Search Engine Optimization

Dear Colleagues,

The introduction of the WWW 25 years ago, considerably altered the manner that people obtain information. Soon after the introduction of the WWW it was evident that traditional browsing was totally insufficient for internet users to locate the information that interests them. This need was addressed with the development of search engines. Today search engines play one of the most important roles in disseminating content. Search engine optimization (SEO) is a collection of strategies that improves a website’s presence and visibility on a search engine results page, or SERP. In other words, the higher and more frequently a site appears in search results, the more visitors it will receive through the use of search engines. The importance of SEO can be understood by the fact that many web sites toady receive the majority of their web traffic through search engine’s organic results.

SEO methods can be divided into four major categories: key word research/selection, search engine indexing, on-page optimization and off-page optimization. On-page optimization includes the management of all factors associated directly with someone’s website (e.g., keywords, appropriate content, internal link structure), while off-page optimization includes all the efforts made away from the website such as link building or social signal strategy. Undeniably, the world of search engine optimization has changed and evolved drastically over the years, with a shift away from traditional ranking factors to deeper analysis and factors such as quality, multi-form content and social signals. However, even though SEO has changed a lot, it remains an important part of any digital marketing strategy.

This Special Issue is soliciting theoretical and case study contributions, discussing and treating challenges, the state-of-the-art, and solutions related to search engine optimization, including but not limited to the following themes:

• Theory of SEO
• Different types of SEO
• SEO criteria evaluation
• Search engine algorithms
• Black-hat SEO
• Social media and SEO
• SEO applications in various industries
• SEO on media web sites

Prof. Andreas Veglis
Mr. Dimitrios Giomelakis
Guest Editors

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