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Search engine ranking factors analysis : Moz digital marketing company survey study
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Orientador(es)
Resumo(s)
The use of the Internet increases every year in the world for multiple purposes and at significant
rates. In the same way, access to electronic business and personal pages allowing commercial
transactions follows these high evolution rates. Many studies on this subject have pointed that it is
important for most businesses to have a web presence. The key to be found by the right product or
service target audience, at the right moment, according to most of authors, lies with search engines
(SE) advent.
However, there had been frequently changes in search engines ranking website classification
algorithms during the last years. To accomplish this model evolution, the Search Engine Optimization
(SEO) professionals must to frequently adopt to constant changes regarding ranking classification
strategies from SE schemas of work.
In this work the author explored a wide range of factors that may influence search engine result
pages (SERP’s) and examined recent aspects of user experience over a website that are increasing
importance regarding the optimization to be done over the web pages, internal and external page
links, and its technical components. In addition, it seems that the user action and involvement over
the website are key factors that Google will probably continue to adopt to determine websites rank
in SERP’s.
As an empirical study, all efforts to discover the SE website promotion ranking factors are based on
trial and error activities and there is no official knowledge base regarding these protected secrets
kept by the major players of this valuable market. Due to the lack of published academic research
works in this area, the present work has discovered and documented SE ranking factors based on
survey data by a large quantity of companies in digital marketing segment. At the end of the project
the author intends to present the state-of-the-art in this field of study as well as some market
perception evolution of this subject based heavily on practical experiments and most recent
literature in this area.
Moreover, it is growing the debate about the limits of digital marketing. Due the powerful influence
of SE to market and people behavior, the presented study data and considerations raise an important
forum of discussion now and in the future concerning ethics and socially acceptable limits and
controls over personal information on the internet.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
Palavras-chave
Digital Marketing Internet Ranking Internet Top Position Search Engine Optimization Web