Research Methods in Information Systems

Fall 2023

Search Engine Optimization

Student Name: Dalia Gamal Saleh

Registeration no.: 22126943
Presented to : Prof. Dr. Mohamed Shahine
Agenda
a. What is SEO
b. History of SEO
c. Importance of SEO? Why?
d. Give examples
e. What is the current research in SEO and state the year of each work
f. Details of one selected paper (How)
i. Backgrounds
ii. Problem
iii. Solution
iv. Tools
v. Data
vi. Analysis and Discussion
vii. Future Work

g. Tools or background needed to perform research in the field of SEO

h. Groups and universities concerned in SEO research
i. Conferences and Journals publishing for SEO
j. Any future direction
a. What is SEO?

• SEO stands for Search Engine Optimization.

• It is the practice of optimizing a website or webpage to improve its visibility and
ranking in (SERPs).
• The goal of SEO is to increase organic (non-paid) traffic to a website by making it
more relevant and authoritative in the eyes of search engines like Google, Bing,
and others.
a. What is SEO?: Contd.
key points about SEO

• Keyword Optimization

• On-Page Optimization

• Off-Page Optimization

• Technical SEO

• User Experience

• Continuous Monitoring and Optimization

b.History of SEO?

Early Years (Mid 1990s - Early 2000s)

• Google's Dominance

• Evolution of SEO

• Personalization and Local SEO (Mid 2000s)

• Mobile Optimization

• Ongoing Updates and Ethical Practices

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c.Importance of SEO? Why?

1. Website Visibility and Organic Traffic

2. Brand Awareness and Credibility

3. User Experience and Website Usability

4. Content Marketing and Targeted Traffic

5. Local SEO and Local Business Visibility

6. Competitive Advantage

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7. Long-Term Marketing Investment
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 d. Give examples

Here I chose to give Some examples on how Google penalize websites

• Panda Algorithm
• Penguin Algorithm
• Pirate Algorithm
• Hummingbird Algorithm
• Pigeon Algorithm
• Mobile friendly Algorithm
• RankBrain Algorithm
• Fred Algorithm

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https://www.link-assistant.com/news/google-algorithm-updates.html
 d. Give examples:contd.

Examples on imp. Metatags

<meta charset="...">: Specifies the character encoding for the HTML document.
<title></title>
<meta name="viewport" content="...">: Controls the layout and scaling of the web page on different devices.
<meta name="description" content="...">: Provides a brief summary of the page content for search engine results.
<meta name="keywords" content="...">: Specifies keywords related to the page content
<meta name="author" content="...">: Specifies the author of the document.
<meta name="copyright" content="Copyright ">
<meta name="robots" content="...">: Controls how search engine crawlers interact with the page.
<meta name="canonical" href="...">: Specifies the preferred URL for duplicate or similar content.
<meta property="og:..." content="...">: Open Graph meta tags used for social media sharing.
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<meta name="twitter:..." content="...">: Twitter Card meta tags
and used forthat
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<meta http-equiv="refresh" content="...">: Redirects or refreshes the page after a specified time interval.
<meta name="distribution" content="global / local">
e. What is the current research in SEO

Keyword Research and Selection: Research has focused on developing more effective keyword research
methodologies and tools to identify relevant and high-performing keywords This includes considering factors
such as search volume, competition, and user intent to choose the most appropriate keywords for
optimization.
User Experience and SEO: There is ongoing research on the relationship between user experience and
SEO. Studies have explored the impact of website speed, mobile optimization, and user engagement metrics
on search engine rankings and organic traffic .

Local SEO and Voice Search: With the increasing use of voice search and the importance of local
businesses, research has examined the optimization strategies for local SEO and voice search. This includes
understanding the impact of local citations, reviews, and schema markup on local search visibility.

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e. What is the current research in SEO : Contd.

· Algorithm Updates and Ranking Factors: Researchers continuously analyze search engine algorithm
updates and ranking factors to understand their impact on search rankings and organic visibility. This includes
studying the influence of factors such as E-A-T (Expertise, Authoritativeness, Trustworthiness), SSL
certificates, and duplicate meta information on search rankings.
· Semantic SEO and Natural Language Processing: Research has explored the use of semantic SEO
techniques and natural language processing to improve search engine understanding of content and user
intent. This includes incorporating related keywords, entities, and context to enhance search relevance.
· AI and Machine Learning in SEO: The application of AI and machine learning in SEO has gained attention.
Research has focused on using AI algorithms to automate keyword research, content optimization, and link
building processes .

· Ethical SEO Practices: There is ongoing researchGetona ethical SEO practices and the impact of blackI hope
hat
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f.Research papers

 Search engine optimization: The long-term strategy of keyword choice (Paper in detail)
Toward creating a fairer ranking in search engine results
 Web visibility of the SDGs and the 2030 Agenda on university websites

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f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail)

1.i. Backgrounds
Recent studies have shown the importance of organic search queries and search engine optimization (SEO) for
consumer attraction (e.g., Baye et al., 2015; M´endez-Su´arez & Monfort, 2020; An & Jung, 2021) .
SEO techniques in general (Sheffield, 2020) to position websites high in Search Engine Results Pages (SERP).
Using data analytics methods to extract knowledge and discover hidden patterns and relevant metrics to improve
business performance (Saura, 2021; Ponzoa & Erdmann, 2021; Iacobucci et al., 2019).
Common differentiation of keywords is between branded and generic terms. For instance, Kim et al. (2019 ).
The importance of the brand reference in search queries for paid as well as organic keywords (M´endez-Su´arez &
Monfort, 2020; Simonov et al.)
f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail) :contd.

1.ii. Problem
The aim is to answer the key research question:
• To what extent is it possible to optimize over time the marketing budget allocated to
positioning a brand and its products on search engines?
In the dichotomy between positioning generic words and brand words:
• Does keyword choice by leading e-commerce support a cost-based strategy over time?

we study the long-term cost for organic key words differentiating by keyword types to provide
insights on firms cost-based long-term strategy when choosing between branded and generic
keywords.
F.Research papers

F.1 . Search engine optimization: The long-term strategy of keyword choice(Paper in detail):contd.

Example fig.1.
shows a snapshot of the search engine
result page for asos.com using
the branded search query
“Asos sale” and the generic query
“neon heels”.
 f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice(Paper in detail):contd.

1.iii. Solution
• We Gathered keyword results for the leading fashion e-commerce sites in the U. K., the U.S., and
Germany.
• The five e-commerce with the highest sales in each country were chosen.
• For each e-commerce we extract 30,000 keywords per month .
• Over a time horizon from January 2014 to December 2019.
• For each keyword segment (branded and generic terms), the weighted average of keyword costs is
calculated for each month based on the corresponding share of traffic attraction generated by each
keyword.
 f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice(Paper in detail):contd.

1.iii. Solution :contd.

Ex:
Sainsbury’s in the U.K.,
only 25% of positive
traffic are
branded keywords.
These keywords attract
79% of all traffic received
by the website.
 f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice(Paper in detail):contd.

1.iii. Solution :contd.

Hypothesis One : H1
We test the hypothesis that the average cost difference between branded and unbranded keywords is different
from zero and not constant.
Using a one-tailed t-test, on the average cost difference at the beginning and the end of the considered time
window between 2014 and 2019,
the results indicate a p-value of
0.0099 for the e-commerce in the U.K
0.0609 for German e-commerce
a significance level of 1% or 10% a significantly lower average cost difference in 2019 compared to 2014.
U.S. market, a p-value of 0.2935
does not allow rejection of the hypothesis of a constant difference in CPC between keyword segments.
The results sustain hypothesis 1 for Europe but not for the U.S.
 f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice(Paper in detail):contd.

1.iii. Solution :contd.

Hypothesis two : H2
preliminary Augmented Dicky Fuller Test (ADF test) reveals the evolutionary behavior in the difference
between CPC of branded and generic keywords.
We verify how the past values affect the current value of the cost difference.
The lag length of 1 means that the cost of keywords in the current period is influenced by the bids
made in the immediately preceding period.
Based on the lag length determined by the AIC and BIC, the researchers analyze the difference in
cost per click (CPC) between branded keywords and generic keywords.
 f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice(Paper in detail):contd.

1.iii. Solution :contd.

Hypothesis two : H2
The study explores the dynamics of cost differences between branded and generic keywords over time
Therefore, we analyze the difference in CPC between branded keywords and generic keywords,
setting up the following time series regression:

the results confirm hypothesis 2 for all the considered European e-commerce and American e
commerce, identifying CPC convergence or catch-up.
f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.

If (δ < 0, ϕ = 0) this implies long-term non-linear convergence, otherwise, if (δ < 0, ϕ ∕= 0) the

process of non-linear convergence is not yet complete, which is denoted as “catching up”
f.Research papers
F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.
f.Research papers
F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.
f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.

1.iv. Tool
• SEMrush web analytics tool to build a dataset .
• (Statista,2019, 2020,2021) to choose the 3 leading countries after china,
the five e-commerce with the highest sales in each country were chosen.
• For the data analysis, we use the statistical software Stata 15.
f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.

1.v Data

Data is available upon request

f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.

1.vi. Analysis and Discussion

The results reveal convergence or catch-up of CPC for branded and unbranded organic
keywords in the long run, which suggests that the observed behavior of leading e-commerce is
in line with the consideration of economic costs in the strategic choice of organic keywords.

we can conclude that a cost-based keyword strategy is consistent with the observed keyword
choice by leading e-commerce in the considered markets. This allows to anticipate
cost pattern in the moment of the budget planning, as basis for strategic planning, which can
lead to relevant cost savings.
f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.

1.vi. Analysis and Discussion :contd.

Limitations:
• The analysis has been based on aggregated keyword data, which may mask some aspects of
consumer .
• we cannot conclude that firms who don’t show convergence or catch-up pattern are non-
efficient
• we cannot assess to what extend the change in the algorithm made by search engines affects
keyword costs.
f.Research papers

F.1. Search engine optimization: The long-term strategy of keyword choice (Paper in detail):contd.

1.vii. Future work

• The impact of a change in the online business model towards the e-commerce marketplace
and the transition process.

• Machine learning classification algorithms for keyword segmentation.

f.Research papers

f.2 . Toward creating a fairer ranking in search engine results

Abstract :
• The paper focuses on the presence of bias in search engines and the social
responsibilities of information retrieval (IR) systems, particularly in terms of
ranking fairness.

• The authors propose entropy-based metrics to measure bias in search results and
explore fairness ranking strategies that balance diversity, relevance, and fairness.
Experimental results show that introducing diversity fairness can enhance both
relevance and diversity without compromising fairness.
f.Research papers
f.2 . Toward creating a fairer ranking in search engine results
f.Research papers

f.2 . Toward creating a fairer ranking in search engine results

Introduction :
f.Research papers

f.2 . Toward creating a fairer ranking in search engine results

Introduction :
f.Research papers

f.2 . Toward creating a fairer ranking in search engine results

Problem definition :
• we focus on the top-k fairness ranking problem in search engines.

• Our goal is to return a ranked set of k documents D(k)⊆D with ranking

Rf(D(k)), s.t. Rf(D(k)) is fair regarding G while minimizing the loss of
relevance of the original top-k documents.

• The relevance scores were computed with the official TREC 2014
Web Track evaluation tool.
f.Research papers

f.2 . Toward creating a fairer ranking in search engine results

Fairness definition :
• The first type is the statistical parity fairness – a ranking is considered to be
fair if the exposure of documents from different groups is equal.
• The second type is the disparate impact fairness – a ranking is fair if the
exposure of documents from different groups has the same distribution as
in the entire collection of documents
f.Research papers

f.2 . Toward creating a fairer ranking in search engine results

Conclusion
• Experimentalresults show that using a variant of the fair ε-greedy strategy can
enhance diversity and relevance without compromising relevance.

• Statistical parity fairness highly correlates with diversity, while disparate impact
fairness does not.

• The trade-off between fairness and relevance is observed, where introducing

fairness constraints may make it harder to achieve high relevance and diversity.

• The choice of fairness ranking algorithm depends on the dataset, constraints, and
evaluation metrics.
f.Research papers

f.2 . Toward creating a fairer ranking in search engine results

Limitation
• The paper does not address the potential trade-off between fairness and
relevance in search engine ranking algorithms in depth.

• The experiments conducted in the paper use a limited dataset of 100

queries and top 100 results per query from Google, which may not fully
capture the complexity and diversity of real-world search scenarios .

The work in this paper may have ended up focusing more on diversity
than on the broader concept of fairness.
f.Research papers

11.3 .A study of the Web visibility of the SDGs and the 2030 Agenda on university websites (2022)
f.Research papers

11.3 .A study of the Web visibility of the SDGs and the 2030 Agenda on university websites (2022)

Introduction
The paper focuses on the online dissemination of the 2030 Agenda for Sustainable Development,
specifically by universities, and its impact on the web visibility of the Sustainable Development Goals (SDGs).
- It highlights the importance of understanding how the SDGs are being communicated on the web,
- considering the role of universities as institutions of knowledge and their commitment to the implementation
of the 2030 Agenda.
- The study aims to analyze the web visibility of content created by universities about the SDGs,

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- The research addresses a gap in existing studies by providing a global perspective on the web
visibility of universities regarding the SDGs and offering recommendations for improving visibility.
- The study utilizes an online visibility management platform and search engine optimization factors
to determine the web visibility of universities in relation to the SDGs.
- The findings reveal that while universities are content creators, they do not have high web visibility in searches
- related to the SDGs, and the study offersrecommendations for improving this visibility.
f.Research papers

11.3 .A study of the Web visibility of the SDGs and the 2030 Agenda on university websites (2022)
Methods used in this paper:
- The study utilized a quantitative and qualitative analysis approach to examine the web visibility
of the Sustainable Development Goals (SDGs) on university websites.
- The web visibility of the universities was determined using the SEMrush tool, which collected data
on the number of web pages accessed and the queries formulated.
- The content indexed by Google for these universities was compiled, and (SEO) factors applicable
to the websites with the highest web visibility were identified.
- A quantitative design was employed to collect web visibility data for the 98 universities analyzed,

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- The data collection involved using the SEMrush platform to monitor the websites of the universities
and determine their positioning for keywords related to the SDGs.
- Query expansion techniques were applied to identify the different queries formulated by users, and
the data collected during the month of May 2021.
- A control test was carried out with another SEO tool, Sistrix, to ensure the alignment of the information obtained.
- A qualitative analysis was conducted to examine the SEO techniques applied to web pages
with higher web visibility.
f.Research papers

11.3 .A study of the Web visibility of the SDGs and the 2030 Agenda on university websites (2022)
Results of the paper:-
The study found that out of the 98 universities analyzed,
only four had web visibility in search results related to the (SDGs) .

- Spanish private universities had very low visibility in relation to the SDGs,
while international universities had a higher number of keywords used to access SDG-related content .

- Universidad Carlos III in Madrid demonstrated better search engine optimization (SEO) techniques

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- Spanish public universities generally had better web visibility compared to private universities,
with 90% of public universities having at least one web page on the SDGs positioned in search engine results .

- Some Spanish public universities, such as Universidad Carlos III in Madrid,

had a significant number of web pages accessed on sustainable development,
while others had no web pages related to the SDGs
f.Research papers

11.3 .A study of the Web visibility of the SDGs and the 2030 Agenda on university websites (2022)
Limitations of this paper:

- The study only focused on the web visibility of Spanish and major international universities,
which may not provide a comprehensive picture of the web visibility of all universities worldwide.

- The study did not explore the reasons behind the low web visibility of universities in relation
to the SDGs, and did not provide insights into potential strategies for improving visibility.

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f.Research papers

11.3 .A study of the Web visibility of the SDGs and the 2030 Agenda on university websites (2022)
Future works suggested in this paper:-

- Future research could also consider the impact of language barriers and cultural differences
on web visibility, as these factors may influence the dissemination of information on the SDGs by
universities.

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g. Tools or background needed to perform research in the field of SEO.

1. Google search console

2. SEMrush
3.similar web
4.ahrefs
5.majestic
6.Google analytics

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g. background needed to perform research in SEO :Contd.

• Digital Marketing: online advertising, social media marketing, content marketing, and email marketing.

• Search Engine Optimization : Familiarity with SEO principles, techniques, and best practices.

• Content Creation and Optimization: Proficiency in creating high-quality and engaging content that is
optimized for search engines.

• Website Development: Basic knowledge of website development, HTML, CSS, and website design
principles. This can help in implementing technical SEO recommendations and optimizing website
performance.

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g. background needed to perform research in SEO:Contd.

• Data Analysis: Ability to analyze data using tools like Google Analytics, Search Console, and other
SEO analytics platforms. Understanding how to track website traffic, keyword rankings, and user
behavior to make data-driven decisions.

• Marketing Strategy: Understanding marketing principles and strategies to align SEO efforts with
broader marketing goals. This includes knowledge of target audience analysis, competitor analysis, and
campaign planning.

• Continuous Learning: SEO is a dynamic field, and search engine algorithms evolve over time. It's
important to stay updated with the latest trends, algorithm updates, and industry best practices through
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h. Groups and universities concerned in SEO research

1. Dr. Mike Thelwall : University of Sheffield - University of Wolverhampton

He founded the Statistical Cybermetrics and Research Evaluation Group in 2000( http://cybermetrics.wlv.ac.uk/.)
to research bibliometrics and altmetrics/webometrics.
( https://www.sheffield.ac.uk/is/people/academic/mike-thelwall) : bio + research and academic publication
https://figshare.com/authors/Mike_Thelwall/452631 : public data

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 i. Conferences and Journals publishing for SEO

• MX (Search Marketing Expo):

SMX is a conference series for SEO and PPC professionals. It covers a wide range of topics related to
search engine optimization and search engine marketing.
https://searchengineland.com/smx

• Content Marketing World:

Content Marketing World is a conference that covers various aspects of content
marketing, including SEO. Attending this conference can provide valuable insights into how to
optimize content for search engines.
https://schedule.contentmarketingworld.com/
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 i. Conferences and Journals publishing for SEO:Contd.

• Marketing Profs:
Marketing Profs is an organization that offers conferences and training events for marketing professionals.
They cover various topics, including SEO, and provide practical insights and strategies for optimizing websites
for search engines. Please note that the availability and format (virtual or in-person) of these conferences
may vary. It's always a good idea to check their official websites for the most up-to-date information.
https://www.marketingprofs.com/events/

•Pubcon is a well-known conference series in the field of digital marketing,

including search engine optimization (SEO) , was founded in 2001, The last one was held last sep.2023
https://www.pubcon.com/
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 i. Conferences and Journals publishing for SEO:Contd.
Conference on Research and Development in Information Retrieval (SIGIR) A*
https://sigir.org/sigir2022/

International Conference on Information and Knowledge Management (CIKIM) A

https://dl.acm.org/conference/cikm

International conference on Data Engineering (ICDE) A*

https://icde2024.github.io/
i. Conferences and Journals publishing for SEO:Contd.
Important websites
Search Engine Land: Search Engine Land is a leading digital publication
focused on search engine optimization.
https://searchengineland.com/

Search Engine Journal is a popular online publication that provides news, insights,
and tutorials related to (SEO).
https://www.searchenginejournal.com/

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i. Conferences and Journals publishing for SEO:Contd.
Journal
European Business Review: Q1
https://www.europeanbusinessreview.com/

Journal of Business Research: Q1

https://www.sciencedirect.com/journal/journal-of-business-research

Information Processing and Management: Q1

https://www.sciencedirect.com/journal/information-processing-and-management

Romanian Journal of Information Science and Technology: Q1

https://www.romjist.ro/

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https://www.sciencedirect.com/journal/research-policy

ACM Transactions on Computer-Human Interaction: Q2

https://dl.acm.org/journal/tochi
j. Any future directions
 Artificial Intelligence (AI) in Marketing: Research could explore the adoption of AI in marketing,
including its impact on SEO strategies and practices.

 User Experience (UX) Optimization: Further investigation into how SEO can be aligned with
improving user experience on websites, considering factors such as site speed, mobile optimization,
and accessibility.

 Integration of SEO with Other Marketing Channels: Research could focus on how SEO can be
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advertising, to create a cohesive and effective marketing strategy.

j. Any future directions :Contd.
Local SEO : With the increasing importance of local search, research could delve into optimizing
websites for local search results, including strategies for local businesses to improve their visibility and
rankings in local search queries.

 Ethical and Sustainable SEO Practices : Research could examine the ethical implications of SEO
practices, such as the use of black hat techniques, and explore sustainable SEO strategies that align
with long-term success and ethical considerations.

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 Algorithm Updates and SEO : Ongoing research
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algorithm updates and their implications for SEO strategies, as search engines continually evolve their
algorithms to provide more relevant and accurate search results.
THANK YOU