DIFFERENCES BETWEEN GOOGLE AND YANDEX SEARCH ENGINE OPTIMISATION : Case: Company X
Kuleva, Mariia (2018)
Kuleva, Mariia
Lahden ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121421720
https://urn.fi/URN:NBN:fi:amk-2018121421720
Tiivistelmä
This thesis is about search engine optimisation (SEO) and how to apply it for different search engines. The author implemented this thesis for the +Russian department of Company X, which faced several problems with optimising the website for Google and Yandex at the same time. The thesis aims to develop suggestions for improving the current SEO strategy of the case company.
The author uses a deductive research approach and both qualitative and quantitative research methods. Secondary data for the theoretical background is retrieved from reliable books and articles of SEO experts. Primary data is collected in the frames of the case study by analysing SEO performance of the company's competitors.
The author utilises theories about a difference of search engines and as a result a difference in SEO practices for them. Since the thesis aims to develop suggestions, the SWOT – analysis is used in order to get a clear overview of the current SEO strategy.
Key findings include different programs, which search engines use for their operations and algorithms. This core distinction leads to a difference in effective SEO practices for them. The author utilised these outcomes to develop the action plan. To conclude, the thesis met all objectives and can be considered valid and reliable.
The author uses a deductive research approach and both qualitative and quantitative research methods. Secondary data for the theoretical background is retrieved from reliable books and articles of SEO experts. Primary data is collected in the frames of the case study by analysing SEO performance of the company's competitors.
The author utilises theories about a difference of search engines and as a result a difference in SEO practices for them. Since the thesis aims to develop suggestions, the SWOT – analysis is used in order to get a clear overview of the current SEO strategy.
Key findings include different programs, which search engines use for their operations and algorithms. This core distinction leads to a difference in effective SEO practices for them. The author utilised these outcomes to develop the action plan. To conclude, the thesis met all objectives and can be considered valid and reliable.