Search Engine Optimization Research Paper

.docx

School

George Mason University *

*We aren’t endorsed by this school

Course

335

Subject

Information Systems

Date

Dec 6, 2023

Type

docx

Pages

Uploaded by KidMetalKookabura5

Mukhtarzada 1 Elias Ahmad Mukhtarzada IT-335-DL1 February 21, 2022 Macy’s Search Engine Optimization When it comes to search engine optimization, it is an integral tool for any company that is trying to expand their business online via their own website. It is truly an important feature for companies because optimizing a search engine allows them to take control of internet traffic flow to capitalize on marketing their website, and it gives their website the opportunity to premier as the top search result on any search engine, such as Google, depending on the key terms the user types into the search bar. If the internet users can access a company’s website instantly to interact with it, and not have to go through tedious scrolling, or to go through multiple search pages then it may help to boost the popularity of the website. It can also increase the visitor count for a website which is something that every company could want. For any thriving company with a website, the ability to control and take advantage of search engine optimization comes with a lot of benefits that will help these companies garner even more success, more good will, and even more profit. One major company that applies the tactic of search engine optimization is Macy’s which is the company that will be primarily focused on for this assignment. The intention here is to provide the reader with insight into the pros of search engine optimization, and to analyze how well a company like Macy’s takes advantage of search engine optimization to broaden their online customer base, so that the reader can understand how crucial online search engine optimization can be for any company that is big or small, or for any company that has been around forever or a brand-new start up.

Mukhtarzada 2 The Benefits of SEO It is simple to comprehend that many companies want their website and overall brand to be noticed by many users on the internet. As mentioned, there are numerous benefits that come with companies who utilize search engine optimization tools. To begin with, one of the perks that search engine optimization can bring for any company is the ability for their website to be recognized at the top, or near the top of the search results that is if the person on the web enters specific key words. Himanshu Matta, who is a research scholar, makes this point by stating that search engine optimization provides a higher likelihood that a company, and their website will have a larger notoriety because users often tend to search key terms and may not always type in the company name, so that is why it is a must for companies to take top positions in search results (Matta et al., 2020). Another benefit of search engine optimization is that it allows companies to greatly market their website and brand to generate enormous profit. Himanshu Matta even clarified that certain researchers studied search engine optimization’s impact in the realm of marketing, and they found that micro scale businesses are attracted to the concept of digital marketing because it is cost efficient, and it helps them develop good relations with search engine providers (Matta et al., 2020). In addition, one other benefit of search engine optimization is that it can help companies, especially their investors, to receive high returns on their investment. Both professors Amruta Vikas Patil, and Vikas Madhukar Patil mention that an effective and functional search engine optimization marketing campaign may bring a large return on investment for a company in contrast to any other online marketing technique, and it will lead to a large drive-in sale for a company (Patil & Madhukar Patil, 2018). These are just some of the benefits that search engine optimization brings to any company looking to have an online platform, but it is important for everyone to realize that any business that takes advantage of

Mukhtarzada 3 SEO tools to drive in a large pool of customers, they will eventually see a rise in popularity, and they will receive a large mass of profit. My Review of Macy’s SEO After spending time typing key words in the Google search engine, I will say that Macy masters search engine optimization mostly well to maximize on their efforts to market their brand, and to reach out to their customers. Initially, because Macy’s is largely a clothing store, my first instinct was to type “men’s clothing”, and I was able to identify Macy’s store page on the very first page of the list of results for clothes as it was remarkably near the very top of the first page. Next, I tried to be less specific by just typing the word “clothing”, and I ended up noticing that Macy’s website was still shown on the very first result page, but near the bottom of the results. Next, I tried typing in the key term “shoes”, and I was fortunate enough to find a link to Macy’s webpage for shoes on the first results page, but towards the middle of the pack. I moved on to another key term which was “furniture” as this is another thing Macy’s sells, but I was very surprised to find that the very first link to Macy’s webpage for furniture was near the middle of page four of results. I tried to be more specific by inputting “chairs” into the search bar to see if Macy’s website will appear on the first page because that is a type of furniture, but shockingly it took me a lot of time to go through result pages to try and find it, so I gave up. This might make it apparent that Macy’s isn’t as well recognized for its furniture as it is with its clothing and shoes. Also, it seems clear that “chairs” is too specific of a term for Macy’s to be mentioned as one of the top search results. One suggestion that I have for Macy’s to be on the first page of search results regarding “chairs” is to make it a key tag for the website, so that it increases the possibility of Macy’s appearing as a potential top search result every time the user

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help