Search Engine Optimisation: Evidence From Pakistan
This study has two objectives. The first objective is to investigate firm exploitation of search engine optimisation (SEO) techniques with respect to website traffic. The second objective is to report on the searching habits of Internet users. This study uses a qualitative descriptive approach th...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2013
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36597/1/art_1_%281-16%29.pdf |
| _version_ | 1797009666470838272 |
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| author | Ahmed, Irfan Shahzad, Rana Khurram ur Rehman, Kashif Shabbir, Javeria |
| author_facet | Ahmed, Irfan Shahzad, Rana Khurram ur Rehman, Kashif Shabbir, Javeria |
| author_sort | Ahmed, Irfan |
| collection | USM |
| description | This study has two objectives. The first objective is to investigate firm exploitation of
search engine optimisation (SEO) techniques with respect to website traffic. The second
objective is to report on the searching habits of Internet users. This study uses a
qualitative descriptive approach that analyses 15 different case studies of business to
business (B2B) and business to consumer (B2C) companies. These companies include
nine banks, four telecommunication companies and two automotive companies. The indepth, semi-structured interviews were administered by telephone and/or personal
interviews. Additionally, a questionnaire-based survey was administered to Internet users
to determine their web use and searching habits. The results demonstrate that firms are
currently exploiting SEO at a limited level, that the use of social media is rare and that
firms do not consider users' searching habits. This study also reveals that 84% of web
users spend up to two hours daily searching the Internet. The dominant search engine
(i.e., the engine used by 90% of users) is Google. The use of social sites such as
Facebook, Twitter, MySpace and Orkut is high among users (i.e., 85%). This study
highlights the opportunities that SEO provides to companies with respect to the use of
their corporate website as a strategic marketing tool. |
| first_indexed | 2024-03-06T15:08:45Z |
| format | Article |
| id | usm.eprints-36597 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:08:45Z |
| publishDate | 2013 |
| publisher | Asian Academy of Management (AAM) |
| record_format | dspace |
| spelling | usm.eprints-365972017-09-19T02:00:04Z http://eprints.usm.my/36597/ Search Engine Optimisation: Evidence From Pakistan Ahmed, Irfan Shahzad, Rana Khurram ur Rehman, Kashif Shabbir, Javeria HD28-70 Management. Industrial Management This study has two objectives. The first objective is to investigate firm exploitation of search engine optimisation (SEO) techniques with respect to website traffic. The second objective is to report on the searching habits of Internet users. This study uses a qualitative descriptive approach that analyses 15 different case studies of business to business (B2B) and business to consumer (B2C) companies. These companies include nine banks, four telecommunication companies and two automotive companies. The indepth, semi-structured interviews were administered by telephone and/or personal interviews. Additionally, a questionnaire-based survey was administered to Internet users to determine their web use and searching habits. The results demonstrate that firms are currently exploiting SEO at a limited level, that the use of social media is rare and that firms do not consider users' searching habits. This study also reveals that 84% of web users spend up to two hours daily searching the Internet. The dominant search engine (i.e., the engine used by 90% of users) is Google. The use of social sites such as Facebook, Twitter, MySpace and Orkut is high among users (i.e., 85%). This study highlights the opportunities that SEO provides to companies with respect to the use of their corporate website as a strategic marketing tool. Asian Academy of Management (AAM) 2013 Article PeerReviewed application/pdf en http://eprints.usm.my/36597/1/art_1_%281-16%29.pdf Ahmed, Irfan and Shahzad, Rana Khurram and ur Rehman, Kashif and Shabbir, Javeria (2013) Search Engine Optimisation: Evidence From Pakistan. Asian Academy of Management Journal (AAMJ), 18 (2). pp. 1-16. ISSN 1394-2603 http://web.usm.my/aamj/18022013/art%201%20(1-16).pdf |
| spellingShingle | HD28-70 Management. Industrial Management Ahmed, Irfan Shahzad, Rana Khurram ur Rehman, Kashif Shabbir, Javeria Search Engine Optimisation: Evidence From Pakistan |
| title | Search Engine Optimisation:
Evidence From Pakistan |
| title_full | Search Engine Optimisation:
Evidence From Pakistan |
| title_fullStr | Search Engine Optimisation:
Evidence From Pakistan |
| title_full_unstemmed | Search Engine Optimisation:
Evidence From Pakistan |
| title_short | Search Engine Optimisation:
Evidence From Pakistan |
| title_sort | search engine optimisation evidence from pakistan |
| topic | HD28-70 Management. Industrial Management |
| url | http://eprints.usm.my/36597/1/art_1_%281-16%29.pdf |
| work_keys_str_mv | AT ahmedirfan searchengineoptimisationevidencefrompakistan AT shahzadranakhurram searchengineoptimisationevidencefrompakistan AT urrehmankashif searchengineoptimisationevidencefrompakistan AT shabbirjaveria searchengineoptimisationevidencefrompakistan |