EVALUATION OF SEARCH ENGINE OPTIMIZATION - Experiments for a Business Site and a New Evaluation Measure

Julia Maria Schulz, Ralph Kölle, Christa Womser-Hacker, Thomas Mandl

2008

Abstract

This paper reports experiments on search engine optimization (SEO) for a business site. Several search terms have been optimized for three web search engines. From the business site, 300 pages have been selected for optimization. In three phases several on- and off-page modifications have been carried out and the results have been monitored. The results show that search engines do react to modifications and that the target pages are ranked higher on average. The variance of the improvements is extremely large which means that there is no guarantee that SEO activities are beneficial for one single page. We suggest a new evaluation measure for the success of SEO which takes typical Web user behavior into account.

Paper Citation

in Harvard Style

Maria Schulz J., Kölle R., Womser-Hacker C. and Mandl T. (2008). EVALUATION OF SEARCH ENGINE OPTIMIZATION - Experiments for a Business Site and a New Evaluation Measure . In Proceedings of the Tenth International Conference on Enterprise Information Systems - Volume 4: ICEIS, ISBN 978-989-8111-39-5, pages 247-250. DOI: 10.5220/0001713602470250

in Bibtex Style

@conference{iceis08,
author={Julia Maria Schulz and Ralph Kölle and Christa Womser-Hacker and Thomas Mandl},
title={EVALUATION OF SEARCH ENGINE OPTIMIZATION - Experiments for a Business Site and a New Evaluation Measure},
booktitle={Proceedings of the Tenth International Conference on Enterprise Information Systems - Volume 4: ICEIS,},
year={2008},
pages={247-250},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001713602470250},
isbn={978-989-8111-39-5},
}

in EndNote Style

TY - CONF
JO - Proceedings of the Tenth International Conference on Enterprise Information Systems - Volume 4: ICEIS,
TI - EVALUATION OF SEARCH ENGINE OPTIMIZATION - Experiments for a Business Site and a New Evaluation Measure
SN - 978-989-8111-39-5
AU - Maria Schulz J.
AU - Kölle R.
AU - Womser-Hacker C.
AU - Mandl T.
PY - 2008
SP - 247
EP - 250
DO - 10.5220/0001713602470250