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I) Understand SE business concepts and collect the most recent Google ranking factors data based on a large amount of responses regarding user experiences and registered in a biannual Survey performed by MOZ, Inc. (2014/2015 survey) and applied to 150 players of digital marketing segment. II) Prepare and format the data to be loaded into a specific-purpose data model to allow the comparison between Google ranking factors attributes itself. The data model to be considered must have some variables to record the ranking factor attributes, as following: a) The website identified ranking factor characteristics itself; b) The Moz survey perceived importance of the ranking factor to the website internet positioning; III) Evaluate and match the MOZ ranking factor variables against the recognized and established reference model of website usability (Visser & Weideman, 2011), presented below: Figure 3 - View of website usability attributes Source: Visser & Weideman, 2011 In the above presented model, a website usability is defined by the quality of the visitors’ experiences using the website and their ability to interact successfully with the page information regarding the main purpose of their visit. The website usability is primarily supported by 2 subcomponents: Design which includes cross-platform technical features, website load speed and internal page links; Content which encompass text and media content features (Visser & Weideman, 2011). The author will match the MOZ survey factors to the website usability classification (Design and Content) and will assign other complementary values, as “External” to the variables that are not part of internal website environment, being considered external-related to website boundaries. As part of this evaluation, some of these External factors are then assigned to a direct Human action or not. To better understand internal and external websites variables, it is important to consider the principle that nowadays new studies or methods are necessary to comprehend surfing behavior and the people habits on the internet (Egri & Bayrak, 2014). In addition, regarding external factors, the study will also evidence those elements which are related to human behavior over the website. IV) Complement the analysis results with existent and dispersed literature articles and further studies in this area. Register and document the conclusions considering the state-of-the-art in this field also performing a brief forecast of the new approach to be used in this area by SE companies. It is 8PDF Image | Prova de trabalho de projeto conducent
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