In Web search, given a query, a search engine returns the matched documents in a ranked list to meet the user’s information need. Ranking models play a central role in search engines [2] -[4] . Currently, almost all the existing Website SEO models consider only the current query and the Websites, but do not take into account any geographical or cultural information such as the previous queries in that area and local society keywords. In other words, almost all current ranking models are insensitive to the culture of the country.

Information retrieval research has well recognized that user information is very helpful in achieving good search results. People and cultural information may provide hints about the user’s intent of Web search and help to make better matching to increase the visibility of Websites [5] - [7] . For example, if a user writes “google.com” in HKJ, Google redirects the search to the domain “google.jo” to provide local search. Any absence of people’s preference and cultural information in Website may affect Website visibility.

When a user queries certain keywords or phrases, a search engine will typically return results in two forms: organic search results and paid listings.

Organic search results are the natural listings that are suggested by search algorithms. Search engines use complex algorithms to determine relevant pages and suggest them to the users as per their request. However, Websites have to be crawled by search engine spiders, before they can be displayed as organic search results. Crawling services are mostly offered free of cost by the search engines [8] .

Whereas paid listings are short contextual text advertisements within search results screens, with links to the advertiser’s Website; advertisers compete with one another and bid for keyword sponsorship. Text advertisement (consisting of uniform resource locator (URL) and short description) of the highest bidder will appear on the top of the paid listing results when sponsored keywords are queried. The text advertisement of other bidders (second highest, third highest, etc.) are displayed in the descending order on the same column under the advertisement of the highest bidder. Paid listings are normally displayed above or on the right hand column of the organic search results [9] .

There are various SEO guidelines available on the Web. The top three players in the industry (Google, Microsoft Live Search, and Yahoo) have developed guidelines focusing on their own search engines. All three guidelines are designed to improve Websites SEO. The main themes of SEO are similar in various search engine providers. For example, they all emphasize on uniqueness of content, meta-data (title and description), navigation, and human centric Web design. Among the three search engines, Google is the dominant player of the search engine providers [10] . Moreover, it is fast and reliable, works on massive scale, and produces useful results much of the time; it searches the full texts of documents, and indexes multiple documents types including HTML, PDF, Word Documents. Therefore, this study focuses on increasing Websites SEO in local Google search engine [10] .

Most existing studies on SEO have focused on usability. Usability is a broad scientific discipline based on rigorous application of the observation, measurement, and principles of design that are useful for the creation and maintenance of Websites [11] . People access Websites through search engines or directly by typing URL in the browser address bar. However, the majority use search engines; they do not usually browse beyond the first ten or twenty items displayed on the first page of any search results. This shows that the Websites displayed on the first page of search results have the best chance of being visited. Therefore, it is important for any Website developer to put emphasis on SEV while developing the Website. SEV is especially important to promote any Website or product [12] . This research study provides a basic strategy for SEO and SEV in a local geographical area and it demonstrates the effect of people culture and behavior on that area as classified by search engine providers.

The rest of this paper is structured as follows: Section 2 introduces a literature review; Section 3 provides description and motivation of methods used; Section 4 presents discussion and analysis of results; Section 5 summarizes the conclusion of the study; finally, Section 6 describes the future work.

According to Zhang and Dimitroff [13] , search engine optimization (SEO) is the process of identifying factors in a webpage which would impact search engine accessibility to it and fine-tuning the many elements of a website so it can achieve the highest possible visibility when a search engine responds to a relevant query. Thus, SEO aims at achieving good search engine accessibility for Webpages, high visibility in a search engine results, and improvement of the chances the Webpages are retrieved.

The basic understanding of search engine optimization starts with understanding how a search engine works. There are three basic types of Web search engines; crawler-based search engines, human powered directories, and hybrid search engines or mixed results. SEO only applies to the crawler-based search engine, which is what the larger search engines (Google and Yahoo) are using [14] .

Several optimizing SEO techniques have been researched and identified by [15] - [17] . Some of these include providing keyword rich Website content throughout all Webpages [10] [12] [18] [19] , using keywords in the title and description meta tags in the Website code [9] , and keeping the graphics, forms and frames to a minimum [8] [10] [11] [18] [19] . The researchers [15] [17] recommended a link development strategy whereby other good quality and relevant Websites are used to develop or implement a link back to the intended Website [12] . According to the researchers’ knowledge, there is no clear strategy for analyzing effect of the geographical area and people culture on Website ranking. In this paper, the researchers analyzed the influence of geographical area (Jordan) and a local culture on Website search engine ranking, and identify the effect and the relationship of the local society keywords in increasing Website ranking.

Research study, human analysis, and statistical analysis methods were primarily used to conduct this study. The aim of this research is to determine the suitable keywords for Website visibility used on search engines by Jordanian people. Although, there are many tools available to conduct SEO analysis, only few of them are available for free of charge [20] . The ones that are free did not deliver adequate data required to conduct SEO analysis. Therefore, the researchers of this paper analyzed the Websites by accessing the source code of its homepage through Google Chrome browser. The statistical analysis methods were selected to assess and analyses the results of the SEO and SEV in Jordan.

The proposed strategy for analyzing effect of the geographical area and people culture on Website ranking is based on search engine history of keyword weight analysis which is found on the list of the same geographical area. The main steps for the proposed strategy are summarized in Figure 1.

In this paper, the researchers analyzed the influence of local geographical area and cultural values as well as the effect of local society keywords in increasing Website visibility. The researchers of the study conducted an empirical study on real search logs and developed a strategy to determine the suitable keywords for Website visibility based on search engine history keyword weight analysis that was found on the list of the same geographical area. The researchers further enhanced the function proposed by Barkla [25] and by Miller [26] to calculate the weight in the search engine history list. The experimental results verified the effectiveness of the proposed strategy to increase the Website visibility in search engines that localized the search area such as google.jo.

The results of the study revealed that the use of local society keywords enhanced local Websites visibility in search engines, which indicated the efficiency and effectiveness of our proposed strategy. Consequently, the whole study is giving a whole new dimension in understanding the influence of SEO proposed strategy on various Websites by using any search engine. In short, the researchers find that the proposed strategy regarding search engine optimization does affect the ranking of the Websites visibility. Hence, it can be concluded that the proposed strategy leads to the ranking or popularity of a Website in an improved manner. This is important because basic SEO is fundamental and essential since it can help individuals position their Websites properly to be found at the most critical points in the buying process or when people need their sites.

Last but not least, in this paper, the researchers describe the design and initial implementation of a geographic search engine prototype. Geographic search engines provide a flexible interface to the Web that allows users to constrain and order search results in an intuitive manner, by focusing a query on a particular geographic region or a certain language. Geographic search technology has recently received significant commercial interest, but there has been only a limited amount of academic work. Our prototype performs massive extraction of geographic and culture features. In addition, this study helps fill in the gap in the current Information Technology knowledge base regarding search engine optimization and search engine visibility.

As a future work, it is recommended to conduct more studies on Website search engine optimization in the same geographical area and cultural values to validate the findings of this study. However, validation data from several sites would be required to give a more precise correction figure on SEO.