The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site
| Autor: | Ross A. Malaga |
|---|---|
| Rok vydání: | 2007 |
| Předmět: |
Marketing
Cost–benefit analysis Database Computer Networks and Communications Computer science business.industry Strategy and Management Search analytics Paid inclusion E-commerce computer.software_genre Computer Science Applications Ranking (information retrieval) World Wide Web Search engine Return on investment Search engine optimization business computer |
| Zdroj: | Journal of Electronic Commerce in Organizations (JECO). 5(3):68-82 |
| DOI: | 10.4018/jeco.2007070105 |
| Popis: | A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment (ROI). A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after each phase in the project. The results indicate that SEO is an effective method for improving search engine rankings and site traffic. In addition, the costs and benefits of the SEO project are compared with a pay-per-click (PPC) search marketing campaign. The SEO project proved more cost effective than the PPC campaign. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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