Exploring the Effectiveness of Search Engine Optimization Tactics for Dynamic Websites in Sri Lanka

Niranjika, Ushadi; Samarasighe, Dinesh

doi:10.1109/mercon.2019.8818903

Cited by 2 publications

(2 citation statements)

References 4 publications

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“…Most of these studies deal with techniques which are regarded as beneficial to website rankings. Such techniques include on-page factors including optimized meta tags and page speed optimization as well as off-page factors such as the number of backlinks (Akram et al , 2010; Niranjika and Samarasighe, 2019; Sheffield, 2020; Zhang et al , 2011). Other interviews with search engine optimizers focus on the objectives and metrics of SEO (Rashid et al , 2018) as well as on unethical black hat SEO techniques (Zuze and Weideman, 2013).…”

Section: Search Engine Optimizers Content Providers and Their Interdependenciesmentioning

confidence: 99%

“Outside the industry, nobody knows what we do” SEO as seen by search engine optimizers and content providers

Schultheiß

Lewandowski

2020

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PurposeIn commercial web search engine results rankings, four stakeholder groups are involved: search engine providers, users, content providers and search engine optimizers. Search engine optimization (SEO) is a multi-billion-dollar industry and responsible for making content visible through search engines. Despite this importance, little is known about its role in the interaction of the stakeholder groups.Design/methodology/approachWe conducted expert interviews with 15 German search engine optimizers and content providers, the latter represented by content managers and online journalists. The interviewees were asked about their perspectives on SEO and how they assess the views of users about SEO.FindingsSEO was considered necessary for content providers to ensure visibility, which is why dependencies between both stakeholder groups have evolved. Despite its importance, SEO was seen as largely unknown to users. Therefore, it is assumed that users cannot realistically assess the impact SEO has and that user opinions about SEO depend heavily on their knowledge of the topic.Originality/valueThis study investigated search engine optimization from the perspective of those involved in the optimization business: content providers, online journalists and search engine optimization professionals. The study therefore contributes to a more nuanced view on and a deeper understanding of the SEO domain.

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Section: Search Engine Optimizers Content Providers and Their Interdependenciesmentioning

confidence: 99%

“Outside the industry, nobody knows what we do” SEO as seen by search engine optimizers and content providers

Schultheiß

Lewandowski

2020

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“…Badchikar and Bhat (2019) analyse the basic concepts associated with website optimisation for search engines and the application of rankings to web pages, placing particular emphasis on how to begin applying these techniques. Niranjika and Samarasighe (2019) point out that quality content and the presence of external links ("backlinks") are extremely important for website positioning. A study by Krrabaj et al (2017) confirms that the most important factors for optimising a website for search engines are quality content, backlinks and website accessibility on different types of devices (computers, mobiles and tablets).…”

Section: Literature Reviewmentioning

confidence: 99%

A study of the Web visibility of the SDGs and the 2030 Agenda on university websites

Vállez

Lopezosa

Pedraza-Jiménez

2022

IJSHE

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Purpose Universities play an important role in the promotion and implementation of the 2030 Agenda for Sustainable Development. This study aims to examine the visibility of information about the Sustainable Development Goals (SDGs) on the websites of Spanish and major international universities, by means of a quantitative and qualitative analysis with an online visibility management platform that makes use of big data technology. Design/methodology/approach The Web visibility of the universities studied in relation to the terms “SDG”, “Sustainable Development Goals” and “2030 Agenda” was determined using the SEMrush tool. Information was obtained on the number of web pages accessed and the queries formulated (query expansion). The content indexed by Google for these universities was compiled, and finally, the search engine optimization (SEO) factors applicable to the websites with the highest Web visibility were identified. Findings The universities analysed are content creators but do not have very high Web visibility in Web searches for information on the SDGs. Of the 98 universities analysed, only four feature prominently in search results. Originality/value Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining the Web visibility of universities in relation to Web searches for information on the 2030 Agenda. The main contributions of this study are the global perspective it provides on the Web visibility of content produced by universities about the SDGs and the recommendations it offers for improving that visibility.

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Exploring the Effectiveness of Search Engine Optimization Tactics for Dynamic Websites in Sri Lanka

Cited by 2 publications

References 4 publications

“Outside the industry, nobody knows what we do” SEO as seen by search engine optimizers and content providers

“Outside the industry, nobody knows what we do” SEO as seen by search engine optimizers and content providers

A study of the Web visibility of the SDGs and the 2030 Agenda on university websites

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