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3. METHODOLOGY 3.1 THE CASE STUDY METHOD The fact that distinguishes the case study approach from the other research types is based on a method which focuses on the detailed and in-depth study, in its natural context, of a well-defined entity: the "case". The case study is the exploration of an in-time and depth limited system, through deep data collection involves multiple sources of rich information in a particular or specific context. It also reinforces the idea that case studies can be only developed based on theory building and testing (Ridder, 2017). Another important characteristic to consider in the case study method is the case study generalization approach. This implies that If two or more case studies are intended to support the same supposition or situation being analyzed, replication can be applied. Moreover, the generalization advent lies in the fact that each single case may be considered as a unique observation. The higher the quantity of case studies that replicate the same experimentation being studied the greater will be the accuracy in which a new theory can be formalized. The case study is an empirical investigation task that studies a phenomenon in its natural environment particularly when the boundaries between the phenomenon and the context are not well defined and in which multiple sources of evidence are used. It is the most suggested research strategy when we want to know the" how "and the "why" of contemporary events on which the researcher has little or no control "(Yin, 2014). Considering that all the above conditions are present in the current work, the author intends to apply the case study method as a useful approach to discover the SE ranking factors which allow websites to be better classified in the internet environment. 3.2 MOZ RANKING FACTORS BIANNUAL SURVEY Moz's 2014/2015 Search Engine Ranking Factors Survey contains significative responses data about over a hundred marketing professionals of SEO market. This survey illustrates the most recent global Moz effort considering collected data of user searches performed in all USA states during 2015, May and its content provides quality information to the search marketing both now and in the future. Furthermore, the data present in this study represents the respondent opinion concerning the various weighting of search engine ranking factors to be used (or not) in Google's search algorithm. The respondents rated the relative levels of influence of ranking factors on a scale of 1 (not influential) to 10 (highly influential). Moz also obtains this data to generate insights to the factors that may influence a website's visibility in search engines. In addition, Moz performs an extensive correlation study to determine which features of websites and webpages are associated with higher search rankings. “Moz surveyed over 150 leading search marketers who provided expert opinions on over 90 ranking factors” (Moz.com website, 2017). (Mavridis & Symeonidis, 2014). It is important to note that these ranking factors are not "real proof" of what SE consider when ranking websites, but in a simple way they can point the web pages features that collaborate to higher ranking. Joining this known with both experience and understanding of search engine algorithms can help lead to better SEO practices 6PDF Image | Prova de trabalho de projeto conducent
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