines. By search engine optimization, the customers can find the related a company information. This paper key to find keyword(s) ranking factors.
We divide the Google search engine keyword ranking factors are into two catego-ries: the first category for the website administrators controllable variables, including; URL Length, backlink anchor text, URL Path, mobile optimized, site level social signals, presence of sitemap, number of internal links pointing to page, nofollow links, keyword appears in H1 tag, keyword in H2 tags, keyword in title tag, title tag starts with key-word, keyword in description tag, high related keywords, low related keywords；the second category including; domain age, page’s pagerank, alexa rank, google index, ex-ternal links.
In the study, we take an example of“苦茶油”keyword(s) to do multiple regres-sion analysis. The results show that URL Length, backlink anchor text, keyword appears in H1 tag, keywords in H2 tag, low related keywords, external links have significant differences and indicate the six factors that affect keyword ranking. To prove whether this model is also applicable to other keyword(s), we use another keyword(s) - "發熱衣" to do analytics again, the result of "發熱衣" keyword(s) are similar“苦茶油”keyword(s). |
