Planners can add value to their clients by helping to manage their website search engine optimization (SEO). One way to help clients is to explain the basics of an SEO strategy. Planners can provide ...a basic outline of an SEO strategy that makes sense based on their client's business goals. Lastly, planners can suggest free tools to help owners manage their SEO while they go through this decision-making process.
Rethinking gaming Ziewitz, Malte
Social studies of science,
10/2019, Letnik:
49, Številka:
5
Journal Article
Recenzirano
When measures come to matter, those measured find themselves in a precarious situation. On the one hand, they have a strong incentive to respond to measurement so as to score a favourable rating. On ...the other hand, too much of an adjustment runs the risk of being flagged and penalized by system operators as an attempt to ‘game the system’. Measures, the story goes, are most useful when they depict those measured as they usually are and not how they intend to be. In this article, I explore the practices and politics of optimization in the case of web search engines. Drawing on materials from ethnographic fieldwork with search engine optimization (SEO) consultants in the United Kingdom, I show how maximizing a website’s visibility in search results involves navigating the shifting boundaries between ‘good’ and ‘bad’ optimization. Specifically, I am interested in the ethical work performed as SEO consultants artfully arrange themselves to cope with moral ambiguities provoked and delegated by the operators of the search engine. Building on studies of ethics as a practical accomplishment, I suggest that the ethicality of optimization has itself become a site of governance and contestation. Studying such practices of ‘being ethical’ not only offers opportunities for rethinking popular tropes like ‘gaming the system’, but also draws attention to often-overlooked struggles for authority at the margins of contemporary ranking schemes.
The Search Engine has a critical role in presenting the correct pages to the user because of the availability of a huge number of websites, Search Engines such as Google use the Page Ranking ...Algorithm to rate web pages according to the nature of their content and their existence on the world wide web. SEO can be characterized as methodology used to elevate site keeping in mind the end goal to have a high rank i.e., top outcome. In this paper the authors present the most search engine optimization like (Google, Bing, MSN, Yahoo, etc.), and compare by the performance of the search engine optimization. The authors also present the benefits, limitation, challenges, and the search engine optimization application in business.
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•Understanding the drivers of organic clicks for search engine optimization (SEO).•Develop a model that provides guidance for SEO practitioners on keyword selection.•Online authority ...is important at driving organic clicks for informational searches.•Content relevance is important at driving organic clicks for transactional searches.
We build an empirical framework using search queries and organic click data which provides model-based guidance to SEO practitioners for keyword selection and web content creation. Specifically, we study how search characteristics (search query popularity, search query competition, search query specificity, and search intent) and website characteristics (content relevance and online authority) interact to affect the expected organic clicks as well as the organic rank a website receives from the search engine result page (SERP). It is often thought that content relevance is a key factor to improve the effectiveness of SEO. We find, however, that content relevance is an important factor in driving organic clicks only when the consumer is farther along in the customer journey and searching for ways to purchase a product. Whereas, when the customer is at the awareness stage and looking for product information, online authority is the key driver of organic clicks.
The usage of digital marketing channels in SMEs Taiminen, Heini Maarit; Karjaluoto, Heikki
Journal of small business and enterprise development,
11/2015, Letnik:
22, Številka:
4
Journal Article
Recenzirano
Odprti dostop
Purpose
– The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing channels ...in SMEs.
Design/methodology/approach
– The data comprises semi-structured theme interviews in SMEs among 16 managers and 421 survey respondents in Central Finland.
Findings
– The results of this study reveal that SMEs seem not use the full potential of the new digital tools, and so are not deriving benefit from the opportunities they provide. Furthermore, the results also raise the question of whether SMEs have understood the fundamental change in the nature of communication brought about by digitization.
Research limitations/implications
– The data comes from one region and thus the research context limits the generalizability of the results.
Practical implications
– SMEs seem not to be keeping pace with digital developments, mostly due to the lack of knowledge of digital marketing. Most of the studied SMEs do not apply the full potential of the new digital tools and hence are not benefitting fully from them.
Social implications
– Discussions on the future regional development of SMEs have called for training programmes to help SMEs exploit digitization. This is something that the government should take note of.
Originality/value
– Whereas the adoption process of new technologies such as IT in general and the internet in particular have been examined in the SME literature, this is among the first studies examining adoption and usage of digital tools from the marketing perspective.
Recent research suggests that search volumes of the most popular search engine worldwide, Google, provided via Google Trends, could be associated with national suicide rates in the USA, UK, and some ...Asian countries. However, search volumes have mostly been studied in an ad hoc fashion, without controls for spurious associations. This study evaluated the validity and utility of Google Trends search volumes for behavioral forecasting of suicide rates in the USA, Germany, Austria, and Switzerland. Suicide-related search terms were systematically collected and respective Google Trends search volumes evaluated for availability. Time spans covered 2004 to 2010 (USA, Switzerland) and 2004 to 2012 (Germany, Austria). Temporal associations of search volumes and suicide rates were investigated with time-series analyses that rigorously controlled for spurious associations. The number and reliability of analyzable search volume data increased with country size. Search volumes showed various temporal associations with suicide rates. However, associations differed both across and within countries and mostly followed no discernable patterns. The total number of significant associations roughly matched the number of expected Type I errors. These results suggest that the validity of Google Trends search volumes for behavioral forecasting of national suicide rates is low. The utility and validity of search volumes for the forecasting of suicide rates depend on two key assumptions ("the population that conducts searches consists mostly of individuals with suicidal ideation", "suicide-related search behavior is strongly linked with suicidal behavior"). We discuss strands of evidence that these two assumptions are likely not met. Implications for future research with Google Trends in the context of suicide research are also discussed.
Abstract
This study proposes a method of keyword selection in search engine optimization to improve the accuracy of search engine and website rankings. To promote the development of scientific and ...technological innovation, this paper selects the innovation and entrepreneurship curriculum platform as the experimental object. By comparing different search engine optimization strategies, the keyword search volume data is analyzed based on “comprehensive index evaluation method”, which analyzes and calculates the change of keyword search comparison and the number of related keywords. Therefore, this paper will use the comprehensive index evaluation method for keyword selection, and establish a set of practical keyword selection method combined with the actual situation of innovation and enterprise curriculum platform. The results show that this program can improve search accuracy and website ranking.
The paper analyzes from a technical point of view the search engine optimization (SEO) techniques and technologies, which lead to effective results up to date. More specifically, it examines the ...potential SEO alternatives, with ultimate target to increase the organic visitors of a website and climb it up on top of the ranking in respective search engine’s queries. The main problem every website’s owner has to solve is which of these SEO techniques have to be implemented in order to increase the organic traffic with the minimum budget. This paper aims to present the dominant SEO techniques and evaluate their effectiveness to organic traffic. This paper aims to present the way well-known websites apply SEO nowadays. Taking advantage of this information, Webmasters will know in advance which exactly SEO techniques should apply to their websites and in which specific order to gain higher search results, resulting to higher traffic.
Abstract
The official website is a window for the school to publicize and a “business card” that reflects the strength of running a school. Use relevant tools to diagnose the official website of ...Hainan College of Software Technology, and propose internal and external optimization suggestions to improve the website’s inclusion, ranking and traffic in search engines. This is of great significance for school brand building and website enrollment consultation.
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