Ahmed, Irfan and Shahzad, Rana Khurram and ur Rehman, Kashif and Shabbir, Javeria
(2013)
Search Engine Optimisation:
Evidence From Pakistan.
Asian Academy of Management Journal (AAMJ), 18 (2).
pp. 1-16.
ISSN 1394-2603
Abstract
This study has two objectives. The first objective is to investigate firm exploitation of
search engine optimisation (SEO) techniques with respect to website traffic. The second
objective is to report on the searching habits of Internet users. This study uses a
qualitative descriptive approach that analyses 15 different case studies of business to
business (B2B) and business to consumer (B2C) companies. These companies include
nine banks, four telecommunication companies and two automotive companies. The indepth, semi-structured interviews were administered by telephone and/or personal
interviews. Additionally, a questionnaire-based survey was administered to Internet users
to determine their web use and searching habits. The results demonstrate that firms are
currently exploiting SEO at a limited level, that the use of social media is rare and that
firms do not consider users' searching habits. This study also reveals that 84% of web
users spend up to two hours daily searching the Internet. The dominant search engine
(i.e., the engine used by 90% of users) is Google. The use of social sites such as
Facebook, Twitter, MySpace and Orkut is high among users (i.e., 85%). This study
highlights the opportunities that SEO provides to companies with respect to the use of
their corporate website as a strategic marketing tool.
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