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Authors: Andreas Auinger 1 ; Patrick Brandtner 1 ; Petra Großdeßner 2 and Andreas Holzinger 3

Affiliations: 1 Upper Austria University of Applied Sciences, Austria ; 2 BMD System Software, Austria ; 3 Research Unit Human-Computer Interaction, Austria

ISBN: 978-989-8565-23-5

Keyword(s): Search Engine Optimization, Usability, ISO Criteria, Eye Tracking, Usability Evaluation.

Related Ontology Subjects/Areas/Topics: Cloud Computing ; Collaboration and e-Services ; Data Communication Networking ; e-Business ; Enterprise Information Systems ; Platforms and Applications ; Social Networks ; Telecommunications ; Usability ; Usability and Ergonomics ; Web Information Systems and Technologies ; Web Interfaces and Applications

Abstract: What can not be found, can not be used. Consequently, the success of a Website depends, apart from its content, on two main criteria: its top-listing by search engines and its usability. Hence, Website usability and search engine optimization (SEO) are two topics of great relevance. This paper focusses on analysing the extent that selected SEO-criteria, which were experimentally applied to a Website, affect the website’s usability, measured by DIN EN ISO 9241-110 criteria. Our approach followed (i) a theory-based comparison of usability-recommendations and SEO-measures and (ii) a scenario- and questionnaire-based usability evaluation study combined with an eye-tracking analysis. The findings clearly show that Website usability and SEO are closely connected and compatible to a wide extent. The theory-based measures for SEO and Web Usability could be confirmed by the results of the conducted usability evaluation study and a positive correlation between search engine optimization and Web site usability could be demonstrated. (More)

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Paper citation in several formats:
Auinger A., Brandtner P., Großdeßner P. and Holzinger A. (2012). Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors.In Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012) ISBN 978-989-8565-23-5, pages 237-250. DOI: 10.5220/0004062302370250

@conference{ice-b12,
author={Andreas Auinger and Patrick Brandtner and Petra Großdeßner and Andreas Holzinger},
title={Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors},
booktitle={Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)},
year={2012},
pages={237-250},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004062302370250},
isbn={978-989-8565-23-5},
}

TY - CONF

JO - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)
TI - Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors
SN - 978-989-8565-23-5
AU - Auinger A.
AU - Brandtner P.
AU - Großdeßner P.
AU - Holzinger A.
PY - 2012
SP - 237
EP - 250
DO - 10.5220/0004062302370250

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