Search Engine Optimization Strategy Research Articles

INTEGRAÇÃO DA INTELIGÊNCIA ARTIFICIAL COM AS TÉCNICAS DE SEARCH ENGINE OPTIMIZATION

The internet has become an indispensable resource for accessing information. In this digital ecosystem, search engines play a crucial role in helping users find the most relevant content for their queries. This study aims to investigate how the application of Artificial Intelligence in content optimization can improve the relevance and accuracy of search results in Search Engine Optimization. Using an exploratory and descriptive methodology, the research explores the intersection between On-page and Off-page Search Engine Optimization techniques and AI, highlighting the application of Artificial Intelligence technologies such as natural language processing and machine learning. The results show that Artificial Intelligence has a significant impact on On-page Search Engine Optimization techniques, both in terms of the accuracy and relevance of search results. The research reveals that Artificial Intelligence can improve On-page Search Engine Optimization techniques, such as the optimization of Meta Tags and Title Tags, and On-page and Off-page Search Engine Optimization strategies. It is concluded that the integration of Artificial Intelligence into Search Engine Optimization strategies represents a significant evolution in digital marketing, offering more sophisticated and efficient methods for search engine optimization.

How Search Engine Optimization (SEO) Grew from Nascent Stages to AI

The journey of search engine optimization (SEO) from its nascent stage to the present day has been remarkable. Emerging alongside the proliferation of search engines, SEO quickly became an indispensable tool for businesses and marketers striving to enhance their online visibility, attract traffic, and improve rankings. However, as search algorithms advanced, SEO professionals encountered a dynamic landscape marked by evolving trends and new obstacles. For this reason, over time, the factors influencing website ranking have undergone a significant expansion, evolving from a limited set to a multifaceted array. Specific components, such as high-quality backlinks, mobile optimization, local SEO strategies, integration with social media platforms, and the optimization of user experience, have emerged as pivotal determinants of SEO success. These elements assume a critical role in achieving elevated rankings and heightened visibility across search engines, thereby shaping the contemporary landscape of SEO practices. More recently, as search engines and SEO evolve in sophistication, Artificial Intelligence (AI) has found relevance in its integration into SEO. This involvement of AI amidst its benefits, also introduced new challenges and ethical dilemmas into the discuss on search engine optimization (SEO). SEO strategies must exhibit adaptability to maintain efficacy in driving visibility, traffic, and revenue. It is crucial to strike a balance between data-driven decision-making and empathetic marketing. Businesses shouldn't rely solely on AI to preserve the human touch in their marketing endeavors. Hence, navigating the ever-changing terrain of SEO requires marketers and SEO experts to remain attuned to emerging trends and adept at adapting strategies to meet evolving challenges. By leveraging the diverse array of factors influencing SEO success, businesses can enhance their online presence and effectively engage with their target audience in the competitive digital landscape. For this reason, ethical considerations, including data privacy and customer trust, mustn't be side-lined in favor of optimization. Prioritizing ethical practices over all else safeguards the integrity of SEO efforts amidst AI integration.

Analysis of the Effect of Social Media Usage, Search Engine Optimization, and Content Strategy on Business Growth in the E-Commerce Industry in Indonesia

This research investigates the influence of digital marketing practices on business growth in the e-commerce industry in Indonesia, focusing on Social Media Usage, Search Engine Optimization (SEO), and Content Strategy. A sample of 150 e-commerce businesses was analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results reveal significant positive relationships between Social Media Usage, SEO, and Content Strategy with Business Growth. Additionally, mediation and moderation effects are explored, suggesting a significant mediating role of customer engagement in the relationship between social media usage and business growth. The findings provide practical implications for businesses and policymakers in enhancing digital marketing strategies for sustainable growth in the dynamic Indonesian e-commerce landscape.

An Overview Of Inbound Marketing At Wan International Technology Companies

Indonesia potential and challenges for the information technology and telecommunications industry.This is due to its large population and strategic geographical location. To achieve optimal results inmarketing activities with the help of technology, one of the strategies is inbound marketing. Inbound marketing is a series of activities implemented by companies to attract potential buyers through engagingcontent and satisfying their needs. The objectives of this Final Project are: 1) To determine how the implementation of inbound marketing at WAN International Technology Companies; 2) To identify thebarriers to implementing inbound marketing at An Overview of Inbound Marketing at WAN International Technology Companies; 3) To explore efforts to overcome the barriers to implementing inbound marketingat WAN International Technology Companies. The findings of this Final Project are: 1) The implementationof inbound marketing includes email marketing, blog posts, SEO (Search Engine Optimization), display advertising, and social networks. 2) The challenges in implementing inbound marketing include errors in email subject lines, selecting blog topics, internal factors within the company, targeting unpopular keywords, slow indexing of the website by Google due to competitors implementing similar SEO strategies, and ineffective business promotional content and hashtag optimization. 3) Efforts to overcome these challenges include Blast Email, Educational Articles, Search Engine Marketing (SEM), VideoAdvertising, and Research Content Marketing.

University ‘Pay-for-grades’: the bait and switch search engine optimization strategies of contract cheating websites in the United States

This paper presents the first systematic investigation into the search engine optimization practices of major contract cheating websites in the United States. From a business perspective, visibility in organic search engine results is considered one of the top client recruitment tools. The current understanding of student recruitment strategies by these companies remains largely unexplored in both academic literature and popular press. Replicating the business research practices used in the search engine optimization industry, comprehensive search engine ranking and traffic data was obtained for the 38 largest contract cheating websites in the US. The overall objective was to illuminate the strategies that these companies take to get their services at the top of the search results of as many students as possible – not just the relatively small proportion of students actively cheating. The results show that these companies dominate the search results for not just students searching to cheat, but also for naïve search efforts, when students are simply doing genuine research or classwork. These nefarious companies use highly sophisticated search engine manipulation strategies to bait naïve student searchers onto their sites, thus enabling the potential to switch them to cheaters. Higher education institutions, armed with the specific details provided in this study, can use the strategies outlined in the discussion to directly and negatively impact on the success of these contract cheating services.

Investigating the websites of translation offices in terms of content and search engine optimization: Turkish case

This research aims to examine how SEO (Search Engine Optimization) strategies affect customer potential and customer satisfaction in the translation market by improving the quality of the content, and how it would increase the demand for translation. In the present research, it is anticipated that, by improving content quality, SEO increases customer potential and customer satisfaction in the translation market and affects translation demand. The impact of the evolving technology is expanding daily and has an impact on almost every aspect of society. The changes that have undergone the internet, social media, and technological developments have recently taken translation out of the old-fashioned mode and moved it to new dimensions. The formation and expansion of translation fields take place through the Internet and social media, and their innovations in communication and networking have brought about changes as well as in various other fields. They have also affected the interaction of users in search engines. The survey method, one of the quantitative research methods, will be applied in the research. The literature review method will be used for the theoretical part. Data will be obtained from the employees working in translation offices with a questionnaire created via Google Forms. The data obtained in the research will be analyzed using descriptive statistics, percentages, and content analysis. Changes and gains will be evaluated with content and SEO optimizations in the translation sector. It is expected that the place of content and SEO in the translation industry will be questioned, and new perspectives will be presented.

Ecoplore: launching a new digital trip

Learning outcomes The learning outcomes of this case study are as follows: Students will be able to comprehend and visualize the initial hiccups and operational hurdles faced by digital start-ups in an emerging market. Students will be able to evaluate the importance of digital marketing for promoting start-ups dealing with sustainable products in the service industry, thereby helping them to develop digital marketing strategies to organically promote a service. Students will be able to perform strategic positioning of a start-up based on perceptual mapping methodology. Students will be able to identify the various aspects for identifying and creating a viable business model. Students will be able to use Osterwalder’s business model canvas for identifying the important operational aspects of the start-up. Students will be able to visualize the entrepreneurial challenges in an emerging market. Case overview/synopsis This case study highlights the dilemma the protagonist, Prerna Prasad, faced in her travel start-up venture, Ecoplore. Ecoplore is an aggregator platform that onboards only eco-hotels. To the best of the authors’ knowledge, Ecoplore is India’s only platform that promotes and onboards only those hotels made up of mud, wood, bamboo, stone or any local architecture and that maintain at least 30% green space on their premises. Ecoplore has been recognized by the United Nations Environment Program for fulfilling Sustainable Development Goal 12 and has also been bestowed with the Gold Award by Indian Responsible Tourism Awards 2019. Prasad had already identified her target market. Prasad took conscious steps towards reaching her target audience, and her first step towards that was designing Ecoplore’s website. Being aware of the importance of content marketing, Ecoplore’s content was curated with fresh and quality write-ups, pictures, blog posts, etc. Ecoplore’s website was also optimized for mobile and desktop versions to deliver a great user experience. Features like easy navigation and the website's speed were also taken care of. Being active on social media platforms, Prasad made sure that the pages of Ecoplore across various social media platforms were well connected with her website. Despite doing so much, it was found that the number of visitors was few after a span of two years. Conversion on the website was low, which ultimately affected the return on investment. Prasad was befuddled as to why the conversions were low despite having a great website that was considered a window to the organization. She faced the challenge of reaching her target audience despite being present online. Upon detailed analysis, Prasad found that Ecoplore was showing up in the search engine research pages (SERP) in only a few keywords, meaning the keyword density was low. Also, the website lacked backlinks, which would eventually help them to rank high on search engine optimization (SEO). This means that Ecoplore will need to revisit its SEO strategy if Prasad wants to promote her organization organically. Now, to increase visibility and ranking on SERP, Prasad had two options before her; first, she could do it organically via SEO or through search engine marketing. She was keen to build the traffic organically, knowing its long-term benefits. As a marketer, what should be Prasad’s strategy? This case study can be used for class discussion purposes for the students pursuing the courses on digital marketing, SEO and digital marketing optimization. Complexity academic level This case study is suitable for students learning the fundamentals of digital marketing (basic and advanced) course, marketing management students and digital marketing workshops. The level of difficulty is medium. The knowledge pre-requirement is marketing management. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

A Machine Learning Python-Based Search Engine Optimization Audit Software

In the present-day digital landscape, websites have increasingly relied on digital marketing practices, notably search engine optimization (SEO), as a vital component in promoting sustainable growth. The traffic a website receives directly determines its development and success. As such, website owners frequently engage the services of SEO experts to enhance their website’s visibility and increase traffic. These specialists employ premium SEO audit tools that crawl the website’s source code to identify structural changes necessary to comply with specific ranking criteria, commonly called SEO factors. Working collaboratively with developers, SEO specialists implement technical changes to the source code and await the results. The cost of purchasing premium SEO audit tools or hiring an SEO specialist typically ranges in the thousands of dollars per year. Against this backdrop, this research endeavors to provide an open-source Python-based Machine Learning SEO software tool to the general public, catering to the needs of both website owners and SEO specialists. The tool analyzes the top-ranking websites for a given search term, assessing their on-page and off-page SEO strategies, and provides recommendations to enhance a website’s performance to surpass its competition. The tool yields remarkable results, boosting average daily organic traffic from 10 to 143 visitors.

The reciprocal relationship between search engine optimization (SEO) success and brand equity (BE): an analysis of SMEs

PurposeSearch engine optimization (SEO) has long been a key topic in marketing research, but there are very few studies addressing SEO success and brand equity (BE). Thus, this study aims to investigate the interdependence of SEO success and BE, with a specific focus on small- and medium-sized enterprises (SMEs).Design/methodology/approachThe study involved conducting interviews with SEO and digital marketing experts, followed by a comprehensive analysis of their responses to investigate the mutual association between BE and SEO. The analysis of the interview data was conducted using the grounded theory approach.FindingsThe placement of a brand on top of search engine results is perceived as an indication of its credibility by searchers. Well-established brands tend to have superior SEO performance due to the impact of search algorithms and their powerful brand recognition. Lesser-known brands should improve their SEO performance to enhance their BE.Practical implicationsThis study makes a significant contribution to the understanding of the interdependence between SEO and BE. Specifically, this study provides SMEs with effective SEO strategies to enhance their BE in the future.Originality/valueThis study presents unprecedented findings on the reciprocal relationship between SEO success and BE. The study also highlights the potential risk for SMEs of falling into a negative spiral due to poor SEO performance and offers practical business solutions to address this issue.

Analsis of the Study of Digital Marketing Potential on Product Purchase Decisions in Generation Z

Generation Z grew up with easy access to the internet. They tend to spend more time online than previous generations. This opens up great opportunities for sellers to reach them through various digital platforms. This study aimed to conduct an analysis of the study of the potential of digital marketing for product purchasing decisions in generation Z. This research is qualitative research that explores and describes in detail a situation or phenomenon of the research object studied by developing concepts and gathering existing facts. Platforms like Facebook, Instagram, Twitter, LinkedIn, and Snapchat are popular channels for digital marketing. Sellers can share content, conduct paid advertising campaigns, interact with users, and build relationships with audiences through social media. Company websites and blogs are the main channels in digital marketing. Sellers can create informative content, describe products or services, provide special offers, and drive traffic to their websites through SEO (search engine optimization) strategies and online advertising campaigns. Email is an effective channel for sending direct sales messages to audiences. Sellers can collect email addresses of customers or prospects and send them personalized content, special offers, product updates, or newsletters on a regular basis. Search engine marketing (SEM) includes the use of paid advertising on search engines such as Google Ads. Sellers can display their ads on search results pages or on partner websites relevant to their targeted keywords. Platforms like YouTube, TikTok, and Vimeo are popular channels for video content. Merchants can create promotional videos, product reviews, tutorials, or entertaining content to reach a wider audience.

The Effectiveness of Search Engine Optimization Practices in Promoting Turkey's Tourism Destinations. A case Study of Tourism Destinations in Istanbul City

This study examined the effectiveness of Search Engine Optimization (SEO) practices in promoting Turkey's tourism destinations, focusing specifically on Istanbul city. Recognizing SEO as a crucial digital marketing tool, the study significantly contributed to the understanding of how SEO influences the visibility and attractiveness of destinations online. Employing a descriptive survey design, the research evaluated SEO practices on a representative sample of tourism-related websites in Istanbul, including official tourism websites, hotel sites, and travel blogs. The websites were analyzed based on established SEO parameters such as keyword usage, meta tags, backlink quality, website speed, and mobile optimization. The study also performed a comprehensive SERP (Search Engine Result Pages) analysis to gauge the visibility of these websites in organic search results. User engagement metrics such as bounce rate, time spent on the site, and conversion rates were studied to understand the effectiveness of the websites in attracting and retaining potential tourists. Furthermore, surveys were conducted with potential tourists to glean insights into their online search behavior, the perceived credibility of high-ranking websites, and their likelihood of visiting a destination based on its online representation. The findings revealed a strong correlation between effective SEO practices, high SERP rankings, and positive user engagement metrics. The study concluded that well-implemented SEO strategies significantly improved the online visibility and credibility of Istanbul's tourism destinations, thereby attracting a greater number of potential tourists. The findings underscored the necessity for local tourism businesses to invest in building SEO expertise and resources to capitalize on the potential of digital marketing in promoting tourism. Keywords: Search engine optimization, turkey's tourism, Istanbul tourism destinations, digital marketing in tourism, online visibility

Deciphering the Visibility of Higher Education Institutions: A Statistical Analysis of Google Search Console Data

The research presented here delves into the connection between data from Google Search Console (GSC) and the Webometrics visibility score of a specific public university's web presence. The study scrutinized GSC parameters such as clicks, impressions, click-through-rate (CTR), and average position to assess their impact on the university's digital visibility. The results indicate that impressions and average position play a critical role in determining the Webometrics visibility score, underscoring the significance of search engine optimization for learning establishments. The research also pinpointed the most effective search queries that drive substantial visitor traffic to the university's website, underlining the need for precise content targeting to optimize search performance. In this study, a predictive model was developed using multiple linear regression analysis to accurately predict the Webometrics visibility score based on GSC metrics, suggesting that strategic efforts to enhance these parameters could boost a university's online prominence. Additionally, a theoretical model was proposed to clarify the dynamic relationship between impressions, positions, and clicks in shaping the overall web visibility. Although this study provides valuable insights, it is based on data from a single university, which calls for further investigation using more varied datasets. Ultimately, the study emphasizes the immense potential of leveraging GSC data to bolster a university's online footprint, suggesting that strategic enhancements of vital parameters can greatly improve a university's online visibility according to Webometrics. As the academic world becomes increasingly digital, implementing these findings to guide search engine optimization strategies is a crucial element of institutional administration.

Comparison of Websites Employing Search Engine Optimization and Live Data

This study compares websites that take live data into account using search engine optimization (SEO). A series of steps called search engine optimization can help a website rank highly in search engine results. Static websites and dynamic websites are two different types of websites. Static websites must have the necessary expertise in programming compatible with SEO. Whereas in dynamic websites, one can utilize readily available plugins/modules. The fundamental issue of all website holders is the lower level of page rank, congestion, utilization, and exposure of the website on the search engine. Here, the authors have studied the live data of four websites as the real-time data would indicate how the SEO strategy may be applied to website page rank, page difficulty removal, and brand query, etc. It is also necessary to choose relevant keywords on any website. The right keyword might assist to increase the brand query while also lowering the page difficulty both on and off the page. In order to calculate Off-page SEO, On-page SEO, and SEO Difficulty, the authors examined live data in this study and chose four well-known Indian university and institute websites for this study: www.caluniv.ac.in, www.jnu.ac.in, www.iima.ac.in, and www.iitb.ac.in. Using live data and SEO, the authors estimated the Off-page SEO, On-page SEO, and SEO Difficulty. It has been shown that the Off-page SEO of www.caluniv.ac.in is lower than that of www.jnu.ac.in, www.iima.ac.in, and www.iitb.ac.in by 9%, 7%, and 7%, respectively. On-page SEO is, in comparison, 4%, 1%, and 1% more. Every university has continued to keep up its own brand query. Additionally, www.caluniv.ac.in has slightly less SEO Difficulty compared to other websites. The final computed results have been displayed and compared.

Effects of Using Arabic Web Pages in Building Rank Estimation Algorithm for Google Search Engine Results Page

Search Engine Optimization (SEO) aims to improve a website's reputation and user experience. Without effective SEO strategies, it requires significant investment in paid advertisements. Search Engines (SEs) use algorithms to rank results, assessing on-page and off-page factors for relevance. Machine learning techniques have been used to build classifiers for estimating page rank. However, no research has compared rank estimation with other languages or analyzed the effects of different languages on performance or differences between SEO factors. The study aims to improve rank estimation algorithms for Arabic web pages on desktop devices using a new multi-category dataset from Google Search Engine Results Page (SERP). The experimental findings suggest that Arabic web pages are more suitable than English ones for training a model to estimate the ranking of Arabic web pages. Machine learning models were applied to two datasets. SE scraping was used to collect URLs, descriptions, and other data from the Google SE. Data preprocessing steps were taken before using the datasets for rank estimation algorithms. Experiments were conducted to assess the implications of using Arabic and English web page datasets

Search Engine Optimization with Google

Abstract: This paper is a finished survey that how various strategies of Search Engine Optimization (SEO) can help to improve product marketing. Search engines have now become an important channel for increasing SMEs’ global reach and helps companies to compete with other and large companies. SMEs are using search engine optimization to improve their online visibility as a result (SEO). With the help of Search Engine Optimization small companies can actually now compete with the large companies and can appear ahead of large. The main objective of every website to list at the top of all thelinks on search engines. So, search engine optimization is an art which helps to improves a website’s visibility in the search engine results. Search engines makes the business environment more transparent and more competitive. For data collection used literature survey. The findings of this study show that using an SEO strategy can significantly enhance product marketing.

Visibility of Moodle applications in Central Asia: analysis of SEO.

Search engine optimization (SEO) is an important tool that can predict the number of website visits, and good SEO strategies can help increase the visibility of educational resources. In the current article, the relevance between Search engine optimization (SEO) characteristics and the number of Moodle users in four Central Asian countries was examined. The analysis of learning management systems covered 38 Moodle websites. Analysis was conducted using semi-automated tools. Results suggested that although there is no difference in general SEO scores of Moodle installations, page structures and link structures in websites of different countries were dissimilar. Also, server configuration practices were different. In addition, there was a positive correspondence between the number of visits to a website and the number of external factors; the duration of users’ visits was correlated with page structure. As for the normalized number of visits, the analysis revealed that in Kazakh universities, students use the Moodle system more frequently in a day than in other countries, while visits to Tajik universities’ Moodle platforms were the lowest; the difference was 53 users per day.

Digital Marketing Strategy using White Hat SEO Techniques

A journal service system's forum for a publisher platform, or journal publication, that disseminates data about scientific activity, is known as OJS (Open Journal System). By utilizing SEO, websites that already exist may also have their search engine rankings improved. Making it simpler for consumers to locate addresses for scientific journal websites is one technique to use White Hat SEO. This study tries to boost website traffic on sites that host scholarly journals. The White Hat SEO (Search Engine Optimization) strategy was employed in this study. This study was done on a website that had not yet implemented SEO strategies, then used White Hat SEO techniques such optimizing keywords in title tags, content, meta keywords, meta descriptions, and social media sharing. The outcomes of the examination of SEO implementation might make it easier to find websites for scientific journals.

Airlines’ Sustainability Study Based on Search Engine Optimization Techniques and Technologies

Digital marketing, especially search engine optimization (SEO), is an integral part of websites today. Airlines in the COVID-19 era have to use every possible means to survive despite the adverse conditions for both entrepreneurship and travel. Many of them have allocated resources and money to develop SEO strategies by applying SEO techniques to their websites to gain more visitors and bookings. Thus, this research is focused on analyzing airlines’ website presence as regards the implemented SEO techniques and their effect on airlines’ website traffic. In the first phase of the research, we gathered web data from 243 airline firms during a one-year observation period (December 2020–December 2021) using our own-developed tool. Furthermore, we proceeded to create an exploratory model using fuzzy cognitive mapping. From the technical SEO point of view and the descriptive analysis, we conclude that the traffic on airlines’ websites and, consequently, their sustainability are inseparably linked to the corresponding SEO techniques and technologies used.

Analyzing E-shop onsite optimization factors in the context of E-commerce search engine optimization

Search engine optimization of e-shops by using onsite optimization factors is an important part of the search engine marketing process and in particular of SEO category. Onsite optimization process is used by e-shops to improve their ranking in search engine results. Onsite optimization techniques convert and upgrade e-shops, make them more competitive and increase the chances of attracting internet users and converting leads into customers. This study focuses on the appropriate factors to be carried out within webpages code and content management systems of e-shops in order each webpage to achieve higher ranking position on search engine result pages. Search engine optimization is a major pillar of digital marketing and in this context the paper reveal and underline all important factors any e-shop has to implement so as to take viable ranking position on search engine results which lead to visiting of appropriate target groups and convert them into customers. In this paper researchers defined the term onsite optimization, explains its role in the ranking of search engines, reviewed previous studies on using techniques onsite optimization and stated recommendations for better use of these factors. The literature review indicated that the effective implement of onsite optimization improves overall search engine optimization strategy of e-shop which reflects higher ranking position and better cash flows.

Significance of Search Engine Optimization

As the Internet grows in popularity, hundreds of thousands of people use search engines such as Google and Yahoo to search for information. However, search engine users are most interested in some result pages. Therefore, selling a website with search engine results is an important task in website development. Search engine optimization (SEO) needs to complete this task. However, from time to time, the black hat SEO strategy behind search engines is used, and the page rank of search engine results is higher than it deserves. This research paper implies a new methodology for search engine optimization (SEO) without sandboxing via serps such as Google and Bing. Previously, rulebooks were based solely on the number of backlinks on a page. This technique employs a secure link building technique where link speed is key, without sacrificing website optimization. Today's algorithm updates are considered. This white paper describes the characteristics of search engine PageRank algorithms, SEO techniques, and strategies for ranking keywords.