The Internet as a marketing medium : An introduction to Search Engine Optimization
McDonald, Timothy; Zayat, Fadi (2009)
Avaa tiedosto
Lataukset:
Mikkelin ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-200912077245
http://urn.fi/URN:NBN:fi:amk-200912077245
Tiivistelmä
Today search engines are reaching enormous audiences; therefore, there are business motives to gain top positions for popular keywords. A top position on Google search engine can potentially lead thousands of new prospects to a company via its website. Search engines aim to deliver the most rele-vant websites; however, these results can be influenced by altering the factors that determine a website’s position on search engine results pages (SERPs). This phenomenon of targeting top positions in search is now known as Search Engine Optimization (SEO).
This study was a research on SEO and its position in the Internet marketing medium. The purpose was to discover some of the underlying factors that affect SEO and to identify, select and analyze suitable keywords for the host company, as well as to provide informed analyses and recommendations for their SEO marketing efforts.
Data collection was performed by using quantitative research methods to collect information, explore keywords and understand the competition involved in gaining top positions on SERPs. Information on important factors of SEO was gathered from a previous study to generate a research method. This method was labelled as SERP Matrix, which is a detailed list of criteria that is used to analyze the competition for selected keywords. Each SERP Matrix displays the results of the keyword, in a table which is easy to measure and compare.
This research provided the host company with three viable keyword possibilities, to optimize on Google. This study implied that having an appreciation to SEO can be an asset to any company looking to market online.
This study was a research on SEO and its position in the Internet marketing medium. The purpose was to discover some of the underlying factors that affect SEO and to identify, select and analyze suitable keywords for the host company, as well as to provide informed analyses and recommendations for their SEO marketing efforts.
Data collection was performed by using quantitative research methods to collect information, explore keywords and understand the competition involved in gaining top positions on SERPs. Information on important factors of SEO was gathered from a previous study to generate a research method. This method was labelled as SERP Matrix, which is a detailed list of criteria that is used to analyze the competition for selected keywords. Each SERP Matrix displays the results of the keyword, in a table which is easy to measure and compare.
This research provided the host company with three viable keyword possibilities, to optimize on Google. This study implied that having an appreciation to SEO can be an asset to any company looking to market online.