SEO in Finnish Game Industry
Saarinen, Lassi (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052012513
https://urn.fi/URN:NBN:fi:amk-2020052012513
Tiivistelmä
The main objective of this thesis is to find out what kind of connection SEO has with a growth of a game company. The research discusses four topics: what kind of keywords are driving traffic to the companies’ websites, what kind of keywords are driving traffic under the topics of the released titles, are those keywords relevant and what kind of opportunities the unutilized SEO opportunities have.
The research is a quantitative study. The researchable data was gathered with an SEO tool Ahrefs. The data has information about the ranking keywords of the case companies’ domains, keywords generating traffic under chosen topics, the average CPC of those keywords and how difficult it is to rank with the keywords. The relevancy of the keywords was manually filtered based on their position on the marketing funnel.
All of the chosen case companies have shown growth regarding business result during 2016-2018, but the chosen titles are competing on different genres of games. The results showed, that in many cases the domains are usually ranking on branded keywords related to the company or their titles. The keyword research on the titles showed, that all of the titles have unutilized SEO potential usually in the discovery or retention stages of the marketing funnel.
In conclusion, all of the case companies have potential to increase their visibility in search engines. This sets the companies in SEO terms on the same line, meaning that even smaller companies can compete for the same users with more established businesses with relatively small resources.
The research is a quantitative study. The researchable data was gathered with an SEO tool Ahrefs. The data has information about the ranking keywords of the case companies’ domains, keywords generating traffic under chosen topics, the average CPC of those keywords and how difficult it is to rank with the keywords. The relevancy of the keywords was manually filtered based on their position on the marketing funnel.
All of the chosen case companies have shown growth regarding business result during 2016-2018, but the chosen titles are competing on different genres of games. The results showed, that in many cases the domains are usually ranking on branded keywords related to the company or their titles. The keyword research on the titles showed, that all of the titles have unutilized SEO potential usually in the discovery or retention stages of the marketing funnel.
In conclusion, all of the case companies have potential to increase their visibility in search engines. This sets the companies in SEO terms on the same line, meaning that even smaller companies can compete for the same users with more established businesses with relatively small resources.