An analysis of organic search engine optimization vs. inbound marketing techniques:

povertywhyInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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An analysis of
organic search
engine
optimization vs.
inbound
marketing
techniques
:

A study that provides insights
of traffic t
hrough a small to
medium sized businesses
webpage and physical door.


A dissertation submitted in partial fulfillment
of the requirements for the degree of

Doctor of
Computer Science
at
Colorado
Technical
University.


By


Christopher K. Depew

M.S.
Colorado Technical University, 2009

B.S. State of New York University at New
Paltz, 1986


Dr. Anne
-
Marie Armstrong, PhD Mentor

Dr. Cynthia Calongne, PhD reader





Abstract



Search engine optimization has long been the go
-
to method of ranking a website in a
search engine results page. Large businesses that can afford to buy Google AdWords and other
types of paid placing in the results have shown much success. However, small

businesses have
had to rely upon
organic

or non
-
paid search results

due to their budget
. Although this does
place the business high in the rankings
, this dissertation aims to look at the value of inbound
marketing vs. organic search engine optimization to

show how traffic got from the business
web page through the front door of the business itself.

Chapter 1
-

Introduction

Chapter 2


Literature Review

2.1
A search engine is simply a database of web pages, a method to find these pages and index
them. These web pages are found by Spiders,
intelligent

software that follows the links from
web page to web page and from site to site.
(
Malaga 2008
)

In that Google, Bing and Yahoo are
the
world’s

largest general search engines, there are other search engines that serve specific
purpose such as Google Scholar w
hich is an engine devoted to only scholarly articles, Google
Patent that searches only for patents and Yummly which searches for food and recipes.
(
Bai
2013
)
Search engine optimization (SEO) is the process of a
sequence
of
tactics
and
practices
that
is used by Webmasters to
increase the amount of visitors to a websi
te by gaining high
-
ranking
search engine results page (SERP) such as Google, Bing and Yahoo. SEO is not new to the
Internet, however there are several best practices put in place by the major search engines to
assure that there is no deception or bait and
switch techniques going on.
(
Corporate 2013
)

“Webmasters and online companies realize that 62% of search engine users click only
on results
that appear on the f
i
r
st SERP and less than 10% of users click on results that
appear after the
third page. “
(
Malaga 2008
)

For this reason, major search engines have
labeled

these practices.
White Hat practices refer to
best p
ractices as determined by the major search engines and the opposite, Black Hat practices
can get a website, webmaster and all of their clients banned from search engines.

2.2
Black Hat practices can lead to a temporary ban or even a permanent ban. It is i
mportant to
know that there are people who practice Black Hat that may have literally thousands of
websites, some only generating pennies a day in revenue. However, when you multiply these
pennies by thousands of sites, it can actually be very lucrative.

Blog pinging (BP) can be both a white hat and black hat practice. In fact, the most common
service is called Google Ping. For example, if a webmaster who has a blog wants to get the
search engines to be made aware of the site, instead of waiting for weeks
or even months for
the spiders to find them, they can ping sites. This makes the site more visible to the search
engine and therefore it puts them in the top ranking. The process sends notifications by linking
various sites to each other, and this is total
ly acceptable as a white hat process.
(
Cahill and
Chalut 2009
)
In the black h
at process, the blogger may have thousands of sites with very little to
any original content. However, by updating the content on these sites, they are
continuously

being updated within the search engines.
(
Malaga 2008
)

Cloaking is the process of delivering one set of content to a human and an entirely different set
of information to a spider
. This is done so as to improve search engine ranking by fooling the
spider or Googlebot. The user never sees the cloaked page as the actual page contains only
optimized text, instead the user sees a
well
-
designed

page. Since the search engines use
differe
nt algorithms
(
Cahill and Chalut 2009
)
, a different cloaked page is setup for each search
engine. Then the webmast
er will monitor requesting IP addresses. Since the IP addresses of the
major search engines are well known, the webmaster will give up the appropriate page to the
right spider. If the requesting entity is not a spider then the normal page is served up in i
ts
place.

References

Bai, X. (2013). In Google We Trust: Consumers' Perception of Search Engine Optimization and Its
Potential Impact on Online Information Search. Ann Arbor, University of Minnesota.
1535565:
109.


Cahill, K. and R. Chalu
t (2009). "Optimal Results: What Libraries Need to Know About Google
and Search Engine Optimization."
Reference Librarian

50
(3): 234
-
247.



Cahill, K. and R. Chalut (2009). "Optimal Results: What Libraries Need to Know About Google
and Search Engine Optimi
zation."
Routeledge Taylor and Francis Group, LLC
.



Corporate (2013). "Google: Search Engine Optimizatino Starter Guide." 2013, from
https://static.googleusercontent.com/external_content/untrusted_dlcp/
www.google.com/en/
us/webmasters/docs/search
-
engine
-
optimization
-
starter
-
guide.pdf
.



Malaga, R. A. (2008). "Worst Practices in Search Engine Optimization
."
Communications of the
ACM

51
(12): 147
-
150.