1. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 1
The Effects of SEO: Search Engine Optimization on Website Visitation
Aliah M. Thomas, PHR
Texas A & M University, Commerce

2. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 2
AbstractAbstract
Search engine optimization (SEO) can quite often be an extremely complex and time
consuming process. Although most businesses recognize the importance of top search
engine ranking, very few have the time or the resources to allocate to ensure their website
is ranked above their competitors. It is estimated that 90% of all new website visits
originate from the internet’s most popular and frequently used search engines: Google,
Yahoo, and MSN (Espadas, 2008, p. 1735). Given this high percentage, it is more
important now than ever for businesses to utilize search engine optimization techniques to
increase their website’s visibility on the world-wide web. It is also critical that they establish
a strong online presence in order to significantly generate new and repeat web visitation to
their business websites. The purpose of this exploratory research study is to determine the
effects of search engine optimization on website visitation rates. It will also examine the
potential implications that these rates can have on business performance. The data
presented within this paper is based on previous literature on five recent peer-reviewed
journal articles.
Keywords: seo, search engine optimization, web traffic, web visitation

3. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 3
The Effects of Search Engine Optimization on Website VisitationThe Effects of Search Engine Optimization on Website Visitation
The Importance of Online Presence
The use of Internet for business purposes has significantly increased in recent years.
It is widely recognized as one of the most efficient and cost-effective ways for businesses
around the world to communicate and interact today. The internet’s convenience and easy
access availability has made it possible to take the services and contents of companies to
any corner of the world, achieving a huge potential volume of customers/users (Espadas,
2008, p.48). However, unlike most buying situations in which consumers can physically
evaluate a number of different comparable product(s) amongst others before they make an
informed decision, this unfortunately is very seldom the case with online markets. Without
the ability to view all available alternatives, internet users have to select a website that is
known to them. Unfortunately, given the immense volume of online businesses today, it is
unlikely that consumers will always know which site to visit when attempting to obtain the
information that need. This of course, is precisely why search engines are so highly-valued
by its users.
Importance of Search Engine Ranking
A search engine is basically a database of Web pages in which users can search for
information based on relevant key words. (Malaga, 2007, p.69) The immense growth and
popularity of web search within recent years should be one of the clearest indications of just
how important search engine ranking really is to a company’s bottom line. The tremendous
success of this tool is due to its valuable features, such as free access and user friendly
interface (Kumar, 2007, p. 9). Search engines can be an incredibly valuable asset for
businesses online simply because they enable the product or service that they offer to be
found easier by consumers. What good is it to have a website, if no one is able to find it or
knows it exists? Search Engine Optimization companies understand this concept well.

4. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 4
That is why, “There is fierce competition amongst competing web sites to attract those
users to their site at the expense of their competitors” (Evans, 2007, p. 21). High search
engine ranking is accomplished through the techniques of search engine optimization.
“Search engine optimization (SEO) is defined as a set of techniques that are aimed at
improving the ranking of a website in search engine listings, thereby making it more likely
that the end user will choose to visit the site” (Search Engine Optimization, 2006, p 39).
These specific techniques, which will be discussed in detail in paper 2, enables business
websites to be found easier by internet users. However, for the purpose of this paper it is
important to note that, “Understanding which factors can influence a page’s ranking in a
search engine is therefore crucial for any web site that wishes to attract large numbers of
users in particular, e-commerce sites” (Evans, 2007, p. 22). The implementation of these
SEO techniques can therefore, can have a significantly increase the generation of new web
traffic. Malaga (2008), explains the significance best:
Many online companies have become aware of the importance of ranking well in the
search engines. A recent article reveals that 62% of search engine users click only on
results that appear on the first search engine results page (SERP) and less than 10%
of users click on results that appear after the third page 3 (p. 147).
ConclusionsConclusions
Search Engine Optimization is a highly effective method for improving search engine
rankings (Malaga, 2008, p.68). Increasing a website’s presence and overall visibility on-line
is an essential part generating new web traffic. It is commonly assumed that an increase in
web traffic will lead to an increase of business performance, however, that is not always the
case. Attracting new visitors to a business website does not necessarily mean that the

5. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 5
consumers will buy. Furthermore, even if they do, that does not mean that they will do so
again. There are a number of factors have an affect on customer’s perceptions of an online
business. Therefore, it is important to note that although Search Engine Optimization is a
proven method to increase web traffic, once that traffic is generated, it is up to the
company to engage the consumer in such a manner that is appealing so that they will come
back. Otherwise, the traffic increase will have no substantial means to positively affect a
company’s overall business performance. In closing, if a company chooses to implement
Search Engine Optimization into their overall marketing strategy, it is highly advised that
the business is adequately prepared to manage the increase.

6. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 6
ReferencesReferences
Kumar, Ela. (2007). A strategic analysis of search engine advertising in web based-
commerce. Journal of Internet Banking and Commerce, 12(2), 1.
Malaga, R A. (2008). Worst practices in search engine optimization. Communications of
the ACM, 51(12), 147.
Espadas, J. (2008). Web site visibility evaluation. Journal of the American Society for
Information Science and Technology, 59(11), 1727.
Malaga, R A. (2007). The value of search engine optimization: An action research project at
a new e-commerce site. Journal of Electronic Commerce in Organizations, 5(3), 68.
Evans, P. Michael. (2007). Analysing Google rankings through search engine optimization
data. Internet Research, 17(1), 21. Retrieved July 24, 2010, from ABI/INFORM
Global. (Document ID: 1210407751)
Search engine optimization. (2006). Journal of Visual Communication in Medicine, 29(1),
39.

7. Running head: EFFECTS OF SEO ON WEBSITE VISITATION 6
ReferencesReferences
Kumar, Ela. (2007). A strategic analysis of search engine advertising in web based-
commerce. Journal of Internet Banking and Commerce, 12(2), 1.
Malaga, R A. (2008). Worst practices in search engine optimization. Communications of
the ACM, 51(12), 147.
Espadas, J. (2008). Web site visibility evaluation. Journal of the American Society for
Information Science and Technology, 59(11), 1727.
Malaga, R A. (2007). The value of search engine optimization: An action research project at
a new e-commerce site. Journal of Electronic Commerce in Organizations, 5(3), 68.
Evans, P. Michael. (2007). Analysing Google rankings through search engine optimization
data. Internet Research, 17(1), 21. Retrieved July 24, 2010, from ABI/INFORM
Global. (Document ID: 1210407751)
Search engine optimization. (2006). Journal of Visual Communication in Medicine, 29(1),
39.