The Comparative Analysis of On-Page and Off-Page Search Engine Optimization Methods on Website Rankings and Business Outcomes

Kundan Verma

Master's thesis

Abstract:

This thesis aims to conduct a comprehensive comparative analysis of the influence of on-page and off-page SEO strategies on website ranking and subsequent business outcomes. Focusing on the prominent e-commerce platforms i.e. Carrefour UAE, and Dubizzle, in the competitive market of the United Arab Emirates, the study explores the correlation between SEO optimization, search engine rankings, and overall business success. Preliminary findings indicate that all these websites, Carrefour UAE, and Dubizzle, exhibit high levels of SEO optimization, reflected in their elevated search engine rankings. The research begins by delving into the intricacies of on-page SEO, examining factors such as keyword optimization, content quality, and user experience. Simultaneously, the study investigates off-page SEO elements, including backlink profiles, social signals, and brand mentions, to evaluate their impact on search engine algorithms and rankings. The thesis seeks to decipher whether this optimization directly contributes to their robust business outcomes, as evidenced by sustained high annual revenue. By understanding the nuanced interplay between SEO tactics and business success, this research aims to provide actionable insights for businesses seeking to enhance their online presence and competitiveness.

Keywords

Search engine optimization (SEO), On-page SEO, Off-page SEO, Website rankings, Business outcomes, Keyword research, Link building, Content optimization, SEO tools, Online visibility

Language used: English

Date on which the thesis was submitted / produced: 16. 3. 2024

Thesis defence

• Date of defence: 5. 6. 2024
• Supervisor: Ing. Petr Benda, Ph.D.
• Reader: Ladislav Benda, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Informatics