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Advances in Search Engine Optimization Through Web Analytics Development: GuinRank’s Web Analytics Case Study
Abstract
The amelioration of website’s relationship with search engines is one of the most advanced Internet marketing strategies in today’s businesses, through the improvement of the sites content. Search engine optimization (SEO) interests in how search engines work and computer-programmed algorithms, which determine the behavior of the search engine, and what people are searching. As soon as the site appears in higher ranking on the search results page, the increasing number of visitors coming to the site via the search engine may be converted into customers. For business web analytics, GuinRank is one of new and innovative websites designed to help marketers managing content. This paper aims to clarify how to work with sites analysis tools and to demonstrate their importance in improving the sites relationship with search engines. Therefore, by adopting the descriptive approach and the interview method in collecting data, the study attempts to explain the functioning mechanism of the site “GuinRank” and analyze its main tools. The website data analysis produces keywords that better present the organizations website and makes them clear for the search engines to give accurate results. It is a professional tool for search engine optimization, which makes the site getting a better ranking on Google, by using better keywords. Through the artificial intelligence of the site (GuinRank), it is possible to coordinate better content that Google prefers. It also searches for gaps in the text in a record time and analyzes the level of competition comparing to the biggest competitors on the virtual space.KeywordsDigital marketingSEMSEOContent marketingWeb analyticsGuinRankJEL Classification CodesM21M31M39
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Search engine optimization techniques, often shortened to “SEO,” should lead to first positions in organic search results. Some optimization techniques do not change over time, yet still form the basis for SEO. However, as the Internet and web design evolves dynamically, new optimization techniques flourish and flop. Thus, we looked at the most important factors that can help to improve positioning in search results. It is important to emphasize that none of the techniques can guarantee high ranking because search engines have sophisticated algorithms, which measure the quality of webpages and derive their position in search results from it. Next, we introduced and examined the object of the optimization, which is a particular website. This web site was created for the sole purpose of implementing and testing all the main SEO techniques. The main objective of this article was to determine whether search engine optimization increases ranking of website in search results and subsequently leads to higher traffic. This research question is supported by testing and verification of results. The last part of our article concludes the research results and proposes further recommendations.
The paper examined the possibility of an extension of Bedny's perspective of 'activity' theory as a framework for the elaboration of new online promotion channels, such as the search engines. This conceptualization was approached as a framework for Search Engine Optimization (SEO) contextual issues, which can be used to aid the design and analysis of the SEO promotion technique investigations. A critical hermeneutic approach was adopted for the present study. Our organized literature review has led us to an initial judgmental sample of fifty-five (55) published research works (selected at the first stage of the literature review), in order to be scanned and reached at one to thirty (30) published research works, which were processed to offer some valuable findings. Because of the zero research function of activity theory in the e-marketing literature and as the only refereed journal that focused on the search engine marketing themes was the Search Engine Marketing Journal, which was recently launched, we broadened the selection of research papers based on activity theory focusing on web mediated communication applications. Our research intention was to categorize the constructs of the following fundamental concept: 'behavioristic framework for the elaboration of SEO promotion technique.' The examination of the critical case of Increase Visibility Inc. gave us valuable information with regard to the potentiality of activity theory, application to modern online promotion channels, such as the SEO and, thus, the phenomenon studied became more visible. The literature review and the case study analysis findings indeed revealed very new constructs and established an initial understanding of the constructs and their relationship to other constructs regarding our extension of Bedny's perspective of activity theory about the elaboration of the SEO promotion technique. Practical implications of the extension of Bedny's perspective of activity theory are introduced for promotion managers.
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