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Search Engine Optimization

Author

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  • Jakub Zilincan

    (Comenius University in Bratislava, Faculty of management)

Abstract

Search engine optimization techniques, often shortened to “SEO,” should lead to first positions in organic search results. Some optimization techniques do not change over time, yet still form the basis for SEO. However, as the Internet and web design evolves dynamically, new optimization techniques flourish and flop. Thus, we looked at the most important factors that can help to improve positioning in search results. It is important to emphasize that none of the techniques can guarantee high ranking because search engines have sophisticated algorithms, which measure the quality of webpages and derive their position in search results from it. Next, we introduced and examined the object of the optimization, which is a particular website. This web site was created for the sole purpose of implementing and testing all the main SEO techniques. The main objective of this article was to determine whether search engine optimization increases ranking of website in search results and subsequently leads to higher traffic. This research question is supported by testing and verification of results. The last part of our article concludes the research results and proposes further recommendations.

Suggested Citation

  • Jakub Zilincan, 2015. "Search Engine Optimization," CBU International Conference Proceedings, ISE Research Institute, vol. 3(0), pages 506-510, September.
    • Handle: RePEc:aad:iseicj:v:3:y:2015:i:0:p:506-510
    DOI: 10.12955/cbup.v3.645
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    Cited by:

    1. Christos Ziakis & Maro Vlachopoulou & Theodosios Kyrkoudis & Makrina Karagkiozidou, 2019. "Important Factors for Improving Google Search Rank," Future Internet, MDPI, vol. 11(2), pages 1-12, January.

    More about this item

    Keywords

    Search Engine MarketingSEM; Search Engine Optimization; SEO; digital marketing strategy; rank in search results;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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