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URN etd-0914115-133049 Statistics This thesis had been viewed 1054 times. Download 65 times. Author Hao Huang Author's Email Address No Public. Department Information Management Year 2014 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 74 Title Performance Measurement Concepts for Search Engine Optimization as Online Marketing Tool Keyword Performance Measurement Search Engine Optimization Online Marketing Tool Balanced Scorecard Balanced Scorecard Online Marketing Tool Search Engine Optimization Performance Measurement Abstract Online marketing is a kind of marketing mechanism which is growing fast and getting more and more important in recent years. Many online marketing channels are widely used as marketing tools in various industries. Especially, as internet users increase rapidly, many companies have built their websites for the customers. Therefore, search engine optimization (SEO), which helps company to optimize their website and gets better ranking result when customer uses search engine, has become a very popular marketing tool over the past few years. According to statistics, SEO shares 39 percent in the most effective online marketing channels. Besides, the search-optimized website marketing is one of the most effective ways to brand and generate demand in the market as well. Although the SEO techniques are popular, the way to measure their performances is to analyze SEO data. In addition, there are many performance measurement tools can be used such as KPI, balanced scorecard and management dashboards. This paper discusses the most effective marketing channel, Search Engine Optimization, and adopts one of the most important measurement tools, which could be implemented in SEO. However, it’s impossible to implement a performance measurement tool without annual report comes from company. Therefore, we want to create a questionnaire by the concept of balanced scorecard. Because balanced scorecard is a measurement tool which balances on four perspectives. So, the questionnaire could not only focus on financial perspective but also on non-financial perspectives. Thus, the company can check the aims and manager can report it to shareholders if they want to implement SEO.
Keywords: search engine optimization, performance measurement, balanced scorecard, online marketing channels
Advisor Committee Patrick S. Chen - advisor
Georg Hauer - co-chair
Files Date of Defense 2015-07-21 Date of Submission 2015-09-14