An Investigation into Influential SEO Factors and Best Practices for Optimizing Search Engine Rankings

Abstract

This thesis explores Search Engine Optimization (SEO), identifying influential factors that impact Search Engine Results Page (SERP) rankings and their best practices. The motivation for this research stems from the increasing competition among websites in both B2B and B2C industries to attract more traffic by ranking higher on organic SERPs. It addresses a gap in the current literature that has varying outcomes by identifying SEO factors that significantly impact SERP rankings. The primary goal is to develop a Best Practice Checklist for businesses and individuals to improve their SEO strategies. The created checklist will be assessed to recognize trends that highlight which factors are more prevalent on top-ranked pages, providing insight into a possible winning combination. The research focuses on organic SERP results, distinguishing them from paid results, and emphasizes the complexity of search engine algorithms, particularly those of Google. The main research question investigates the extent to which implementing identified SEO best practices can enhance SERP rankings, while supporting questions identify influential SEO factors and their optimal practices. The methodology includes a comprehensive review of secondary research on these factors, the development of a Best Practice Checklist, and an assessment of these practices. The secondary research outcomes elaborate on best practices for implementing the identified influential SEO factors. Some of the discovered findings include acquiring high-quality backlinks from diverse, authoritative domains, developing industry-specific content, and using effective link-building strategies. Additionally, aligning content with search intent, employing keyword optimization, and improving page loading speed and mobile performance enhance user experience and engagement, indirectly boosting rankings. However, the complexity of algorithms requires ongoing adaptation and research. The results indicate that implementing best practices can improve page rankings to an extent, but the effectiveness ultimately depends on various factors, including the specific page, website, SEO optimizations, and the competitive landscape for the targeted search queries. These findings highlight the importance of a tailored SEO approach in both B2B and B2C industries, emphasizing the need for continuous adaptation to maintain a competitive advantage in an everevolving digital landscape.

Date of Award	2024
Original language	English
Supervisor	Michael Amann-Langeder (Supervisor)