A Distinctive Approach to Increase Visibility in the transportation and distribution Market through Search Engine Optimization
Currently, there are approximately 1.2 billion websites (Siteefy, 2021). This growth has compelled firms to invest in SEO to attain top SERP ranking. Chitika Insights (2013) found that as compared to the second (18%) search results, Google’s first (33%) search result generates the highest traffic.
Jessica Kibui, 2021
Bachelor Thesis, SkyCell AG
Betreuende Dozierende: Joachim Tillessen
Keywords: SEO, Google Search Engine
Recently, a transportation and distribution firm launched a CRM website as a part of its strategy to increase brand awareness and consideration in the United States. While functional, the website has not been fully optimized. To ensure the transportation and distribution firm’s website attains high SERP rankings, an investigation of effective SEO strategies and any indexing issues that could affect the site’s visibility was warranted.
A multi-method research design was employed in the study. The first method utilized Google Analytics and the Ahrefs tool to analyze the transportation and distribution firm’s website’s performance. The tools evaluated the website’s traffic, health, page load speed, keyword rankings, bounce rates, and backlink profiles. The second method was a survey, which was administered through Survey Monkey to assess eleven marketing professionals’ opinions about effective SEO strategies that can be implemented to increase the quality of backlinks, reduce bounce rates, and increase webpage’s load speeds.
The researcher found that the transportation and distribution firm’s website had a simple design, had excellent ranking for branded keywords, had a strong overall health score, and had a steady increase in traffic and referring domains. The website, however, had a slow mobile page load time, high drop-off rates, low referral traffic, a few orphan pages, missing or empty meta-descriptions, and poor ranking for commercial keywords. The firm was also threatened by competitors who had invested in aggressive SEO and paid marketing efforts.
Knowledge from the study was important in understanding underlying indexing issues in order to identify the opportunities that could be utilized to boost the website’s organic performance. It was established, for example, that utilizing relevant keywords; integrating key phrases on websites’ content; optimizing title tags header tags and meta descriptions; increasing mobile page load speed; building links; and creating quality content would improve the website’s SERP ranking and visibility on prominent search engines.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation