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  • 1.
    Koskinen, My
    Malmö högskola, Faculty of Technology and Society (TS).
    Blogga på rätt sätt! SEOs betydelse för företagsbloggen2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This essay considers the topic of search engine optimization of corporate blogs, focusing on keywords as a SEO–strategy. The purpose of the study is to demonstrate the correlation between search engine optimization strategies and Google rankings in order to gain a deeper knowledge of how technical awareness can lead to market benefits. The study has been conducted through a quantitative method where twenty companies have answered a questionnaire about SEO strategies for their company blog. A document collection has been made where the essay writer have documented the company's coding of their blog posts. The purpose of the document collection was to examine how companies work with SEO strategies based on five recommendations from academic journals and SEO-experts of keyword-use. The result was then compared with the company's Google ranking to indicate the correlation between SEO–strategies and Google ranking. The collected empirical material (from the survey and the document collection) has been used as evidence, and been compared to each other, as well as in relation to theory. The result showed that it is not possible to measure a correlation between working according to the chosen strategies for keywords and Google ranking. This is because it is not possible to measure Google ranking because of the difference in the keywords character, which made it impossible to compare. Differences in keywords may be due to a gap in the theory about how to choose relevant keywords, which Google most likely deliberately chose not to disclose in order to sell their own services. Companies value keywords as the most important SEO strategy. Although companies say that they are prioritizing search engine optimization of corporate blogs, there are shortcomings in how often they work with some of the identified strategies. There is also an inconsistent way of working when it comes to some strategies for keywords where the recommendations are followed, but only to some extent.

    Download full text (pdf)
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