A framework for constructing optimisation models to increase the visibility of organizations' information in search engines

摘要

To make their information available to users, organizations need to be aware of the impact of time-evolving factors affecting the organic search visibility of their websites. The current methods of assessing factors’ individual contributions to search ranking are not viable. The objective of this paper is to create a universally applicable, flexible and time-resilient framework for constructing optimisation models to increase organic search engine visibility and information findability of organizations’ information. This is achieved by i) testing the contribution of selected factors to the search engine results page (SERP) rankings for diverse types of keywords, ii) creating the framework, iii) testing and enhancing the framework and iv) identifying the constraints of the framework. Models were created, starting with the collection of extensive data for three industries (business, finance, IT). Three search phrases were defined for each industry, formulated as a question. The framework is usable for future research on improving the findability of organizations’ information. Furthermore, the framework can be implemented in organizations in various industries to enhance their chance of being found when a user searches for information.