Running head: EFFECTS OF SEO ON WEBSITE VISITATION 1

The Effects of SEO: Search Engine Optimization on Website Visitation

Aliah M. Thomas, PHR

Texas A & M University, Commerce

Running head: EFFECTS OF SEO ON WEBSITE VISITATION 2

AbstractAbstract

Search engine optimization (SEO) can quite often be an extremely complex and time

consuming process. Although most businesses recognize the importance of top search

engine ranking, very few have the time or the resources to allocate to ensure their website

is ranked above their competitors. It is estimated that 90% of all new website visits originate

from the internet’s most popular and frequently used search engines: Google, Yahoo, and

MSN (Espadas, 2008, p. 1735). Given this high percentage, it is more important now than

ever for businesses to utilize search engine optimization techniques to increase their

website’s visibility on the world-wide web. It is also critical that they establish a strong online

presence in order to significantly generate new and repeat web visitation to their business

websites. The purpose of this exploratory research study is to determine the effects of

search engine optimization on website visitation rates. It will also examine the potential

implications that these rates can have on business performance. The data presented within

this paper is based on previous literature on five recent peer-reviewed journal articles.

Keywords: seo, search engine optimization, web traffic, web visitation

Running head: EFFECTS OF SEO ON WEBSITE VISITATION 3

The Effects of Search Engine Optimization on Website VisitationThe Effects of Search Engine Optimization on Website Visitation

The Importance of Online Presence

The use of Internet for business purposes has significantly increased in recent years.

It is widely recognized as one of the most efficient and cost-effective ways for businesses

around the world to communicate and interact today. The internet’s convenience and easy

access availability has made it possible to take the services and contents of companies to

any corner of the world, achieving a huge potential volume of customers/users (Espadas,

2008, p.48). However, unlike most buying situations in which consumers can physically

evaluate a number of different comparable product(s) amongst others before they make an

informed decision, this unfortunately is very seldom the case with online markets. Without

the ability to view all available alternatives, internet users have to select a website that is

known to them. Unfortunately, given the immense volume of online businesses today, it is

unlikely that consumers will always know which site to visit when attempting to obtain the

information that need. This of course, is precisely why search engines are so highly-valued

by its users.

Importance of Search Engine Ranking

A search engine is basically a database of Web pages in which users can search for

information based on relevant key words. (Malaga, 2007, p.69) The immense growth and

popularity of web search within recent years should be one of the clearest indications of just

how important search engine ranking really is to a company’s bottom line. The tremendous

success of this tool is due to its valuable features, such as free access and user friendly

interface (Kumar, 2007, p. 9). Search engines can be an incredibly valuable asset for

businesses online simply because they enable the product or service that they offer to be

found easier by consumers. What good is it to have a website, if no one is able to find it or

knows it exists? Search Engine Optimization companies understand this concept well.

Running head: EFFECTS OF SEO ON WEBSITE VISITATION 4That is why, “There is fierce competition amongst competing web sites to attract those users

to their site at the expense of their competitors” (Evans, 2007, p. 21). High search engine

ranking is accomplished through the techniques of search engine optimization. “Search

engine optimization (SEO) is defined as a set of techniques that are aimed at improving the

ranking of a website in search engine listings, thereby making it more likely that the end

user will choose to visit the site” (Search Engine Optimization, 2006, p 39). These specific

techniques, which will be discussed in detail in paper 2, enables business websites to be

found easier by internet users. However, for the purpose of this paper it is important to note

that, “Understanding which factors can influence a page’s ranking in a search engine is

therefore crucial for any web site that wishes to attract large numbers of users in particular,

e-commerce sites” (Evans, 2007, p. 22). The implementation of these SEO techniques can

therefore, can have a significantly increase the generation of new web traffic. Malaga

(2008), explains the significance best:

Many online companies have become aware of the importance of ranking well in the

search engines. A recent article reveals that 62% of search engine users click only on

results that appear on the first search engine results page (SERP) and less than 10%

of users click on results that appear after the third page 3 (p. 147).

ConclusionsConclusions

Search Engine Optimization is a highly effective method for improving search engine

rankings (Malaga, 2008, p.68). Increasing a website’s presence and overall visibility on-line

is an essential part generating new web traffic. It is commonly assumed that an increase in

web traffic will lead to an increase of business performance, however, that is not always the

case. Attracting new visitors to a business website does not necessarily mean that the

Running head: EFFECTS OF SEO ON WEBSITE VISITATION 5consumers will buy. Furthermore, even if they do, that does not mean that they will do so

again. There are a number of factors have an affect on customer’s perceptions of an online

business. Therefore, it is important to note that although Search Engine Optimization is a

proven method to increase web traffic, once that traffic is generated, it is up to the company

to engage the consumer in such a manner that is appealing so that they will come back.

Otherwise, the traffic increase will have no substantial means to positively affect a

company’s overall business performance. In closing, if a company chooses to implement

Search Engine Optimization into their overall marketing strategy, it is highly advised that the

business is adequately prepared to manage the increase.

Running head: EFFECTS OF SEO ON WEBSITE VISITATION 6

ReferencesReferences

Kumar, Ela. (2007). A strategic analysis of search engine advertising in web based-

commerce. Journal of Internet Banking and Commerce, 12(2), 1.

Malaga, R A. (2008). Worst practices in search engine optimization. Communications of

the ACM, 51(12), 147.

Espadas, J. (2008). Web site visibility evaluation. Journal of the American Society for

Information Science and Technology, 59(11), 1727.

Malaga, R A. (2007). The value of search engine optimization: An action research project at a

new e-commerce site. Journal of Electronic Commerce in Organizations, 5(3), 68.

Evans, P. Michael.  (2007). Analysing Google rankings through search engine optimization

data. Internet Research, 17(1), 21. Retrieved July 24, 2010, from ABI/INFORM Global.

(Document ID: 1210407751)

Search engine optimization. (2006). Journal of Visual Communication in Medicine, 29(1), 39.