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Authors: Julia Maria Schulz ; Ralph Kölle ; Christa Womser-Hacker and Thomas Mandl

Affiliation: Information Science, University of Hildesheim, Germany

Keyword(s): Search Engine Optimization, Internet Marketing.

Related Ontology Subjects/Areas/Topics: Case Studies ; Enterprise Information Systems ; Health Engineering and Technology Applications ; Intranet and Extranet Business Applications ; Market-Spaces: Market Portals, Hubs, Auctions ; Neural Rehabilitation ; Neurotechnology, Electronics and Informatics ; Simulation and Modeling ; Simulation Tools and Platforms ; Software Agents and Internet Computing

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.

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Paper citation in several formats:
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 5: ICEIS; ISBN 978-989-8111-39-5; ISSN 2184-4992, SciTePress, pages 247-250. DOI: 10.5220/0001713602470250

@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 5: ICEIS},
year={2008},
pages={247-250},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001713602470250},
isbn={978-989-8111-39-5},
issn={2184-4992},
}

TY - CONF

JO - Proceedings of the Tenth International Conference on Enterprise Information Systems - Volume 5: ICEIS
TI - EVALUATION OF SEARCH ENGINE OPTIMIZATION - Experiments for a Business Site and a New Evaluation Measure
SN - 978-989-8111-39-5
IS - 2184-4992
AU - Maria Schulz, J.
AU - Kölle, R.
AU - Womser-Hacker, C.
AU - Mandl, T.
PY - 2008
SP - 247
EP - 250
DO - 10.5220/0001713602470250
PB - SciTePress

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