Exploring the effectiveness of search engine optimization tactics for dynamic websites in Sri Lanka

Abstract

Visibility of a business, both in online and offline is important to grow businesses. In this modernizing digital era, businesses need to understand the significance of web presence in search engines through Search Engine Optimization (SEO) strategies where it can make better ROI compared to traditional marketing. Therefore, than the international methodical SEO strategies, locally tactics have to optimize singly. The purpose of this study is to explore SEO tactics for dynamic websites in Sri Lankan context & evaluating its effectiveness over international SEO practices in terms of Google.lk. Further, as the methodology survey questionnaire was distributed to 20 SEO experts & 100 internet users who supported to gather the experimental data for www.officestationery.lk web site. The research proceeded with simple random sampling technique and SPSS software used to analyze the data. Based on the SEO checklist it was implemented over the experimental website and proved that content optimization from on-page factors and backlinks from off-page factors are the underlying factors to rank in Google.lk. This also revealed that there is no sense of keep relying on outdated SEO tactics as Meta tags or deep technical factors to rank in search engines. Therefore, for any dynamic website these primitive findings are significantly important to be visible in Google.lk.