Att göra det osynliga synligt : sökmotoroptimering (SEO) av en webbsajt

Sammanfattning: A webpage can be perfectly usable but if users are unable to find the webpage it will remain unused. Nine out of ten Swedes use a search engine and the most popular one is Google, amongst other search engines. In this report I seek to answer which ranking factors that should be included in an SEO-audit of an existing webpage and also how to optimize a webpage for search engines. Applying the method heuristic evaluation normally used to discover usability issues in an existing interface, on TT News Agency’s campaign site I found issues having a negative impact on the visibility in Search Engines Page Results. The issues were found in the technical implementation, such as faulty redirects, poor URLs, ill usage of subdomains, no adaption for mobile browsers and wrong usage of page titles, but also in the link profile. The campaign site had few external links and the anchor text attribute was not properly used. The content suffered from lack of key word usage in meta descriptions and H1-tags and there was also duplicate content. My evaluation resulted in a list with prioritized actions to take in order to improve the visibility of the webpage in the Search Engine Page Results.