1,720,958 research outputs found
Development of a search engine marketing model using the application of a dual strategy
No full textThesis (DTech (Informatics))--Cape Peninsula University of Technology, 2017.Any e-commerce venture using a website as main shop-front should invest in marketing
their website. Previous empirical evidence shows that most Search Engine Marketing
(SEM) spending (approximately 82%) is allocated to Pay Per Click (PPC) campaigns
while only 12% was spent on Search Engine Optimisation (SEO). The remaining 6% of
the total spending was allocated to other SEM strategies.
No empirical work was found on how marketing expenses compare when used solely for
either the one or the other of the two main types of SEM. In this study, a model will be
designed to guide the development of a dual SEM strategy
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Top ranking commercial websites – search engine optimization versus pay per click
No full textPROCEEDINGS OF THE
11th ANNUAL CONFERENCE
ON WORLD WIDE WEB APPLICATIONS
2-4 September 2009
Port Elizabeth
South AfricaThe primary objective of this research project was to investigate Search Engine Marketing
(SEM) and compare Pay Per Click (PPC) and Search Engine Optimisation (SEO) in top ranking
commercial websites.
PPC is an Internet advertising model used on search engines in which advertisers pay
their host (search engines in this case) only when their ad is clicked on by an Internet
user. Such advertisements are called sponsored links, and appear next to or above
organic results on search engine results pages.
SEO is the process of fine-tuning the contents according to certain best practice guidelines to
increasing the number of visitors to a website. SEO helps to ensure that a website is accessible
to search engines and improves the chances that the website will be found by the search
engines.
The methods employed in this research project include the review of literature on the
current state of SEM. Secondly, an online analysis was done of the 100 most visited
shopping websites in the world to determine which of SEO, PPC or both were
implemented.
Results from the literature review seem to indicate that there are contradicting views on
whether PPC or SEO listings are clicked on more frequently by search engine users. However,
results from the online inspection showed that the majority of the global top 100 shopping
websites have only SEO implemented. Furthermore, the accuracy of inlinks as the most
important positive SEO factor has been confirmed.
The conclusion reached was that even though literature would suggest that there are
contradicting views which of PPC or SEO are clicked on more frequently, the majority of the
global top 100 shopping websites have SEO implemented. This would suggest that SEO is still
the foremost method for improving a website’s visibility with search engines.Cape Peninsula University of Technology
PO Box 652
Cape Town
800
Top ranking commercial websites – search engine optimization versus pay per click
No full textPROCEEDINGS OF THE
11th ANNUAL CONFERENCE
ON WORLD WIDE WEB APPLICATIONS
2-4 September 2009
Port Elizabeth
South AfricaThe primary objective of this research project was to investigate Search Engine Marketing
(SEM) and compare Pay Per Click (PPC) and Search Engine Optimisation (SEO) in top ranking
commercial websites.
PPC is an Internet advertising model used on search engines in which advertisers pay
their host (search engines in this case) only when their ad is clicked on by an Internet
user. Such advertisements are called sponsored links, and appear next to or above
organic results on search engine results pages.
SEO is the process of fine-tuning the contents according to certain best practice guidelines to
increasing the number of visitors to a website. SEO helps to ensure that a website is accessible
to search engines and improves the chances that the website will be found by the search
engines.
The methods employed in this research project include the review of literature on the
current state of SEM. Secondly, an online analysis was done of the 100 most visited
shopping websites in the world to determine which of SEO, PPC or both were
implemented.
Results from the literature review seem to indicate that there are contradicting views on
whether PPC or SEO listings are clicked on more frequently by search engine users. However,
results from the online inspection showed that the majority of the global top 100 shopping
websites have only SEO implemented. Furthermore, the accuracy of inlinks as the most
important positive SEO factor has been confirmed.
The conclusion reached was that even though literature would suggest that there are
contradicting views which of PPC or SEO are clicked on more frequently, the majority of the
global top 100 shopping websites have SEO implemented. This would suggest that SEO is still
the foremost method for improving a website’s visibility with search engines.Cape Peninsula University of Technology
PO Box 652
Cape Town
800
Between a rock and hard place – search engine optimisation or pay per click.
No full textPosterThe Pay Per Click (PPC) model was launched in 2002 and soon became an option for online marketers in 2002. In PPC marketing the website owner has to pay for every user click on the displayed advertisement. Some of the search phrases are very competitive and therefore can reach a bidding price of as high as R700 per click in South Africa. In contrast, once a webpage has achieved a high ranking through Search Engine Optimisation (SEO), clicks are practically free. However, there has been an ongoing debate whether or not an investment in SEO generates a higher return on investment than paying for clicks using a PPC advertising model. Properly executed SEO has proven to have very positive effects on a website’s ranking with search engines. Once done, only a major update in search engine algorithms or improvements in competitor websites can negatively affect rankings. Similarly the use of unreliable or downright unsavoury SEO tactics can have the same effect. A recent study on PPC indicates that the average sales value per visitor arriving from a PPC advertisement was 41% higher than that of a visitor from a SEO listing. Furthermore, PPC traffic converted (mere visitors becoming paying clients) at a rate 20% higher than traffic from SEO listings. An extensive literature survey was conducted, covering SEO and PPC with in-depth analysis of both methods. Results indicate that SEO would be most cost-efficient if ranking improvement is not required immediately. In contrast, PPC should be used when improvements are essential in the very short term. Various authors also claim that PPC should be used to target longer key phrases, since the competition for those keywords word be lower and therefore cheaper to bid on. It is clear that both methods have their own benefits and disadvantages. To conclude, each business website is unique and it would be impractical to make a call on the best solution without an in-depth analysis of the website. This analysis should determine their need and make a recommendation on whether to use SEO, PPC or a dual strateg
Finding the synergy: search engine optimisation versus website usability
No full textConference proceedingThe primary objective of this research project was to investigate and report on the importance of finding synergy between the concept of website visibility and website usability. A website needs to attract visitors and the website designer needs to ensure the website is visible to search engines. Websites that are not ranked highly by search engines are less likely to be visited. It is common practice for Internet users to not click through pages and pages of search results, so where a website ranks in a search is essential for directing more traffic toward the website. Users tend to examine only the first page of search results and once they find a good match for their search, they normally do not look further down the results list. Most search engines display only 10 to 20 of the most relevant results on the first page. Search Engine Marketing (SEM) is often used to describe acts associated with researching, submitting and positioning a website within search engines to achieve maximum exposure for a website. SEM includes search engine optimisation (SEO), paid listings and other search-engine related services and functions aimed at increasing exposure and traffic to a website. SEO is the process of improving the contents of a web page so as to offer a richer harvest to a search engine crawler. The higher a website ranks in the results of a search, the greater the chance that that website will be visited by a user. SEO helps to ensure that a website is accessible to search engines and improves the chances that the website will be found by the search engines. Website usability focuses on what happens after users arrive on a website. Usability professionals observe what users do once they arrive on a certain page. Do the users take the desired call to action? Do the users understand what page they are viewing? Is the website easy to navigate? Website
usability, therefore, can be defined as a website’s user-friendliness and the extent to which users can use the information on the website to meet a specific objective. The methods employed in this project include the review of literature and secondly, an inspection of South African based websites to determine the level of visibility and usability elements implemented. Results seem to indicate that very few South African based websites have both visibility and usability elements implemented on the same web page
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
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