"Outside the industry, nobody knows what we do" SEO as seen by search engine optimizers and content providers
"Outside the industry, nobody knows what we do" SEO as seen by search engine optimizers and content providers
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DOI：
10.1108/jd-07-2020-0127
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发表时间：
2020-12
期刊：
影响因子：
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通讯作者：
Sebastian Schultheiß;D. Lewandowski
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文献类型：
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作者：
Sebastian Schultheiß;D. Lewandowski
在商业网络搜索引擎结果排名中，涉及四个利益相关者群体：搜索引擎提供商、用户、内容提供商和搜索引擎优化者。搜索引擎优化（SEO）是一个价值数十亿美元的行业，负责通过搜索引擎使内容可见。尽管这一重要性，鲜为人知的是它的作用，在互动的利益相关者groups.Design/方法/approachWe进行了专家访谈，15德国搜索引擎优化和内容提供商，后者代表的内容经理和在线记者。受访者被问及他们对SEO的看法，以及他们如何评估用户对SEO的看法。FindingsSEO被认为是必要的内容提供商，以确保可见性，这就是为什么两个利益相关者群体之间的依赖关系已经演变。尽管SEO很重要，但它被认为在很大程度上不为用户所知。因此，它是假设用户不能现实地评估SEO的影响，用户对SEO的意见在很大程度上取决于他们的知识的topic.Originality/valueThis研究调查搜索引擎优化的角度来看，参与优化业务：内容提供商，在线记者和搜索引擎优化专业人士。因此，这项研究有助于更细致入微地了解SEO领域。
PurposeIn commercial web search engine results rankings, four stakeholder groups are involved: search engine providers, users, content providers and search engine optimizers. Search engine optimization (SEO) is a multi-billion-dollar industry and responsible for making content visible through search engines. Despite this importance, little is known about its role in the interaction of the stakeholder groups.Design/methodology/approachWe conducted expert interviews with 15 German search engine optimizers and content providers, the latter represented by content managers and online journalists. The interviewees were asked about their perspectives on SEO and how they assess the views of users about SEO.FindingsSEO was considered necessary for content providers to ensure visibility, which is why dependencies between both stakeholder groups have evolved. Despite its importance, SEO was seen as largely unknown to users. Therefore, it is assumed that users cannot realistically assess the impact SEO has and that user opinions about SEO depend heavily on their knowledge of the topic.Originality/valueThis study investigated search engine optimization from the perspective of those involved in the optimization business: content providers, online journalists and search engine optimization professionals. The study therefore contributes to a more nuanced view on and a deeper understanding of the SEO domain.