Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors

Andreas Auinger, Patrick Brandtner, Petra Großdeßner, Andreas Holzinger

Abstract

What can not be found, can not be used. Consequently, the success of a Website depends, apart from its content, on two main criteria: its top-listing by search engines and its usability. Hence, Website usability and search engine optimization (SEO) are two topics of great relevance. This paper focusses on analysing the extent that selected SEO-criteria, which were experimentally applied to a Website, affect the website’s usability, measured by DIN EN ISO 9241-110 criteria. Our approach followed (i) a theory-based comparison of usability-recommendations and SEO-measures and (ii) a scenario- and questionnaire-based usability evaluation study combined with an eye-tracking analysis. The findings clearly show that Website usability and SEO are closely connected and compatible to a wide extent. The theory-based measures for SEO and Web Usability could be confirmed by the results of the conducted usability evaluation study and a positive correlation between search engine optimization and Website usability could be demonstrated.

References

  1. Alby, T., Karzauninkat, S., 2007. Suchmaschinenoptimierung - Professionelles WebsiteMarketing für besseres Ranking, Carl Hanser Verlag, München, 2nd edition.
  2. Arndt, H., 2006. Integrierte Informationsarchitektur - Die erfolgreiche Konzeption professioneller Websites, Springer, Berlin/Heidelberg, 1st edition.
  3. Auinger, A./Aistleithner, A./Kindermann, H./Holzinger, A, 2011. Conformity with User Expectations on the Web: Are There Cultural Differences for Design Principles? Proceedings of HCII 2011, Springer LNCS
  4. Balzert, H., Klug, U., Pampuch, A., 2009. Webdesign & Web-Usability, W3L-Verlag, Herdecke, 2nd edition.
  5. Baeza-Yates, R., Boldi, P., Bozzon, A., Brambilla, M., Ceri, S. & Pasi, G. (2011) Trends in Search Interaction. In: Ceri, S. & Brambilla, M. (Eds.) Search Computing, Lecture Notes in Computer Science LNCS 6585. Berlin, Heidelberg, Springer.
  6. Bischopinck, Y., Ceyp, M., 2009. SuchmaschinenMarketing - Konzepte, Umsetzung und Controlling für SEO und SEM, Springer, Berlin/Heidelberg, 2nd edition.
  7. Bloice, M. D., Kreuzthaler, M., Simonic, K.-M. & Holzinger, A. (2010) On the Paradigm Shift of Search on Mobile Devices: Some Remarks on User Habits. Lecture Notes in Computer Science, LNCS 6389. Berlin, Heidelberg, New York Springer, 493-496.
  8. Bornemann-Jeske, B., 2005. Barrierefreies Webdesign zwischen Webstandards und Universellem Design. In Information - Wissenschaft & Praxis. DGI e.V.
  9. Broschart, S., 2010. Suchmaschinenoptimierung & Usability - Website-Ranking und Nutzerfreundlichkeit verbessern, Franzis Verlag, Poing, 1st edition.
  10. Carl, D., 2006. Praxiswissen AJAX, O'Reilly, Köln, 2nd edition.
  11. Cappel, J., Huang, Z., 2007. A Usability Analysis of Company Websites. In Journal of Computer Information Systems, International Association for Computer Information Systems.
  12. Chen, C. Y., Shih, B. Y., Chen, Z. S. & Chen, T. H. (2011) The exploration of internet marketing strategy by search engine optimization: A critical review and comparison. African Journal of Business Management, 5, 12, 4644-4649.
  13. Diaper, D. (2002) Task scenarios and thought. Interacting with Computers, 14, 5, 629-638.
  14. Erlhofer, S., 2011. Suchmaschinen-Optimierung - Das umfassende Handbuch, Galileo Computing, Bonn, 2nd edition.
  15. Fischer, M., 2009. Web Boosting 2.0, Redline, Heidelberg, 2nd edition.
  16. Gould, J. D. (1991) Making usable, useful, productivityenhancing computer applications. Communications of the ACM, 34, 1, 74-85.
  17. Holzinger, A. (2005) Usability engineering methods for software developers. Communications of the ACM, 48, 1, 71-74.
  18. Holzinger, A., Mayr, S., Slany, W. & Debevc, M. (2010). The influence of AJAX on Web Usability. ICE-B 2010 - ICETE The International Joint Conference on e-Business and Telecommunications, Athens (Greece), INSTIC IEEE, 124-127.
  19. Hearst, M. (2009) Search User Interfaces. Cambridge, Cambrige University Press.
  20. Herendy, C. (2009) How to Research People's First Impressions of Websites? Eye-Tracking as a Usability Inspection Method and Online Focus Group Research. In: Godart, C., Gronau, N., Sharma, S. & Canals, G. (Eds.) Software Services for E-Business and ESociety. Berlin, Springer-Verlag Berlin, 287-300.
  21. Jacobsen, J., 2005. Website-Konzeption - Erfolgreiche Web- und Multimedia-Anwendungen entwickeln, Addison-Wesley, München, 3rd edition.
  22. Krug, S., 2005. Don't make me think!, New Riders, Berkeley, 2nd edition.
  23. IAB Switzerland, 2010. Suchmaschinenoptimierung - Ranking-Kriterien 2012, http://www.iabschweiz.ch/ tl_files/iab_schweiz/pdf/IAB-Ranking-Kriterien-201 0.pdf.
  24. International Organization for Standardization, 1998. Ergonomics of human-system interaction - Part 12: Presentation of Information (ISO 9241-12:1998).
  25. International Organization for Standardization, 2006. Ergonomics of human-system interaction - Part 110: Dialogue principles (ISO 9241-110:2006). http:// www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue _detail.htm?csnumber=38009.
  26. Kaspring, B. 2011. Online Vermarkter Kreis Report 2011/01.AGOF and OVK. http://www.ovk.de/ fileadmin/downloads/fachgruppen/Online-Vermark terkreis/OVK_Online-Report/OVK_Online-Report _2011-01.pdf
  27. Lammenett, E., 2009. Praxiswissen Online Marketing, Gabler, Wiesbaden, 2nd edition.
  28. Leavitt, M., Shneiderman, B., 2006. Research Based WebDesign & Usability-Guidelines. http://www.usability. gov/guidelines/guidelines_book.pdf.
  29. Lynch, P., Horton, S., 2008. Web Style Guide - Basic Design Principles for creating Websites, Yale University Press, New Haven/London, 3rd edition.
  30. Malaga, R. A. (2008) Worst Practices in Search Engine Optimization. Communications of the ACM, 51, 12, 147-150.
  31. Manhartsberger, M., Musil, S., 2001. Web Usability - Das Prinzip des Vertrauens, Galileo Press, Bonn, 1st edition.
  32. McRoberts,B., Terhanian, G.H., 2008. Digital influence Index Study, Harris Interactive, http://www.harris interactive.de/pubs/Digital_Influence_Index_Whitepa per_DE.pdf
  33. Nielsen, J., 1993. Usability Engineering, Academic Press, San Diego, 1st edition.
  34. Nielsen J., Morkes, J., 1998. Applying Writing Guidelines to Web Pages. http://www.useit.com/papers/webwri ting/rewriting.html.
  35. Nielsen, J., 2000. Designing Web Usability, New Riders Publishing, Berkeley, 1st edition.
  36. Nielsen, J., 2001. Designing Web Usability, Markt+Technik Verlag, München, 2001, 2nd edition.
  37. Nielsen, J., Tahir, M., 2001. Homepage Usability - 50 Websites Deconstructed, New Riders Publishing, Indianapolis, 1st edition.
  38. Nielsen, J., Loranger, H., 2006. Prioritizing Web Usability, New Riders, Berkeley, 1st edition.
  39. Stickel, C., Ebner, M. and Holzinger, A. (2010) The XAOS Metric: Understanding Visual Complexity as measure of usability. Lecture Notes in Computer Science (LNCS 6389). Berlin, Heidelberg, Springer.
  40. Wenz, C., 2007. JavaScript und Ajax - das umfassende Handbuch, Galileo Press, Bonn, 7th edition.
  41. White, B. (2003). Web accessibility, mobility and findability. Web Congress, IEEE, 239-240.
Download


Paper Citation


in Harvard Style

Auinger A., Brandtner P., Großdeßner P. and Holzinger A. (2012). Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors . In Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012) ISBN 978-989-8565-23-5, pages 237-250. DOI: 10.5220/0004062302370250


in Bibtex Style

@conference{ice-b12,
author={Andreas Auinger and Patrick Brandtner and Petra Großdeßner and Andreas Holzinger},
title={Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors},
booktitle={Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)},
year={2012},
pages={237-250},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004062302370250},
isbn={978-989-8565-23-5},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Data Communication Networking, e-Business and Optical Communication Systems - Volume 1: ICE-B, (ICETE 2012)
TI - Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors
SN - 978-989-8565-23-5
AU - Auinger A.
AU - Brandtner P.
AU - Großdeßner P.
AU - Holzinger A.
PY - 2012
SP - 237
EP - 250
DO - 10.5220/0004062302370250