Search engine optimization as a marketing tool for improving the online presence and visibility of garciaBallester’s website

Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019.This study provides an analysis of the current state of the garciaBallester website based on previous conducted research and literature studies. An increase in the use of internet has caused Search Engine Optimization (SEO) to become an essential aspect of a company’s marketing strategy (Wu di et al., 2010). Due to this relevance, garciaBallester must reconsider their website and improve certain elements of their SEO. The garciaBallester website is designed to be found by customers all around the globe, as the company operates on an international level. Nevertheless, rudimentary SEO checks demonstrate that there are considerable points of improvement within the structure of the garciaBallester website. This research mainly focuses on the improvement points for three major search engines: Google, Yahoo and Bing. In the interest of these three search engines, multiple observations on the garciaBallester website are analyzed. The main points of improvement have been identified and are as follows: keyword optimization, loading speed improvements, addition of a sitemap and update frequency. Detailed descriptions on how to implement these elements to increase the SEO score have been added to the analysis. Additionally, different official search engine tools for improving the SEO are deeply addressed. These tools help garciaBallester specifically optimize content and structure for the particular search engines. In conclusion, with the correct implementation of the search engine improvements, garciaBallester will see their current search engine ranking increase by at least 20% before January 2020 (SEO Site checkup, 2019). Positive development in this ranking results in an increase of traffic to the website. Consequently, more potential customers of garciaBallester will be able to find the company online by using search engines