A study of impact of search engine optimisation to internet marketing strategy

Achmad Nizar Hidayanto, Moch. Sidhki Adha, Meganingrum Arista Jiwanggi and Tisha Melia

International Journal of Services, Economics and Management, 2012, vol. 4, issue 4, 298-316

Abstract: This research aims to explore free search engine optimisation (SEO) and social media plug-ins and compare their performance in increasing incoming web traffics. We create three publisher websites: the normal website without any SEO installed on it, the customised website with basic SEO configuration and social media plug-in, and the customised website with advanced SEO configuration and social media plug-in. We run and trace the website log for four and seven months. Our findings show that SEO plug-ins is capable to increase traffic to publisher website. Social media plug-in provides additional benefit to bring traffic, however, the traffic is less significant compared to the one from search engine. These findings have implications to the following: 1) the organisations need to pay attention on the way they organise information in their website; 2) the introduction of search ability aspect for measuring service quality for web application.

Keywords: search engine optimisation; SEO; search engine marketing; social networks; Google tools; internet marketing; service quality; service management; social media plug-ins; web traffic. (search for similar items in EconPapers)
Date: 2012
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