Measuring the Effectiveness of Search Engine Optimization for Content-Based Websites
Prokofyeva, Elena (2016)
2016
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201604214747
http://urn.fi/URN:NBN:fi:amk-201604214747
Tiivistelmä
This thesis studies search engine optimization in a relation to non-e-commerce websites with an objective to create a measurement strategy for assessing the search engine optimization performance for this kind of websites. The most appropriate onpage and off-page SEO techniques were discussed and methods to assess SEO performance were studied.
The data was collected during seven months of action research, conducted at the media Company X, for which the author of this thesis planned, implemented and analyzed a SEO campaign. A SEO implementation plan was created with the help of SMART analysis and statistical data was collected with Google Analytics.
The research shows how to align SEO key performance indicators with the overall business goal, and thus be able to properly assess the results and achieve the desired marketing and business results via SEO.
The data was collected during seven months of action research, conducted at the media Company X, for which the author of this thesis planned, implemented and analyzed a SEO campaign. A SEO implementation plan was created with the help of SMART analysis and statistical data was collected with Google Analytics.
The research shows how to align SEO key performance indicators with the overall business goal, and thus be able to properly assess the results and achieve the desired marketing and business results via SEO.