Google's incentive for entrepreneurs: internet tools for Search Engine Optimization and online advertising
Rovesti, Luca (2012)
Rovesti, Luca
Laurea-ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205259933
https://urn.fi/URN:NBN:fi:amk-201205259933
Tiivistelmä
The goal of the thesis is to assess the effectiveness of Search Engine Optimization on E-commerce for small companies. A case of study method was chosen: the Search Engine Optimization approaches presented in the review of theory were tested at the Rovesti Technologies Company.
The review of theory exposes online advertising and Search Engine Optimization’s characteristics and strategies, with particular focus on Return on Investment. Relevant material for this thesis had been collected from internet official user guides, online published PDF articles, the Laurea library, the Leppävaara library, and the library at University Diego Portales in Santiago de Chile.
Rovesti Technologies implements a non-paid placement strategy known as organic Search Engine Optimization; its outcomes will be presented in terms of Visitors, Page Views, and Return on Investment.
It was chosen to review Google online advertisement tools available through the Google AdWords interface in order to retrieve the necessary data for planning a Search Engine Optimization campaign. The following tools are presented in elaborate: Google Keyword Tool’s applications for keyword characteristics and trends; Google Placement Tool’s applications for linking campaigns; Google Insights for Search for understanding seasonal trends over keywords.
The researched data refers to the Search Engine Optimization campaign carried out between July 2011 and January 2012 at the Rovesti Technologies. Its outcomes in terms of Visitors and Page Views are presented as conclusion through Smarterstats web analytics’ statistics, with a growth of 735% between July 2011 and January 2012.
The examination of the results states the importance of a basic in-house Search Engine Optimization knowledge, jointed with periodical outsourced professional consultancy. Rovesti Technologies’ E-commerce data shows a positive Return on Investment, considered the average annual ROI for organic SEO set to a 50% by Eric Enge (2010).
The company’s Return on Investment is calculated dividing E-commerce revenue for 2012 by the total cost of the Search Engine Optimization campaign, and it’s set to 37,5% over a 5 months period. All the data used for Return on Investment calculation comes from Rovesti Technologies’ invoices and balance sheets.
Rovesti Technologies is a small firm in the Italian cosmetic business, the results achieved during the case of study should be considered valid only for small companies in similar business environments, with highly developed internet usage, and western world-similar business competition rules.
The review of theory exposes online advertising and Search Engine Optimization’s characteristics and strategies, with particular focus on Return on Investment. Relevant material for this thesis had been collected from internet official user guides, online published PDF articles, the Laurea library, the Leppävaara library, and the library at University Diego Portales in Santiago de Chile.
Rovesti Technologies implements a non-paid placement strategy known as organic Search Engine Optimization; its outcomes will be presented in terms of Visitors, Page Views, and Return on Investment.
It was chosen to review Google online advertisement tools available through the Google AdWords interface in order to retrieve the necessary data for planning a Search Engine Optimization campaign. The following tools are presented in elaborate: Google Keyword Tool’s applications for keyword characteristics and trends; Google Placement Tool’s applications for linking campaigns; Google Insights for Search for understanding seasonal trends over keywords.
The researched data refers to the Search Engine Optimization campaign carried out between July 2011 and January 2012 at the Rovesti Technologies. Its outcomes in terms of Visitors and Page Views are presented as conclusion through Smarterstats web analytics’ statistics, with a growth of 735% between July 2011 and January 2012.
The examination of the results states the importance of a basic in-house Search Engine Optimization knowledge, jointed with periodical outsourced professional consultancy. Rovesti Technologies’ E-commerce data shows a positive Return on Investment, considered the average annual ROI for organic SEO set to a 50% by Eric Enge (2010).
The company’s Return on Investment is calculated dividing E-commerce revenue for 2012 by the total cost of the Search Engine Optimization campaign, and it’s set to 37,5% over a 5 months period. All the data used for Return on Investment calculation comes from Rovesti Technologies’ invoices and balance sheets.
Rovesti Technologies is a small firm in the Italian cosmetic business, the results achieved during the case of study should be considered valid only for small companies in similar business environments, with highly developed internet usage, and western world-similar business competition rules.