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However, as an empirical study, this context only can be evaluated under the prism of user experience and heavily based on website ranking factors user surveys. Furthermore, since SE’s are not transparent regarding their ranking algorithms and sites classification, evidences about this kind of study are only extracted through their result pages analysis and by trying to interpret the page results behavior against each kind of search being done, being supported by multiple and varied data sources. In the same way, theoretical contributions of case study designs can be only evaluated in terms of understanding, theory-building, development, and theory testing (Ridder, 2017). 1.2 STUDY OBJECTIVES The main objective of this work is to discover and document in a structured format, the SE ranking factors which cause internet sites to be rank promoted and better classified in the web environment. As a practical approach, this project is based heavily on surveys data by a significative quantity of players in SE marketing segment also in some other case studies found on literature. At the end of the project the author intends to present the state-of-the-art in this area as well as the market perception evolution on this subject, during the last years. To achieve the main study objectives the work will consider the most important and biannual survey performed by Moz SEO Company - one of the most prominent companies in SEO field (Mavridis & Symeonidis, 2015) - which considered 150 players in United States SEO marketing segment - as the primary source of data being collected. After analyzing and documenting these practical experiences the author also intends to make some brief forecast about future trends in this market. 2PDF Image | Prova de trabalho de projeto conducent
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