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Title:
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DEVELOPING A MODEL TO FACILITATE SEARCH ENGINE OPTIMIZATION OF WEBSITES BY NON-IT PROFESSIONALS |
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Author(s):
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Daniel Kappler, Paul Darbyshire |
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ISBN:
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978-972-8939-25-0 |
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Editors:
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Bebo White, Pedro Isaías and Diana Andone |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Search Engine Optimization, Model, SME's. Keyword Search |
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Type:
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Full Paper |
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First Page:
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192 |
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Last Page:
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200 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Search Engine optimization attempts to optimize website content in order to get to the top position of the Search Engine Results Page (SERP). Over the years search engine algorithms have had to be changed as spamming attempts such as keyword stuffing, or the use of link farms eroded the importance of relevant content to favor the content offered by individuals using these procedures. For enterprises which are operating websites, the promotion of their presence is a vital part of successful marketing. For the average website owner or manager it seems very difficult to decide what procedures have to be applied to make a websites presence more successful. Out-dated procedures are still widely used, so enterprises have a very low chance to reach the Internet users through standard searches who are looking for the products or services they offer. This paper discusses the development of a model to facilitate non-IT professionals (in particular SME's), in gaining an understanding of the details of Search Engine Optimization and equip them with the skills for performing these tasks. The model is constructed with feedback loops to allow for the ongoing optimization required in a continual changing environment. We evaluate the model with three company websites which will be analyzed and recommendations will be given to improve the content and source code of selected pages. The website owners or managers will be given instructions to implement the recommended optimization over a specific period. The feedback loops will help show if the suggested procedures have been implemented, and how these were handled. |
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