KAAV INTERNATIONAL JOURNAL OF ARTS, HUMANITIES & SOCIAL SCIENCES

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KAAV INTERNATIONAL JOURNAL OF ARTS, HUMANITIES

& SOCIAL SCIENCES

THE ANALYZING OF THE FACTORS AFFECTING THE SEARCH

ENGINE OPTIMIZATION (SEO) FOR ONLINE SALE WEBSITES IN

VIETNAM: A CASE STUDY OF HOTDEAL.VN

TRAN PHI HOANG

Industrial University of Ho Chi Minh City, Vietnam

NGUYEN THI VAN

Hunan University, China and Industrial University of Ho Chi Minh City,

Vietnam

Abstract

This paper conducted during the period from June 2014 to August 2015. The customers’ responses measured through an adapted questionnaire on a 5-point Likert scale and hard copy. The study was conducted to analyze the factors affecting search engine optimization (SEO) on Hotdeal.vn, online sales website. Qualitative and quantitative research methods were combined to survey 260 customers with 34 observed variables, which aimed to determine the factors affecting the search engine optimization (SEO) on Hotdeal.vn. The study results showed that there were 5 factors affecting the group as following: (1) Keyword; (2) Backlink; (3) On-Page; (4) Content; (5) Social Signals. The following objectives had to be found: First, to identify the factors that affect search engine (SEO); second, to determine the order of priority impact level of these factors influencing the search engine optimization (SEO); finally, to propose solutions to improve the efficiency of search engine optimization (SEO) on Hotdeal.vn

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32 Introduction

According to Bureau of Statistics of Vietnam on January, 2015, more than 39.8 million people used the Internet accounted for over 40% of the national population, and more than 90% internet users operated search engines such as Google. Every day, more than 30 million people in Vietnam use the search engine to find information, products and services they need. However, with tens of millions of web pages on the internet, how customers can find business website in countless prominent websites is not a simple problem. Most customers know a website through search engines, so if any sites of the enterprises are low rating, these businesses have lost a large amount of potential customers that their competitors have. Consequently, site business enterprise are always interested in search engine optimization, also called SEO (Search engine optimization), in order to increase the ranking positions on Google for reaching potential customers the fastest at lowest cost. Combined with the practical requirements of the job, the researcher had chosen this title: The analyzing of the factors affecting the search engine optimization (SEO) for online sale websites in Vietnam: a case study of Hotdeal.vn as a paper applying in Business Administration.

Literature Review

John, O and Bunn.K (2012), the authors of "Strategy Seo Google" said search engine optimization or SEO (Search engine optimization), is a set of methods aimed at improving the ranking of a website in the result pages of search engines and can be considered a sub-field of marketing through search engines. Search engine optimization or SEO tools includes On-Page, Keyword, Content, Backlink and Social Signals. The search engine displays a list of formats in the search engine result pages (SERP) including pay-per-click advertising and search result list. The goal of SEO is mainly to enhance the ranking of free search listing along with a number of keywords to increase the quantity and quality of visitors to the page. "The link building book" published in 2013 by Paddy Moogan also stated this suggestion as above.

Sharing the same view above, Gartner (2012) and Grimaldi W. (2013) "These factors raise the efficiency of the search engine" believed that search engine optimization (SEO) is the process of improving display of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing goals (SEM) are to submit a list. In general, the earlier (or higher on the page) and the more frequently a site appears in the search result list, the more visitors it will receive from the search engine. SEO may target all kinds of search, including image search, local search, video search and search engine specific vertical that allows a website present. The two authors emphasized the role of the Social Signals because social networks have become so popular nowadays, in addition, everyone has a smartphone and online to update continuously. Therefore, the work of search engine optimization (SEO) is to create interaction between businesses and customers on social networks. The more popular and interaction with customers the brands are, the better social signals is considered for operating search engine optimization (SEO) in the enterprise.

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Zimmerer, T.W. (2014) also agreed with the point of view and confirmed that SEO is a strategically marketing tool on the Internet. Optimizing a website may involve editing its content, writing articles and linking codes to increase its relevance to specific keywords and to remove barriers to the search operation. SEO has to promote the site to increase the number of backlinks, or links to local links. Towards SEO, the backlink building plays important role increasing "keyword rankings" on the search results page, and Google is an example. The more backlinks from other websites this site gets, the more attention from visitors this website gets. Google will appreciate this and help increase "keyword rankings" for the site. He suggested that 5 SEO should focus on the following algorithm: On-Page, Keyword, Content, Backlink, Social Signals.

Keywords: Thay are concepts indicating words in a sentence, a paragraph, a text, which are important or emphasize the writers’ intention. Keywords are widely used as Internet terms defining main words used on the product, service, information that website owners aims at as well as internet users often to look for relevant information . [Gartner, (2013)]

Content: it is attractive and useful content will affect the website more than any other factor. Users know good content when they see it and will likely want to redirect. The content can be the blogs, the services of social media, emails, forums or the contents in the enterprise website. [Grimaldi W, (2013)]

Backlink: It is links from other websites pointing to a website or web pages of a certain website owners. Backlink plays important role in increasing the ranking position of the keywords associated with a web site owner. [Bunn.K, (2012)]

Social Signals: They are level of brand identity or assess the popularity of the brand of the company on social networking sites such as Google, Facebook, Yahoo, Google+ ... [John, O (2012)]

On-Page: It is a set of optimal factors in the "On-Page 'of the web, including creating the page title, innovating URL structures, making the site easy to navigate, capacity for website.

Research model: Based on the theoretical framework and the results of research and other authors, ideas from experts in the retail sector are consulted and a formal model of study is proposed as following:

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Figure 1: Research model for the factors influencing the search engine optimization (SEO) Hypothesis:

H1: There is a positive relationship between On-Page and the SEO.

H2: There is a positive relationship between Keyword and the SEO.

H3: There is a positive relationship between Content and the SEO.

H4: There is a positive relationship between Backlink and the SEO.

H5: There is a positive relationship between Social Signals and the SEO.

Methods of Research

The two major research methods, qualitative and quantitative research are focused, specifically; the research process has three stages:

Stage 1: Based on theory and the related results mentioned the above, qualitative research method was used for group discussing and leading experts consultating to select the variables and observed variable groups.

Stage 2: Based on the group of factors affecting the search engine optimization (SEO) in Hotdeal.vn, a questionnaire survey was designed to collect the opinions of 260 customers in the HCM city. The research model includes 5 scales, 43 observed variables (questionnaires), using 5-point Likert scale (Likert scale with a 5-point), Distance value = (Maximum - Minimum)/n = (5 - 1)/5 = 0.8: 1. Completely disagree; 2. Disagree; 3. No opinion/Normal; 4. Agree; 5. Completely agree. Survey results were entered SPSS 20.0 and Cronbach's Alpha coefficient was used to test reliability of the scale. On-Page Keyword Content Backlink Social Signals

SEO

H1+ H2+ H3+ H4+ H5+

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Stage 3: After testing the reliability using Cronbach's alpha coefficient, Exploratory Factor Analysis - EFA was analyzed to shrink and summarize the data of the scale (Hoang Trong Chu and Nguyen Mong Ngoc, 2005 "Quantitative Research SPSS"). This method is based on extraction ratio factor (Eigenvalue), under which only those factors having ration (Eigenvalue) greater than 1 will be kept, those smaller than one will not show information better than origin variable because after standardizing, each original variance is 1. The method of extracting the main components (Principal components) and original method of factor rotation (Varimax Procedure) were used to minimize the number of variables that have large coefficients for the same factor, which increases explaining the factors. The above results were used to analyze multiple linear regressions to test the assumptions of the model, which examine the impact level of these factors to the search engine optimization (SEO) in Hotdeal.vn.

Research Results

Descriptive Statistics for the factors influencing the search engine optimization (SEO)

Table 1: Descriptive Statistics for the factors influencing the search engine optimization

QUESTIONS N Mean

PA1: Domain names relate to the business 323 1.78 PA2: URL Path is friendly 323 2.48 PA3: Links are credible 323 2.00 PA4: Website interface is Beautiful and compatible to the users 323 2.55 PA5: Designs optimize for mobile devices 323 1.87 PA6: “Like” “share” icons are available 323 3.30 PA7: Accessing a website is fast 323 3.23 PA8: Website Titles can generally introduce about its website 323 3.27 PA9: The popularity of the brands is high 323 3.35 PA10: Sitemap is professional and easy to find information 323 3.29 KE 1: Impressive keywords 323 3.53 KE2: Keywords are close and easy to search 323 3.27 KE3: Keywords are rich and suitable to website 323 3.25 KE5: Keywords arranging is suitable 323 3.31 KE4: Accessing by keywords is fast 323 3.26 CO1: Article Title is impressive 323 3.26 CO2: The information in the article is useful 323 3.28 CO3: Colour of the article is suitable to the content 323 3.31 CO4: The layout is arranged suitably 323 3.37 CO6: Concerning to the general content of the site 323 3.35 CO5: Information of article is reliable 323 3.41 BK1: Link to the post inside the pages 323 3.37 BK2: Link to External page (found in large forums xd24h.com, 323 1.79

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Lamchame.com ...)

BK3: Backlink Systems are reliable and qualified 323 1.91 BK4: Link to correct content 323 2.33 BK5: Backlink position is suitable 323 2.45 SO1: Regularly see on Facebook 323 2.00 SO2: Regularly see on Instagram 323 3.18 SO3: Regularly see on Youtube 323 3.17 SO5: Regularly see on Google+ 323 3.36 SO4: Regularly see on Myspace 323 3.24 EF1: Ranking on Google is in a high position (in the top 5) 323 3.18 EF2: Click immediately when seeing information from Pacisoft 323 3.27 EF3: Buy online at the company 323 2.91 (Source: The researcher’s collecting data and SPSS) Table 1 showed that there were 34 items processed. The average results of auditing the scales showed that most of the scales are average and good from 1.78 to 3.53. Standard deviation (SD) value is around 1.0. This showed that the Data is very good for the testing of Cronbach’s Alpha following.

The testing of Cronbach’s Alpha for the factors influencing the search engine optimization (SEO)

Table 2: The testing of Cronbach’s Alpha for the factors influencing the search engine optimization (SEO)

Variables Code Factors

Hệ số Cronbach’s Alpha Independent variable PA Page web 0.918 KE Keyword 0.926 CO Content 0.949 BK Backlink 0.891 SO Social signal 0.896

Dependent variable EF Efficiency of SEO 0.798

(Source: The researcher’s collecting data and SPSS) Table 2 showed that the test results of scales had pretty high accuracy on Cronbach's alpha coefficient were > 0.6 and the total correlation coefficients of the variables measurement met the standard (> 0.3). The scales were acceptable. Therefore, the scale would be better, there were 34 items observed left for analyzing factors explored in the next step.

Table 3: KMO and Bartlett's Testfor the search engine optimization (SEO) (Independent variables)

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .836 Bartlett's Test of Approx. Chi-Square 6867.017

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Sphericity df 465

Sig. .000

(Source: The researcher’s collecting data and SPSS) Table 3 showed that the KMO coefficient value = 0.836 > 0.6 => logical factor analysis. Therefore, factor analysis reached the standard. Also worth sig. (Bartlett's test) = 0.000 < 0.05 => The variables are correlated in general. This Data is very good for regression analysis. The results of EFA (Exploratory Factor Analysis showed the total variance extracted is 74.295 % greater than 50 %. This means that the withdrawing factors would explain 74.295 % for model, 25.705 % is explained by other factors. Extraction ratio factor (Eigenvalue) is greater than 1 that is kept.

Regression analysis for various factors influencing the search engine optimization

Table 4: the results of Regression analysis for factors influencing the search engine optimization (SEO)

Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson 1 .777a .604 .596 .287 1.577 ANOVA

Model Sum of Squares df Mean Square F Sig. 1 Regression 31.783 5 6.357 77.421 .000b Residual 20.854 254 .082 Total 52.637 259 Coefficients Variables Unstandardized Coefficients Standardized Coefficients (Beta) t Sig. Collinearity Statistics B Std.Error Tolerance VIF (Constant) .632 .149 4.229 .000 X1: (PA) .195 .036 .236 5.475 .000 .839 1.192 X2: (KE) .212 .029 .340 7.424 .000 .742 1.347 X3: (CO) .132 .026 .235 5.139 .000 .744 1.344 X4: (BK) .168 .028 .243 6.006 .000 .954 1.048 X5: (SO) .134 .026 .205 5.069 .000 .955 1.047

(Source: The researcher’s collecting data and SPSS) Table 4 showed the correlation coefficient adjustment: R2= 0.596 (verification F, sig. < 0.05); which means 59.6 % of the variable Y shift is explained by the five independent variables (Xi). Coefficient Durbin - Watson (d) = 1.577; some observers n = 260, parameter k = 5, the level of significance of 0.01 (99 %), in the statistical tables Durbin - Watson, dL (less statistical value) = 1.623 and dU (statistical value over) = 1.725. So 0 < (d = 1.577) < (dL = 1,623) proved that the model has no autocorrelation.

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Table 4 showed that the ANOVA of the test results F = 77.421 value and Sig. = 0.000 < 0.05 shows the building model is consistent with the data set and the variables included in the model are related to the dependent variable. Generally, regression analysis is 99 % reliability, corresponding to the selected variables with statistically significant at the p < 0.01; the results also show that all variables satisfy the demand. Verification of conformity of the model show that multicollinearity phenomenon does not violate (VIF <10). Results of regression analysis showed that factors affecting SEO performance with significance level of 5 %.

Conclusions and recommendations Conclusions

The research results showed that all t value > 2 was statistically significant and high data reliability. Besides, the regression coefficients were positive. This showed that the effects of independent variables in the same direction with the search engine optimization (SEO). In this research, the results had the Variance Inflation Factor (VIF) and Tolerance shown to be the following VIF < 10. (1 < VIF < 10). This showed that there was not Multicollinearity.

The research shows that there are five factors affecting SEO performance and the degree of influence of each factor is different. According to the analysis, five factors correlated to the impact of SEO performance, respectively: (1) Keyword; (2) Backlink; (3) On-Page; (4) Content; (5) Social Signals. This is an important basis for enterprises to consider the strategic development of its business.

Recommendations

First of all, the system of friendly keyword should be built. It is said to be the biggest factor affecting the SEO operations at Hotdeal.vn in particular and online sales sites in Vietnam in general. According to findings from descriptive statistics table, companies should review the “keyword arranging is suitable" (2.92), improve "accessing by keyword speed" (2.94). Groups such as "keywords are impressive", "easy search keywords" are appreciated; however, the company should improve and upgrade the quality of keywords and create friendly keywords. Hotdeal.vn and the online sales site should study and search keywords which customers are most interested, build a friendly keyword system, choose the most relevant keywords that will easily make hospitable with customers’ searching and will easily improve high ranking position in Google.

Second, improve on creating reliable and qualified links back page. According to research findings from descriptive statistics table, companies need to pay more attention to the links with the content. Although the remaining factors are rated higher, Hotdeal.vn and online sales sites should also take measures to enhance the quality of Backlink by creating external links page (found in large forums xd24h.com, lamchame.com, etc.), to create a quality backlink. Backlink is an important factor from external sites to the corporate website. In addition, the reliable and qualified Backlink system is

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an opportunity for the company website to reach customers as quickly as possible, so Backlink factor should be reviewed and upgraded quickly for higher SEO performance.

Third, optimization of site creates significant, excellent and professional websites. According to statistical description, the variable "title of the site generally introduces the website" has the lowest rating (3:18). Hotdeal.vn and the online sales website need to pay more attention to creating “website header generally introduces website” appropriate for a website. Although the remaining factors are rated relatively higher, the company also need to take measures to improve and promote the quality of the page web by creating beautiful web interface and matching with users. Groups of variables “website header generally introduces website ", "friendly url", etc. produce a quality website, to improve optimizing website operations on search engines.

Fourth, Content should be built consistently, concisely, and impressively. According to descriptive statistics table, Hotdeal.vn and the online sales website needs to "information in the article is useful" into consideration to make it suitable for content. Nevertheless, the rest factors are rated higher, Hotdeal.vn and online sales sites should also take measures to improve and raise the quality of content by creating information reliable articles, color of Posts matching content, etc. in order to create a quality website and improve optimizing website operations on search engines.

Finally, strengthen more links with social networks. According to results of descriptive statistics, the average value of the variable is evaluated nearly equal, which shows the social signals of sites’ pacisoft.com companies are relatively broad in coverage. However, companies need to publish information of promotions and new posts on the social networking site regularly. That creates the interaction with customers, and helps remind the company brand in the minds of customers.

In summary, with these measures, Hotdeal.vn in particular and online sales sites in general consider and choose the right solutions to improve search engine optimization (SEO) performance to enhance their competitiveness in the future.

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