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Article
Publication date: 20 June 2016

Sungin Lee, Wonhong Jang, Eunsol Lee and Sam G. Oh

The purpose of this paper is to examine the effect of, and identify core techniques of, search engine optimization (SEO) techniques applied to the web (http://lg-sl.net

Abstract

Purpose

The purpose of this paper is to examine the effect of, and identify core techniques of, search engine optimization (SEO) techniques applied to the web (http://lg-sl.net) and mobile (http//m.lg-sl.net) Science Land content and services at LG Sangnam Library in Korea.

Design/methodology/approach

In accordance with three major SEO guidelines, ten SEO techniques were identified and applied, and their implications were extracted on three areas: improved search engine accessibility, increased relevance between site content and search engine keywords, and improved site credibility. The effects were quantitatively analyzed in terms of registered search engine keywords and influx of visits via search engines.

Findings

This study shows that SEO techniques help increase the exposure of the library services and the number of visitors through search engines.

Practical implications

SEO techniques have been applied to a few non-Korean information service organizations, but it is not a well-accepted practice in Korean libraries. And the dominant search engines in Korea have published their own SEO guidelines. Prior to this study, no significant endeavors have been undertaken in the context of Korean library services that have adopted SEO techniques to boost exposure of library services and increase user traffics.

Originality/value

This is the first published study that has applied optimized SEO techniques to Korean web and mobile library services, in order to demonstrate the usefulness of the techniques for maximized exposure of library content.

Details

Library Hi Tech, vol. 34 no. 2
Type: Research Article
ISSN: 0737-8831

Keywords

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Article
Publication date: 8 December 2020

Sebastian Schultheiß and Dirk Lewandowski

In commercial web search engine results rankings, four stakeholder groups are involved: search engine providers, users, content providers and search engine optimizers…

Abstract

Purpose

In 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/approach

We 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.

Findings

SEO 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/value

This 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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Article
Publication date: 1 March 2013

Daniel Onaifo and Diane Rasmussen

The aim of this paper is to examine the phenomenon of search engine optimization (SEO) as a mechanism for improving libraries' digital content findability on the web.

Abstract

Purpose

The aim of this paper is to examine the phenomenon of search engine optimization (SEO) as a mechanism for improving libraries' digital content findability on the web.

Design/methodology/approach

The study applies web analytical tools, such as Alexa.com, in the collection of data about Canadian libraries' visibility performance in the ranking of search engine results. Concepts from the Integrated IS&R Research Framework are applied to analyze SEO as an element within the Framework.

Findings

The results show that certain websites' characteristics do have an effect on how well libraries' websites are ranked by search engines. Notably, the reputation of a library's website and the number of its search engine indexed webpages increase its ranking on SERPs as well as the findability of its digital content.

Originality/value

Most of the existing works on SEO have been confined to popular literature, outside of scholarly academic research in library and information science. Only few studies with a focus on libraries' application of SEO exist. No known study has applied an empirical approach to the examination of relevant libraries' website characteristics to determine their visibility performance on search engine result pages (SERPs). This study identified several website characteristics that can be optimized for higher SERP rankings. It also analyzed the impact of external links, as well as that of the number of indexed webpages by search engines on higher SERP rankings.

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Article
Publication date: 9 August 2011

Aurélie Gandour and Amanda Regolini

Search Engine Optimization (SEO) is a set of techniques used by websites in order to be better indexed by search engines. This papers aims to focus upon “white hat”, “in…

Abstract

Purpose

Search Engine Optimization (SEO) is a set of techniques used by websites in order to be better indexed by search engines. This papers aims to focus upon “white hat”, “in page” SEO: techniques to improve one's site content, hereby making it more attractive to human visitors as well as search engines, by making changes within the site's pages while focusing on chosen themes and keywords. The final goal is for the site to be better ranked by one or several targeted search engines and therefore appearing higher in their results lists for specified requests. This paper seeks to describe the steps one must take to reach such a goal, while focusing on the example of the website Fragfornet.

Design/methodology/approach

Fragfornet web pages have been generated through a “website factory” allowing the creation of dynamic websites on demand for the employees of Cemagref. This explains the steps to take to optimize for search engines any website using Zope Plone; even more broadly, the general recommendations described can be used by any website at all to gain more visibility on search engines. After a literature review about search engine optimization, the paper describes the methods used to optimize the website before exposing the results which were quickly obtained.

Findings

It was not long before the first effects of the SEO campaign were experienced. One week later, as soon as the Googlebots had crawled the site and stored a newer version of it within their databases, it immediately went up in the results pages for requests concerning forests fragmentation. This paper describes some of the parameters that were monitored and some of the conclusions drawn from them..

Originality/value

This paper's goal is to explain which steps to take for search engines to optimize any website elaborated through Cemagref website factory, or any website using Zope Plone. Even more broadly, the general recommendations described in this paper can be used by any librarian on any website to gain more visibility on search engines.

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Article
Publication date: 2 August 2013

Lourdes Moreno and Paloma Martinez

The purpose of this paper is to show that the pursuit of a high search engine relevance ranking for a webpage is not necessarily incompatible with the pursuit of web accessibility.

Abstract

Purpose

The purpose of this paper is to show that the pursuit of a high search engine relevance ranking for a webpage is not necessarily incompatible with the pursuit of web accessibility.

Design/methodology/approach

The research described arose from an investigation into the observed phenomenon that pages from accessible websites regularly appear near the top of search engine (such as Google) results, without any deliberate effort having been made through the application of search engine optimization (SEO) techniques to achieve this. The reasons for this phenomenon appear to be found in the numerous similarities and overlapping characteristics between SEO factors and web accessibility guidelines. Context is provided through a review of sources including accessibility standards and relevant SEO studies and the relationship between SEO and web accessibility is described. The particular overlapping factors between the two are identified and the precise nature of the overlaps is explained in greater detail.

Findings

The available literature provides firm evidence that the overlapping factors not only serve to ensure the accessibility of a website for all users, but are also useful for the optimization of the website's search engine ranking. The research demonstrates that any SEO project undertaken should include, as a prerequisite, the proper design of accessible web content, inasmuch as search engines will interpret the web accessibility achieved as an indicator of quality and will be able to better access and index the resulting web content.

Originality/value

The present study indicates how developing websites with high visibility in search engine results also makes their content more accessible.

Details

Online Information Review, vol. 37 no. 4
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 11 April 2016

Cheng-Jye Luh, Sheng-An Yang and Ting-Li Dean Huang

– The purpose of this paper is to estimate Google search engine’s ranking function from a search engine optimization (SEO) perspective.

Abstract

Purpose

The purpose of this paper is to estimate Google search engine’s ranking function from a search engine optimization (SEO) perspective.

Design/methodology/approach

The paper proposed an estimation function that defines the query match score of a search result as the weighted sum of scores from a limited set of factors. The search results for a query are re-ranked according to the query match scores. The effectiveness was measured by comparing the new ranks with the original ranks of search results.

Findings

The proposed method achieved the best SEO effectiveness when using the top 20 search results for a query. The empirical results reveal that PageRank (PR) is the dominant factor in Google ranking function. The title follows as the second most important, and the snippet and the URL have roughly equal importance with variations among queries.

Research limitations/implications

This study considered a limited set of ranking factors. The empirical results reveal that SEO effectiveness can be assessed by a simple estimation of ranking function even when the ranks of the new and original result sets are quite dissimilar.

Practical implications

The findings indicate that web marketers should pay particular attention to a webpage’s PR, and then place the keyword in URL, the page title, and snippet.

Originality/value

There have been ongoing concerns about how to formulate a simple strategy that can help a website get ranked higher in search engines. This study provides web marketers much needed empirical evidence about a simple way to foresee the ranking success of an SEO effort.

Details

Online Information Review, vol. 40 no. 2
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 17 August 2018

Nataša Krstić and Dejan Masliković

The purpose of this paper is to identify the common issues affecting the cultural institutions’ websites in terms of organic search visibility and to detect if there are…

Abstract

Purpose

The purpose of this paper is to identify the common issues affecting the cultural institutions’ websites in terms of organic search visibility and to detect if there are some category specifics for the national libraries, archives and museums.

Design/methodology/approach

In the first phase, an online survey was conducted involving the cultural institutions of national importance, aiming to map the current state of their websites in organizational and functional terms, to collect the information about the used domains, their social media activity and the use of analytical tools to monitor the visitor behavior and online traffic. In the second phase, the cultural institutions’ websites were analyzed using the “White Hat SEO” technics of optimization on Google.

Findings

From the category perspective, the historical archives have the best Technical search engine optimization (SEO) position due to the low coding errors and fair site speed, the libraries are leading in content generation and the museums have a very good total SEO index due to their strong social media activities. Common issues are detected in the description of web images, non-existence of sitemaps and low website mobile friendliness.

Research limitations/implications

The data were collected from the personnel of the national cultural institutions based on their pre-assumed knowledge and understanding of website management.

Practical implications

The research methodology can be used to analyze the organic visibility of any national culture on search engines.

Originality/value

A research gap in addressing the cultural institutions’ websites from the search engine perspective was identified and addressed within the paper.

Details

Library Hi Tech, vol. 37 no. 3
Type: Research Article
ISSN: 0737-8831

Keywords

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Abstract

Details

30-Minute Website Marketing
Type: Book
ISBN: 978-1-83867-078-8

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Book part
Publication date: 22 October 2020

Dimitrios Giomelakis and Andreas Veglis

The journalism profession has radically changed due to the digitisation and the development of new media. As content is moving online, rapidly evolving Internet…

Abstract

The journalism profession has radically changed due to the digitisation and the development of new media. As content is moving online, rapidly evolving Internet technologies have affected basic journalistic work processes. In this context, changes in technology as well as audience engagement have greatly expanded the skills required to be a professional journalist nowadays. A number of studies have shown that search engines constitute an important source of the traffic to online news outlets around the world, identifying the significance of top rankings in search results. Concurrently, in the digital age, the interest in monitoring online activities as well as the significance of studying the traffic data has intensified. This chapter summarises the major findings of two studies regarding the use and impact of SEO and web analytics on news websites and journalism profession in Greece. Through examination of a sample of Greek journalists and several Greek news websites, it aims to provide new insights in the field of digital journalism.

Details

The Emerald Handbook of Digital Media in Greece
Type: Book
ISBN: 978-1-83982-401-2

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Article
Publication date: 6 February 2007

Michael P. Evans

The purpose of this paper is to identify the most popular techniques used to rank a web page highly in Google.

Abstract

Purpose

The purpose of this paper is to identify the most popular techniques used to rank a web page highly in Google.

Design/methodology/approach

The paper presents the results of a study into 50 highly optimized web pages that were created as part of a Search Engine Optimization competition. The study focuses on the most popular techniques that were used to rank highest in this competition, and includes an analysis on the use of PageRank, number of pages, number of in‐links, domain age and the use of third party sites such as directories and social bookmarking sites. A separate study was made into 50 non‐optimized web pages for comparison.

Findings

The paper provides insight into the techniques that successful Search Engine Optimizers use to ensure a page ranks highly in Google. Recognizes the importance of PageRank and links as well as directories and social bookmarking sites.

Research limitations/implications

Only the top 50 web sites for a specific query were analyzed. Analysing more web sites and comparing with similar studies in different competition would provide more concrete results.

Practical implications

The paper offers a revealing insight into the techniques used by industry experts to rank highly in Google, and the success or otherwise of those techniques.

Originality/value

This paper fulfils an identified need for web sites and e‐commerce sites keen to attract a wider web audience.

Details

Internet Research, vol. 17 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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