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The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site

The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site

Ross A. Malaga
Copyright: © 2008 |Pages: 15
ISBN13: 9781599049434|ISBN10: 1599049430|EISBN13: 9781599049441
DOI: 10.4018/978-1-59904-943-4.ch089
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MLA

Malaga, Ross A. "The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site." Electronic Commerce: Concepts, Methodologies, Tools, and Applications, edited by Annie Becker, IGI Global, 2008, pp. 1115-1129. https://doi.org/10.4018/978-1-59904-943-4.ch089

APA

Malaga, R. A. (2008). The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site. In A. Becker (Ed.), Electronic Commerce: Concepts, Methodologies, Tools, and Applications (pp. 1115-1129). IGI Global. https://doi.org/10.4018/978-1-59904-943-4.ch089

Chicago

Malaga, Ross A. "The Value of Search Engine Optimization: An Action Research Project at a New E-Commerce Site." In Electronic Commerce: Concepts, Methodologies, Tools, and Applications, edited by Annie Becker, 1115-1129. Hershey, PA: IGI Global, 2008. https://doi.org/10.4018/978-1-59904-943-4.ch089

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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 (ROI). 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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