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Search engine strategies: a model to improve website visibility for SMME websites
Author(s)
Chambers, Rickard
Date Issued
2005
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
The Internet has become the fastest growing technology the world has
ever seen. It also has the ability to permanently change the face of
business, including e-business. The Internet has become an important
tool required to gain potential competitiveness in the global information
environment. Companies could improve their levels of functionality and
customer satisfaction by adopting e-commerce, which ultimately could
improve their long-term profitability.
Those companies who do end up adopting the use of the Internet, often
fail to gain the advantage of providing a visible website. Research has
also shown that even though the web provides numerous opportunities,
the majority of SMMEs (small, medium and micro enterprises) are often
ill equipped to exploit the web’s commercial potential. It was determined
in this research project through the analysis of 300 websites, that only
6.3% of SMMEs in the Western Cape Province of South Africa appears
within the top 30 results of six search engines, when searching for
services/products.
This lack of ability to produce a visible website is believed to be due to
the lack of education and training, financial support and availability of
time prevalent in SMMEs. For this reason a model was developed to
facilitate the improvement of SMME website visibility.
To develop the visibility model, this research project was conducted to
identify potential elements which could provide a possible increase in
website visibility. A criteria list of these elements was used to evaluate a
sample of websites, to determine to what extent they made use of these
potential elements.
An evaluation was then conducted with 144 different SMME websites by
searching for nine individual keywords within four search engines
(Google, MSN, Yahoo, Ananzi), and using the first four results of every
keyword from every search engine for analysis. Elements gathered
through academic literature were then listed according to the usage of
these elements in the top-ranking websites when searching for
predetermined keywords. Further qualitative research was conducted to
triangulate the data gathered from the literature and the quantitative
research.
The evaluative results provided the researcher with possible elements /
designing techniques to formulate a model to develop a visible website
that is not only supported by arrant research, but also through real
current applications. The research concluded that, as time progresses
and technology improves, new ways to improve website visibility will
evolve. Furthermore, that there is no quick method for businesses to
produce a visible website as there are many aspects that should be
considered when developing “visible” websites.
ever seen. It also has the ability to permanently change the face of
business, including e-business. The Internet has become an important
tool required to gain potential competitiveness in the global information
environment. Companies could improve their levels of functionality and
customer satisfaction by adopting e-commerce, which ultimately could
improve their long-term profitability.
Those companies who do end up adopting the use of the Internet, often
fail to gain the advantage of providing a visible website. Research has
also shown that even though the web provides numerous opportunities,
the majority of SMMEs (small, medium and micro enterprises) are often
ill equipped to exploit the web’s commercial potential. It was determined
in this research project through the analysis of 300 websites, that only
6.3% of SMMEs in the Western Cape Province of South Africa appears
within the top 30 results of six search engines, when searching for
services/products.
This lack of ability to produce a visible website is believed to be due to
the lack of education and training, financial support and availability of
time prevalent in SMMEs. For this reason a model was developed to
facilitate the improvement of SMME website visibility.
To develop the visibility model, this research project was conducted to
identify potential elements which could provide a possible increase in
website visibility. A criteria list of these elements was used to evaluate a
sample of websites, to determine to what extent they made use of these
potential elements.
An evaluation was then conducted with 144 different SMME websites by
searching for nine individual keywords within four search engines
(Google, MSN, Yahoo, Ananzi), and using the first four results of every
keyword from every search engine for analysis. Elements gathered
through academic literature were then listed according to the usage of
these elements in the top-ranking websites when searching for
predetermined keywords. Further qualitative research was conducted to
triangulate the data gathered from the literature and the quantitative
research.
The evaluative results provided the researcher with possible elements /
designing techniques to formulate a model to develop a visible website
that is not only supported by arrant research, but also through real
current applications. The research concluded that, as time progresses
and technology improves, new ways to improve website visibility will
evolve. Furthermore, that there is no quick method for businesses to
produce a visible website as there are many aspects that should be
considered when developing “visible” websites.
Additional information
Thesis (MTech (Information technology))--Cape peninsula university of technology, 2005
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