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Generating web site traffic: a new model for SMEs

Generating web site traffic: a new model for SMEs Purpose – Organisations now regard having a web site as mandatory but as more businesses create websites the real challenge lies in driving traffic to a specific web site. Little research attention has been paid to the issues for small and medium enterprises (SMEs) of how to increase traffic to their web site. This paper addresses the issue of web site traffic generation for SMEs which have limited resources to determine how SMEs might make more effective use of search engine marketing (SEM) tools to increase web site traffic. Design/methodology/approach – An investigation of specific SEM tools, including press release distribution and directory submission, that are available to SMEs was conducted. This research paper follows a mixed methods approach incorporating Pearson's product moment correlation conducted on web site traffic and backlinks data as well as qualitative analysis of interview transcripts of three SME organisations and their use of search engine optimisation across different industries. Findings – The findings indicate that a combined use of both press release distribution and directory submission does increase traffic generation to a web site. A tentative model is proposed which requires further testing. Practical implications – This paper demonstrates the synergy that can be created from two easily accessible and low cost SEM tools for SMEs in order to improve web site traffic generation. Originality/value – The value of this research lies in the fact that the tools used in the creation of the model are within the means of small organisations and therefore highly relevant to SMEs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

Generating web site traffic: a new model for SMEs

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930910964777
Publisher site
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Abstract

Purpose – Organisations now regard having a web site as mandatory but as more businesses create websites the real challenge lies in driving traffic to a specific web site. Little research attention has been paid to the issues for small and medium enterprises (SMEs) of how to increase traffic to their web site. This paper addresses the issue of web site traffic generation for SMEs which have limited resources to determine how SMEs might make more effective use of search engine marketing (SEM) tools to increase web site traffic. Design/methodology/approach – An investigation of specific SEM tools, including press release distribution and directory submission, that are available to SMEs was conducted. This research paper follows a mixed methods approach incorporating Pearson's product moment correlation conducted on web site traffic and backlinks data as well as qualitative analysis of interview transcripts of three SME organisations and their use of search engine optimisation across different industries. Findings – The findings indicate that a combined use of both press release distribution and directory submission does increase traffic generation to a web site. A tentative model is proposed which requires further testing. Practical implications – This paper demonstrates the synergy that can be created from two easily accessible and low cost SEM tools for SMEs in order to improve web site traffic generation. Originality/value – The value of this research lies in the fact that the tools used in the creation of the model are within the means of small organisations and therefore highly relevant to SMEs.

Journal

Direct Marketing: An International Journal – Emerald Publishing

Published: Jun 5, 2009

Keywords: Worldwide web; Search engines; Small to medium‐sized enterprises

References

  • Competitive conditions, competitive advantage and the locations of SMEs
    Bennett, R.; Smith, C.