A pilot study on PPC schemes and their effect on search engine revenue.

Dhansay, S. & Weideman M.

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

Dhansay, S. & Weideman M. 2007. A pilot study on PPC schemes and their effect on search engine revenue. Poster in 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
Introduction
Search engines are popular tools used to find information. However, a search query could return millions of websites. Research has proven that most users only read the 1st result page. Therefore, a high listing has become important in attracting visitors to a website.

Research Problem
It is not clear from the literature which optimisation techniques should be implemented without incurring search engine penalties.

Research Question
Which optimisation techniques should be implemented to improve website visibility of a digital academic library, without incurring search engine penalties?

Goal
To identify the quality of optimisation techniques and the effect that they have on the ranking of one specific webpage in a search engine result listing.

Methods
A digital library will be implemented using a variety of white, grey and black hat techniques. Before and after tests, and search engine response to submissions will be used as main methods.

Main Output
Which optimisation techniques should be implemented to improve website visibility of a digital academic library, without incurring search engine penalties?

Conclusion
Certain white hat techniques can safely be used with all major search engines to improve website visibility. Certain black hat techniques must be avoided at all costs before search engine submission.
REFERENCES
  1. Nielsen. 2007. Nielsen Releases April 2007 Search Engine Rankings. [Online]. Available: http://www.internetmarketing monitor.com/0961/nielsen-releases-april- 2007-search-engine-rankings.html [28 May 2007]
  2. Weideman, M. & Chambers, R. 2005. The application of best practice towards improving website visibility to search engines: a pilot study. South African Journal of Information Management, 7(4), December. http://www.sajim.co.za/
Full text of Conference Poster No 0173: A pilot study on PPC schemes and their effect on search engine revenue.

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