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[{"key": "dc.contributor.advisor", "value": "Kemppainen, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Tikka, Henri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-12-22T08:18:08Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-12-22T08:18:08Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/92479", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 Pro-gradu tutkielma k\u00e4sittelee hakukoneoptimoinnin t\u00e4m\u00e4nhetkisi\u00e4 parhaita k\u00e4yt\u00e4nteit\u00e4 sek\u00e4 tulevaisuudenn\u00e4kymi\u00e4 ja sen tavoitteena on luoda ymm\u00e4rryst\u00e4 alan asiantuntijoiden n\u00e4kemyksist\u00e4 n\u00e4iden osalta. Valtaosa aikaisemmista tutkimuksista on toteutettu muilla keinoin kuin haastatteluilla ja niiss\u00e4 keskityt\u00e4\u00e4n vain johonkin hakukoneoptimoinnin osa-alueeseen eik\u00e4 oteta kantaa hakukoneoptimointiin kokonaisuutena. T\u00e4m\u00e4n tutkielman kirjoittamishetkell\u00e4 my\u00f6s akateeminen kirjallisuus hakukoneoptimoinnin tulevaisuutta kohtaan oli l\u00e4hes olematonta.\nTutkimus toteutettiin kvalitatiivista puolistrukturoitua haastattelumenetelm\u00e4\u00e4 hy\u00f6dynt\u00e4en. Tutkimuksen aineisto ker\u00e4ttiin vuoden 2023 syys-lokakuussa. Tutkimuksessa haastateltiin kuutta hakukoneoptimoinnin asiantuntijaa, joiden ty\u00f6kokemus hakukoneoptimoinnin parissa vaihteli 1,5-vuodesta yhdeks\u00e4\u00e4n vuoteen. Tutkimuksen aineisto analysoitiin aineistol\u00e4ht\u00f6ist\u00e4 menetelm\u00e4\u00e4 hy\u00f6dynt\u00e4en.\nTutkimuksen tulokset osoittivat, ett\u00e4 vaikkakin jo aiemmin tunnistetut SEOn parhaat k\u00e4yt\u00e4nteet p\u00e4tev\u00e4t yh\u00e4, erityisesti sis\u00e4ll\u00f6ntuotannossa niiden hy\u00f6dynt\u00e4minen ei en\u00e4\u00e4 ole riitt\u00e4v\u00e4\u00e4. Nykyisin sis\u00e4ll\u00f6ntuotannossa tulee vastata hakijoiden kysymyksiin ja ongelmiin nopeasti, ilman ylim\u00e4\u00e4r\u00e4ist\u00e4 tekstisis\u00e4lt\u00f6\u00e4, vastaten hakijoiden hakuintentioihin. Lis\u00e4ksi tutkimus osoitti, ett\u00e4 ep\u00e4eettisten SEO-menetelmien hy\u00f6dynt\u00e4minen on nykyisin hy\u00f6dyt\u00f6nt\u00e4, sill\u00e4 hakukoneiden algoritmit ovat kehittyneet tarpeeksi eteviksi, ett\u00e4 ne havaitsevat nopeasti kyseisten menetelmien hy\u00f6dynt\u00e4misen. SEOn tulevaisuuden n\u00e4hd\u00e4\u00e4n olevan suuressa muutoksessa vastik\u00e4\u00e4n esiintyneiden teko\u00e4lypohjaisten ohjelmien kuten Chat GPTn sek\u00e4 hakukoneita korvaavien uusien alustojen johdosta. Tulevaisuuden tutkimusehdotuksia on juuri n\u00e4iden uusien alustojen kuten TikTokin tutkiminen hakukoneen korvikkeena tiedonhaussa sek\u00e4 alustojen aiheuttaman k\u00e4ytt\u00e4jien hakuk\u00e4ytt\u00e4ytymisen muutoksen tutkiminen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This master's thesis examines the current best practices and the future of search engine optimization through the perceptions of experts in the field of SEO. The purpose of the research is to create an understanding of the individual actions that are recommended to utilize when executing search engine optimization and how professionals in SEO perceive the field to change in the future. The majority of research about SEO is done through other means than interviewing experts and they typically only consider some dimensions of search engine optimization rather than focusing on the whole entity with its three dimensions: on-page, off-page, and technical SEO. Moreover, current academic research on search engine optimization's future is scarce.\nThe research utilized a qualitative method, and its data was gathered through semi-structured interviews. The data was gathered in September-October of 2023. A total of six professionals with work-life experience in SEO from a year and a half to nine years were interviewed. All the interviewees worked in different industries. The analysis of the data was done through an inductive method.\nThe research found that while the individual best practices that have been prevalent in the past still apply, especially in content creation they do not suffice anymore. Instead, nowadays the content needs to be written in a more urgent format, matching the search intentions and answering the questions or problems of the website visitors quickly, without extra fluff in the content. Moreover, the research found that so called illegitimate \"black-hat\" techniques are mostly outdated due to the increasingly evolved search engine algorithms and their ability to detect the use of these techniques. The future of SEO is considered to be in a break-point due to the emergence of AI programs such as Chat GPT and the emergence of substitute platforms in information search. For future research, it is suggested to commit research on these platforms such as TikTok and study how the search behavior of consumers has shifted to use those instead of search engines like Google.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-12-22T08:18:08Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-12-22T08:18:08Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "72", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "SEO", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Experts\u2019 perceptions of the current best practices and the future of search engine optimization : a qualitative study", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202312228473", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakuohjelmat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukoneoptimointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukonemarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "search engines", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "search engine optimization", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "search engine marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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