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[{"key": "dc.contributor.author", "value": "Vekkeli, Janne", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-06-26T05:21:39Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-06-26T05:21:39Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2012", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/38097", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vekkeli, Janne\r\nHakukonemarkkinoinnin kehitys ja tulevaisuus\r\nJyv\u00e4skyl\u00e4: Jyv\u00e4skyl\u00e4n yliopisto, 2012, 20 s.\r\nTietoj\u00e4rjestelm\u00e4tiede, kandidaatin tutkielma\r\nOhjaaja(t): Sepp\u00e4nen, Ville\r\nT\u00e4m\u00e4 kandidaatintutkielma k\u00e4sittelee hakukonemarkkinoinnin kehityst\u00e4. Tutkitaan\r\nmist\u00e4 hakukonemarkkinointi on l\u00e4htenyt ja mink\u00e4laisessa tilanteessa se\r\non nykyp\u00e4iv\u00e4n\u00e4, sek\u00e4 mit\u00e4 on mahdollisesti tulevaisuudessa odotettavissa.\r\nTutkielma toteutettiin kirjallisuuskatsauksena ja se keskittyi tutkimaan hakukonemarkkinointia\r\nGoogle hakukonepalvelussa, Googlen suuren markkinaaseman\r\ntakia. L\u00e4htein\u00e4 on k\u00e4ytetty hyvin paljon web-l\u00e4hteit\u00e4, koska alan ammattilaisten\r\nblogeista l\u00f6ytyy enemm\u00e4n ajankohtaista tietoa, kuin akateemisista\r\nl\u00e4hteist\u00e4. Akateemisilla l\u00e4hteill\u00e4 on enemm\u00e4n tukeva rooli t\u00e4ss\u00e4 tutkielmassa.\r\nTutkielmassa tutustaan hakukoneiden toimintalogiikkaan, jotta pystyt\u00e4\u00e4n ymm\u00e4rt\u00e4m\u00e4\u00e4n\r\nhakukonemarkkinointia. Hakukonemarkkinointi on jaettu kahteen\r\nalak\u00e4sitteeseen: hakukoneoptimointiin ja hakusanamainontaan. Hakukoneoptimointi\r\npyrit\u00e4\u00e4n parantamaan sivuston sijoittumista luonnollisissa hakutuloksissa,\r\njotta k\u00e4ytt\u00e4j\u00e4 huomaisi sivuston paremmin. Hakusanamainonta pyrkii\r\nhaalimaan k\u00e4ytt\u00e4ji\u00e4 maksetuilla mainoksilla, jotka esiintyv\u00e4t luonnollisten hakutuloksien\r\nl\u00e4heisyydess\u00e4 ja t\u00e4t\u00e4 nyky\u00e4 my\u00f6s muilla hakukoneiden yhteisty\u00f6sivuilla.\r\nHakukoneoptimoinnin t\u00e4rkeimm\u00e4t askeleet ovat: hakusanojen\r\nesiintyminen, linkitys (engl. link building), title-elementti, meta-tagit ja kuvien\r\nilmeneminen tekstin\u00e4. Hakusanamainontaa myyd\u00e4\u00e4n yleisesti kolmella eri hinnoittelutavalla:\r\nklikki-, n\u00e4ytt\u00f6- ja aikasidonnaisella hinnoittelulla, joista ensimm\u00e4inen\r\non ylivoimaisesti suosituin tapa. Klikkisidonnaisen hinnoittelutavan\r\nasema on kuitenkin horjuva, sit\u00e4 hy\u00f6dynt\u00e4v\u00e4n ilkivallan takia. Googlen ad-\r\nWords palvelu mahdollistaa mainoskampanjoiden tekemisen suoraan selaimessa\r\nja siihen liittyv\u00e4 display-verkosto tuo mainokset n\u00e4kyviin my\u00f6s muille sivuille,\r\nkuin pelk\u00e4st\u00e4\u00e4n hakukonesivulle. Hakukoneoptimointi on p\u00e4\u00e4ttym\u00e4t\u00f6n prosessi,\r\nkoska Google muuttaa hakualgoritmiaan joka vuosi yli 500 kertaa. Hakukonemarkkinoinnin\r\ntulevaisuus on Googlesta riippuvainen, koska se pystyy\r\ndominoimaan alaa suurella markkinaosuudellaan. N\u00e4it\u00e4 muutoksista riippumatta\r\nsuurin muutos hakukonemarkkinoinnissa on tapahtunut sen kaupallistumisessa.\r\nHakukonemarkkinointi on l\u00e4htenyt eritt\u00e4in pienest\u00e4 toiminnasta ja\r\nkasvanut 20 miljardin dollarin kasvavaksi toimialaksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Seija Paananen (sepaanan@jyu.fi) on 2012-06-26T05:21:39Z\nNo. of bitstreams: 1\nJanne Vekkeli.pdf: 1297426 bytes, checksum: 8b944133aa82ef6ee847470229494506 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2012-06-26T05:21:39Z (GMT). No. of bitstreams: 1\nJanne Vekkeli.pdf: 1297426 bytes, checksum: 8b944133aa82ef6ee847470229494506 (MD5)\n Previous issue date: 2012", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "hakukonemarkkinointi", "language": "fi", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "hakukoneoptimointi", "language": "fi", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "hakusanamainonta", "language": "fi", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "hinnoittelutapa", "language": "fi", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Hakukonemarkkinoinnin kehitys ja tulevaisuus", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201206261956", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "This material has a restricted access due to copyright reasons.", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Luettavissa tekij\u00e4noikeudellisista syist\u00e4 vain Jyv\u00e4skyl\u00e4n yliopiston Tietojenk\u00e4sittelytieteiden laitoksella.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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