Search Engine Optimization Case St.Lapland : Creating a Plan to Increase the Traffic Volume on the Website
Calderón Martínez, Ester (2013)
Calderón Martínez, Ester
Rovaniemen ammattikorkeakoulu Lapin ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013052811410
https://urn.fi/URN:NBN:fi:amk-2013052811410
Tiivistelmä
The aim of this thesis was the creation of a Search Engine Optimization Plan (SEO Plan) for the commissioner, St.Lapland, a tourist services provider located in Kuusamo Finland.
The plan was hoping to improve the visibility of the website in search en-gines, focusing especially in Google.com as it is the major search engine in the Web and the preferred tool of the users for information gathering. By im-proving the visibility of the website it was expected an increase on traffic and therefore an increase in sales and revenue. The plan was meant as a basic tool for the online marketing of the company.
The theoretical background used for this project has two different sources: theories and practises of SEO experts and ideas and creativity of the author, as well as her own knowledge about the company. The data needed to ana-lyse the current state of the company website and start the plan was gath-ered through Google Analytics, Google.com and Google Adwords Keyword Tool.
The thesis projects presents therefore a theoretical background to allow the reader to understand the topic even when not familiar with SEO, as well as an analysis of the past state of the website and the plan to improve the per-formance. Most of the practises have were implemented already in the web-site during the report of the project and it was expected to include a post-analysis of the current state of the company. However, the post-analysis re-quires a time the author does not count with, since SEO is an ongoing proc-ess which requires constant analysis and changes to be fully effective. Nev-ertheless, the author has included recommendations for the company to permit future changes and constant renovation.
This project has a functional approach as it is not a general research. None-theless, all the theoretical background and ideas of the plan can serve to any company or individual interested in improving the visibility of any website to base their own plans. Consequently it can became a basic guide to support the e-commerce strategies of different companies.
The plan was hoping to improve the visibility of the website in search en-gines, focusing especially in Google.com as it is the major search engine in the Web and the preferred tool of the users for information gathering. By im-proving the visibility of the website it was expected an increase on traffic and therefore an increase in sales and revenue. The plan was meant as a basic tool for the online marketing of the company.
The theoretical background used for this project has two different sources: theories and practises of SEO experts and ideas and creativity of the author, as well as her own knowledge about the company. The data needed to ana-lyse the current state of the company website and start the plan was gath-ered through Google Analytics, Google.com and Google Adwords Keyword Tool.
The thesis projects presents therefore a theoretical background to allow the reader to understand the topic even when not familiar with SEO, as well as an analysis of the past state of the website and the plan to improve the per-formance. Most of the practises have were implemented already in the web-site during the report of the project and it was expected to include a post-analysis of the current state of the company. However, the post-analysis re-quires a time the author does not count with, since SEO is an ongoing proc-ess which requires constant analysis and changes to be fully effective. Nev-ertheless, the author has included recommendations for the company to permit future changes and constant renovation.
This project has a functional approach as it is not a general research. None-theless, all the theoretical background and ideas of the plan can serve to any company or individual interested in improving the visibility of any website to base their own plans. Consequently it can became a basic guide to support the e-commerce strategies of different companies.