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Authors
Advisor(s)
Abstract(s)
A presente dissertação baseia-se na famosa expressão “o conteúdo é rei” dita por
Bill Gates em 1996. A pergunta de partida é “Para o Google, o conteúdo é o fator mais
importante numa estratégia de SEO?”, procurando responder à seguinte hipótese: i) Para
a Google, o conteúdo é o fator mais importante numa estratégia de SEO. Nesta
investigação são selecionados os fatores a serem abordados, através da junção daqueles
que são os fatores mais relevantes para os profissionais de referência em SEO.
Posteriormente são analisados quantitativamente em 12 websites portugueses de literacia
financeira, através de várias ferramentas, sendo a principal o Ubersuggest. A utilização
de outras ferramentas prendeu-se com a impossibilidade de analisar todos os aspetos
apenas no Ubersuggest. Por outro lado, também foram analisados fatores diretamente nos
websites, inclusivamente no código. Os dados foram extraídos, apresentados, e
explicados, para que posteriormente tenham sido comparados com o tráfego dos websites,
de modo a perceber a relação entre cada um dos fatores e o número de visitas. Assim,
tornou-se possível descobrir que o conteúdo não é o fator mais importante numa estratégia
de otimização para motores de pesquisa.
ABSTRACT: This dissertation is based on the famous expression "content is king" said by Bill Gates in 1996. The starting question is "For Google, is content the most important factor in an SEO strategy?", seeking to answer the following hypothesis: i) For Google, content is the most important factor in an SEO strategy. In this research, the factors to be addressed are selected, by gathering those that are the most relevant factors for SEO reference professionals. Later, they are quantitatively analyzed in 12 Portuguese financial literacy websites, through several tools, the main one being Ubersuggest. The use of other tools was due to the impossibility of analyzing all aspects only in Ubersuggest. On the other hand, factors were also analyzed directly on the websites, including in the code. The data were extracted, presented, and explained, so that they could later be compared with the websites' traffic, in order to understand the relationship between each of the factors and the number of visits. In this way, it became possible to discover that content is not the most important factor in a search engine optimization strategy.
ABSTRACT: This dissertation is based on the famous expression "content is king" said by Bill Gates in 1996. The starting question is "For Google, is content the most important factor in an SEO strategy?", seeking to answer the following hypothesis: i) For Google, content is the most important factor in an SEO strategy. In this research, the factors to be addressed are selected, by gathering those that are the most relevant factors for SEO reference professionals. Later, they are quantitatively analyzed in 12 Portuguese financial literacy websites, through several tools, the main one being Ubersuggest. The use of other tools was due to the impossibility of analyzing all aspects only in Ubersuggest. On the other hand, factors were also analyzed directly on the websites, including in the code. The data were extracted, presented, and explained, so that they could later be compared with the websites' traffic, in order to understand the relationship between each of the factors and the number of visits. In this way, it became possible to discover that content is not the most important factor in a search engine optimization strategy.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
SEO Motores de pesquisa Google Data analysis Search engines
Citation
Gil, D.A. (2021). O conteúdo é rei? Fatores determinantes para uma estratégia de SEO focada no Google. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14247
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social