Arama Motoru Optimizasyonu (SEO): Avantajları, Zorlukları ve Stratejileri Üzerine Kavramsal Bir Değerlendirme

Year 2022, Volume: 4 Issue: 6, 145 - 176, 01.04.2022

Yasemin Gedik

Abstract

İnternetteki gelişmeler, Web siteleri ve Web sayfaları sayısındaki hızlı artış arama motorlarını günlük hayatta faydalı bilgilerin, ürün ve hizmetlerin bulunmasına yardımcı olan çok popüler bir araç haline getirmiştir. E-ticaretin yükselişiyle birlikte dünya çapında çevrimiçi alışveriş yapan müşterilerin sayısı da artmaktadır. Bu noktada arama motorları, işletmeler ve müşterileri birbirine bağlayan önemli bir köprü rolünü üstlenmektedir. SEO, bir web sitesinin arama motoru sonuç sayfalarındaki sıralamasını iyileştirmeye yönelik çabaları ifade eder. SEO, web sitelerinin çevrimiçi aramada bulunmasına yardımcı olma sanatı ve bilimidir. SEO, marka bilinirliğini, Web sitesi trafiğini, satış ve gelirlerini arttırmak ve kullanıcıları aktif müşterilere dönüştürmek gibi işletmelere birçok fayda sağlamaktadır. Günümüzde kullanıcıların arama motoru sonuç sayfalarını incelerken çok nadiren birinci sayfadan ötesine baktıkları göz önüne alındığında, SEO’nun işletmeler için ne kadar kritik olduğu daha net anlaşılmaktadır. Bu çalışma SEO ile ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, güncel istatistiklerle birlikte SEO avantajları, zorlukları ve stratejilerini de inceleyerek işletme yöneticilerine ve SEO uzmanlarına söz konusu kararları verirken yardımcı olmayı amaçlamaktadır.

Keywords

seo, arama motorları, seo teknikleri, seo stratejileri

Search Engine Optimization (SEO): A Conceptual Assessment on Its Advantages, Challenges and Strategies

Abstract

The developments in the Internet, the rapid increase in the number of Web sites and Web pages have made search engines a very popular tool that helps to find useful information, products and services in daily life. With the rise of e-commerce, the number of online shoppers worldwide is also increasing. At this point, search engines play an important role as a bridge connecting businesses and customers. SEO refers to efforts to improve a website's ranking in search engine results pages. SEO is the art and science of helping websites get found in online search. SEO provides many benefits to businesses, such as increasing brand awareness, website traffic, sales and revenue, and converting users into active customers. Considering that today's users rarely look beyond the first page when reviewing search engine results pages, it becomes clearer how critical SEO is for businesses. This study focuses on creating a broad conceptual framework for SEO. In addition, the study aims to assist business managers and SEO experts in making these decisions by examining SEO advantages, challenges and strategies along with up-to-date statistics.

Keywords

SEO, search engines, SEO techniques, SEO strategies

References

• Akram, M., Sohail, I., Hayat, S., Shafi, M., & Saeed, U. (2010). Search Engine Optimization Techniques Practiced in Organizations: A Study of Four Organizations, Journal of Computing, 2 (6)134-139
• Almukhtar, F., Mahmoodd, N., & Kareem, S. (2021). Search Engine Optimization: A Review, Applied Computer Science, 17(1), 69–79.
• Andersen, D. (2021). Marketers Need to Know in 2021, https://www.invoca.com/blog/retail-marketing-statistics , Erişim Tarihi: 18.01.2022
• Andonov, A. (2020). The Application of Search Engine Optimization in Internet Marketing, 55th International Scientific Conference on Information, Communication and Energy Systems and Technologies, IEEE, 37-41.
• Ankalkoti, P. (2017). Survey on Search Engine Optimization Tools & Techniques, Imperial Journal of Interdisciplinary Research, 3 (5), 40-43.
• Armstrong, M. (2021a). Sources of Shopping Inspiration, https://www.statista.com/chart/25727/sources-of-shopping-inspiration-gcs/ , Erişim Tarihi: 18.01.2022
• Armstrong, M. (2021b). How Many Websites Are There?, https://www.statista.com/chart/19058/number-of-websites-online/ , Erişim Tarihi: 18.01.2022
• Baker, L. (2021). 20+ Years of SEO: A Brief History of Search Engine Optimization, https://www.searchenginejournal.com/seo-guide/seo-history/#close , Erişim Tarihi: 18.01.2022
• Barrell, J. (2021). 31 SEO Statistics for 2021 and What They Tell Us (+ VIDEO). https://www.impactplus.com/blog/seo-statistics , Erişim Tarihi: 18.01.2022
• Baye, M., De los Santos, B. ve Wildenbeest, M. (2016). Search Engine Optimization: What Drives Organic Traffic to Retail Sites?, Journal of Economics & Management Strategy, 25(1), 6-31.
• Berman, R. ve Katona , Z. (2010). The Role of Search Engine Optimization in Search Rankings, MPRA Paper No. 29411, https://mpra.ub.uni-muenchen.de/29411/. , Erişim Tarihi: 18.01.2022
• Bezhovski, Z. (2015). The Historical Development of Search Engine Optimization, Information and Knowledge Management, 5 (12)
• Bhandari, R. ve Bansal, S. (2019). An Analysis Between Search Engine Optimization Versus Social Media Marketing Affecting Individual Marketer's Decision-Making Behavior, Jindal Journal of Business Research, 8(1) , 78–91.
• Bin, W., Bingyun, G., Peishun, L. ve Xiaoqing, L. (2018). A Study on Tactics for College Website at Search Engine Optimization, IEEE 3rd International Conference on Big Data Analysis (ICBDA), 259-263.
• Bishnu, R. (2016). The impact of SEO on Business, Laurea University of Applied Sciences, Bachelor’s Thesis.
• Boswell, W. (2009). What is Black Hat SEO? https://sawebspinners.com/assets/pdf-files/black-hat-search-engine-optimization.pdf. , Erişim Tarihi: 18.01.2022
• Briggs, P. (2008). User Modelling in Collaborative Web Search, National University of Ireland, PhD Thesis.
• Bucea-Manea-Tonis, R. (2012). Search Engine Optimization in the Current Socio-Economic Challenges, Review of Applied Socio-Economic Research, 3(1), 35-42.
• Chaffey, D. (2021). 2021 Comparison of Google Organic Click-through-rates (SEO CTR) by Ranking Position, https://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/comparison-of-google-clickthrough-rates-by-position/ , Erişim Tarihi: 18.01.2022
• Chau, M., Qin , J., Zhou, Y., Tseng, C. ve Chen, H. (2008). SpidersRUs: Creating Specialized Search Engines in Multiple Languages, Decision Support Systems, 45, 621–640.
• Chevalier, S. (2021a). Average Value of Global Online Shopping Orders in 2nd Quarter 2020 and 2nd Quarter 2021, by Traffic Source, https://www.statista.com/statistics/325384/online-shopping-order-values-traffic-source/ , Erişim Tarihi: 18.01.2022
• Chevalier, S. (2021b). Leading Online Sources Where Consumers Worldwide Search for Products as of April 2021, https://www.statista.com/statistics/1034209/global-product-search-online-sources/ , Erişim Tarihi: 18.01.2022
• Chotikitpat, K., Nilsook, P. ve Sodsee, S. (2015). Techniques for Improving Website Rankings with Search Engine Optimization (SEO). Advanced Science Letters, 21, 3219–3224.
• Clarke, T. ve Clarke, I. (2014). A Competitive and Experiential Assignment in Search Engine Optimization Strategy, Marketing Education Review, 24(1), 25-30.
• Clement, J. (2019). Percentage of all Global Web Pages Served to Mobile Phones from 2009 to 2018, https://www.statista.com/statistics/241462/global-mobile-phone-website-traffic-share/ , Erişim Tarihi: 18.01.2022
• Dean, B. (2020a). Here’s What We Learned About SEO, https://backlinko.com/search-engine-ranking , Erişim Tarihi: 18.01.2022
• Dean, B. (2019b). The SEO Services Report, https://backlinko.com/seo-services-statistics, Erişim Tarihi: 18.01.20202
• Dixit, A. ve Agarwal, M. (2015). Hybrid Approach to Search Engine Optimization (SEO) Techniques, International Journal of Converging Technologies and Management (IJCTM),1(3) 1-5.
• Egerton, D. (2017). The Importance of Search Engine Optimization (SEO): Why it's Important and How it May Change in the Future, Turku University of Applied Science, Bachelor’s Thesis.
• Giomelakis, D. ve Veglis, A. (2018). Search Engine Optimization, Encyclopedia of Information Science and Technology, Fourth Edition (Chapter 700), IGI Global, 8046-8055.
• Goodwin, D. (2021). 71 Mind-Blowing Search Engine Optimization Stats. https://www.searchenginejournal.com/seo-guide/seo-statistics/#close , Erişim Tarihi: 18.01.2022
• Gudivada, V., Rao, D. ve Paris, J. (2015). Understanding Search-Engine Optimization, Computer, 48(10), 43-52.
• Gul, S., Ali, S. ve Nazir, T. (2015). An Art of Driving Web Traffic to Web Sites: Search Engine Optimization (SEO), Journal of Web Engineering & Technology, 2 (1)
• Gupta, S., Rakesh, N., Thakral, A. ve Chaudhary, D. (2016). Search Engine Optimization: Success Factors, Fourth International Conference on Parallel, Distributed and Grid Computing, IEEE, 17-21.
• Hardwick, J. (2021). 9 Google Ranking Factors You Shouldn’t Ignore, https://ahrefs.com/blog/google-ranking-factors/ , Erişim Tarihi: 18.01.2022
• Hardwick, J. (2021a). How Do Search Engines Work and Why Should You Care?, https://ahrefs.com/blog/how-do-search-engines-work/#search-engine-basics , Erişim Tarihi: 18.01.2022
• Harto, A. (2019). Implementing Website Design Based on Search Engine Optimization (SEO) Checklist to Increase Web Popularity, Journal of Applied Information, Communication and Technology, 6(2), 87-97.
• Heiler, C. (2012). How to Understand SEO, Landscape Management, 5(1), 26-29.
• Hoque, M., Alsadoon, A. ve Maag, A. (2018). Comprehensive Search Engine Optimization Model for Commercial Websites: Surgeon's Website in Sydney. Journal of Software, 13(1), 43-56.
• https://backlinko.com/seo-stats (2021), 69 Important SEO Statistics for 2021, Erişim Tarihi: 18.01.2022
• https://backlinko.com/keyword-research (2022), The Definitive Guide, Erişim Tarihi: 18.01.2022
• https://history-computer.com/yahoo-guide/ (2021). Yahoo – History, Origin and More, Erişim Tarihi: 18.01.2022
• https://neilpatel.com/blog/8-common-seo-issues-and-how-to-troubleshoot-them/ (2022). 8 Common SEO Issues (and How to Troubleshoot Them), Erişim Tarihi: 18.01.2022
• https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf (2019). Organic Search Improves Ability to Map to Consumer Intent, Erişim Tarihi: 18.01.2022
• https://www.bruceclay.com/blog/the-most-common-seo-challenges-and-how-to-overcome-them/ (2021). The Most Common SEO Challenges (and How to Overcome Them), Erişim Tarihi: 18.01.2022
• https://www.hubspot.com/hubfs/State-of-Marketing%20(2).pdf (2021a). Not Another State of Marketing Report , Erişim Tarihi: 18.01.2022
• https://www.hubspot.com/marketing-statistics (2021). The Ultimate List of Marketing Statistics for 2021 , Erişim Tarihi: 18.01.2022
• https://www.igi-global.com/dictionary/adaptive-query-processing-data-grids/24374 (2022). What is Query Processing, Erişim Tarihi: 18.01.2022
• https://www.internetlivestats.com/google-search-statistics/ (2021). Google Search Statistics, Erişim Tarihi: 18.01.2022
• https://www.marketingcharts.com/digital-55896 (2015). Most Effective – and Difficult – SEO Tactics, Erişim Tarihi: 18.01.2022
• https://www.oberlo.com/statistics/how-many-people-shop-online (2021a). How Many People Shop Online in 2021?, Erişim Tarihi: 18.01.2022
• https://www.oberlo.com/statistics/search-engine-market-share (2021b). Search Engine Market Share 2021 , Erişim Tarihi: 18.01.2022
• https://www.underlineagency.com/journal/white-hat-seo-vs-black-hat-seo/ (2021). An Overwiew of SEO Hats: White Hat, Black Hat & Grey Hat SEO Techniques, Erişim Tarihi: 18.01.2022
• Husain, T., Sani, A., Ardhiansyah, M. ve Wiliani, N. (2020). Online Shop as an Interactive Media Information Society Based on Search Engine Optimization (SEO). International Journal of Computer Trends and Technology, 7(3), 53-57.
• Iskandar, M. ve Komara , D. (2018). Application Marketing Strategy Search Engine Optimization (SEO), IOP Conference Series: Materials Science and Engineering, 407(1), 012011, IOP Publishing.
• Jackson , L. (2016). Growth of Search Engine Optimization (SEO) and Its Impact on Web Development: Does SEO Matter Anymore?, Arizona State University, Master Thesis.
• Jain, A. (2013). The Role and Importance of Search Engine and Search Engine Optimization, International Journal of Emerging Trends & Technology in Computer Science, 2 (3), 99-102.
• Jayanthi, S. ve Sasikala, S. (2014). Naive Bayesian Classifier and PCA for Web Link Spam Detection, GESJ: Computer Science and Telecommunications,1(41) , 3-15.
• Jha, T. ve Saraswat, S. (2018). Selecting the Best Approach for Website Optimization, Second International Conference on Green Computing and Internet of Things (ICGCIoT), Bangalore, India,IEEE, 555-559.
• Karisma, I., Putra, I. ve Wiranatha, A. (2019). The Effects of Search Engine Optimization on Marketing of Diving Companies in Bali, E-Journal of Tourism, 6(1), 130-138.
• Karthikeyan, K. ve Sangeetha, M. (2012). Page Rank based Design and Implementation of Search Engine Optimization, International Journal of Computer Applications, 40(4), 13-18.
• Kaufmann, S. (2022). Top 10 Obstacles to SEO Success. https://lucidagency.com/blog/google/top-10-obstacles-seo-success/ , Erişim Tarihi: 18.01.2022
• Kemper, G. (2018). How Organic and Paid Search Inform SEO Strategy. https://clutch.co/seo-firms/resources/how-organic-paid-search-inform-seo-strategy , Erişim Tarihi: 18.01.2022
• Khan, M. ve Mahmood, A. (2018). A Distinctive Approach to Obtain Higher Page Rank Through Search Engine Optimization, Sādhanā 43, 43, 1-12.
• Kumar, A. (2013). Search Engine Optimization (SEO): Technical Analysis Concepts. International Journal of Emerging Technology and Advanced Engineering, 3(3), 123-128.
• Lake, C. (2016). The Rise of Micro-Moments and How to Optimise for Near me Search Queries. https://www.searchenginewatch.com/2016/03/29/the-rise-of-micro-moments-and-how-to-optimise-for-near-me-search-queries/ , Erişim Tarihi: 18.01.2022
• Lang, B., Liu, X. ve Li, W. (2013). The Next-Generation Search Engine: Challenges and Key Technologies, Gaol F. (eds) Recent Progress in Data Engineering and Internet Technology, Lecture Notes in Electrical Engineering, 156. Springer, Berlin, Heidelberg, 239-248.
• Lee, S., Jang, W., Lee, E. ve Oh , S. (2016). Search Engine Optimization: A Case Study Using the Bibliographies of LG Science Land in Korea, Library Hi Tech, 34(2) , 197-206.
• Lewandowski, D., Sünkler, S. ve Yağcı, N. (2021). The Influence of Search Engine Optimization on Google's Results: A Multi-Dimensional Approach for Detecting SEO, 13th ACM Web Science Conference 2021 , 12-20.
• Li, R. (2021). Keywords of Search Engine Optimization based on Corpus, The 2nd International Conference on Computing and Data Science (CONF-CDS 2021), Journal of Physics: Conference Series, 1881, IOP Publishing, 1-6.
• Linh, N. (2015). Improve Search Engine Optimization Case Study: Production Software. Lahti University of Applied Sciences, Bachelor Thesis.
• Lotfipanah, M. (2016). Does Search Engine Optimisation (SEO) Increase Scientific Journals' Visibility, Prestige, and Impact Factor as a New Method?, Journal of Knowledge Management and Practices, 4(1).
• Lui, R. ve Au , C. (2018). Establishing an Educational Game Development Model: From the Experience of Teaching Search Engine Optimization, International Journal of Game-Based Learning, 8(1), 52-78.
• Mahendru, M., Singh, S. ve Sharma, G. (2014). Emergence of Search Engine Optimization as an Advertising Tool, Global Journal of Enterprise Information System, 6(1), 18-28.
• Matošević, G. (2015). Measuring the Utilization of On-Page Search Engine Optimization in Selected Domain, Journal of Information and Organizational Sciences, 39(2), , 199-207.
• Matta, H., Gupta, R. ve Agarwal, S. (2020). Search Engine Optimization in Digital Marketing: Present Scenario and Future Scope, International Conference on Intelligent Engineering and Management, London, UK, IEEE, 530-534.
• Murray, M. (2018). SEO Marketing Strategy Tips. https://contentmarketinginstitute.com/2018/01/seo-marketing-strategy/ , Erişim Tarihi: 18.01.2022
• Nagpal, M. ve Petersen, J. (2020). Keyword Selection Strategies in Search Engine Optimization: How Relevant is Relevance?, Journal of Retailing, 1-18.
• Nasomyont, T. ve Wisitpongphan, N. (2014). A Study on the Relationship Between Search Engine Optimization Factors and Rank on Google Search Result Page, Advanced Materials Research, 931 Trans Tech Publications Ltd, 1462-1466.
• Ochoa, E. (2012). Analysis of the Application of Selected Search Engine Optimization (SEO) Techniques and Their Effectiveness on Google's Search Ranking Algorithm, California State University, Master Thesis.
• O'Dea, S. (2021). Forecast Number of Mobile Users Worldwide from 2020 to 2025. https://www.statista.com/statistics/218984/number-of-global-mobile-users-since-2010/ , Erişim Tarihi: 18.01.2022
• Olawale, K. (2019). Search Engine Optimization: Concepts, Techniques and Challenges. University of Lagos, Master Thesis.
• Onaifo, D. Ve Rasmussen, D. (2013). Increasing libraries Content Findability on the Web with Search Engine Optimization, Library Hi Tech, 31(1), 87-108.
• Ong, S. (2019). SEO vs. PPC: Which Should You Use?, https://ahrefs.com/blog/seo-vs-ppc/ , Erişim Tarihi: 18.01.2022
• Ong, S. (2020). 63 SEO Statistics for 2021. https://ahrefs.com/blog/seo-statistics/ , Erişim Tarihi: 18.01.2022
• Palanisamy, R. (2014). The Impact of Privacy Concerns on Trust, Attitude and Intention of Using a Search Engine: An Empirical Analysis, International Journal of Electronic Business, 11(3), 274-296.
• Patel, P. ve Patel, K. (2014). To Study Effect of Social Media to Improve Website Ranking, International Journal for Scientific Research & Development, 2(2)
• Perez, S. (2017). Voice-enabled Smart Speakers to Reach 55% of U.S. Households by 2022, Says Report, https://techcrunch.com/2017/11/08/voice-enabled-smart-speakers-to-reach-55-of-u-s-households-by-2022-says-report/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAACAi9vPylKzjvZ7SYdi7l6cp03kbTXCPHKIL0Cc4aJYRlPy5XcQXc2fLRqU0 , Erişim Tarihi: 18.01.2022
• Pohjanen, R. (2019). The Benefits of Search Engine Optimization in Google for Businesses. University of Oulu, Master’s Thesis.
• Prakash, S. (2020). Search Engine Optimization Techniques for Attracting Organic Traffic to Websites . International Journal of Recent Trends in Engineering & Research, 6 (5), 1-6.
• Rababah, O., Al-Shboul, M., Al-Zaghoul, F. ve Ghnemat, R. (2014). Website Search Engine Optimization: Geographical and Cultural Point of View, Journal of Software Engineering and Applications, 7(13)
• Roslina, A. ve Shahirah, M. (2019). Implementing White Hat Search Engine Technique in E-Business Website, Proceedings of the 10th International Conference on E-Education, E-Business, E-Management and E-Learning, 311–314.
• Sahu, P. (2018). The SEO challenges of an ecommerce website: https://www.searchenginewatch.com/2018/07/18/the-seo-challenges-of-an-ecommerce-website/ , Erişim Tarihi: 18.01.2022
• Savoska, S., Naka, N., Manevska, V. ve Ristevski, B. (2016). Search Engine Optimization on PHP Based Web Pages in Practice, Emerging Research and Solutions in ICT 1(1), 45–58.
• Schäferhoff, N. (2020). A Detailed Timeline of SEO History: How SEO Has Evolved. https://torquemag.io/2020/12/seo-history-timeline/ , Erişim Tarihi: 18.01.2022
• Schultheiß, S. ve Lewandowski, D. (2020). Outside the Industry, Nobody Knows What we Do SEO as Seen by Search Engine Optimizers and Content Providers, Journal of Documentation, 1-16.
• Schultheiß, S. ve Lewandowski, D. (2021). A Representative Online Survey Among German Search Engine Users with a Focus on Questions Regarding Search Engine Optimization (SEO): A Study Within the SEO Effect Project, Hamburg University of Applied Sciences (HAW).
• Setiawan, A., Harahap, Z., Syamsuar, D. ve Kunang, Y. (2020). The Optimization of Website Visibility and Traffic by Implementing Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism. Communication and Information Technology Journal, 14 (1).
• Shahzad, A., Jacob, D., Nawi, N., Mahdin, H. ve Saputri, M. (2020). The New Trend for Search Engine Optimization, Tools and Techniques, Indonesian Journal of Electrical Engineering and Computer Science, 18(3), 1568-1583.
• Sharma, D., Shukla , R., Giri, A. ve Kumar , S. (2019). A Brief Review on Search Engine Optimization, 9th International Conference on Cloud Computing, Data Science & Engineering, IEEE, 687-692.
• Shepler, J. (2018). Overcoming 5 of the Major SEO Challenges for E-Commerce Sites. https://www.ayokay.com/overcoming-5-of-the-major-seo-challenges-for-e-commerce-sites/ , Erişim Tarihi: 18.01.2022
• Soulo, T. (2017). How Long Does It Take to Rank in Google? (A Study by Ahrefs). https://ahrefs.com/blog/how-long-does-it-take-to-rank/ , Erişim Tarihi: 18.01.2022
• Soulo, T. (2020). 90.63% of Content Gets No Traffic From Google. And How to Be in the Other 9.37% [New Research for 2020], https://ahrefs.com/blog/search-traffic-study/ , Erişim Tarihi: 18.01.2022
• Storm, M. (2021). 8 Google Search Statistics That Prove Why You Need SEO. https://www.webfx.com/blog/search-engine-optimization/8-google-search-statistics-prove-need-seo/ , Erişim Tarihi: 18.01.2022
• Sun, Q. ve Spears, N. (2011). Frustration Theory: Toward an Understanding of Keyword Search Effectiveness and Consumer Responses, Journal of Customer Behaviour, 10(1), 35-48.
• Tighe, D. (2021). Share of Consumers Using Selected Search Engines to Find Local Business Information in Germany, France, UK, and the United States in 2021. https://www.statista.com/statistics/1260363/consumers-using-search-engines-to-find-local-business-info/ , Erişim Tarihi: 18.01.2022
• Tomasi, S. ve Li , X. (2015). Influences of Search Engine Optimization on Performance of SMEs: A Qualitative Perceptive, Journal of Electronic Commerce in Organizations, 13(1), 27-49.
• Udapure, T., Kale, R. ve Dharmik, R. (2014). Study of Web Crawler and its Different Types, IOSR Journal of Computer Engineering, 16 (1)
• Wahba, W. ve Barhoom, T. (2019). SEO: Improve Website Ranking Based on Competitors Analysis, International Research Journal of Engineering and Technology, 6(8), 782-786.
• Walsh, S. (2021). The Greatest Challenges & Threats in SEO [Survey Results]. https://www.searchenginejournal.com/state-of-seo-challenges-threats/420504/#close , Erişim Tarihi: 18.01.2022
• Woods, R. (2020). The Ultimate Keyword Research Guide for SEO. https://www.semrush.com/blog/keyword-research-guide-for-seo/#3--keyword-research-tools , Erişim Tarihi: 18.01.2022
• Wu, J., Cook, V. ve Strong, J. (2005). A Two-Stage Model of the Promotional Performance of Pure Online Firms, Information Systems Research, 16(4), 334-351.
• Xing, B. ve Lin, Z. (2006). The Impact of Search Engine Optimization on Online Adverting Market, Proceedings of the 8th International Conference on Electronic Commerce: The New E-Commerce: Innovations for Conquering Current Barriers, Obstacle and Limitations to Conducting Succesful Business on the Internet, 519-529.
• Yalçın, N., & Köse, U. (2010). What is Search Engine Optimization: SEO? , Procedia Social and Behavioral Sciences, 9, 487–493.
• Yoon, Y. (2014). Legal Ramifications of Black Hat Search Engine Optimization, B.U. J. Sci. & Tech. L. , 20, 1-32.
• Zhang, J. ve Dimitroff, A. (2005). The Impact of Webpage Content Characteristics on Webpage Visibility in Search Engine Results (Part I), Information Processing & Management, 41 (3), 665-690.
• Zhang, S. ve Cabage, N. (2013). Does SEO Matter? Increasing Classroom Blog Visibility Through Search Engine Optimization, 46th Hawaii International Conference on System Sciences, 1610-1619.
• Zhang, S. ve Cabage, N. (2017). Search Engine Optimization: Comparison of Link Building and Social Sharing, Journal of Computer Information Systems, 57 (2), 148-159 .
• Zhu, C. ve Wu, G. (2011). Research and Analysis of Search Engine Optimization Factors Based on Reverse Engineering, Third International Conference on Multimedia Information Networking and Security, Shanghai, China, IEEE, 225-228.
• Ziakis, C., Vlachopoulou, M., Kyrkoudis, T. ve Karagkiozidou, M. (2019). Important factors for improving Google Search Rank, Future Internet,11(2), 32.
• Zilincan, J. (2015). Search Engine Optimization, CBU International Conference on Innovation,Technology Transfer and Education,Prague, Czech Republic, Central Bohemia University, 506-510.