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The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site

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  • Ross A. Malaga

    (Montclair State University, USA)

Abstract

AbstrAct A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment (ROI). A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after each phase in the project. The results indicate that SEO is an effective method for improving search engine rankings and site traffic. In addition, the costs and benefits of the SEO project are compared with a pay-per-click (PPC) search marketing campaign. The SEO project proved more cost effective than the PPC campaign.

Suggested Citation

  • Ross A. Malaga, 2007. "The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 5(3), pages 68-82, July.
    • Handle: RePEc:igg:jeco00:v:5:y:2007:i:3:p:68-82
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    Cited by:

    1. Ravneet Singh Bhandari & Sanjeev Bansal, 2019. "An Analysis Between Search Engine Optimization Versus Social Media Marketing Affecting Individual Marketer’s Decision--Making Behavior," Jindal Journal of Business Research, , vol. 8(1), pages 78-91, June.
    2. Aswani, Reema & Kar, Arpan Kumar & Ilavarasan, P. Vigneswara & Dwivedi, Yogesh K., 2018. "Search engine marketing is not all gold: Insights from Twitter and SEOClerks," International Journal of Information Management, Elsevier, vol. 38(1), pages 107-116.
    3. Dimitrios Giomelakis & Christina Karypidou & Andreas Veglis, 2019. "SEO inside Newsrooms: Reports from the Field," Future Internet, MDPI, vol. 11(12), pages 1-15, December.

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