BUILDING A SEO PLAN FOR A CONTENT-BASED BUSINESS Case Company: Engaio Digital

Along with the constant development and advancement of the Internet, search engines have become an indispensable part of people’s daily life, especially business-oriented ones. In particular, search engine optimization, a practice of turning search engines into profitable and marketing tools, has been more and more important than ever. This Bachelor’s Thesis reviews literature about search engines’ features, search engine optimization and its impact on content-based websites, typically the company Engaio Digital. Since the topic itself is very broad, this study focuses on the principles of search engine optimization and offers strategies for effective application of SEO to boost the visibility and profitability of a content-oriented website. The company Engaio Digital, the commissioner of this thesis, is currently operating a new business model, in which the business’ content-based website has been turning into an online publishing platform where the company share intensive marketing articles and everyone can come to learn, share, and create growth for others. This thesis was written to help the website acquire visibility and profitability with SEO as the primary method. The current state of the website was examined through a website audit, and the primary data of how to build the website for customers was collected using a quantitative online questionnaire via Google Form. The overall understanding of the research problem and relevant subjects were provided and discussed through a literature review. Based on the collected data and information, useful recommendations and ideas are proposed. The findings highlight the value of the optimization of search engines and how to take care of profitability when optimizing an online publishing platform. The suggestions adopted eventually clarify strategies to make the company stand out from competitors and boost the acquisition of new advertising contracts