TY - GEN
T1 - Search engine optimization meets e-business
T2 - 3rd International Conference on Data Communication Networking, DCNET 2012, 7th International Conference on e-Business, ICE-B 2012 and 3rd International Conference on Optical Communication Systems, OPTICS 2012
AU - Auinger, Andreas
AU - Brandtner, Patrick
AU - Holzinger, Andreas
AU - Großdeßner, Petra
N1 - Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.
PY - 2012
Y1 - 2012
N2 - What can not be found, can not be used. Consequently, the success of a Website depends, apart from its content, on two main criteria: its top-listing by search engines and its usability. Hence, Website usability and search engine optimization (SEO) are two topics of great relevance. This paper focusses on analysing the extent that selected SEO-criteria, which were experimentally applied to a Website, affect the website's usability, measured by DIN EN ISO 9241-110 criteria. Our approach followed (i) a theory-based comparison of usability-recommendations and SEO-measures and (ii) a scenario- and questionnaire-based usability evaluation study combined with an eye-tracking analysis. The findings clearly show that Website usability and SEO are closely connected and compatible to a wide extent. The theory-based measures for SEO and Web Usability could be confirmed by the results of the conducted usability evaluation study and a positive correlation between search engine optimization and Website usability could be demonstrated.
AB - What can not be found, can not be used. Consequently, the success of a Website depends, apart from its content, on two main criteria: its top-listing by search engines and its usability. Hence, Website usability and search engine optimization (SEO) are two topics of great relevance. This paper focusses on analysing the extent that selected SEO-criteria, which were experimentally applied to a Website, affect the website's usability, measured by DIN EN ISO 9241-110 criteria. Our approach followed (i) a theory-based comparison of usability-recommendations and SEO-measures and (ii) a scenario- and questionnaire-based usability evaluation study combined with an eye-tracking analysis. The findings clearly show that Website usability and SEO are closely connected and compatible to a wide extent. The theory-based measures for SEO and Web Usability could be confirmed by the results of the conducted usability evaluation study and a positive correlation between search engine optimization and Website usability could be demonstrated.
KW - Eye tracking
KW - ISO criteria
KW - Search engine optimization
KW - Usability
KW - Usability evaluation
UR - http://www.scopus.com/inward/record.url?scp=84867632579&partnerID=8YFLogxK
M3 - Conference contribution
SN - 9789898565235
T3 - DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE
SP - 237
EP - 250
BT - DCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE
PB - SciTePress
Y2 - 24 July 2012 through 27 July 2012
ER -