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研究生: 唐維
Wei Tang
論文名稱: 影響行動搜尋優化成效因素之探討 —保健食品、線上教育、美容護膚之跨產業研究
Research of factors affecting Optimization effectiveness of mobile search ranking- Comparative Analysis in in healthy food, online education, beauty care industries
指導教授: 欒斌
Pin Luarn
口試委員: 陳正綱
Cheng-Kang Chen
林鴻文
Hong-Wen Lin
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 60
中文關鍵詞: 搜尋引擎優化行動搜尋搜尋引擎優化因素網站體驗搜尋引擎優化實驗
外文關鍵詞: Search Engine Optimization, Mobile SEO, Search Engine Ranking Factors, Page Experience, Search Engine Optimization Experiment
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  • 本研究著重於行動版搜尋引擎優化要素的探討與實驗,統整過去有關Google搜尋引擎優化要素的研究,從3個產業—保健食品、線上教育、美容護膚中各選一個關鍵字,到Google搜尋引擎蒐集前十名的結果,將這30個網頁使用工具蒐集各種優化要素的分數,比對網頁排名(Page Position)和優化要素分數的相關性,進以作為未來網站擁有者優化網站排名時的參考依據。
    因Google搜尋引擎並未公開演算法的實際演算比重,搜尋引擎優化的技術具有「不透明性」的問題存在,加上Google每年都會更新演算法,因此在實驗上難以明確確認每個要素和排名的因果關係,本研究透過實際比較搜尋結果和優化要素的相關性,進行統計分析,驗證是否在不同產業上有一致性結果,並針對有特殊表現的搜尋引擎要素進行推論,以利於未來網站擁有者優化時,能夠有策略性的依據參考。
    本研究亦結合過去的文獻和本次的研究觀察,提供整體性的策略建議,傳承過去的研究結果,發展出新的搜尋引擎優化策略推論,讓網站擁有者在優化上不僅僅依循過去的優化方法,同時也能夠應用本次的研究方法到網站上,持續優化網站內容,建立更長久的搜尋引擎優化策略。


    This research focus on the exploration of the mobile optimizing factors of search engine. We collect the academic research literatures about Google search engine optimization factors. This research will conduct correlation analysis between optimizing factors and search engine result pages on seeing how strong correlated each factor and the ranking position are. The research data will be between 3 industries- healthy food, online education, and beauty care. We will choose one keyword for each industry and collect the result data to analyze how the search engine algorithm works. The correlation will be supportive for future optimization practice to choose which factors are more important to optimize first.
    After the research, this paper will provide optimization practice combining the research results and literature review.

    摘要 I Abstract II 致謝 III 目次 IV 圖目次 VI 表目次 VI 第一章 簡介 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 4 第四節 研究流程 5 第二章 文獻探討 6 第一節 搜尋引擎優化 6 第二節 搜尋引擎優化因素 7 第三節 行動搜尋引擎優化 8 第四節 衡量行動搜尋引擎優化因素 9 第五節 分析產業介紹 11 一、 保健食品產業 11 二、 線上教育產業 11 三、 美容護膚產業 11 第三章 研究方法 12 第一節 數據蒐集方式 12 第二節 Spearman相關性分析 17 第三節 認識”相關”的意義 17 第四章 研究結果 19 第一節 量化統計分析 19 第二節 觀察與分析 27 第三節 優化建議 30 一、 進行關鍵字搜尋意圖研究 30 二、 持續更新,提升內容豐富度 30 三、 加強內容架構,建立內容生態鏈 31 四、 檢測網頁體驗,避免降低使用者體驗的因素 32 第五章 結論 33 第一節 研究總結 33 第二節 研究貢獻 33 第三節 研究限制 34 第四節 未來研究建議 34 參考文獻 36

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