Search Engine Optimization (SEO) for a company website: a case study

Abstract

Search Engine Optimization, or “SEO” for short, helps to improve the inbound user traffic of a website. Optimizing a website for search engines is now crucial to its success and ultimately to the company’s ability to increase the business. Many companies websites on the Internet fail to use any SEO technique or strategy to improve their positioning in search engine results. Therefore, if other digital marketing strategies are not used to promote the website, its traffic will be very restricted. In this study several different SEO techniques were used to improve a website’s overall indexing on the Google search engine. Through the implemented strategy it was possible to improve the positioning in search results of the company’s website used in the case study, allowing several searches with different keywords to show the website on the first page of results. With the results obtained, it was possible to conclude that it is very important to find the perfect balance between SEO keyword competition and monthly search volume. To help select the best keywords for this particular website, the use of SEO tools are of the utmost importance.