Search engine optimization (SEO) has been considered one of the most important techniques in internet marketing. This study establishes a decision model of search engine ranking for administrators to improve the performances of websites that satisfy users’ needs. To probe into the interrelationship and influential weights among criteria of SEO and evaluate the gaps of performance to achieve the aspiration level in real world, this research utilizes hybrid modified multiple criteria decision-making models, including decision-making trial and evaluation laboratory (DEMATEL), DEMATEL-based analytic network process (called DANP), and VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR). The empirical findings discover that the criteria of SEO possessed a self-effect relationship based on DEMATEL technique. According to the influential network relation map (INRM), external website optimization is the top priority dimension that needs to be improved when implementing SEO. Among the six criteria for evaluation, meta tags is the most significant criterion influencing search engine ranking, followed by keywords and website design. The evaluation of search engine ranking reveals that the website with lowest gap would be the optimal example for administrators of websites to make high ranking website during the time that this study is executed.

中文翻译：

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通过使用混合修改的 MCDM 模型改进搜索引擎优化 (SEO)

搜索引擎优化 (SEO) 已被认为是网络营销中最重要的技术之一。本研究为管理员建立搜索引擎排名决策模型，以提高满足用户需求的网站性能。为了探讨SEO标准之间的相互关系和影响权重，并评估在现实世界中实现期望水平的性能差距，本研究利用混合修改的多标准决策模型，包括决策试验和评估实验室（DEMATEL） 、基于 DEMATEL 的分析网络过程（称为 DANP）和 VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR)。实证结果发现，基于DEMATEL技术的SEO标准具有自效应关系。根据有影响力的网络关系图（INRM），网站外部优化是实施SEO时需要改进的首要维度。在六项评价标准中，元标签是影响搜索引擎排名最重要的标准，其次是关键词和网站设计。搜索引擎排名的评估表明，在本研究执行期间，差距最小的网站将是网站管理员制作高排名网站的最佳示例。