Search Engine Optimization an Action Research Project: Initial Results and Two Year Follow-Up

Ross A. Malaga (Montclair State University, USA)

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DOI: 10.4018/978-1-60566-126-1.ch005

Source title: Consumer Behavior, Organizational Development, and Electronic Commerce: Emerging Issues for Advancing Modern Socioeconomies

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MLA

Malaga, Ross A. "Search Engine Optimization an Action Research Project: Initial Results and Two Year Follow-Up." Consumer Behavior, Organizational Development, and Electronic Commerce: Emerging Issues for Advancing Modern Socioeconomies. IGI Global, 2009. 69-85. Web. 22 May. 2013. doi:10.4018/978-1-60566-126-1.ch005

APA

Malaga, R. A. (2009). Search Engine Optimization an Action Research Project: Initial Results and Two Year Follow-Up. In M. Khosrow-Pour (Ed.), Consumer Behavior, Organizational Development, and Electronic Commerce: Emerging Issues for Advancing Modern Socioeconomies (pp. 69-85). Hershey, PA: Information Science Reference. doi:10.4018/978-1-60566-126-1.ch005

Chicago

Malaga, Ross A. "Search Engine Optimization an Action Research Project: Initial Results and Two Year Follow-Up." In Consumer Behavior, Organizational Development, and Electronic Commerce: Emerging Issues for Advancing Modern Socioeconomies, ed. Mehdi Khosrow-Pour, 69-85 (2009), accessed May 22, 2013. doi:10.4018/978-1-60566-126-1.ch005

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Abstract

A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment. A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after each phase in the project. The results indicate that SEO is an effective method for improving search engine rankings and site traffic. In addition, the costs and benefits of the SEO project are compared with a pay-per-click (PPC) search marketing campaign. The SEO project proved more cost effective than the PPC campaign.

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