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1. INTRODUCTION 1.1 BACKGROUND AND PROBLEM DEFINITION The ubiquity of information is one of the greatest characteristics of the globalized world. Also empowered by mobile technology, almost half of the world total population - around 3.8 billion individuals - had already gained access to the internet (International Telecommunication Union, 2017). It seems evident the use of the world wide web as a powerful tool for the search of information regarding individual, academic, business or from any other perspective of study. In addition, the growing technological integration between countries and cultures through internet network systems have influenced societies living standards in many different aspects. As part of this constant evolution, economic globalization has played the most relevant role since the industrial revolution (Coulibaly, Erbao & Mekongcho, 2018). In this context, web digital marketing becomes a strongly important source of competitive advantage either in Business to Consumer (B2C) electronic transactions and Business to Business (B2B) market operations (Leeflang, Verhoef, Dahlstrom & Freundt, 2014). From the web user viewpoint, other strong reason for this large internet use growth is that most people prefer to use the web search facility regarding the low cost of information retrieval rather than the need to pay for any other source of knowledge. Additionally, the internet search tools include convenience of physical localization independence, easy-to-use access as well as the possibility to save the search results (Kritzinger & Weideman, 2013). Considering this scenario, a specific kind of software has a key role and becomes highlighted: the web SE mechanism. Alexa Internet traffic evaluation Company pointed Google.com as the world most accessed website. By the end of 2011, Google was the first internet page to reach one billion visitors (unique) in a single month. It is important to note that SE’s are primary used as a former point of entry to navigate the internet, making these tools a crucial part in linking content producer and final users (Baye, Santos & Wildenbeest, 2016). Borrell Associates Company (US) points SEO- related budget in United States will be around US$ 80 billion, by 2020. It is important to note that these numbers are not about advertise on web (paid announcements) but projected spends on SE optimization initiatives in the United States (Borrell Associates Inc, 2016). Moreover, in terms of marketing share percentage, we can point Google with over 77% of total market, followed by Baidu 8,13% and Bing 7,31% (netmarketshare.com, 2017). Despite of understand the fact that Google is by far the market leader, it is also interesting to note that Google's large market share is still increasing. In 2016, we had a 67% market share for Google, which indicates that Google has taken another 10% of the market from its competitors over the past year. Therefore, as can be seen in the next chapters the author will focus the study effort into Google mechanism SEO factors understanding, based strongly on its market leadership. But, of course, the internet environment is not a static domain. The evolution of the web user navigation reflects in the challenge of the major SE algorithms to materialize this model transformation in their new search results pages, falling to SEO professionals understanding the factors that affect SE ranking classification, as well as the degree of influence of these factors. Until recently, these factors were just known as technical, with metrics related to page code and did not considering the experience of users. Recently, it has been noticed that major SE players are trying to improve the quality of the website content to the users as the major factor for a more precise internet page evaluation and to enhance SE ranking classification (Visser & Weideman, 2014). 1PDF Image | Prova de trabalho de projeto conducent
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