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2.2 SEARCH ENGINES OPTIMIZATION (SEO) From the business viewpoint, search engines commercial role becomes clear. Appearing or not on user searches results pages can be the key factor to the success or decline of a firm. This seems to be the reality not only for companies which sell products directly in their e-commerce stores, but also for those business where customers use the internet to find their suppliers or service providers. At this point a new professional category raises importance and become more active – the Search Engine Optimization (SEO) workers which are responsible for the application of a set of techniques that have as major goal to make the websites more convenient for the SE’s ranking algorithms helping them to achieve better classification in the SE ́s page results (Gudivada, Yalçin & Köse, 2014). Regarding the players in SEO market, several organizations have defined their own metrics for the evaluation of web SE result pages from different purposes. It seems there is a good opportunity to try to consolidate information and start to build a solid common base of knowledge to be shared by this market stakeholders, which is one of the main purposes of this study (Mavridis & Symeonidis, 2014). As quoted in the Introduction chapter, Borrell Associates Company (US) evaluation - shown in Figure 1 - points SEO-related budget in United States will be around US$ 80 billion, by 2020. It is crucial to reinforce that the numbers graph below is not about advertise on web (paid announcements) but projected spends on SE optimization initiatives in the United States. Figure 1 – Total US spending for SEO Source: Borell, 2016 Despite of the great market values presented above, much of SEO efforts have limited chance of success. Usually, people tend to care only about the first few pages of search results. The low ranked pages in SE classification receive a small probability of attention. Therefore, companies had understood it is crucial to improve website ranking to increase website traffic flow using the SE optimization (SEO) techniques (Hui, Shigang, Jinhua & Jianli, 2012). Unfortunately, while SEO is gaining much of the focus on online marketing industry, there have been few published academic researches works in this area. In fact, it is an arduous work to try to decipher this valuable secret kept by SE companies. The only way to get some conclusions is totally based on 4PDF Image | Prova de trabalho de projeto conducent
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