Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors

Andreas Auinger, Patrick Brandtner, Petra Großdeßner, Andreas Holzinger

2012

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 Website usability could be demonstrated.

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Paper Citation


in Harvard Style

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


in Bibtex Style

@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},
}


in EndNote Style

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