Abstract
This chapter discusses how an organization can get its website, blog, or other social media pages higher on the (natural or organic) results page of search engines. This topic is highly relevant as Internet users are more likely to visit search results that are shown at the top of a results page. In order to decide which web pages appear higher on a results page, search engines typically evaluate which web pages are more relevant after applying an indexation mechanism. Such an indexation mechanism will rank web pages by means of so-called spiders. In response, web page owners can try to obtain higher ranks in search engines by applying search engine optimization (SEO) for internal improvements (e.g., on-page or on-site) and external improvements (e.g., link related). This chapter offers the reader some tips and tricks to apply SEO and to evaluate which websites, blogs, or social media pages are more SEO friendly than others.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Bibliography
AudienceBloom. (2014). Matt Cutts says poor grammar and spelling can kill rankings. Retrieved November 27, 2014, from: http://www.audiencebloom.com/2014/02/matt-cutts-says-poor-grammar-spelling-can-kill-rankings/
Bailyn, E. (2014). SEO made easy. Indianapolis, IN: Pearson Education.
Enge, E., Spencer, S., Fishkin, R., & Stricchiola, J. C. (2012). The art of SEO. Sebastopol, CA: O’Reilly Media.
Google Webmasters. (2009a). Google does not use the keywords meta tag in web ranking. Retrieved November 30, 2014, from: http://Googlewebmastercentral.blogspot.be/2009/09/Google-does-not-use-keywords-meta-tag.html
Google Webmasters. (2009b). Two questions about nofollow. Retrieved November 27, 2014, from: https://www.youtube.com/watch?v=x4UJS-LFRTU
Google Webmasters. (2013). Can nofollow links hurt my site’s ranking? Retrieved November 27, 2014, from: https://www.youtube.com/watch?v=QSEqypgIJME#t=90
Jerkovic, J. I. (2010). SEO warrior. Sebastopol, CA: O’Reilly Media.
Keane, M. T., & Smyth, B. (2008). Are people biased in their use of search engines. Communications of the ACM, 51(2), 49–52.
Killoran, J. B. (2013). How to use search engine optimization techniques to increase website visibility. IEEE Transactions on Professional Communication, 56(1), 50–66.
Lee, K. (2005). Did-it, Enquiro, and Eyetools uncover Google’s golden triangle. Retrieved August 4, 2014, from: http://www.prweb.com/releases/2005/03/prweb213516.htm
Lieb, R. (2009). The truth about search engine optimization. New Jersey: Pearson Education.
Lockard, L. (2014). 3 SEO mistakes that are easy to make. Retrieved November 27, 2014, from: http://www.lizlockard.com/easy-seo-mistakes/
Malaga, R. A. (2005). Worst practices in search engine optimization. Communications of the ACM, 51(12), 147–150.
Nichols, K. (2014). SEO tips: Optimize for misspellings or not? Retrieved November 27, 2014, from: http://kimberlynichols.ca/blog/seo-tips-optimize-for-misspellings-or-not/
Nolens, R. (2012). [Guest lecture of Raphael Nolens in the course Creating Value Using Social media at Ghent University, October 2012].
Olaja, M., & Sherman, C. (2011). Search engine optimization. Its importance for information professionals. An interview with Chris Sherman by Marydee Ojala. Online, 35(4), 14–16.
Sen, R. (2005). Optimal search engine marketing strategy. International Journal of Electronic Commerce, 10(1), 9–25.
Seomoz (2010). Search engine optimization: Understanding the engines and building successful sites. Retrieved August 7, 2014, from: http://www.Slideshare.net/randfish/introduction-to-seo-5003433
Shepard, C. (2013). SEO ranking factor #1 is satisfaction. Retrieved November 30, 2014, from: http://moz.com/blog/seo-satisfaction
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Van Looy, A. (2016). Search Engine Optimization. In: Social Media Management. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-21990-5_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-21990-5_6
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-21989-9
Online ISBN: 978-3-319-21990-5
eBook Packages: Business and ManagementBusiness and Management (R0)