壹傳媒的搜尋引擎優化

Abstract

Many companies today rely on the internet to do business; so many, in fact, that Search Engine Optimization (SEO) has become nearly ubiquitous across industries. Outsourcing SEO (the manipulation of website data to gain more traffic from search engines) often comes at a steep cost – particularly to small businesses and budget-conscious firms. In the mad rush to achieve competitive advantage, it is easy to lose sight of the actual value that professional SEO is capable of delivering. In order to make informed decisions about SEO, companies must think critically. This business plan examines the SEO options available to one firm, Next Media Animation (NMA), as it attempts to favorably position itself within a burgeoning animated news industry. The plan concerns a particular facet of NMA’s business – its funny videos on YouTube – at a particular time in its history. This sharp focus allows for a precise explanation of why NMA should not pay for professional SEO service. Instead, a plan to hire non-professional or entry-level SEO is proposed. The underlying rationale stems from the idea that, because YouTube actively limits the ways in which it can be manipulated by SEO, the value offered by traditional SEO is greatly lessened. The unique properties of the YouTube service and NMA’s relative popularity within it combine to allow for creative alternatives that can deliver powerful results at a fraction of the cost that professional SEO would entail. In order to test the efficacy of the proposed project, a customized SEO methodology has been developed and 240 of NMA’s videos have been optimized accordingly. An analysis of the results shows that entry-level SEO can offer NMA a cheap, effective alternative to traditional SEO.