Significance, Role and Principles of Website SEO for Digital Entrepreneurship – the Battle for the Top Google Rankings

Nikolay Vankov ()
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Nikolay Vankov: Institute of Entrepreneurship, UNWE, Bulgaria

Chapter 2017-10 in The International Entrepreneurship: Trends, Challenges, Achievements. Proceedings of the Eighth International Conference, 6 – 9 June 2017, Varna, Bulgaria, 2018, pp 192-209 from Bulgarian Association for Management Development and Entrepreneurship

Abstract: Website Search Engine Optimization (SEO) is turning into the greatest weapon and online tool for startups and small enterprises to attract consumers and customers online. In the context of the theoretical framework, a research was conducted with the aim to establish the significance and the role of the website optimization process for startups and small enterprises, the factors influencing this process and the way in which the organizations optimize their websites for Google. The research marks the start of studying SEO and assessing the main SЕО factors (which change depending on changes in algorithms and search engines) and the trends for their future development. The method selected to study the SEO process could be defined as complex, including Google Analytics content analysis and qualitative research using standardized semi-structured interviews with selected SEO specialists in Internet-based organizations. From this research, we can draw the following conclusions: 1. SEO is an exceptionally convenient and free method to boost a website’s popu-larity. Search engine optimization is a consistent process which requires targeted effort. This process starts with the very creation of the website graphic concept and its development. It is integrated in its programming code and developed further using online marketing tools so that it could improve the website’s ranking depending on the specific search keywords. 2. SEO enables companies’ websites to occupy the first positions in search results. The research has identified the key factors influencing the better listing of a website. The most important of these are: high-quality and easily accessible website content (original texts), keywords and keyword phrases, building organic hyperlinks and social media and networks (pages, like and share buttons, page optimization, links from social media directing to the organization’s website). As a result of SEO, traffic to the website improves and sales of the organization rise. 3. The SEO website edit consists of 13 steps – establishing the position of the web-site pages, keyword research, analysis with the Google Analytics platform, registra-tion in Google Search Console, inbound link check, check for broken links, research and analysis of competitors and the keywords they use, inbound links to competitors, using an SEO-friendly content management system (CMS), Google PageRank, check for duplicate content and mirrors, incorrect optimization in the past and determin-ing the website reputation.

Keywords: Search Engine Optimization (SEO); digital entrepreneurship; website; SEO audit (search for similar items in EconPapers)
Date: 2018
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