Dissertations / Theses: 'Search engine optimization'

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Edlund, Joakim. "Cognitive Search Engine Optimization." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-281882.

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The use of search engines is a common way to navigate through information today. The field of information retrieval is the field of finding documents in large unstructured collections. Within this field there are widely researched baseline solutions to solve this problem. There are also more advanced techniques (often based on machine learning) to improve relevant results further. However, picking the right algorithm or technique when implementing a search engine is no trivial task and deciding which performs better might seem hard. This project takes a commonly used baseline search engine implementation (elasticsearch) and measures its relevance score using standard measurements within the field of information retrieval (precision, recall, f-measure). After establishing a baseline configuration a query expansion algorithm (based on Word2Vec) is implemented in parallel with a recommendation algorithm (collaborative filtering) to compare against each other and the baseline configuration. Finally a combined model using both the query expansion algorithm and collaborative filtering is used to see if they can utilize each other’s strengths to make an even better setup. Findings show that both Word2Vec and collaborative filtering improves relevance over all three measurements (precision, recall, f-measure). These findings could also be confirmed to be significant through statistical analysis. Collaborative filtering seems to be performing better than Word2Vec for the topmost results while Word2Vec improves more the longer the result set is set to be. The combined model did show a significant improvement to all measurements for result sets of sizes 3 and 5 but larger result sets show less of an improvement and even worse performance.
Användandet av sökmotorer är idag en vanlig metod för att navigera genom information. Det akademiska området informationssökning studerar metoder för att hitta dokument inom stora ostrukturerade samlingar av dokument. Det finns flera standardlösningar inom området som ämnas att lösa problemet. Det finns även ett flertal mer avancerade tekniker, ofta baserade på maskininlärning, vars mål är att öka relevansen hos resultaten ytterligare. Att välja rätt algoritm är dock inte trivialt och att avgöra vilken som ger bäst resultat kan tyckas vara svårt. I det här projektet används en ofta använd sökmotor, elasticsearch, i dess standarduppsättning och utvärderas mot vanligen använda mätvärden inom informationssökning (precision, täckning och f-värde). Efter att standaruppsättningens resultat har etablerats så implementeras en frågeutvidgningsalgoritm (query expansion), baserad på Word2Vec, och en rekommendationsalgoritm baserad på collaborative filtering. Alla tre modellerna jämförs senare mot varandra efter de tre mätvärdena. Slutligen implementeras även en kombinerad modell av både Word2Vec och collaborative filtering för att se om det går att nyttja båda modellernas styrkor för en ännu bättre modell. Resultaten visar att både Word2Vec och collaborative filtering ger bättre resultat för alla mätvärden. Resultatförbättringarna kunde verifieras som signifikant bättre efter en statistisk analys. Collaborative filtering verkar prestera bäst när man endast tillåter ett få- tal dokument i resultatmängden medan word2vec blir bättre desto större resultatmängden är. Den kombinerade modellen visade en signifikant förbättring för resultatmängder i storlekarna 3 och 5. Större resultatmängder visade dock ingen förbättring eller till och med en försämring gentemot word2vec och collaborative filtering.

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Robisch, Katherine A. "Search Engine Optimization: A New Literacy Practice." University of Dayton / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=dayton1394533925.

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Dennis, Johansson. "Search Engine Optimization and the Long Tail of Web Search." Thesis, Uppsala universitet, Institutionen för lingvistik och filologi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-296388.

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In the subject of search engine optimization, many methods exist and many aspects are important to keep in mind. This thesis studies the relation between keywords and website ranking in Google Search, and how one can create the biggest positive impact. Keywords with smaller search volume are called "long tail" keywords, and they bear the potential to expand visibility of the website to a larger crowd by increasing the rank of the website for the large fraction of keywords that might not be as common on their own, but together make up for a large amount of the total web searches. This thesis will analyze where on the web page these keywords should be placed, and a case study will be performed in which the goal is to increase the rank of a website with knowledge from previous tests in mind.

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FISTER, JUSTIN M. "CORRELATION ANALYSIS OF ON-PAGE ATTRIBUTES AND SEARCH ENGINE RANKINGS." University of Cincinnati / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1178730597.

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Marshall, Oliver. "Search Engine Optimization and the connection with Knowledge Graphs." Thesis, Högskolan i Gävle, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35165.

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Aim: The aim of this study is to analyze the usage of Search Engine Optimization and Knowledge Graphs and the connection between them to achieve profitable business visibility and reach. Methods: Following a qualitative method together with an inductive approach, ten marketing professionals were interviewed via an online questionnaire. To conduct this study both primary and secondary data was utilized. Scientific theory together with empirical findings were linked and discussed in the analysis chapter. Findings: This study establishes current Search Engine Optimization utilization by businesses regarding common techniques and methods. We demonstrate their effectiveness on the Google Knowledge Graph, Google My Business and resulting positive business impact for increased visibility and reach. Difficulties remain in accurate tracking procedures to analyze quantifiable results. Contribution of the thesis: This study contributes to the literature of both Search Engine Optimization and Knowledge Graphs by providing a new perspective on how these subjects have been utilized in modern marketing. In addition, this study provides an understanding of the benefits of SEO utilization on Knowledge Graphs. Suggestions for further research: We suggest more extensive investigation on the elements and utilization of Knowledge Graphs; how the structure can be affected; which techniques are most effective on a bigger scale and how effectively the benefits can be measured. Key Words: Search Engine, Search Engine Optimization, SEO, Knowledge Graphs, Google My Business, Google Search Engine, Online Marketing.

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Schooner, Patrick. "Model for Auditing Search Engine Optimization for E-business." Thesis, Linköping University, Department of Science and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-57214.

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E-commerce combines web technology with business economics. As of the last 10 years, online visibility for such online enterprises now heavily rely on the relationship between the own online sales platform and Search Engines for improved traffic consisting of presumable customers with the intent of acquiring products or services related to the customers’ needs. In 2008 an Internet behavioural analysis showed that over 90% percent of Swedish internet users make use of search engines at least once a week, stating that online visibility through the use of search engines now is a crucial business marketing aspect. To improve the relationship between online e-commercial platforms and search engines several applications exists within the technical field of Online Marketing – one being Search Engine Optimization (SEO),

As a subset of Online Marketing, SEO consists mainly of three subareas; Organic Search Engine Optimization (Organic SEO), Search Engine Marketing (SEM) and Social Media Optimization (SMO). The true nature of how Search Engines operate to crawl and index web contents are hidden behind business secrets owned by the individual search engines operating online, leaving SEO auditors and operators to systematically “try-and-error” test for optimal settings.

The first part of this thesis unfolds the SEO theory obtained from online sources, acclaimed literature and articles to discover settings in which SEO auditors and operator may use as tools to improve online visibility and accessibility on live websites to search engines. The second part sets on forming a theory driven work model (called the “PS Model”) to systematically work with SEO; structure for implementations and ways to measure the improvements.

Third part of the thesis evaluates the PS model using a case study where the model is implemented upon. The case study uses a website (in this thesis referred to as “BMG”) owned by a company active in the biotechnological research and development field situated in Sweden (in this thesis referred to as “BSG”), which at the start of January 2010 was in need of SEO improvements as the relationship between the search engine Google had somewhat stagnated leaving several vital documents outside of Google’s indexing and the relevancy between performed search quires and site-wide keywords had been lowered.

The focus of this thesis reside on bringing forth a work model taking in essential parts of SEO (Organic SEO, SEM and SMO), implementing it on the BMG platform to improve the website’s online visibility and accessibility to search engines (mainly focusing on Google), thus enhancing and solving the stagnated situation identified as such in January 2010 by the BMG site-owners – consequently validating the PS Model. In May 2010 it was shown that the PS model did improve site-wide indexing at Google and search queries containing the main set of keywords in use of BMG was improved in terms of relevancy (higher placing on search result pages).

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Kanwal, Wasfa. "Exploring Search Engine Optimization (SEO) Techniques for Dynamic Websites." Thesis, Blekinge Tekniska Högskola, Sektionen för datavetenskap och kommunikation, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4881.

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ABSTRACT Context: With growing number of online businesses, Search Engine Optimization (SEO) has become vital to capitalize a business because SEO is key factor for marketing an online business. SEO is the process to optimize a website so that it ranks well on Search Engine Result Pages (SERPs). Dynamic websites are commonly used for e-commerce because they are easier to update and expand; however they are subjected to indexing related problems. Objectives: This research aims to examine and address dynamic websites indexing related issues. To achieve aims and objectives of this research I intend to explore dynamic websites indexing considerations, investigate SEO tools to carry SEO campaign in three major search engines (Google, Yahoo and Bing), experiment SEO techniques, and determine to what extent dynamic websites can be made search engine friendly on these major search engines. Methods: In this research, detailed literature survey is performed to evaluate existing knowledge for SEO for dynamic websites. Further empirical experiments are conducted to address dynamic websites indexing problems; and to evaluate SEO techniques used in empirical experiments. Results: It is found that all major search engines, including Google, cannot fully index dynamic websites. I used some SEO techniques which I explored during this study to help dynamic webpage(s) get indexed in major search engines. The experiment results reflect the effectiveness of SEO techniques including URL encoding /friendly URLs on major search engines. Conclusions: I conclude that, dynamic websites are subjected to indexing related problems and require additional SEO efforts to appear in SERPs. Not all SEO techniques are equally effective on all search engines to improve indexing of dynamic webpage(s). Each implemented SEO technique has different impression on major search engines (Google, Yahoo, Bing, Ask, and AOL). As, the encoded URLs technique is effective on all major search engines. However, Yahoo and Bing prefer friendly URLs over typical URLs with parameters. Therefore, presentation of dynamic URL could be quite paying if it is needed to index dynamic website on search engines other than Google.

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Slavík, Michal. "Search Engine Marketing neziskových organizací." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-124602.

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The goal of this thesis is to design methodics for Search Engine Marketing (SEM) in nonprofit organizations (NPOs) which takes advantage of their specifics. Other goals include practical evaluation of the methodics and analysis of the current state of NPOs websites. Determined goals are reached by merging theoretical background from relevant literature with the knowledge gained during field research and with author's experience. Designed methodics is built on the following hypotheses: NPOs are able to negotiate better trade terms than trading companies, NPOs can delegate their volunteers to do some SEM activities. Field research confirmed both hypotheses. Hypothesis that NPOs websites are static because NPOs see no profit in regular publishing was disproved. The methodics consists of four phases and also includes recommended tools, metrics, topics for publishing and a list of linkbaiting activities. The thesis consists of five chapters. The first chapter summarizes the necessary theoretical background, while the second chapter defines terms and premises. The main methodics can be found in chapter three. The fourth chapter contains current state analysis based on examination of 31 websites. A comparison of the methodics' hypotheses and activities against the experience of 21 NPOs representatives and 3 experts in the field of SEO is given in the last chapter. Opinions of the both groups of respondents are compared too. Based on the respondents' judgments on costs and utility of the methodics' activities a rank of these activities is finally created. The main contribution of this thesis is a conversion of the universal SEM theory into the specific conditions and language of NPOs practitioners and an analysis of the current state in this field.

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Watson, Veronica. "Basic system configuration in search engine." Xavier University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=xavier1545566567119888.

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Ribeiro, Joana Filipa Inácio. "Aplicação das técnicas de Search Engine : optimization a um Site." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11369.

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Mestrado em Marketing
Num mercado saturado de marca, onde o meio online está em forte expansão é importante que uma empresa/marca marque presença no online e que se destaque. Uma marca tem que se aproximar cada vez mais dos seus consumidores ou clientes. Deve ser conhecida, lembrada e relembrada. Hoje em dia ser uma marca e estar presente no online não basta. Para ter sucesso deve ser encontrada, comprendida e memorável pelos consumidores. Assim, surge a necessidade de aplicar o processo de Search Engine Optimization no site de uma marca. Search Engine Optmization (SEO) tem como objectivo optimizar um site para os motores de pesquisa com o objectivo de trazer mais visitas relevantes ao site da marca. O SEO produz um elevado nível de trafégo qualificado, investir em SEO permite alcançar uma maior credibilidade junto dos consumidores (Sen 2005). O objectivo deste trabalho de projecto é fazer a optimização do site www.youcook.pt através das técnicas de Search Engine Optimization. Os resultados da optimização deste projecto foram positivos para a marca e dentro do espaço de tempo permitido conseguiu-se obter resultados relevantes para a marca. A YouCook neste momento é uma marca com presença digital e pode ser encontrada pelos utilizadores.
In sutured market of brands, where the online is in great expansion it's important for a company/ brand to make a statement in the online. A brand has to create a connection with her consumers and clients. Have to be known, remembered and recalled. Today be a brand and be present in online isn't enough. To have success the brand need to be found, understand and unforgettable by the consumers. That way appear the necessity of a Search Engine Optimization for the website of a brand. Search Engine Optimization (SEO) has as objective improved the search engines to bring more views to the brand website. The SEO makes the qualified traffic raise, invest in a SEO allows the brand achieve more credibility for the consumers (Sen 2005). The objective of this project is to make an improvement of the website www.youcook.pt through the Search Engine Optimization techniques. The improvement results of this project were positives for the brand and were made in the limits of the space and time death line. We achieve good results. In this moment the YouCook is a brand with a digital presence and can be found by their users.

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Pohjanen, R. (Riikka). "The benefits of search engine optimization in Google for businesses." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201910112963.

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Abstract. This study concentrates on search engine visibility and the benefits of search engine optimization (SEO) in Google for businesses. It seems that search engine visibility has undeniably an important role in business. Most of the people use internet, more than half of Internet traffic begins with search engines and majority of users search for information about goods and services on a regular basis. Google has the largest market share of all search engines. SEO has been studied since 1998 when Google was founded. In earlier studies the topics varied from the basics of SEO to the SEO process in practice and finally to the benefits of SEO. Only a limited number of information systems theory (IS) studies focus on the role of organic listing in search engine visibility. That is why some of the references in this literature review represent also general business research. The research question is “What are the benefits of Search Engine Optimization (SEO) in Google for businesses?” and the sub questions are: “Why search engine visibility is important for businesses?”, “How can business achieve organic search engine visibility in Google?” and “What is the future of Search Engine Optimization (SEO)?” This is a qualitative empirical study which utilizes eight semi-structured interviews on the matter. The goal of this study is to create a comprehensive understanding about SEO and the benefits businesses can get from it. Another ambitious attempt is to try to forecast the future role of search engines and SEO for business operations. The main benefits of SEO for businesses are better search engine visibility, more visitors and better-quality visitors on website and more conversions. It has been noted in many articles, that SEO alone will not provide us the desired return on investment (ROI). In the empirical results of this study, the interviewees also mentioned better understanding of search engine users, website programming and business as one of the benefits.

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Coraggio, Alessio <1987&gt. "L'impresa nel web: strategie e metriche di search engine optimization." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/2422.

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Partendo da un'analisi del mercato pubblicitario, viene evidenziata l'importanza delle attività di marketing online. Nell'elaborato, quindi, vengono descritte le tecniche e le strategie di search engine optimization che le aziende possono applicare per ottenere una buona visibilità sul web. A supporto dell'analisi svolta saranno descritti due casi aziendali.

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Nilsson, Rebecca, and Christa Alanko. "STREAMLINE THE SEARCH ENGINE MARKETING STRATEGY : Generational Driven Search Behavior on Google." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70149.

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The expanded internet usage has resulted in an increased activity at web-based search engines. Companies are therefore devoting a large portion of their online marketing budget on Search Engine Marketing (abbreviated SEM) in order to reach potential online consumers searching for products. SEM comprises Search Engine Advertising (SEA) and Search Engine Optimization (SEO) which are two dissimilar marketing tools companies can invest in to reach the desired customer segments. It is therefore of great interest for companies in different product markets to have knowledge of which SEM strategy to utilize. The statement leads to the purpose of the thesis which is to investigate which SEM strategy is the most suitable for companies in different markets, SEA or SEO?. The purpose of the thesis is derived to the research problem: How does the search behavior of consumers differ between the two SEM tools, SEO and SEA?. Initially, in order to answer the research problem, a theoretical framework was conducted consisting of theories from previous research. To collect primary data observations of 60 test subjects was performed in accordance with the Experimental Vignette Methodology. The analysis consists of a comparison between the collected data and the theories included in the frame of reference, to identify similarities and differences. The SPSS analysis of the result revealed numerous findings such as the two-way interactions of the factors degree of involvement and the click rate of SEM, as well as the choice of either a head or a tail keyword and the degree of involvement. The analysis further revealed a three-way interaction which suggests that the degree of involvement, and the use of either a head or tail keyword affects the choice of SEM. Additionally, the result shows that customers using brands as keywords are more likely to click on an organic link rather than on a paid ad. However, when adding the factor age to the analysis the results turn insignificant. As the area of search behavior of customers using search engines is relatively scientifically unexplored, the thesis has contributed with knowledge useful for companies, marketing agencies, among others. However, due to the ongoing expansion of search engine usage, it is of great interest to conduct further research in the area to reveal additional findings.

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ALMEIDA, PATRICK SCRIPILLITI BAHIA DE. "SEARCH ENGINE OPTIMIZATION OF WEBSITES AT INTERNET: A CONTRIBUTION FROM ERGODESIGN." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2007. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=10375@1.

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Os mecanismos de busca vêm se tornando os principais intermediários entre os usuários e toda a informação que está disponível na Internet. O bom posicionamento de um sítio nos resultados apresentados aos usuários dos mecanismos de busca é um diferencial de mercado, pois permite aumentar significantemente o tráfego do sítio, além de se trabalhar com a marca da empresa. Esta pesquisa foi realizada com usuários e desenvolvedores, focados em Internet, com o objetivo de apontar recomendações para o projeto de otimização de sítios para mecanismos de busca na Internet. Os métodos utilizados foram: questionário, análise de relatórios do Google Analytics e a realização de um projeto de otimização em um estudo de caso; escala de avaliação de Likert por desenvolvedores e análise da tarefa com os usuários. Com os resultados obtidos é possível afirmar que os desenvolvedores ainda não estão trabalhando adequadamente a otimização e os usuários, cada vez mais, acessam mecanismos de busca na Internet.
Search engines are becoming the main tool between users and all the information available at Internet. The good positioning of a website in a search engine results is a differential of the market, for it allows significant increase on the traffic of the website as well as enforcement in the brand. This research involved users and developers, with focus on the Internet, with the purpose of pointing guidelines for the design of search engine optimization related to search mechanisms on the Internet. The methods were: questionnaire; analysis of Google Analytics reports, development of an optimization project in a case study; evaluation scale of Likert, and task analysis with users. From the obtained data it is possible to affirm that the developers aren't working adequately within the search engine optimization and the users are accessing more and more search engine websites.

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Sagot, Sylvain. "Contribution à la conception et à la maîtrise du processus de référencement Web." Thesis, Belfort-Montbéliard, 2016. http://www.theses.fr/2016BELF0310/document.

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Le développement rapide du World Wide Web depuis les années 1990 a entraîné l'accroissement dunombre de sites web et l'intensification de la concurrence. Parallèlement, les moteurs de recherche ontjoué un rôle majeur en facilitant la recherche d'informations sur le web, au point de devenir une sourceinépuisable de trafic dont les propriétaires de sites web souhaitent profiter. Afin de capter un maximumde trafic qualifié, il est devenu nécessaire de se démarquer pour améliorer la visibilité d'un site web surles moteurs de recherche. Pour cela les propriétaires de sites web peuvent faire appel à des entreprisespratiquant le référencement web, et plus particulièrement le référencement naturel qui regroupel'ensemble des techniques d'optimisation permettant d'indexer et de positionner les pages d'un site webau plus haut niveau dans les résultats de recherche. L'activité de référencement web est conduite par leréférenceur qui, en optimisant un certain nombre de critères au sein du site web, améliore sonpositionnement. Mais les résultats obtenus sont incertains, car les algorithmes de classement desmoteurs de recherche sont en perpétuelle mutation. Dès lors, il est devenu nécessaire pour le référenceurd'avoir une meilleure maîtrise du processus de référencement web et d'être aidé dans ses prises dedécisions afin de satisfaire ses clients. Nos travaux de recherche ont permis d'apporter troiscontributions :- Établissement d'un cadre efficace pour l'activité de référencement à partir de la définition desdifférentes étapes du processus de référencement web en s'inspirant d'un méta-modèle d'ingénierie ;- Modélisation du processus de référencement web à partir d'un modèle d'agents afin de permettreune meilleure compréhension de son fonctionnement et de contrôler efficacement les différentesinteractions ;- Conception d'un système d'aide à la décision à partir de notre modèle d'agents servant desupport à l'activité de référencement web.Ces trois contributions majeures nous ont permis de répondre à notre problématique de recherche qui seproposait de répondre à la question suivante : « Comment concevoir le processus de référencement webpour améliorer sa maîtrise par le couple référenceur / client ? »
The World Wide Web has quickly grown since the 90s, and it has led to an increase in the number ofwebsites and the intensification of the competition. In parallel, search engines have played a major roleby facilitating the research of information on the web, to the point of being an infinite source of traffic ofwhich websites' owners would like to take advantage. In order to capture the maximum of qualifiedtraffic, it has become necessary to stand out from the competitors to improve the visibility of a websiteon search engines. To do that, websites' owners can resort to firms which practice Search EngineOptimization (SEO). The latter gathers all the optimization techniques which make it possible to improvethe ranking of web pages at the highest rank in the search results. The activity of search engineoptimization is done by a SEO practitioner who, by optimizing some technical criteria, improves theranking of the website. But the obtained results are uncertain, because of the ever-changing rankingalgorithms of search engines. Consequently, it has become necessary for the SEO practitioner to have abetter mastery of the SEO process and to be helped in its decision makings in order to satisfy its clients.Our research works have allowed us to make three contributions:- Creation of an efficient structure for the SEO activity from the definition of the different steps ofthe SEO process and the use of an engineering meta-model;- Modeling of the SEO process by using a multi-agent system in order to enable a betterunderstanding of its functioning and to efficiently master its different interactions;- Design of a decision support system thanks to our agent-based model to support the SEOa c t i v i t y .These three main contributions enabled us to answer our research question which was: "How to designthe search engine optimization process in order to improve its mastery by the SEO practitioner and theclient ?"

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Westerdahl, Simon, and Larsson Fredrik Lemón. "Optimization for search engines based on external revision database." Thesis, Högskolan Kristianstad, Fakulteten för naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-21000.

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The amount of data is continually growing and the ability to efficiently search through vast amounts of data is almost always sought after. To efficiently find data in a set there exist many technologies and methods but all of them cost in the form of resources like cpu-cycles, memory and storage. In this study a search engine (SE) is optimized using several methods and techniques. Thesis looks into how to optimize a SE that is based on an external revision database.The optimized implementation is compared to a non-optimized implementation when executing a query. An artificial neural network (ANN) trained on a dataset containing 3 years normal usage at a company is used to prioritize within the resultset before returning the result to the caller. The new indexing algorithms have improved the document space complexity by removing all duplicate documents that add no value. Machine learning (ML) has been used to analyze the user behaviour to reduce the necessary amount of documents that gets retrieved by a query.

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Aly, Mazen. "Automated Bid Adjustments in Search Engine Advertising." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210651.

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In digital advertising, major search engines allow advertisers to set bid adjustments on their ad campaigns in order to capture the valuation differences that are a function of query dimensions. In this thesis, a model that uses bid adjustments is developed in order to increase the number of conversions and decrease the cost per conversion. A statistical model is used to select campaigns and dimensions that need bid adjustments along with several techniques to determine their values since they can be between -90% and 900%. In addition, an evaluation procedure is developed that uses campaign historical data in order to evaluate the calculation methods as well as to validate different approaches. We study the problem of interactions between different adjustments and a solution is formulated. Real-time experiments showed that our bid adjustments model improved the performance of online advertising campaigns with statistical significance. It increased the number of conversions by 9%, and decreased the cost per conversion by 10%.
I digital marknadsföring tillåter de dominerande sökmotorerna en annonsör att ändra sina bud med hjälp av så kallade budjusteringar baserat på olika dimensioner i sökförfrågan, i syfte att kompensera för olika värden de dimensionerna medför. I det här arbetet tas en modell fram för att sätta budjusteringar i syfte att öka mängden konverteringar och samtidigt minska kostnaden per konvertering. En statistisk modell används för att välja kampanjer och dimensioner som behöver justeringar och flera olika tekniker för att bestämma justeringens storlek, som kan spänna från -90% till 900%, undersöks. Utöver detta tas en evalueringsmetod fram som använder en kampanjs historiska data för att utvärdera de olika metoderna och validera olika tillvägagångssätt. Vi studerar interaktionsproblemet mellan olika dimensioners budjusteringar och en lösning formuleras. Realtidsexperiment visar att vår modell för budjusteringar förbättrade prestandan i marknadsföringskampanjerna med statistisk signifikans. Konverteringarna ökade med 9% och kostnaden per konvertering minskade med 10%.

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Олефіренко, Олег Михайлович, Олег Михайлович Олефиренко, Oleh Mykhailovych Olefirenko, Юлія Андріївна Сірік, Юлия Андреевна Сирик, and Yuliia Andriivna Sirik. "Використання пошукової оптимізації сайту як засіб маркетингових комунікацій." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12295.

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Roudnický, Tomáš. "Search Engine Optimization a jeho efektivita ve srovnání s Pay-per-Click reklamou." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81599.

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The thesis is dealing with information technologies with an emphasis on the Internet, Internet marketing and its special regions of SEO, SEM and PPC, which mutual comparison makes the focal point of my work. The theoretical part is a successive analysis of the influences of the Internet marketing, SEM and SEO. Then, it states and explains the particular items the optimization of searchers is based upon. The following parts contain the analysis and questionnaires that are related to the region of the searchers. The theoretical part is concluded with an explanation of the principle of the PPC advertising systems and gives a description of the two most widely used ones -- Sklik and AdWords. The practical part starts with an application of the particular theoretical knowledge on the real examples of some websites. This is followed by two practical examples of websites (a standard one and an e-shop) that draw comparison between the PPC advertising and optimization of searchers. The evaluation at the end of the thesis shows the conditions worth using SEO, and, on the contrary, the cases when using of the PPC advertising campaigns would be more preferable. The desired outcome of my thesis would be to help assess the conditions when the right and quality SEO application is or is not the right choice among the other brands of Internet marketing; and give an example of how cheaper (or more expensive) than the PPC advertising campaigns the optimization could be.

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Krupa, Martin. "Metodika SEO - testování a analýza." Master's thesis, Vysoké učení technické v Brně. Fakulta elektrotechniky a komunikačních technologií, 2010. http://www.nusl.cz/ntk/nusl-218259.

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SEO - Search Engine Optimization, determine ways and methods to create a web page so that search engine can incorporate it into the search results. Its great advantage is the durability of results and it results to high return of an investment. This work talks about the basic and most important SEO parameters. It propose which parameters are most important to be tested and best way of testing. Most of publishers often do not know that their sites are in terms of SEO totally inaccessible. With portal they can make their sites quickly and easily tested and find out where are their main weaknesses. When parameter has been tested SEO Portal determines how to correct errors. An important feature of portal is simplicity. After entering the address of the site they can see clearly arranged results.

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Samuelsson, Jonathan, and Lovisa Skoglund. "Uncertainty in process innovations : A case study on the adaption of search engine optimization." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48574.

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Process innovation is an important topic in business research. It enables competitive advantages for companies if managed properly. It is previously acknowledged that uncertainty in process innovation is common and previously research show that it has a negative impact on process innovation projects, as it can cause a waste of resources for the company. For SME’s, where resources are limited, it is imperative that uncertainty do not affect process innovation projects negatively. Previous scholars do not identify sources of process innovation uncertainty in SME’s or how it can be managed, thus leave a gap in theory that is important to fill. The purpose of the study was to investigate how uncertainty in process innovation arises in an SME and how it can be reduced by an investigation on how SEO, as an instance of process innovation, was perceived before and after an implementation process and if a change in perception was related to uncertainty. A single case study with qualitative interviews, combined with an implementation process of SEO, was used to investigate the topic and generate in-depth knowledge. Our findings identify sources of process innovation uncertainty in SME’s, arising from either a resource perspective or from an organizational perspective. Furthermore, we suggest how to manage the identified sources of uncertainty through either information, communication or results. Organizations can use these findings to manage process innovation uncertainty before it arises, thus achieve successful process innovation.

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Potužáková, Karolína. "Změna v přístupech v SEO po updatech Penguin a Panda." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-198614.

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Search engine algorithms are constantly improved in order to provide the highest quality and most relevant results for the user. Google algorithm updates called Panda and Penguin have recently been one of the most significant and many websites that use black hat SEO techniques were hit by them. Nowadays, using this search optimization's techniques raises the risk of Google penalty, which in most of the cases cause decrease in traffic from organic search. The aim of this thesis is to describe techniques of search engine optimization (SEO) and their possible impact on website's ranking. The thesis also aims to verify whether Penguin and Panda updates have the impact on websites for which the methods of black hat SEO have been used and specify the result of this impact. In the theoretical part of this thesis it is described function of search engines Seznam.cz and Google, their algorithm change in history and possible factors on which the ranking score is based. Briefly are also described tools, which can be used to identify and analyze possible causes of penalization. After reading this thesis, the reader will have a basic orientation in search engine optimization methods and their appropriate use. Also, he will be able to recognize possible causes of Google penalty and propose an appropriate strategy for its removal.

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Úradníček, Lukáš. "Optimalizace webových stránek a strategie prodeje." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223256.

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The thesis deals with the optimization of website of thai massage studio. This work includes evaluation of the initial state, a proposed amendment, keyword analysis, optimization of texts and support through building backlinks. Evaluation of success is done through the analysis of traffic and tracking the position of the primary keywords on major search engines in the Czech Republic - Google.cz and Seznam.cz.

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Vogrig, Alexa. "Il sito web del Palio di San Donato: proposta di localizzazione e Search Engine Optimization." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2016. http://amslaurea.unibo.it/9864/.

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La presente tesi illustra e discute due attività legate all'ambito dei siti web, ovvero la localizzazione e l'ottimizzazione per i motori di ricerca (o SEO, dall'inglese "Search Engine Optimization"). Quest'ultima è un'attività mirata a permettere che i siti stessi ottengano un posizionamento migliore nella pagina dei risultati dei motori di ricerca e siano dunque più visibili agli utenti. Poiché la SEO prevede vari interventi sui siti web, alcuni dei quali implicano la manipolazione di codice HTML, essa viene spesso considerata come un'attività strettamente informatica. L'obiettivo della presente tesi, dunque, è quello di illustrare come i traduttori possano sfruttare le proprie competenze linguistiche per dedicarsi non soltanto alla localizzazione di siti web, ma anche alla loro ottimizzazione per i motori di ricerca. Per dimostrare l'applicabilità di tali tecniche è stato utilizzato come esempio pratico il sito web de "Il Palio di San Donato", un sito gestito dal Comune di Cividale del Friuli e finalizzato alla descrizione dell'omonima rievocazione storica cittadina. La tesi si compone di quattro capitoli. Nel primo capitolo vengono introdotti i principi teorici alla base della localizzazione di siti web, della SEO, della scrittura per il web e della traduzione per il settore turistico. Nel secondo capitolo, invece, viene descritto il sito del Palio di San Donato, esaminandone in particolare la struttura e i contenuti. Il terzo capitolo è dedicato alla descrizione del progetto di localizzazione a cui è stato sottoposto il sito in esame. Infine, il quarto capitolo contiene un breve commento relativo alle problematiche linguistiche, culturali e tecnologiche riscontrate durante il processo traduttivo e un elenco di strategie di SEO applicate a cinque pagine del sito web in esame, selezionate sulla base della possibilità di illustrare il maggior numero possibile di interventi di SEO attuabili dai traduttori.

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Pérková, Eva. "Internetový marketing živnostníka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201746.

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This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.

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Indino, Enrico. "Search Engine Optimization: principi e tecniche di ottimizzazione di siti web per i motori di ricerca." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2016.

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La tesi tratta i concetti fondamentali legati alla "Search Engine Optimization", ovvero all’ottimizzazione dei siti web per i motori di ricerca. La SEO è un’attività multidisciplinare che coinvolge aspetti tecnici dello sviluppo web e princìpi di web marketing, allo scopo di migliorare la visibilità di un sito nelle pagine di risposta di un motore di ricerca. All’interno dell’elaborato viene analizzato dapprima il funzionamento dei motori di ricerca, con particolare riferimento al mondo Google; in seguito vengono esaminate le diverse tecniche di ottimizzazione “on-page” di un sito (codice, architettura, contenuti) e le strategie “off-page” volte a migliorare reputazione, popolarità e autorevolezza del sito stesso.

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Lugli, Andrea. "Search engine marketing nel settore della ricerca e selezione del personale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2011. http://amslaurea.unibo.it/2709/.

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Il panorama delle aziende italiane è costellato da una moltitudine di piccoli attori largamente specializzati in mansioni definite. Sono le piccole e le medie imprese (PMI), aziende per lo più familiari e con meno di qualche decina di dipendenti, talvolta con un'importante storia alle loro spalle che, nonostante la crisi e l'avvento di Internet, sono riuscite a rimanere leader incontrastati nel loro settore. È proprio Internet infatti uno dei pericoli più grandi per esse. Settori che in passato erano presenti offline, negli uffici dove ci si rivolgeva per l'erogazione del servizio richiesto, oggi godono di una fortissima se non predominante attività online, come il settore della ricerca e della selezione del personale. Questo settore, in particolare, ha subito tutta l'influenza di Internet. Annunci, ricerche di lavoro, consulenze, sono quasi totalmente presenti attraverso il canale online. Tale cambiamento ha portato ad una scossa nel mercato, cambiando le modalità di offerta e di domanda dei servizi, determinando chi dovesse sopravvivere e chi no. È Internet stessa ad offrire uno strumento fondamentale per la rivalutazione delle proprie attività e il ritorno di piccole imprese a guidare il mercato, soprattutto nelle realtà locali. Riuscire ad avere il coraggio di affrontare il cambiamento che Internet impone, riorganizzando il proprio lavoro e la propria struttura, è oggi un trampolino di lancio per competere con i grandi head hunter del settore, con aziende del calibro di Monster che sembrano ormai irrangiungibili. Li pensiamo irrangiungibili perché dominanti nei motori di ricerca: sistemi che veicolano attraverso di essi l'informazione e che oggi sono lo strumento che tutti noi quotidianamente utilizziamo per raggiungere le aziende e i loro servizi. I motori di ricerca sono però anche il luogo più democratico della rete. Non sono i soldi o la forza numerica data dell'essere una grande azienda a determinare il posizionamento in essi. È invece la capacità di inviduare e focalizzare il proprio core business che offre la possibilità di primeggiare tra le realtà locali, siano esse a livello provinciale o regionale ad esempio. In queste realtà, in questi settori, non sono i grandi attori internazionali ad avere più possibilità di successo ma sono le attività vicine al territorio ad esserne i leader. Capire questo e agire sulle leve che permettano alle PMI di dirigere il mercato è l'obiettivo di questa tesi. La tesi inizia con una analisi dei principali motori di ricerca italiani, di come sono strutturati e come essi riescono a valutare chi possa essere presente per una determinata keyword e chi non possa esserlo ma soprattutto la qualità attribuita e la posizione assunta. L'argomentazione viene sviluppata su due differenti percorsi: il primo analitico, dove vengono presentati i motori di ricerca, i loro algoritmi, la loro storia e la loro evoluzione futura, per capire come poter essere presenti oggi e come poter esserlo domani. La seconda parte è invece operativa, analizzando Teseo: un'agenzia di ricerca e selezione del personale operante a livello regionale nell'Emilia Romagna e fortemente specializzata in alcune attività molto specifiche. E' stato prodotto un prototipo di sito studiando i punti di forza e le debolezze di sistemi come WordPress e, infine, il lavoro punta alla sua messa online, al confronto tra i risultati raggiunti dal vecchio sito e quelli ottenuti con il nuovo, con una parte finale dedicata a delle attività collaterali e alla valutazione di strategie future sul lungo periodo. Nel settore della ricerca e della selezione del personale via Internet, come può una PMI sopravvivere contro i grandi head hunter?

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Asplund, Amelia, David Björelind, Jonathan Reimertz, Emelie Remnebäck, Alice Velander, Gustav Wahlquist, Erik Wiström, and Boris Wu. "Sökmotoroptimering för en e-handelsplattform." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-159777.

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Dagens snabba digitaliseringstakt driver stora förändringar i konsumenters sätt att handla. Allt fler använder internet och sökmotorer vid handel och e-handelstjänster har blivit allt mer beroende av sökmotorer samt deras placering hos dessa. Optimering av e-handelswebbsidor utgör numera en högst relevant aspekt för sidtrafik, men sökmotorer lämnar ut begränsad information om hur sökranking påverkas av olika typer av optimeringsinsatser. Med bakgrund av detta studeras i denna rapport hur en e-handelstjänsts, brewinabox.se, sökranking hos sökmotorn Google påverkas av de tre SEO-faktorerna laddningshastighet, nyckelordsdensitet och sidstruktur, och undersöker således hur man kan optimera dessa. I studien testas olika versioner av e-handelstjänsten med varierande inställningar för de tre SEO-faktorerna, mot sökranking hos Google. Testerna visade inga tydliga tendenser och kunde inte bekräfta de teorier och metoder som litteraturen rekommenderade för varje individuell faktor. De vaga resultaten kan bero på otillräckliga tester med många möjliga felkällor, speciellt gällande Googles indexeringsprocess. Slutligen implementerades en sista version av brewinabox.se med rekommendationer gällande de tre faktorerna och ett klart positivt resultat av sökmotoroptimeringen noterades.
The rapid pace of digitization in this day and age drives major changes in consumer buying behaviour. More and more consumers make use of the internet and search engines when making purchases. E-commerce services have thus become increasingly dependent on search engines, and on their ranking on them. Optimization of e-commerce websites are a highly relevant aspect for website traffic, however, little information on how different types of SEO-optimization techniques affect page ranking is disclosed by search engine companies. In this context, this study is conducted in order to assess how an e-commerce, brewinabox.se, website's page ranking is affected by three ranking factors: page speed, keyword density and site structure. It illustrates how to optimize with respect to these ranking factors. The study tests different versions of the e-commerce web application with different adjustments of the ranking factors, in relation to page rank. The tests did not show any clear results, and they could not confirm the theories and methods suggested by common literature for each factor. The weak results might depend on insufficient tests with many possible errors, especially concerning the indexing process of Google. Ultimately, a final version of the web application was implemented using the recommendations and a clearly positive result of the search engine optimization was noted.

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Mika, Jaroslav. "Optimalizace a propagace webu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-12370.

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In my thesis, I focused on optimalization web sites for full-text search engines and other forms of promotion in the context of the Internet. The goal of my work is to apply various means of optimizing and promotion website to its life cycle and the ongoing processes in this life cycle. To achieve the goals I set out as follows thesis divided into three relatively independent parts. The first part is devoted to describing the life cycle of web and selected processes taking place in this life cycle. The second part is devoted to descriptions of individual resources optimization and promotion web. In the final section, I described the means to apply optimization and promotion web site life cycle and processes associated with it, which I have described and illustrated in the first part of the work.

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Smetana, Jakub. "Analýza a vyhodnocení využití SEM a SEO na případu internetového obchodu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-19105.

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This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.

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Kosina, Pavel. "Optimalizace webových stránek a strategie prodeje." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222275.

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This thesis deals with websites optimizing for search engines. It describes the basic website optimalization practices in the source code as well as influencing the surrounding site in such a way that the web site finished best in the search results. It also describes illegal practices and support PPC systems. This work is also a practical example, which demonstrates the application of theoretical knowledge on specific websites.

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Allard, Sebastian, and Björn Nilsson. "Sökmotoroptimering : Metoder för att förbättra sin placering i Googles sökresultat." Thesis, Uppsala University, Computer Systems Sciences, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126487.

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This paper is a literature study on search engine optimization (SEO) considering the leader of the search engine market: Google. There´s an introductory background description of Google and its methods of crawling the Internet and indexing the web pages, along with a brief review of the famous PageRank algorithm. The purpose of this paper is to describe the major important methods for improved rankings on Google´s result lists. These methods could be categorized as on-page methods tied to the website to be optimized or off-page methods that are external to the website such as link development. Furthermore the most common unethical methods are described, known as “black hat”, which is the secondary purpose of the text. The discussion that follows concerns the practical implications of SEO and personal reflections of the matter. Finally there´s a quick view of the expanding market of handheld devices connected to the Internet and mobile search as an initial area of research.

Denna uppsats är en litteraturstudie om ämnet sökmotoroptimering (SEO) som behandlar ledaren bland sökmotorer: Google. Det finns en introducerande bakgrund som beskriver Google och dess metoder för ”crawling” och indexering av webbplatser, tillsammans med en kort genomgång av den välkända PageRank-algoritmen. Syftet med denna uppsats är att beskriva de centrala metoderna för förbättrad rankning i Googles träffresultat. Dessa metoder kan kategoriseras som ”on-page”-metoder, som är knutna till webbplatsen, eller ”off-page”-metoder, som är externa, exempelvis länkförvärvning. Vidare kommer de vanligaste oetiska metoderna att beskrivas, kända som ”black hat”, som är det andra syftet med denna text. Diskussionen som följer behandlar de praktiska implikationerna av SEO och personliga reflektioner i frågan. Avslutningsvis berör vi den expanderade marknaden av handhållen utrustning med Internetuppkoppling och mobil sökning som ett kommande forskningsområde.

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Lundgren, Rasmus, and Tobias Lindström. "Sökmotoroptimering och informationsdesign på en herrfrisörs webbplats : Search Engine Optimization and information design on a men’s hairdresser website." Thesis, Högskolan i Jönköping, Tekniska Högskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-27503.

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Det här examensarbetet handlar om att skapa kundanpassad informationsdesign och genomtänkt sökmotoroptimering på en webbplats åt en frisörsalong för herrar. Arbetet har utförts i samarbete med företaget Hair & Nu, men resultatet är mer generellt för herrfrisörer. Hair & Nu’s nuvarande problem är att de inte har någon webbplats, och blir därför svårfunna med en nylanserad webbplats i den hårda konkurrensen som råder bland frisörsalonger. Under rapportens gång har följande två frågeställningar besvarats: • Vilken kundrelaterad information skall tillämpas på en herrfrisörs webbplats för att uppfylla kundgruppens behov? • Hur ska sökmotoroptimering användas på en herrfrisörs webbplats för att förbättra sökresultatet på Googles sökmotor? För att besvara frågeställningarna har vi utfört tre metoder; tre intervjuer, nio konkurrentanalyser och en enkätundersökning. Dessa tre metoder skapade en god balans genom rapporten och stärker varandras data. Empirin från metoderna visar vilken kundrelaterad information som är mest relevant och hur man ska applicera det på ens webbplats, det visar även vilka sökord och tekniska element som är viktigast i uppbyggnaden av sökmotoroptimeringen. Implikationerna av vår empiri angående sökmotoroptimering är relativt oklart eftersom analysen av det som applicerats på en webbplats endast kan göras efter två månader, och vi har inte den tiden. Begränsningarna syftar främst till Googles otydliga facit på hur en webbplats ska sökmotoroptimeras. Även uppkomsten av fördelaktiga hjälpprogram framkom under intervjuerna, och kunde varit till stor del för oss i början av processen. Interaktionsdesign är ett ämne som skulle kunna ha tillförts i uppbyggnaden av vår rapport, men med hänsyn till omfattningen är inte denna koppling möjlig.

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Fabris, Giovanni <1992&gt. "Strategie di Search Engine Optimization per il posizionamento dei siti web nei motori di ricerca. Il caso Leafboards." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12663.

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L’elaborato è un’analisi e un approfondimento dei nuovi paradigmi e dei nuovi strumenti di marketing, delle nuove tecnologie legate ad internet e come queste incidono nell'evoluzione delle strategie aziendali e di vendita online nell'era del web 4.0. Nello specifico, sono state studiate in modo empirico le strategie di Search Engine Optimization per il posizionamento dei siti web nei principali motori di ricerca. Con questo elaborato si vuole dimostrare l’importanza e l’efficacia che tali strategie hanno per un’azienda che opera sul web e che vuole farsi conoscere, incrementare la propria visibilità, l’interazione con i potenziali clienti e infine le aumentare le conversioni. Partendo da un excursus sullo sviluppo dei motori di ricerca, si sono analizzate nel dettaglio le tecniche di SEO e di ottimizzazione che portano al posizionamento di un sito web. Inizialmente ci si è focalizzati sullo studio di tutte le componenti “on-page” per poi spostarsi verso le attività “off-page”, applicando infine tutte queste tecniche nella realtà. Alla base dell’elaborato vi è infatti la realizzazione di un progetto in collaborazione con un piccolo e-commerce produttore di longboard e skateboard artigianali. Partendo da zero si è voluto mettere in pratica, step dopo step, l’intera strategia di ottimizzazione del sito web per i motori di ricerca, studiando, analizzando ed elaborando i dati e le informazioni ricevute giorno dopo giorno. Ogni attività svolta è stata valutata nel dettaglio, prima a livello teorico e poi provando a metterla in pratica e analizzando di conseguenza i risultati e l’efficacia delle singole operazioni sulla base di dati e informazioni oggettive.

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Khalil, Jacob, and Gustaf Edlund. "Building backlinks with Web 2.0 : Designing, implementing and evaluating a costless off-site SEO strategy with backlinks originating from Web 2.0 blogs." Thesis, Jönköping University, Tekniska Högskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-50352.

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Purpose – The purpose of this thesis is contributing to the research on the efficacy of backlinks originating from Web 2.0 blogs by designing a costless method for creating controllable backlinks to a website, solely with Web 2.0 blogs as a source of backlinks. The objective is to find out if such links can provide an effect on a website’s positions in the Google SERPs in 2020 and to hopefully contribute with a controllable link strategy that is available for any SEO practitioner regardless of their economic circumstances. The thesis provides answers to the two research questions: 1. What positions in the SERPs can an already existing website claim as a result of creating and implementing a link strategy that utilizes Web 2.0 blogs? 2. In context of implementing a link strategy, what practices must be considered for it to remain unpunished by Google in 2020? Method – The choice of research method, due to the nature of the project is Design Science Research (DSR), in which the designed artefact is observationally evaluated by conducting a field study. The artefact consists of four unique Web 2.0 blogs that each sent a backlink to the target website through qualitative blog posts following Google’s guidelines. Quantitative data was collected using SERPWatcher by Mangools, which tracked 29 keywords for 52 days, and was qualitatively analysed. Conclusions – There is a distinct relation between the improvement in keyword positions and the implementation of the artefact, leaving us with the conclusion that it is reasonable to believe that Web 2.0 blog backlinks can affect a website’s positions in the SERPs in the modern Google Search. More research experimenting with Web 2.0 blogs as the origin of backlinks must be conducted in order to truly affirm or deny this claim, as an evaluation on solely one website is insufficient. It can be concluded that the target website was not punished by Google after implementation. While their search algorithm may be complex and intelligent, it was not intelligent enough to punish our intentions of manipulating another website’s keyword positions via a link scheme. Passing through as legitimate may have been due to following E-A-T practices and acting natural, but this is mere speculation without comparisons with similar strategies that disregard these practices. Limitations – Rigorous testing and evaluation of the designed artefact and its components is very important when conducting research that employs DSR as a method. Due to time constraints, the lack of data points in form of websites the artefact has been tested on, as well as the absence of iterative design, partially denies the validity of the artefact since it does not meet the criteria of being rigorously tested. The data collected would be more impactful if keyword data were gathered many days before executing the artefact, as a pre-implementation period larger than 7 days would act as a reference point when evaluating the effect. It would also be ideal to track the effects post-implementation for a longer time period due to the slow nature of SEO. Keywords – SEO, search engine optimization, off-page optimization, Google Search, Web 2.0, backlinks.

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Mužík, Zbyněk. "Web Analytics." Master's thesis, Vysoká škola ekonomická v Praze, 2006. http://www.nusl.cz/ntk/nusl-295.

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Práce se zabývá problematikou měření ukazatelů souvisejících s provozem webových stránek a aplikací a technologickými prostředky k tomu sloužícími ? Web Analytics (WA). Hlavním cílem práce je otestovat a porovnat vybrané zástupce těchto nástrojů a podrobit je srovnání podle objektivních kriterií, dále také kritické zhodnocení možností WA nástrojů obecně. V první části se práce zaměřuje na popis různých způsobů měření provozu na WWW a definuje související metriky. Poskytuje také přehled dostupných WA nástrojů. Následně je vytvořen hodnotící model pro WA nástroje a podle něj je ohodnoceno šest zástupců těchto nástrojů. Hodnocení má podobu uživatelského testování na datech ze dvou reálných webových stránek. Majitelům těchto dvou webových stránek je učiněno doporučení pro volbu vhodného WA nástroje na základě jejich preferencí. Dalším výstupem práce jsou reporty, vygenerované testovanými nástroji, popisující aktivity na zkoumaných webových stránkách.

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Domínguez, Sal David. "Analysis and optimization of question answering systems." Doctoral thesis, Universitat Politècnica de Catalunya, 2010. http://hdl.handle.net/10803/78011.

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Rosvall, Oliver. "Framtagning av en konceptuell kostnadsmodell för sökmotoroptimerade webbapplikationer : Ett förslag på kostnadsmodell som beskriver uppkomna kostnader utifrån centrala aktiviteter." Thesis, KTH, Hälsoinformatik och logistik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-290362.

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Den digitala utvecklingen har förändrat sättet människor kommunicerar och lever sina liv. Idag är det möjligt att boka ett möte, beställa mat eller köpa en resa online. Den moderna människans konsumtionsvanor gör det livsviktigt för företag att etablera en digital närvaro. Som ett resultat av detta väljer allt fler företag att utveckla nya webbapplikationer för att sälja och marknadsföra sina produkter. För att synas finns det idag många olika marknadsföringsstrategier men under de senaste åren har det visat sig vara populärt att använda sig av sökmotorer. Sökmotormarknadsföring kan utföras med hjälp av sökmotoroptimering (SEO) och sökmotorannonsering. Båda metoderna behandlar olika områden som gör att en webbsida syns bland sökresultaten på sökmotorer såsom Google, Yahoo och Bing. Som ett resultat har det blivit vanligt att dessa två metoder används i symbios med varandra för att skapa ett konstant inflöde av användare. Att räkna ut priset för sökmotorannonsering är enkelt eftersom webbägaren betalar ett pris för varje annonsklick. Att räkna ut priset för SEO är något mer komplicerat eftersom kostnaden beror på vilket optimeringsarbete som utförs. Problemet är att det inte finns en känd kostnadsmodell som presenterar uppkomna kostnader vid framtagning och underhåll av en sökmotoroptimerad webbapplikation. Denna rapport syftar därför till att ta fram och presentera en konceptuell kostnadsmodell som ökar förståelsen för uppkomna kostnader vid centrala aktiviteter. Rapportens mål är däremot att ta fram en modell som kan användas av företag, organisationer, forskargrupper och individer för att identifiera och kategorisera uppkomna kostnader vid skapande och underhåll av en sökmotoroptimerad webbapplikation. Framtagandet av den konceptuella kostnadsmodellen genomfördes via en kvalitativ studie vilket innebär att studiens resultat bygger på observationer, upplevelser och sinnesintryck. Insamling av data gjordes med hjälp av en utforskningsmodell som består av två forskningskriterier. Arbetet inleddes med att utforska (1) centrala aktiviteter som påverkar kostnaden och därefter studerades (2) initiala och löpande kostnader. En fallstudie och fyra stycken intervjuer har använts som rapportens forskningsinstrument. De data som samlats in har analyserats med en tematisk analys där samband och olikheter identifieras. Utifrån upptäckterna i analysen skapades sedan en primär kostnadsmodell. Den primära kostnadsmodellen utvärderades med hjälp av arbetets utvärderingsmodell som präglades av tre forskningskriterier. Utvärderingen gjordes med en av intervjupersonerna och fokus låg på att studera hur bra modellen speglar verkligheten. Under intervjun utvärderades modellens övergripande (1) struktur, (2) aktiviteter och (3) kostnadsslag. Resultatet från utvärderingen resulterades sedan i en slutgiltig kostnadsmodell vid namn SEOCM (Search Engine Optimization Cost Model). Modellen tar och beskriver centrala aktiviteter som påverkar tillverkningskostnader och underhållskostnader för en sökmotoroptimerad webbapplikation.
The rise of technology has changed the way people communicate and live their lives. Nowadays, people can book a meeting, order food, or buy a trip online. The change in consumption habits makes it vital for companies to establish a digital presence. As a result, more companies are choosing to develop web applications to sell and market their product. To be visible, there are many different marketing strategies, but in recent years it has proven popular to use search engines. Search engine marketing can be done with search engine optimization (SEO) and search engine advertising. Both methods deal with different areas that make a web application visible on search engines such as Google, Yahoo and Bing. As a result, both methods are usually combined to generate a higher number of visitors. Calculating the price of search engine advertising is easy because the web owner pays a price for each ad clicked. Calculating the price for SEO is somewhat more complicated as the cost depends on the optimization work performed. The problem is that there is no known cost model that presents costs categories during development and maintenance of a search engine optimized web application. This purpose of the report, is therefore, to develop and present a conceptual cost model that demonstrates costs incurred in key activities. The goal of the report, however, is to develop a model that can be used by companies, organizations, research groups, and individuals to identify and categorize the cost incurred in creating a web application that applies search engine optimization. The development of the conceptual cost model has been carried out via a qualitative study, which means that the results are based on observations, experiences, and sensory impressions. Data collection has been done using an exploration model that consists of two research criteria. The work began with exploring (1) key activities that affect the cost and then studied (2) initial and running costs. A case study and four interviews have been used as the report's research instruments. The data collected have been analyzed with a thematic analysis where similarities and differences are identified. Based on the findings, a primary cost model was created. The primary cost model has been evaluated with an evaluation model, which carried three research criteria. The evaluation was made with one of the interviewees and the focus was on studying how well the model reflects reality. During the interview, the model's overall (1) structure, (2) activities, and (3) cost categories were evaluated. The results of the evaluation then resulted in a final cost model called SEOCM (Search Engine Optimization Cost Model). The model captures and describes key activities that affect manufacturing costs and maintenance costs for search engine optimized web applications.

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Alfvén, Mikaela, and Amanda Creutz. "Web Accessibility and Search Engine Optimization: an investigation on the implementation and its effect within e-commerce websites in Sweden." Thesis, Jönköping University, JTH, Avdelningen för datateknik och informatik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53202.

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With the digital world we live in today, inclusion on the web is crucial. Ensuring all who want to access the web can do so is a responsibility that can be vague. As prior research has shown that making a website accessible is a low prioritized matter because of time and money, but also lack of knowledge, the purpose with this thesis was to find out if factors used for search engine optimization could cater to web accessibility. There is a general understanding that there are overlapping factors between the two concepts. Since search engine optimization is a desired and successful part of providing a website with traffic, an overlap should improve accessibility. To understand in what way the search engine optimization factors could affect the accessibility of a webpage as a whole, with this thesis we go into the context of implementation by interviewing web professionals. As this thesis will show, there are multiple aspects needed to be taken into consideration when measuring to what extent the overlapping factors affect website performance in regards to accessibility. Factors like the clients, thoughts about responsibility, experience and even personal interest come into play. The method used was qualitative where we analysed the data with a thematic analysis and descriptive statistics. The data collection had three parts: a survey, an in-depth interview with a few of the participants from the survey, and finally a web performance test. The latter was performed by Siteimprove crawl, which administers one of the top accessibility ranking tools online. The general indication was that we cannot draw a conclusion to the benefit of it being enough to just implement the SEO factors that overlap. Although, this investigation provides an insight into to what extent web professionals are implementing the overlapping factors between search engine optimization and web accessibility, and what other aspects may influence web performance.

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Lindgren, Andrée, and Daniar Mohidin. "Applying Digital Marketing Methods in the Healthcare Industry : A Case Study at Immuneed." Thesis, Uppsala universitet, Industriell teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-413262.

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The study is performed with the aim to investigate why healthcare companies are lagging compared to other industries within digital marketing. This is made with an abductive approach whereas a literature review was performed in the beginning of the study and after empirical data gathering and analysis was reviewed, the literature review was completed. The study is performed as a case study at a clinical research organization in Uppsala, Sweden 2020. Qualitative and quantitative methods were applied through interviews with search engine optimizing (SEO) specialist and with interviews with business developers at companies within the healthcare sector. The quantitative part has two data gatherings, (1) a survey towards SEO specialist and employees at various companies and (2) data gathering of branch colleagues’ top keywords for volume and traffic. Outcomes are that there is not enough research made within digital marketing for healthcare companies or business to business in general. Other finding is that the healthcare industry is lagging compared to other industries in terms of digital marketing.

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Hallett, Ellinor. "Effekten av sökmotoroptimering på webbsidors tillgänglighet." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20918.

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Denna uppsats undersöker hur sökmotoroptimering av en webbsida påverkar webbsidans tillgänglighet för människor. Tillvägagångssätt för sökmotoroptimering är väldokumenterade, och detsamma gäller viktiga principer för tillgänglighet. Dock beskrivs sällan sambandet däremellan.Först presenteras teori kring om tillvägagångssätt för sökmotoroptimering samt information om vad som påverkar webbplatsers tillgänglighet. Därefter beskrivs en fallstudie där effekten av sökmotoroptimering bedöms efter de väletablerade riktlinjerna Web Content Accessibility Guidelines 2.0.Studiens resultat visar att vissa aspekter av sökmotoroptimering gynnar tillgängligheten, men att det även kan finnas ett negativt samband. Exempel på positiv inverkan är vid publikationen av bilder på webbplatser, medan rubriksuppbyggnaden kan missgynnas av sökmotoroptimering.Slutresultatet är dock att tillgängligheten gynnas mer av sökmotoroptimering än vad den missgynnas av den.
This thesis examines how search engine optimization of webpages affects accessibility for human users. Methods for search engine optimization are well documented, as is the important principles of accessibility. However, the relationship between these factors is seldom described.First, the theory behind the approach to search engine optimization, and information about what affects the websites accessibility are described. Then a descriptive case study is presented where the effect of search engine optimization is assessed according to the established guidelines, Web Content Accessibility Guidelines 2.0.The results of the study demonstrate that certain aspects of search engine optimization benefit the accessibility, but that there are some aspects of search engine optimization that harm the accessibility, for example, the headline structure. However, the end result is that accessibility benefits more from search engine optimization than it is harmed by it.

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Piscaglia, Nicola. "SEO, tecniche e strategie per essere visibili su Google." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2010. http://amslaurea.unibo.it/1570/.

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Drivas, Ioannis C. "Improving the Visibility and the Accessibility of Web Services. A User-Centric Approach." Thesis, Linnéuniversitetet, Institutionen för informatik (IK), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66893.

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The World Wide Web provides a well standing environment in any kind of organizations for exposing online products and services. However, no one ensures that web products or services which provided by organizations or enterprises, would receive the proper visibility and accessibility by the internet users. The process of Search Engine Optimization examines usability in design, architecture and content that an internet-based system has, for improving its visibility and accessibility in the web. Successful SEO process in an internet-based system, which is set under the paternity of an organization, ensures higher recognition, visibility and accessibility for the web services that the system provides to internet users. The aim of this study characterized with a trinity of axes. In the first axe, an internet-based system and the web services that provides is examined in order to understand its initial situation regarding its visibility and accessibility in the web. In the second axe, the study follows a user-centric approach on how and in what way the examined system could be improved based on its users’ needs and desires. After the encapsulation of needs and desires that the users expressed as regards the usability of the system in design, architecture and content, the third axe takes place. In the third axe, the extracted needs and desires of users are implemented in the under-examined system, in order to understand if its visibility and accessibility has improved in the World Wide Web.For the completion of this trinity of axes, the Soft Systems Methodology approach is adopted. SSM is an action-oriented process of inquiry which deals with a problematic situation from the Finding Out about the situation through the Taking Action to improve it. Following an interpretative research approach, ten semi-structured interviews take place in order to capture all the participants’ perceptions and different worldviews regarding of what are the changes that they need and desire from the examined system. Moreover, in this study, the conduction of three Workshops, constitute a cornerstone for implementing systemically desirable and culturally feasible changes where all participants can live with, in order to improve system’s visibility and accessibility in the internet world. The results indicate that the adoption of participants’ needs and desires, improved the levels of usability, visibility and accessibility of the under examined internet-based system. Overall, this study firstly contributes to expand the knowledge as regards the process of improving the visibility and accessibility of internet-based systems and their web services in the internet world, based on a user-centric approach. Secondly, this study works as a practical toolbox for any kind of organization which intends to improve the visibility and accessibility of its current or potential web services in the World Wide Web.

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Сигида, Любов Олексіївна, Любовь Алексеевна Сигида, Liubov Oleksiivna Syhyda, and Є. В. Макаренко. "Сучасні інструменти digital маркетингу." Thesis, Чернівецький національний університет імені Юрія Федьковича, 2016. http://essuir.sumdu.edu.ua/handle/123456789/46054.

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Правильне використання цифрових інструментів маркетингу дозволяє здійснювати комплексне просування бренда компанії та її продуктів і послуг в цифровому середовищі, включаючи споживачів, а також офф-лайн споживачів. Були визначені ефективні та актуальні інструменти цифрового маркетингу, щоб сформувати уявлення про поточні тенденції на ринку інтернет-реклами і способи їх ефективної роботи в існуючих умовах.
Правильное использование цифровых инструментов маркетинга позволяет осуществлять комплексное продвижение бренда компании и ее продуктов и услуг в цифровой среде, включая потребителей, а также офф-лайн потребителей. Были определены эффективные и актуальные инструменты цифрового маркетинга, чтобы сформировать представление о текущих тенденциях на рынке интернет-рекламы и способы их эффективной работы в существующих условиях.
Proper use of digital marketing tools allows for a comprehensive brand promotion of a company and its products and services in the digital environment, covering consumers while also off-line consumers. We have identified effective and relevant digital marketing tools to form an idea of current trends in the market of Internet advertising and ways of their effective work in existing conditions.

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Brorsson, Martin, and Hampus Lindhom. "The best place to hide a dead body is page 2 on Google search results." Thesis, Tekniska Högskolan, Högskolan i Jönköping, JTH, Datateknik och informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36730.

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Syfte - Detta examensarbete utreder vad som påverkar vilken länk studenterna på Jönköping University väljer att klicka på i Googles sökresultat vid en produktsökning. För vissa e- handelsföretag kan det vara avgörande att användarna klickar på deras länk i sökresultatet. Men vad väljer studenter att klicka på? Väljer de en länk i det organiska sökresultatet eller väljer de att klicka på en annons? Arbetet har utförts med syftet att hjälpa e-handelsföretag som säljer produkter med målgruppen studenter. Under arbetes gång besvarades följande frågeställningen: • Vad påverkar vilken länk Jönköping Universitys studenter väljer att klicka på i Googles sökresultat? Metod - För att kunna besvara frågeställning har tre olika metoder används för att samla in data. Metoderna som används är tre intervjuer med experter inom SEO-branschen, 114 observationer med studenter och i samband med observationerna fick studenterna också genomföra en digital enkät. Resultat - Utifrån den insamlade datan från intervjuer, observationer, digitala enkäter och sekundärdata har ett resultat tagits fram gällande vad som påverkar studenters val av länkar på sökmotorn Google. I resultatet framkommer det att sökmotoroptimering är viktigt för att ett e- handelsföretag skall synas på Google, finns du inte med på förstasidan finns du inte. Även att igenkänningsfaktorn spelar störst roll i valet av vilken länk studenter klickar på. Där framkommer det två olika typer av beteenden båda med igenkänningsfaktorn i baktanke. Antingen klickar studenterna på första länken de känner igen eller så väljer de medvetet bort annonserna och klickar på första vanliga länken de känner igen. Implikationer - Arbetet är endast genomfört på studenter från Jönköping University. Ett representativt urval gjordes från den teoretiska populationen för ett generaliserbart resultat. Men för att kunna generalisera resultatet på studenter i en större utsträckning krävs det att samma undersökningen görs på olika högskolor/universitet i Sverige. Begränsningar - Fokus och mest tid lades på att genomföra observationerna vilket gav mindre tid till att genomföra flera intervjuer. Detta är en avgörande faktor som påverkade studiens omfång och resultat. Om det funnit mer tid hade även en undersökning på andra sökmotorer varit genomförbar. Alla sökningar gjordes på Google som är den största och den ledande sökmotorn i världen. Om Google skulle förändra något väsentligt i deras sökmotor kan resultatet bli oanvändbart.
Purpose - This examination paper examines what affects which link students at Jönköping University choose to click on the Google search results when they do a product search. For some e-commerce companies, it may be crucial that users click on their link in the search results. But which link do students choose to click on? Are they choosing to click on a link in the organic search results or are they choosing to click on an ad? This examination has been carried out with the aim to help e-commerce companies that sells products that target students. During this paper has following question has been answered: • What affects the link Jönköping University students choose to click on the Google search results? Method - To answer the question three different methods has been implemented to collect data. The methods conducted three interviews with experts in the SEO industry, 114 observations with students and in connection with the observations did the students answer a digital survey. These three methods gave a good and comparable results that ultimately strengthen each other. Results - Based on data collected from interviews, observations, digital surveys and secondary data have a result been developed shrill guessed what affects students' choice of the links on the search engine Google. The result shows that search engine optimization is important for an e- commerce business that must appear on Google, if you are not on the front page you are not existing. Although the recognition factor plays the most important role in the choice of which link students click. Where it appears two different kinds of behaviour both with the recognition factor of ulterior motive. Either the students click on the first link they recognize or choose them consciously remove the ads and click on the first common link them recognize. Implications - This work is only carried out on students from Jönköping University. A representative selection was made from the theoretical population of a generalizable results. But to generalize the results of the students to a greater extent it is required that the same survey conducted at various colleges / universities in Sweden. Limitations - Focus and most time was spent on implementing the observations which gave less time to conduct more than three interviews. This is a crucial factor that affected the study's scope and results. If there were more time had an investigation on other search engines would have been feasible. All searches were made on Google, which is the largest and the leading search engine in the world. If they are doing any big changes or updates our results may be unusable.

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Fabišík, Filip. "Navrhnite jednoduchý systém pre správu obsahu optimalizujúci SEO." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359137.

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A topic of this master thesis is designing and implementing a Content Management System that would contain SEO optimization options in the basis. The objective of this thesis is to improve quality of produced websites and to increase awareness about SEO optimization. According to the defined problem the thesis first analyzes existing CMS systems. Afterwards the solution is suggested which consists of a combination of the existing CMS system OctoberCMS and a plugin that extends the system with the necessary functionality. The last part of the thesis is devoted to designing the implementation and testing the final solution.

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Pettersson, Linda. "Sökmotorsoptimering – Från nyckelord till relevant innehåll : Fem företags SEO-praktik i förändring." Thesis, University West, Division of Media Production, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-2557.

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I all teori om sökmotorsoptimering finns det många olika tankar om hur man ska sökmotorsoptimera. De flesta berättar mest om den tekniska biten och har endast som en kort punkt förklarat att innehållet på en webbplats också är viktigt. Syftet med uppsatsen är att undersöka webbföretags förhållningssätt till både hur de arbetar och resonerar kring sökmotorsoptimering och webbstatistik, men även gå djupare in på hur förhållandet mellan kund och företag påverkar vart marknaden är på väg. Genom att utföra kvalitativa intervjuer med webbföretag där främst marknaden för sökmotorsoptimering, sponsrade länkar och webbstatistik diskuterats har ett resultat utformats.

Baserat på de senaste artiklarna, respondenternas svar och mina egna personliga reflektioner av situationen, visar det att det blivit en förskjutning i vad definitionen av sökmotorsoptimering är. Den tekniska biten är kvar men inte alls lika viktig längre då sökmotorerna hela tiden ändrar sina algoritmer och blir smartare, utan fokus läggs istället mer på innehållet. Ett rikt innehåll med bra skriven text samt ett intressant video- eller bildmaterial är mycket viktigare än att ändra på småsaker i strukturen av webbplatsen. Sökmarknaden idag ser annorlunda ut mot bara några år sedan. Det innebär att sökmotorsoptimering inte enbart handlar om att förbättra den egna hemsidan, utan även innefattar all marknadsföring på webben.

In all theory about Search Engine Optimization there are lots of different ideas on how to optimize search engines. Much of the theory concerns the technical aspects and only offers a short explanation on the importance of the actual content of the website. In this essay I will examine how web companies think and act around search engine optimization and web statistics, but also go deeper into how the relationship between customer and company affects where the market is heading. By doing qualitative interviews with web companies where the subject search engine optimization, paid ads and web statistics were discussed, a result has been formed.

Based on the latest articles, the answers from the respondents and my own personal reflections of the situation, there are clear signs that the definition of Search Engine Optimization has changed. The technical aspect is still there, but with less importance since the search engines keeps changing the algorithms in order to become smarter. Instead the focus is on the content. Rich content, good written text, interesting videos and images has a larger impact than changing the little things in the structure of a website.

The search market looks different today than it did a few years ago. The term Search Engine Optimization has changed its meaning into something more than just improving your own homepage. Now it also includes all the marketing your company does outside of the web.

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Špaček, Petr. "Nástroj pro SEO analýzu." Master's thesis, Vysoké učení technické v Brně. Fakulta informačních technologií, 2011. http://www.nusl.cz/ntk/nusl-237037.

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The thesis deals with SEO problems (Search Engine Optimization). The part of the thesis is creation of tool which analyzes web pages in multilanguage versions and results provides with appropriate educational effect for user. According the analyzing that can be also used in the regular interval it's possible to show optimization history. The tool uses Microsoft technologies, especially ASP.NET, SQL Server 2008 or Microsoft Server 2008 and is developed by Visual Studio 2010.

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Erksén, Fanny, and Matilda Thelin. "Användning av digitala marknadsföringskanaler : En kvalitativ fallstudie om hur sökmotorer integreras med digitala marknadsföringskanaler." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-43897.

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Syfte: Syftet med denna studie är att öka kunskapsområdet och förståelsen kring företagens användning av sökmotoroptimering och sökmotormarknadsföring, avseende integrering med andra digitala marknadsföringskanaler. Teoretisk referensram: De teorier som använts i denna studie är Push/Pull, The 4S Web Marketing Mix Model, Integrated Marketing Communication Mix och Digital Marketing Channel Decision Model. Metod: Denna studie utgår ifrån en kvalitativ forskningsstrategi där det empiriska underlaget har samlats in genom sju semistrukturerade telefonintervjuer. Slutsatser: Syftet med att använda sökmotorer är främst för att få synlighet och nå målgruppen. Sökmotormarknadsföring används i större utsträckning för att synas när de är hög konkurrens medan sökmotoroptimering används för att förse kunder med relevant information. Studiens slutsats visar att det krävs att det utvecklas en marknadsföringsmodell som utgår ifrån att kunder idag kontrollerar köpprocessen gällande hur företag ska förse kunder med information. Huruvida sökmotormarknadsföring integreras beror på företagens mål samt hur de integrerar digitala byråer i sin verksamhet. Företag med konkreta mål kan lättare anpassa strategi i sökmotorer efter andra digitala kanaler. Företag som anlitar byråer bör integrera byråerna i den digitala strategin för att anpassa strategi i sökmotorer efter andra digitala kanaler.
Purpose: The purpose of this research is to increase the area of knowledge and understanding of companies use of search engine optimization and search engine marketing, regarding integration with other digital marketing channels. Theoretical frame of reference: The theories used in this study are Push/Pull, The 4S web Marketing Mix Model, Integrated Marketing Communication Mix and Digital Marketing Channel Decision Model. Method: This study is based on a qualitative research strategy where the empirical data has been collected through seven semi-structured telephone interviews. Conclusions: The purpose of using search engines is primarily to gain visibility and reach the target audience. Search engine marketing is used to a greater extent to be seen when there is high competition while search engine optimization is used to provide customers with relevant information. The study's conclusion shows that it is necessary to develop a marketing model that is based on customers controlling the purchasing process regarding how companies should provide customers with information. Whether search engine marketing is integrated depends on the companies' goals and how they integrate digital agencies into their operations. Companies with concrete goals can adapt strategy in search engines with other digital channels. Companies that hire agencies should integrate the agencies into the digital strategy in order to adapt the strategy in search engines with other digital channels.

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Backlund, Adam, and Oliwer Grevillius. "Hur går sökmotoroptimering till? -teori och praktik." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-27698.

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Idag finns omkring 625 miljoner webbsidor på internet. Rapporten betonar vikten av att synas bland dessa samt hur man gör för att bli sedd, detta samlingsnamn kallas sökmotoroptimering. I den här studien behandlar vi ämnet sökmotoroptimering med inriktning mot Google, vad det är och hur det används i praktiken. Vårt syfte är att fördjupa oss i detta ämne och bilda oss en uppfattning om vad det handlar om. I resultatet har vi utifrån Googles riktlinjer listat flera begrepp som hjälper dig att optimera din webbsida. Vi har även i resultatet intervjuat flera verksamheter eftersom vi vill veta hur sökmotoroptimering används hos dem. I analysen har vi sedan jämfört Googles riktlinjer med teori och resultat för att ta reda på vad som utmärker sig mest. Vi har kommit fram till att en lättillgänglig sida med bra innehåll är det som utmärker sökmotoroptimering och det som gör att webbsidan blir synligare i träfflistan. Vi kom även fram till att det är tre specifika delar som Google tar upp som utmärker optimering hos verksamheter. Dessa delar är: ”optimera för besökaren”,” förutse sökbeteende” och ”webbplatsanseende”.

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Dissertations / Theses on the topic 'Search engine optimization'

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