The Importance of Search Engine Optimization (SEO) : Why it's Important and How it May Change in the Future
Egerton, David (2017)
Turun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112918720
https://urn.fi/URN:NBN:fi:amk-2017112918720
Tiivistelmä
This thesis is about Search Engine Optimization (SEO), the benefits it provides and what the future of SEO may look like based on current trends and primary data collection. The goal of the thesis was to gain an in-depth knowledge of the topic of SEO and examine how effective utilization results in many benefits for websites wishing to place highly on search engine results pages (SERPs).
Primary data in the form of interviews with SEO experts working for marketing companies in Turku was used, which was supported by secondary data mainly from online sources. Online articles and blog posts from experts in the field of SEO were the main sources for relevant information on this topic, as published books were outdated due to the constant evolving nature of SEO.
The basics of SEO are examined first, looking at how search engines rank a website’s relevance to search queries. This is based on factors such as keyword distribution and density, backlinks, anchor text, URL structure, meta tags and descriptions, how easily search engine crawlers or bots can index websites and how the searcher spends time on the website. Once the basics were explained, the benefits could be discussed.
Research and primary data collection revealed the main advantages associated with SEO, which are in short; higher online visibility, better customer perception and brand image, increases in organic page visits over long periods of time, low cost compared to paid advertising methods, website credibility and the ability to understand your audience better through the use of analytics.
The future of SEO will likely include voice search and local search at its core. Typed searches will continue to be relevant and increase in volume, but currently the industry is gearing towards higher voice search adoptation and improved user experiences on smartphones. Search behavior today will shape the future of SEO, but as with anything involving technology and the Internet, changes are very difficult to accurately predict.
Primary data in the form of interviews with SEO experts working for marketing companies in Turku was used, which was supported by secondary data mainly from online sources. Online articles and blog posts from experts in the field of SEO were the main sources for relevant information on this topic, as published books were outdated due to the constant evolving nature of SEO.
The basics of SEO are examined first, looking at how search engines rank a website’s relevance to search queries. This is based on factors such as keyword distribution and density, backlinks, anchor text, URL structure, meta tags and descriptions, how easily search engine crawlers or bots can index websites and how the searcher spends time on the website. Once the basics were explained, the benefits could be discussed.
Research and primary data collection revealed the main advantages associated with SEO, which are in short; higher online visibility, better customer perception and brand image, increases in organic page visits over long periods of time, low cost compared to paid advertising methods, website credibility and the ability to understand your audience better through the use of analytics.
The future of SEO will likely include voice search and local search at its core. Typed searches will continue to be relevant and increase in volume, but currently the industry is gearing towards higher voice search adoptation and improved user experiences on smartphones. Search behavior today will shape the future of SEO, but as with anything involving technology and the Internet, changes are very difficult to accurately predict.