Applying SEO, SEA and Data Analysis to small online businesses in order to increase visibility

Abstract

The goal of this study is to analyse the importance of Search Engine Optimization (SEO) and Search Engine Advertising (SEA) and to verify this by applying both techniques in a real business case. The practical part consists of the task to increase the visibility of a start-up by using both methods and subsequently comparing their efficiency. (All of this, by taking into consideration the special conditions and the environment of start-ups). The complete visibility of the company’s web-page, before and after applying SEO & SEA, will be monitored and analysed by using the programming language R. The company Kartli will be used as a business case to apply SEO and SEA techniques. Kartli specialises in importing and marketing Georgian wine in German-speaking countries. During this time of writing on the thesis, I am working as the Head of Marketing for the company founded by the two colleagues in September 2018. Therefore, insights and lessons learned during my work will be shared in the master thesis, while aiming to create a study that can be reproduced easily into other similar companies.