Search engine optimization meets e-business: A theory-based evaluation: Findability and usability as key success factors

Andreas Auinger, Patrick Brandtner, Andreas Holzinger, Petra Großdeßner

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

3 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationDCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE
PublisherSciTePress
Pages237-250
Number of pages14
ISBN (Print)9789898565235
Publication statusPublished - 2012
Event3rd 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 - Rome, Italy
Duration: 24 Jul 201227 Jul 2012

Publication series

NameDCNET 2012, ICE-B 2012, OPTICS 2012 - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems, ICETE

Conference

Conference3rd 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
Country/TerritoryItaly
CityRome
Period24.07.201227.07.2012

Keywords

  • Eye tracking
  • ISO criteria
  • Search engine optimization
  • Usability
  • Usability evaluation

Fingerprint

Dive into the research topics of 'Search engine optimization meets e-business: A theory-based evaluation: Findability and usability as key success factors'. Together they form a unique fingerprint.

Cite this