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Att göra det osynliga synligt: sökmotoroptimering (SEO) av en webbsajt
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Making the invisible visible : Search Engine Optimization (SEO) of a website (English)
Abstract [en]

A webpage can be perfectly usable but if users are unable to find the webpage it will remain unused. Nine out of ten Swedes use a search engine and the most popular one is Google, amongst other search engines. In this report I seek to answer which ranking factors that should be included in an SEO-audit of an existing webpage and also how to optimize a webpage for search engines. Applying the method heuristic evaluation normally used to discover usability issues in an existing interface, on TT News Agency’s campaign site I found issues having a negative impact on the visibility in Search Engines Page Results. The issues were found in the technical implementation, such as faulty redirects, poor URLs, ill usage of subdomains, no adaption for mobile browsers and wrong usage of page titles, but also in the link profile. The campaign site had few external links and the anchor text attribute was not properly used. The content suffered from lack of key word usage in meta descriptions and H1-tags and there was also duplicate content. My evaluation resulted in a list with prioritized actions to take in order to improve the visibility of the webpage in the Search Engine Page Results.

Abstract [sv]

En webbsida kan vara hur användbar som helst, men om inga användare hittar till den förblir den oanvänd. Nio av tio svenskar uppger att de använder en sökmotor och vanligast av sju konkurrenter är Google. I mitt examensarbete undersöker jag hur en webbsida kan sökmotoroptimeras och vilka rankingfaktorer som borde inkluderas i en SEO-rapport. Genom att applicera metoden heuristisk utvärdering, vanlig inom användarstudier, på TT Nyhetsbyråns kampanjsajt kunde jag identifiera problemområden med den tekniska implementationen, länkprofilen samt innehållet. Problemen återfanns i ompekningar, URL-er och nyttjandet av subdomäner och i sidtitlar. Sajten hade få inlänkar och ankartexten var ofta felaktig. Innehållsmässigt fann jag problem med att sökorden saknades i metabeskrivningar samt H1-taggar, och det fanns också dubbelt innehåll. Jag drog slutsatsen att SEO bör handla om att optimera för användaren som använder en sökmotor och inte optimering för sökmotorn. Min undersökning resulterade i en prioriterad lista med åtgärder att vidta för att förbättra synligheten i sökmotorer. 

Place, publisher, year, edition, pages
2015. , 44 p.
Keyword [sv]
SEO, sökmotoroptimering, sökoptimering, användbarhetsproblem, heuristisk utvärdering
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-27658OAI: oai:DiVA.org:sh-27658DiVA: diva2:817703
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2015-06-08 Created: 2015-06-05 Last updated: 2015-06-08Bibliographically approved

Open Access in DiVA

fulltext(1608 kB)236 downloads
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9da311fccbb2098f86e4c5107cd751753a9a571a0dc70c0708872ef0eec289c0e6d16e4a90052ed2d87fe05b42c748fa1ac71b304d2f1bc6fdb8db11cd952949
Type fulltextMimetype application/pdf

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School of Natural Sciences, Technology and Environmental Studies
Media and Communication Technology

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
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Language
  • de-DE
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  • Other locale
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Output format
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