The topic of this thesis is search engine optimization (SEO). This term covers many activities, procedures and techniques. When using SEO you can improve your position in a search engine and narrow it to so called key words. The first part of the theoretical part acquaints readers with the basic facts, statistics and defines the basic terminology. The main objective of the second part is concentrated on the main elements which affect the successes of optimalization. The practical part is dealing with analysis of the optimalized e-shop including its competitors. The changes and recommendations of improvement and development of the e-shop were suggested on the basis of the analysis, the theoretical acquirements and the experience of the author. These changes are gradually implemented in the following part of the thesis. The impact on the attendance and placement in the search engines is reviewed after the realization of the suggested above.

Dagens snabba digitaliseringstakt driver stora förändringar i konsumenters sätt att handla. Allt fler använder internet och sökmotorer vid handel och e-handelstjänster har blivit allt mer beroende av sökmotorer samt deras placering hos dessa. Optimering av e-handelswebbsidor utgör numera en högst relevant aspekt för sidtrafik, men sökmotorer lämnar ut begränsad information om hur sökranking påverkas av olika typer av optimeringsinsatser. Med bakgrund av detta studeras i denna rapport hur en e-handelstjänsts, brewinabox.se, sökranking hos sökmotorn Google påverkas av de tre SEO-faktorerna laddningshastighet, nyckelordsdensitet och sidstruktur, och undersöker således hur man kan optimera dessa. I studien testas olika versioner av e-handelstjänsten med varierande inställningar för de tre SEO-faktorerna, mot sökranking hos Google. Testerna visade inga tydliga tendenser och kunde inte bekräfta de teorier och metoder som litteraturen rekommenderade för varje individuell faktor. De vaga resultaten kan bero på otillräckliga tester med många möjliga felkällor, speciellt gällande Googles indexeringsprocess. Slutligen implementerades en sista version av brewinabox.se med rekommendationer gällande de tre faktorerna och ett klart positivt resultat av sökmotoroptimeringen noterades. / The rapid pace of digitization in this day and age drives major changes in consumer buying behaviour. More and more consumers make use of the internet and search engines when making purchases. E-commerce services have thus become increasingly dependent on search engines, and on their ranking on them. Optimization of e-commerce websites are a highly relevant aspect for website traffic, however, little information on how different types of SEO-optimization techniques affect page ranking is disclosed by search engine companies. In this context, this study is conducted in order to assess how an e-commerce, brewinabox.se, website's page ranking is affected by three ranking factors: page speed, keyword density and site structure. It illustrates how to optimize with respect to these ranking factors. The study tests different versions of the e-commerce web application with different adjustments of the ranking factors, in relation to page rank. The tests did not show any clear results, and they could not confirm the theories and methods suggested by common literature for each factor. The weak results might depend on insufficient tests with many possible errors, especially concerning the indexing process of Google. Ultimately, a final version of the web application was implemented using the recommendations and a clearly positive result of the search engine optimization was noted.

The thesis is about internet marketing tools and their possible usage, shown on exact example from internet shop Minibike-shop.cz. The thesis is divided in three logical parts, which are built on each other. There are theoretically described tools in the first part, which can be used for an online promotion of the shop. The individual tools describe their advantages and possibilities of usage, which can result in improvement of business competitiveness. The fourth chapter of the thesis is completely devoted to social networks in Czech Republic and possibilities, which are offered by these networks to businesses. One of the chapters of the theoretical part of the thesis is a chapter devoted to indicators, which will help us measuring company's marketing success. Second part of the thesis is focused on a chosen shop analysis and its competitors according to the theoretical assumptions set up in first part of the thesis. Web pages audit of the individual shops is completed on the top of that, resulting in showing lack of their qualities. Third part of the thesis is devoted to a strategy proposal, which is based on shortages found out in the analyst part. Aim of the strategy is to eliminate detected mistakes and also gain competitive advantage. The thesis is ended by conclusion, which is devoted to the thesis summary and evaluation of the set goals. The main benefit of the thesis is the competitive analysis completed for the internet shop Minibike-shop.cz. and the proposed strategy on company's marketing growth. The strategy will manage to increase an amount of visitors and their satisfaction, resulting in an increase of the company's profit.

Two important findings in the IPO literature, IPO's underpricing and poor long run stock returns, are investigated by using the sample of IPOs completed in the Stock Exchange of Thailand (SET) from 1994 to 1999. The evidence suggests that Thai IPOs are underpriced and have poor long run stock returns. Rock 's (1986) model is employed to explain the underpricing of Thai IPOs. Rock's model is supported by the evidence of Thai IPOs. Past market conditions and the stock liquidity of the IPOs' industries are the main factors which affect investor demand for IPO shares. IPOs which go public in the hot market conditions (periods with high past market return) and IPOs which come from liquid industries (industries which have high stock turnover) attract more investor demand. These two factors are also positively correlated with IPO first day return. This suggests that investors have higher demand for IPOs which go public in the hot market conditions and IPOs which come from liquid industries because these IPOs are underpriced, and the underpricing of these IPOs is corrected during the first trading day. IPOs with low investor demand underperform their benchmarks in the long run. On the contrary, the long run returns of IPOs with high investor demand are not significantly different from their benchmarks. One possible explanation for the underperformance of IPOs with low investor demand is that these IPOs may be illiquid. The lack of demand during the first trading day may cause their first closing price to be different from their intrinsic value. This difference is gradually adjusted in the long run leading to the underperformance of these IPOs. This hypothesis is supported by the evidence. The sample of rights offerings announced in the SET between 1994 and 1999 also supports the role of liquidity in explaining the poor long run performance of issuers. The change in operating performance of IPOs from the IPO-year to the post-IPO years also has some power in explaining the long run underperformance of IPOs. IPOs which perform more badly after going public have poor long run returns.

<p>E-commerce combines web technology with business economics. As of the last 10 years, online visibility for such online enterprises now heavily rely on the relationship between the own online sales platform and Search Engines for improved traffic consisting of presumable customers with the intent of acquiring products or services related to the customers’ needs. In 2008 an Internet behavioural analysis showed that over 90% percent of Swedish internet users make use of search engines at least once a week, stating that online visibility through the use of search engines now is a crucial business marketing aspect. To improve the relationship between online e-commercial platforms and search engines several applications exists within the technical field of Online Marketing – one being Search Engine Optimization (SEO),</p><p>As a subset of Online Marketing, SEO consists mainly of three subareas; Organic Search Engine Optimization (Organic SEO), Search Engine Marketing (SEM) and Social Media Optimization (SMO). The true nature of how Search Engines operate to crawl and index web contents are hidden behind business secrets owned by the individual search engines operating online, leaving SEO auditors and operators to systematically “try-and-error” test for optimal settings.</p><p>The first part of this thesis unfolds the SEO theory obtained from online sources, acclaimed literature and articles to discover settings in which SEO auditors and operator may use as tools to improve online visibility and accessibility on live websites to search engines. The second part sets on forming a theory driven work model (called the “PS Model”) to systematically work with SEO; structure for implementations and ways to measure the improvements.</p><p>Third part of the thesis evaluates the PS model using a case study where the model is implemented upon. The case study uses a website (in this thesis referred to as “BMG”) owned by a company active in the biotechnological research and development field situated in Sweden (in this thesis referred to as “BSG”), which at the start of January 2010 was in need of SEO improvements as the relationship between the search engine Google had somewhat stagnated leaving several vital documents outside of Google’s indexing and the relevancy between performed search quires and site-wide keywords had been lowered.</p><p>The focus of this thesis reside on bringing forth a work model taking in essential parts of SEO (Organic SEO, SEM and SMO), implementing it on the BMG platform to improve the website’s online visibility and accessibility to search engines (mainly focusing on Google), thus enhancing and solving the stagnated situation identified as such in January 2010 by the BMG site-owners – consequently validating the PS Model. In May 2010 it was shown that the PS model did improve site-wide indexing at Google and search queries containing the main set of keywords in use of BMG was improved in terms of relevancy (higher placing on search result pages).</p>

<p>This paper is a literature study on search engine optimization (SEO) considering the leader of the search engine market: Google. There´s an introductory background description of Google and its methods of  crawling the Internet and indexing the web pages, along with a brief review of the famous PageRank algorithm. The purpose of this paper is to describe the major important methods for improved rankings on Google´s result lists. These methods could be categorized as on-page methods tied to the website to be optimized or off-page methods that are external to the website such as link development. Furthermore the most common unethical methods are described, known as “black hat”, which is the secondary purpose of the text. The discussion that follows concerns the practical implications of SEO and personal reflections of the matter. Finally  there´s a quick view of the expanding market of handheld devices connected to the Internet and mobile search as an initial area of research.</p> / <p>Denna uppsats är en litteraturstudie om ämnet sökmotoroptimering (SEO) som behandlar ledaren bland sökmotorer: Google. Det finns en introducerande bakgrund som beskriver Google och dess metoder för ”crawling” och indexering av webbplatser, tillsammans med en kort genomgång av den  välkända  PageRank-algoritmen. Syftet med denna uppsats är att beskriva de centrala metoderna för förbättrad rankning i Googles träffresultat. Dessa metoder kan kategoriseras som ”on-page”-metoder, som är knutna till webbplatsen, eller ”off-page”-metoder, som är externa, exempelvis  länkförvärvning. Vidare kommer de vanligaste oetiska metoderna att beskrivas, kända som ”black hat”, som är det andra syftet med denna text. Diskussionen som följer behandlar de praktiska implikationerna av SEO och personliga reflektioner i frågan. Avslutningsvis  berör vi  den expanderade marknaden av handhållen utrustning med Internetuppkoppling och mobil sökning som ett kommande forskningsområde.</p>

I takt med att Internetanvändandet ökar på bekostnad av andra medier blir Internet allt viktigare som marknadsföringskanal. Att synas på Internet har tidigare främst åstadkommits med hjälp av så kallade bannerannonser. Numera finns det en mängd andra sätt för att kommunicera med sina kunder som till exempel e-postmarknadsföring och marknadsföring genom sökmotorer. Av alla varianter av marknadsföring på Internet är sökmotormarknadsföring den marknadsf öringsform som växer överlägset snabbast. Det finns två varianter av sökmotormarknadsf öring: vanliga annonser i form av länkar som presenteras vid sidan av sökresultatet och sökmotoroptimering. Sökmotoroptimering, som företrädesvis behandlas i den här utredningen, syftar till att ge webbplatser höga placeringar i sökmotorer som Google, Yahoo och MSN Search. Eftersom sökmotoroptimering, även kallat search engine optimization eller SEO, är en mycket komplex verksamhet är det svårt för företag som vill köpa den här tjänsten att veta hur man skall gå tillväga för att få tag på en kompetent konsult. Vad som komplicerar saken ytterligare är att det har framkommit att många sökmotormarknadsförare har använt otillåtna metoder för att ge sina kunder höga placeringar. Dessa metoder kan visserligen vara mycket effektiva men om det upptäcks riskerar både konsulten och kunden att bli utslängda ur sökmotorernas register, även kallade index. Detta kan naturligtvis få katastrofala ekonomiska konsekvenser. I denna rapport avser jag att utreda vad företag bör tänka på och hur de skall agera vid köp av SEO-tjänster. Utredningen kommer att resultera i en checklista med rekommendationer. Rapporten är avgränsad till sökresultat presenterade av de tre största sökmotorerna: Google, Yahoo och MSN search. Jag behandlar områden som optimeringsförloppet, vilka metoder som är tillåtna, hur man skall ta reda på om konsulten är kompetent, viktiga frågor att ställa, varningssignaler, resultatet och det viktiga avtalet. I det sista kapitlet sammanfattar jag utvärderingen och ger konkreta tips på vad man skall undvika och vad man skall eftersträva. Rekommendationerna sammanfattas i en checklista som omfattar sju punkter.

E-commerce combines web technology with business economics. As of the last 10 years, online visibility for such online enterprises now heavily rely on the relationship between the own online sales platform and Search Engines for improved traffic consisting of presumable customers with the intent of acquiring products or services related to the customers’ needs. In 2008 an Internet behavioural analysis showed that over 90% percent of Swedish internet users make use of search engines at least once a week, stating that online visibility through the use of search engines now is a crucial business marketing aspect. To improve the relationship between online e-commercial platforms and search engines several applications exists within the technical field of Online Marketing – one being Search Engine Optimization (SEO), As a subset of Online Marketing, SEO consists mainly of three subareas; Organic Search Engine Optimization (Organic SEO), Search Engine Marketing (SEM) and Social Media Optimization (SMO). The true nature of how Search Engines operate to crawl and index web contents are hidden behind business secrets owned by the individual search engines operating online, leaving SEO auditors and operators to systematically “try-and-error” test for optimal settings. The first part of this thesis unfolds the SEO theory obtained from online sources, acclaimed literature and articles to discover settings in which SEO auditors and operator may use as tools to improve online visibility and accessibility on live websites to search engines. The second part sets on forming a theory driven work model (called the “PS Model”) to systematically work with SEO; structure for implementations and ways to measure the improvements. Third part of the thesis evaluates the PS model using a case study where the model is implemented upon. The case study uses a website (in this thesis referred to as “BMG”) owned by a company active in the biotechnological research and development field situated in Sweden (in this thesis referred to as “BSG”), which at the start of January 2010 was in need of SEO improvements as the relationship between the search engine Google had somewhat stagnated leaving several vital documents outside of Google’s indexing and the relevancy between performed search quires and site-wide keywords had been lowered. The focus of this thesis reside on bringing forth a work model taking in essential parts of SEO (Organic SEO, SEM and SMO), implementing it on the BMG platform to improve the website’s online visibility and accessibility to search engines (mainly focusing on Google), thus enhancing and solving the stagnated situation identified as such in January 2010 by the BMG site-owners – consequently validating the PS Model. In May 2010 it was shown that the PS model did improve site-wide indexing at Google and search queries containing the main set of keywords in use of BMG was improved in terms of relevancy (higher placing on search result pages).

This paper is a literature study on search engine optimization (SEO) considering the leader of the search engine market: Google. There´s an introductory background description of Google and its methods of  crawling the Internet and indexing the web pages, along with a brief review of the famous PageRank algorithm. The purpose of this paper is to describe the major important methods for improved rankings on Google´s result lists. These methods could be categorized as on-page methods tied to the website to be optimized or off-page methods that are external to the website such as link development. Furthermore the most common unethical methods are described, known as “black hat”, which is the secondary purpose of the text. The discussion that follows concerns the practical implications of SEO and personal reflections of the matter. Finally  there´s a quick view of the expanding market of handheld devices connected to the Internet and mobile search as an initial area of research. / Denna uppsats är en litteraturstudie om ämnet sökmotoroptimering (SEO) som behandlar ledaren bland sökmotorer: Google. Det finns en introducerande bakgrund som beskriver Google och dess metoder för ”crawling” och indexering av webbplatser, tillsammans med en kort genomgång av den  välkända  PageRank-algoritmen. Syftet med denna uppsats är att beskriva de centrala metoderna för förbättrad rankning i Googles träffresultat. Dessa metoder kan kategoriseras som ”on-page”-metoder, som är knutna till webbplatsen, eller ”off-page”-metoder, som är externa, exempelvis  länkförvärvning. Vidare kommer de vanligaste oetiska metoderna att beskrivas, kända som ”black hat”, som är det andra syftet med denna text. Diskussionen som följer behandlar de praktiska implikationerna av SEO och personliga reflektioner i frågan. Avslutningsvis  berör vi  den expanderade marknaden av handhållen utrustning med Internetuppkoppling och mobil sökning som ett kommande forskningsområde.

While improving the seasoned equity offerings, companies often manipulate the earnings or window the financial statements to get approval and increase IPO prices, and thus acquiring the funds easier. The main focus for this study is to exam whether the firms listed in Taiwan Stock Exchange manipulate earnings through discretionary accruals before the seasoned equity offerings, and the relationship between pre-issue discretionary accruals and the post-issue earnings, operating performance and long-term stock returns. The sample observed consists of 226 firms listed in Taiwan Stock Exchange conducting seasoned equity offering from 1991 to 1998 and the Modified Jones Model was used to estimate the discretionary accruals basing on the financial statements of the year. The discretionary accruals are the main research variables. The empirical results show that: 1. Firms listed in Taiwan Stock Exchange intend to manipulate the discretionary current accruals before conducting the seasoned equity offerings in order to improve earnings, and the larger pre-issue discretionary accruals, the larger the decline of post-issue earnings. 2. The post-issue total asset returns are clearly negatively correlated to the discretionary current accruals in the year before the seasoned equity offerings, indicating that the adjustment of discretionary accruals will influence the post-issue operating performance. 3. Excluding the possible influences from the industry, the discretionary current accruals present significantly negative effect on the post-issue operating performance. The level of earnings management becomes larger, the post-issue long-term stock return will decline greater.