Technical improvements to search engine optimisation of Göteborgs-Posten: case study Stampen Media AB

Abstract

The research conducted for Göteborgs-Posten examines Technical Search Engine Optimisation and their development strategies. Technical Search Engine Optimisation is the implementation of technical optimisation on an existing website to make it faster for search engines to navigate and to increase visibility. This thesis was based on specific research issues: what could be done to improve Göteborgs-Posten's search engine optimisation and what should be done to be displayed on Google Discover. The study was split into two sections: the first focused on a literature review and an examination of the latest Search Engine Optimisation trends. In the second part, the researcher carefully examined the source material and analysed the target website. After detecting errors in Search Engine Optimisation reports, the researcher addressed all issues using PageSpeed Insights, Search Console, Lighthouse, and WebPage Test testing tools. The findings indicate that speed optimisation and content modifications are recommended to enhance the website. This research was done in collaboration with professionals working in the field and examining the most current SEO development literature.