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

Ross A. Malaga

doi:10.4018/978-1-59904-943-4.ch089

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

Ross A. Malaga

Information Management and Business Analytics

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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.

Original language	English
Title of host publication	Electronic Commerce
Subtitle of host publication	Concepts, Methodologies, Tools, and Applications
Publisher	IGI Global
Pages	1115-1129
Number of pages	15
ISBN (Electronic)	9781599049441
ISBN (Print)	9781599049434
DOIs	https://doi.org/10.4018/978-1-59904-943-4.ch089
State	Published - 1 Jan 2007

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10.4018/978-1-59904-943-4.ch089

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

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