In an increasingly digital and competitive market environment, search engine optimization (SEO) has become a key strategic tool in online marketing. While SEO primarily aims to increase visibility in search engine results, the conversion rate is gaining importance as a critical success factor, particularly in e-commerce. Against this backdrop, this bachelor thesis explores which on-page SEO factors are perceived as especially relevant for optimizing the conversion rate. The analysis combines theoretical perspectives from academic literature with practical insights from SEO professionals. The study follows a qualitative-empirical research design, combining a systematic literature review with five semi-structured expert interviews. The goal is to derive both academically grounded findings and actionable recommendations for conversion rate optimization through targeted on-page strategies. The literature review is based on a concept-centric approach (Webster & Watson, 2002) and identifies three key categories of success factors: content-related, technical, and structural. These include keyword and content optimization, page loading speed, mobile responsiveness, meta title and description, and internal linking. The findings show that on-page SEO efforts not only enhance visibility, but also positively affect user experience—two essential preconditions for increasing conversions. The expert interviews validate these theoretical findings and complement them with specific implementation examples. All participants emphasize the importance of well-structured, intent-driven content. In addition, elements such as call-to-actions, bullet points, and trust signals in the header section are cited as effective measures for encouraging user action. Technical fundamentals like loading speed and crawlability are described as essential prerequisites for further optimization. Moreover, user experience (UX) emerged as a fourth key dimension—one that has received limited attention in the literature to date. Overall, the results suggest that on-page SEO does not only support organic visibility but also serves as a strategic lever for targeted conversion rate optimization. The study highlights the need for a holistic, user-centered approach that integrates technical functionality, content relevance, and structural clarity. Based on the findings, companies—particularly in the e-commerce sector—can derive practical recommendations to enhance the competitiveness and performance of their websites over the long term. The thesis concludes with an outlook on future research directions. In particular, the growing role of AI in web search and shifting user behavior through voice search or AI-generated summaries may further reshape the relevance of specific on-page tactics. A more detailed, quantitative exploration of the interdependencies between SEO and conversion rates is therefore suggested as a promising avenue for future studies.
- Marketing and Digital Business
On-Page-SEO und Conversion Rate: Eine qualitative Untersuchung wahrgenommener Erfolgsfaktoren
Sonnleithner, V. (Author). 2025
Student thesis: Bachelor's Thesis