Evaluating the Websites of Academic Departments Using the GRA Method

Abstract

The academic world heavily relies on search engine referrals, making SEO particularly relevant in this sector. To effectively improve page rankings, SEO encompasses two primary categories of factors: 'on-page' and 'off-page. ‘The on-page' factors are elements directly controlled on the website itself. These include strategic keyword usage, content quality, meta tags, URL structure, and internal linking. Conversely, 'off-page' factors involve external elements that influence a website's ranking. Examples include acquiring quality backlinks, maintaining a strong social media presence, and managing online reputation. To attain the maximum benefits from SEO, it is essential to consider relevant factors and criteria. Employing MCDM techniques allows website owners to evaluate and prioritize various SEO elements effectively, enabling a strategic and data-driven approach to improve their web content's search engine rankings. Today, with the advancement and widespread adoption of information systems, the quantity of websites has risen significantly. According to World Wide Web estimates based on the page index by search engines like Google and Bing, the total number of web pages has reached an impressive 4.48 billion. However, this sheer volume of websites makes it challenging for visitors to promptly find the information they are looking for. Thankfully, search engines play a crucial role in helping users access the relevant information they seek quickly and efficiently. The purpose of this study is to explore the challenges of multiple attribute decision-making when dealing with intuitionistic fuzzy information. In this scenario, the attribute weights are not entirely known, and the attribute values are represented by intuitionistic fuzzy numbers. To determine the attribute weights, an optimization model is constructed based on the traditional Grey Relational Analysis (GRA) method's fundamental principles. The proposed method involves calculating the Grey Relational degree between each alternative and the positive-ideal solution and negative-ideal solution. This degree is then used to define a relative relational degree, which enables the ranking of all alternatives simultaneously with respect to both the positive-ideal solution (PIS) and negative-ideal solution (NIS). Alternative taken as Performance criteria(C1), Design criteria (C2), Content criteria (C3), Meta tags criteria (C4), Backlink criteria (C5). Evaluation preference taken as Abdullah Gul University, Turkey (A1); Adana Science and Technology University, Turkey (A2); Aksaray University, Turkey (A3); Alanya Alaaddin Keykubat University, Turkey (A4); Anadolu University, Turkey (A5).