SEARCH ENGINE OPTIMIZATION
Search engine optimization techniques, often shortened to “SEO,” should lead to first positions in organic search results. Some optimization techniques do not change over time, yet still form the basis for SEO. However, as the Internet and web design evolves dynamically, new optimization techniques flourish and flop. Thus, we looked at the most important factors that can help to improve positioning in search results. It is important to emphasize that none of the techniques can guarantee high ranking because search engines have sophisticated algorithms, which measure the quality of webpages and derive their position in search results from it. Next, we introduced and examined the object of the optimization, which is a particular website. This web site was created for the sole purpose of implementing and testing all the main SEO techniques.
The main objective of this article was to determine whether search engine optimization increases ranking of website in search results and subsequently leads to higher traffic. This research question is supported by testing and verification of results. The last part of our article concludes the research results and proposes further recommendations.
Burnes, R. (2008). Inbound Marketing & the Next Phase of Marketing. Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/4416/inbound-marketing-the-next-phase-of-marketing-on-the-web.aspx (visited on 27/01/2013).
Google Search Engine Optimization Starter Guide. (2013). Retrieved from http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/sk//webmasters/docs/search-engine-optimization-starter-guide.pdf (Accessed on 27/01/2013).
Nakano, C. (2011). Infographic: The Decline of Outbound Marketing. Retrieved from http://www.cmswire.com/cms/customer-experience/infographic-the-decline-of-outbound-marketing-013308.php (Accessed on 27/01/2013).
Search Engine Ranking Factors. (2013). Retrieved from http://moz.com/search-ranking-factors#metrics (visited on 29/01/2013).
Steps to a Google-friendly site. (2013). Retrieved from http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349&topic=2370419&ctx=topic (accessed on 27/01/2013).
Vetvik, O. J., Mulder, S., Elzinga, D., & Court, D. (2009). The consumer decision journey. Retrieved from http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey (accessed on 23/10/2014).
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (Creative Commons Attribution License 3.0 - CC BY 3.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
firstname.lastname@example.org, www.iseic.cz, ojs.journals.cz