The Internet has become a vital part of our society. More and more people are connected to the web using it for a variety of reasons. The latest statistics revealed that shopping and information research have been one of the most common Internet transactions in recent times. Not only the shopping behaviour but also the time spent on the Internet and away from other marketing distribution channels have caused a major shift in the nature of marketing and how it had been conducted. Consequently the Internet has risen to one of the leading platforms for businesses to communicate directly to its customers. Thus most businesses are now digitally represented in the form of websites to increase brand awareness and sales.
Due to the vast growing number of websites in the World Wide Web (www) the majority of Internet users are now relying on search engines to find information of interest. The main tasks of these search engines are to organise the World Wide Web’s digital information and to return a list of pages with relevant search results. Each query executed by the Internet user may result in millions of related search results; however research has shown that the majority of Internet users limit their research to a few matches within the first two to three pages. Therefore a fundamental goal of all Internet sites is not only to be found by search engines but more so to appear in the top position of business relevant searches. One way to achieve this is by creating search engine friendly websites that assist search engines to return queries with the most relevant results, this method is commonly known as Search Engine Optimisation (SEO).
Thus the main purpose of this paper is to give an insight of some of the most important search engine optimisation techniques that not only aim for search-engine visibility, but more so, focuses on users, making sure that their needs and demands are met when they arrived on the website.
Table of Contents
Introduction
1 The Revolution of the Digital Era
1.1 Proliferation of Websites
1.2 Consumer Internet Consumption
1.3 Online Shopping – “An Old Hat”
1.4 Items purchased on the Internet
2 Aspects of the e-Retail Evolution
2.1 e-Retail revenue versus other traditional media
2.2 The Shift in Marketing Budget
2.3 Consumer-Driven Market
2.4 The Power of Trust
2.5 Click-through behaviour in web searches
3 Search Engines - “Gatekeeper of Cyberspace”
3.1 Impact of Well-Ranked Websites
3.2 Google - Introduction
3.3 Google’s Dominance
3.4 Google Search Technology
3.5 Google Algorithm
4 Search Engine Optimisation
4.1 Definition
4.2 Importance of Keywords
4.3 Keyword Research
4.3.1 Relevance versus Search Volume
4.3.2 Single Keywords Versus Phrases
4.3.3 Narrow-down the Keywords
4.3.3.1 Keyword Effectiveness Index
4.3.3.2 Keyword Opportunity Index
4.3.4 Number of Keywords Counts
4.3.5 Building a Website Theme
4.4 Keyword Page Placement
4.4.1 Page Titles
4.4.1.1 Title Tag Structure
4.4.1.2 Benefits of Page Titles
4.4.1.3 Length, Prominence and Capitalisation
4.4.2 Meta Tags
4.4.2.1 Meta Description
4.4.2.2 Meta Keywords
4.4.3 Headline Tags
4.4.4 Body Text
4.4.5 Alt Tags
4.5 The Power of Links
4.5.1 Link Structure - Anchor text
4.5.2 Link Program
4.5.2.1 Backlinks
4.5.2.2 Internal Link - Sitemaps
4.5.2.3 External Links
4.5.2.4 Reciprocal Links
4.6 Black Hat Techniques
4.6.1 Doorway Pages
4.6.2 Cloaking
4.6.3 Hidden Text
4.6.4 Keyword Stuffing
4.7 Not just SEO alone
4.7.1 SEO - Single-Channel Marketing Strategy
4.7.2 Insufficient Functionality
4.7.3 Multi-channel Shoppers
5 Conclusion
References
Table of Figures
Index
Glossary
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