Search engine ranking profile maintenance - a case study.

Kritzinger, W.T., Weideman, M.

Proceedings of The 9th annual Conference on WWW Applications. 4-7 September. Johannesburg, South Africa.

Kritzinger, W.T., Weideman, M. & Visser, E.B. 2007. Search engine ranking profile maintenance - a case study. Proceedings of The 9th annual Conference on WWW Applications. 4-7 September. Johannesburg, South Africa. Online: http://web-visibility.co.za/website-visibility-digital-library-seo/

ABSTRACT
The primary objective of this research project was to determine whether a test webpage will be able to maintain its high ranking with search engines after the Search Engine Optimisation (SEO) elements, as identified in the Chambers model, were implemented. The secondary objective was to determine how many of the test website's competitors were optimised for the keywords they wanted their potential clients to use to find their website using search engines. The methods employed in this project include a full literature review on SEO, as well as an evaluation of the Chambers model. Previous empirical research has shown that the implementation of the Chambers model had a positive effect on a website's ranking with search engines. Further empirical work has been done to determine whether or not a website will be able to maintain its high ranking with minimal changes to the website itself over a period of one year. Furthermore, a questionnaire was sent to competitors of the test website. Results were used to do a comparison between the visibility of the test website and its competitor websites. An independent software application was used to evaluate these sites. The primary conclusion reached is that after implementing the Chambers model, the test website maintained its high ranking with search engines over a period of one year with no further optimisation or submission to search engines. The secondary conclusion reached is that a low percentage of competitors in the same industry were optimised for their own sets of keywords. SEO elements need to be revised constantly in order to ensure that they could be used as valid optimisation components.
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