Title: A study of impact of search engine optimisation to internet marketing strategy

Authors: Achmad Nizar Hidayanto; Moch. Sidhki Adha; Meganingrum Arista Jiwanggi; Tisha Melia

Addresses: Faculty of Computer Science, Universitas Indonesia, Kampus UI, Depok, West Java, 16424, Indonesia. ' Faculty of Computer Science, Universitas Indonesia, Kampus UI, Depok, West Java, 16424, Indonesia. ' Faculty of Computer Science, Universitas Indonesia, Kampus UI, Depok, West Java, 16424, Indonesia. ' Faculty of Computer Science, Universitas Indonesia, Kampus UI, Depok, West Java, 16424, Indonesia

Abstract: This research aims to explore free search engine optimisation (SEO) and social media plug-ins and compare their performance in increasing incoming web traffics. We create three publisher websites: the normal website without any SEO installed on it, the customised website with basic SEO configuration and social media plug-in, and the customised website with advanced SEO configuration and social media plug-in. We run and trace the website log for four and seven months. Our findings show that SEO plug-ins is capable to increase traffic to publisher website. Social media plug-in provides additional benefit to bring traffic, however, the traffic is less significant compared to the one from search engine. These findings have implications to the following: 1) the organisations need to pay attention on the way they organise information in their website; 2) the introduction of search ability aspect for measuring service quality for web application.

Keywords: search engine optimisation; SEO; search engine marketing; social networks; Google tools; internet marketing; service quality; service management; social media plug-ins; web traffic.

DOI: 10.1504/IJSEM.2012.050950

International Journal of Services, Economics and Management, 2012 Vol.4 No.4, pp.298 - 316

Received: 02 Aug 2012
Accepted: 12 Sep 2012

Published online: 10 Dec 2012 *

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