A. Auinger, P. Brandtner, Petra Großdeßner, Andreas Holzinger
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引用次数: 6
摘要
什么都找不到，什么都不能用。因此，一个网站的成功除了取决于它的内容，还取决于两个主要标准:它在搜索引擎中的排名和它的可用性。因此，网站可用性和搜索引擎优化(SEO)是两个非常相关的主题。本文的重点是分析选定的搜索引擎优化标准的程度，这些标准被实验性地应用于网站，影响网站的可用性，通过DIN EN ISO 9241-110标准来衡量。我们的方法遵循(i)基于理论的可用性建议和搜索引擎优化措施的比较，以及(ii)基于场景和问卷的可用性评估研究与眼动追踪分析相结合。研究结果清楚地表明，网站可用性与SEO密切相关，在很大程度上是兼容的。可用性评价研究的结果证实了搜索引擎优化与网站可用性的理论度量，证明了搜索引擎优化与网站可用性之间存在正相关关系。
Search Engine Optimization Meets e-Business - A Theory-based Evaluation: Findability and Usability as Key Success Factors
What can not be found, can not be used. Consequently, the success of a Website depends, apart from its content, on two main criteria: its top-listing by search engines and its usability. Hence, Website usability and search engine optimization (SEO) are two topics of great relevance. This paper focusses on analysing the extent that selected SEO-criteria, which were experimentally applied to a Website, affect the website’s usability, measured by DIN EN ISO 9241-110 criteria. Our approach followed (i) a theory-based comparison of usability-recommendations and SEO-measures and (ii) a scenarioand questionnaire-based usability evaluation study combined with an eye-tracking analysis. The findings clearly show that Website usability and SEO are closely connected and compatible to a wide extent. The theory-based measures for SEO and Web Usability could be confirmed by the results of the conducted usability evaluation study and a positive correlation between search engine optimization and Website usability could be demonstrated.
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