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Analyzing Google SERP: Swedish Search Queries
Linnaeus University, Faculty of Technology, Department of computer science and media technology (CM).
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Search Engine Optimization (SEO) is the technique of improving Web sites visibility in search engines. Since the algorithms that search engines are based on become more intelligent each day, there is a constant urge for new knowledge. In collaboration with RankTrail, new research for discovering insights about SEO has been conducted. Hypotheses around alleged ranking factors have been created based on qualitative interviews. Through a quantitative case study these hypotheses have been analyzed. The first part of the analysis consisted of calculating the Spearman’s Rank-Order Correlation. Secondly, these correlations has been visualised using histograms. Additional statistical tests have been performed. Number of images, use of HTTPS and use of a custom meta-description stand out amongst all factors analyzed. All three have a higher mean, but also a higher effect size calculated from Cohen’s d. However, the results of this study show that none of the factors indicate a strong impact on SEO. 

Place, publisher, year, edition, pages
2019. , p. 53
Keywords [en]
SEO, SERP, Google, Ranking, Quantitative, Spearman's
National Category
Computer Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-90362OAI: oai:DiVA.org:lnu-90362DiVA, id: diva2:1374908
External cooperation
Ranktrail
Subject / course
Computer Science
Supervisors
Examiners
Available from: 2019-12-03 Created: 2019-12-03 Last updated: 2019-12-03Bibliographically approved

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fulltext(1231 kB)5 downloads
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Kautto Ernberg, Nils
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf