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Search Engine Optimization and the connection with Knowledge Graphs

Written by M. Hietala, O, Marshall

Paper category

Master Thesis


Business Administration>Marketing & Sales




Master Thesis Search Engine Optimization: SEO (SEO) is the process of increasing the quantity and quality of website traffic through search engines, with the goal of leveraging organic search engine results (Kaukoranta, 2015). These results appear in the non-sponsored section. Unlike paid advertising, when a user clicks on a result and visits a website, there is no marketing cost for a particular company (Kritzinger and Weideman, 2013). The importance of having a place in the SERP under certain conditions is undisputed, as users tend to view results only on the first three pages (Pohjanen, 2019) or only the first page of search results (Kritzinger and Weideman, 2013) . This may mean that if a website is not in the first SERP or the top 30, it has little chance of being clicked by users (Mohammad, Mohammad and Patel, 2019). Search Engine Optimization can be seen as creating a website that effectively ranks for selected keywords in organic search results, while improving the quality and quantity of website traffic through these keywords (Iskandar and Komara, 2018). There are many ways to use SEO, the main way is related to the on-page and off-page aspects. Through on-page search engine optimization, everything that happens inside the website and the content controlled by the website owner (such as meta descriptions, titles, content, and images) will be measured (Lopezosa et al., 2020). According to Sharma and Verma (2020), in order to get higher rankings and get meaningful traffic from search engines, a website should be user-friendly, provide unique content, and have a well-descriptive meta description. In addition, the longer the content of the website, the longer it takes users to read it, which in itself prolongs the time spent on the website. This phenomenon has a tendency to make websites rank higher in search results (Kaukoranta, 2015). Off-page SEO technology is mainly related to external aspects that have a relevant impact on Google ranking. The most effective factor is the use of links to direct users to the company page (Faustine et al., 2020). Search engines consider external links to be trustworthy and high-quality, which will automatically improve site rankings (Kaukoranta, 2015). The equalization of external links is called link building, which means creating multiple paths for the site. Keyword selection is one of the most important factors affecting SEO (Wang et al., 2017). When determining the need for a particular SEO technique, it’s important to understand the user’s search patterns and trends. 2.2 SEO This section introduces the core concepts of SEO: search engines, search engine optimization, key methods, and white hat and black hat SEO. 2.2.1 Search Engines and Search Engine Result Pages (SERP) A web search engine is a type of software, such as Google and Bing, which collects data from websites stored in a database and provides the most relevant results (Li Et al., 2019). The search engine displays a search engine results page (SERP), which contains a list of indexed sites for specific keywords (Rana, 2016). As shown in Figure 4, the search engine results page shows how search engines display and evaluate specific websites. The search engine component itself mainly provides two functions: indexing process and querying process (Heng, 2014). The indexing process creates searchable data, and the query process uses this data to arrive at a list of results (Croft et al., 2009), and since users only consider a few selected ones, it’s important for the company to be a leader in these lists. Part (Gregurec and Koruga, 2012). Search engines can be divided into three different categories: crawler-based search engines, manual directories, and hybrid search tools (Bansal & Bhandari, 2018). Modern and current search engines run crawlers that automatically create databases by recovering data from the destination (Kumar, 2013). This is an older manpower catalog that relies on manual work and cannot provide effective search results when the search is very specific. Results (Burghard et al., 2013). , 2012). The third is a hybrid search engine tool that uses crawler-based and manual work to create a list of results. Some crawler-based web indexes (such as Google) use crawlers as the main component and manual filtering as an auxiliary tool (Ahlers, 2012). Search engines are important because they provide effective access to a wide range of topics and information, and provide search results for the most relevant users (Wu et al., 2019). For companies, using search engines in the right way is crucial, as new customers often enter the company’s website through search engines when searching for information about products or services (Falcão and Isaías, 2020). 2.2.2 Search Engine Optimization (SEO) Search Engine Optimization (SEO) is the process of increasing the quantity and quality of website traffic through search engines. Its goal is to use organic search engine results to achieve website visibility (Kocolanta, 2015 ). These results appear in the non-sponsored part of the SERP. Unlike paid advertising, when users click on the results and visit the website, there is no marketing cost for a particular company (Kritzinger and Weideman, 2013). Read Less