Running head: EFFECTS OF SEO ON WEBSITE VISITATION 1
The Effects of SEO: Search Engine Optimization on Website Visitation
...
Running head: EFFECTS OF SEO ON WEBSITE VISITATION 2
AbstractAbstract
Search engine optimization (SEO) can quite often be ...
Running head: EFFECTS OF SEO ON WEBSITE VISITATION 3
The Effects of Search Engine Optimization on Website VisitationThe Ef...
Running head: EFFECTS OF SEO ON WEBSITE VISITATION 4
That is why, “There is fierce competition amongst competing web sites...
Running head: EFFECTS OF SEO ON WEBSITE VISITATION 5
consumers will buy. Furthermore, even if they do, that does not mean ...
Running head: EFFECTS OF SEO ON WEBSITE VISITATION 6
ReferencesReferences
Kumar, Ela. (2007). A strategic analysis of sear...
Running head: EFFECTS OF SEO ON WEBSITE VISITATION 6
ReferencesReferences
Kumar, Ela. (2007). A strategic analysis of sear...
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The Effects of SEO on Website Visitation

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Transcript of "The Effects of SEO on Website Visitation"

  1. 1. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 1 The Effects of SEO: Search Engine Optimization on Website Visitation Aliah M. Thomas, PHR Texas A & M University, Commerce
  2. 2. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 2 AbstractAbstract Search engine optimization (SEO) can quite often be an extremely complex and time consuming process. Although most businesses recognize the importance of top search engine ranking, very few have the time or the resources to allocate to ensure their website is ranked above their competitors. It is estimated that 90% of all new website visits originate from the internet’s most popular and frequently used search engines: Google, Yahoo, and MSN (Espadas, 2008, p. 1735). Given this high percentage, it is more important now than ever for businesses to utilize search engine optimization techniques to increase their website’s visibility on the world-wide web. It is also critical that they establish a strong online presence in order to significantly generate new and repeat web visitation to their business websites. The purpose of this exploratory research study is to determine the effects of search engine optimization on website visitation rates. It will also examine the potential implications that these rates can have on business performance. The data presented within this paper is based on previous literature on five recent peer-reviewed journal articles. Keywords: seo, search engine optimization, web traffic, web visitation
  3. 3. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 3 The Effects of Search Engine Optimization on Website VisitationThe Effects of Search Engine Optimization on Website Visitation The Importance of Online Presence The use of Internet for business purposes has significantly increased in recent years. It is widely recognized as one of the most efficient and cost-effective ways for businesses around the world to communicate and interact today. The internet’s convenience and easy access availability has made it possible to take the services and contents of companies to any corner of the world, achieving a huge potential volume of customers/users (Espadas, 2008, p.48). However, unlike most buying situations in which consumers can physically evaluate a number of different comparable product(s) amongst others before they make an informed decision, this unfortunately is very seldom the case with online markets. Without the ability to view all available alternatives, internet users have to select a website that is known to them. Unfortunately, given the immense volume of online businesses today, it is unlikely that consumers will always know which site to visit when attempting to obtain the information that need. This of course, is precisely why search engines are so highly-valued by its users. Importance of Search Engine Ranking A search engine is basically a database of Web pages in which users can search for information based on relevant key words. (Malaga, 2007, p.69) The immense growth and popularity of web search within recent years should be one of the clearest indications of just how important search engine ranking really is to a company’s bottom line. The tremendous success of this tool is due to its valuable features, such as free access and user friendly interface (Kumar, 2007, p. 9). Search engines can be an incredibly valuable asset for businesses online simply because they enable the product or service that they offer to be found easier by consumers. What good is it to have a website, if no one is able to find it or knows it exists? Search Engine Optimization companies understand this concept well.
  4. 4. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 4 That is why, “There is fierce competition amongst competing web sites to attract those users to their site at the expense of their competitors” (Evans, 2007, p. 21). High search engine ranking is accomplished through the techniques of search engine optimization. “Search engine optimization (SEO) is defined as a set of techniques that are aimed at improving the ranking of a website in search engine listings, thereby making it more likely that the end user will choose to visit the site” (Search Engine Optimization, 2006, p 39). These specific techniques, which will be discussed in detail in paper 2, enables business websites to be found easier by internet users. However, for the purpose of this paper it is important to note that, “Understanding which factors can influence a page’s ranking in a search engine is therefore crucial for any web site that wishes to attract large numbers of users in particular, e-commerce sites” (Evans, 2007, p. 22). The implementation of these SEO techniques can therefore, can have a significantly increase the generation of new web traffic. Malaga (2008), explains the significance best: Many online companies have become aware of the importance of ranking well in the search engines. A recent article reveals that 62% of search engine users click only on results that appear on the first search engine results page (SERP) and less than 10% of users click on results that appear after the third page 3 (p. 147). ConclusionsConclusions Search Engine Optimization is a highly effective method for improving search engine rankings (Malaga, 2008, p.68). Increasing a website’s presence and overall visibility on-line is an essential part generating new web traffic. It is commonly assumed that an increase in web traffic will lead to an increase of business performance, however, that is not always the case. Attracting new visitors to a business website does not necessarily mean that the
  5. 5. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 5 consumers will buy. Furthermore, even if they do, that does not mean that they will do so again. There are a number of factors have an affect on customer’s perceptions of an online business. Therefore, it is important to note that although Search Engine Optimization is a proven method to increase web traffic, once that traffic is generated, it is up to the company to engage the consumer in such a manner that is appealing so that they will come back. Otherwise, the traffic increase will have no substantial means to positively affect a company’s overall business performance. In closing, if a company chooses to implement Search Engine Optimization into their overall marketing strategy, it is highly advised that the business is adequately prepared to manage the increase.
  6. 6. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 6 ReferencesReferences Kumar, Ela. (2007). A strategic analysis of search engine advertising in web based- commerce. Journal of Internet Banking and Commerce, 12(2), 1. Malaga, R A. (2008). Worst practices in search engine optimization. Communications of the ACM, 51(12), 147. Espadas, J. (2008). Web site visibility evaluation. Journal of the American Society for Information Science and Technology, 59(11), 1727. Malaga, R A. (2007). The value of search engine optimization: An action research project at a new e-commerce site. Journal of Electronic Commerce in Organizations, 5(3), 68. Evans, P. Michael. (2007). Analysing Google rankings through search engine optimization data. Internet Research, 17(1), 21. Retrieved July 24, 2010, from ABI/INFORM Global. (Document ID: 1210407751) Search engine optimization. (2006). Journal of Visual Communication in Medicine, 29(1), 39.
  7. 7. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 6 ReferencesReferences Kumar, Ela. (2007). A strategic analysis of search engine advertising in web based- commerce. Journal of Internet Banking and Commerce, 12(2), 1. Malaga, R A. (2008). Worst practices in search engine optimization. Communications of the ACM, 51(12), 147. Espadas, J. (2008). Web site visibility evaluation. Journal of the American Society for Information Science and Technology, 59(11), 1727. Malaga, R A. (2007). The value of search engine optimization: An action research project at a new e-commerce site. Journal of Electronic Commerce in Organizations, 5(3), 68. Evans, P. Michael. (2007). Analysing Google rankings through search engine optimization data. Internet Research, 17(1), 21. Retrieved July 24, 2010, from ABI/INFORM Global. (Document ID: 1210407751) Search engine optimization. (2006). Journal of Visual Communication in Medicine, 29(1), 39.

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