臺灣博碩士論文加值系統

　　根據美國研究機構 MarketingSherpa 的研究報告指出，搜尋引擎最佳化(Search Engine Optimization)為產品行銷人員及行銷主管認為最有效益的行銷方式，根據WTTC(World Travel &; Tourism Council)的預測，全球旅遊＆觀光需求至2015年時將達10.7兆美元。本研究邀請屬於旅遊觀光產業的個案旅館合作，共同進行網站之搜尋引擎最佳化技術實作，且透過網站流量統計軟體之數據，並輔以網站排名追蹤和網路使用者搜尋測試之數據，佐證技術實作方法之效益，提出旅館網站施行搜尋引擎行銷最佳化實作的具體模式。
　　本研究個案網站採用「網域名稱最佳化」、「虛擬主機與架站平台」、「網站架構規劃」、「搜尋引擎登錄」、「關鍵字分析與選擇」、「網頁HTML語法最佳化」、「網站外部連結最佳化」、「Sitemap的製作與提交」、「外部錨點文字連結最佳化」、「運用拍賣平台最佳化」、「網站標籤最佳化」、「在地商家登錄最佳化」和「運用RSS更新內容最佳化」等，實際進行搜尋引擎最佳化的實例驗證。
　　根據研究者的流量數據顯示，進行搜尋引擎最佳化後，個案網站排名提昇、網站造訪人數提昇、頁面瀏覽次數提昇和搜尋測試效果效果提昇，以及其他關鍵字也有排名紅利(Rank Bonus)；研究者並提出具體建議：結合社群發布工具，定期更新網站內容、持續進行網站外部連結優化、善用Open Source開放原始碼軟體建置子站、強化社群行銷、建置行動版界面網站等。

　　The report of the rearch conducted by the United States of America research organization MarketingSherpa pointed out that, search engine optimization (Search Engine Optimization) is the most effective way of marketing that the product marketing personnel and marketing director believe. According to the forecast made by the WTTC (World Travel &; Tourism Council), the global travel &; tourism demand will reach to 10.7 trillion U.S dollars in 2015. Individual case of hotel that belongs to the tourism industry has been invited in this study, so as to jointly implement the the website search engine optimization technology. The data obtained by the web traffic statistics software, supplemented by the tracking of web site ranking and the test data of network user search, are used to assess the benefit of the technical implementation methods, Specific patterns of the implementation of hotel website search engine marketing optimization are put forward accordingly.
　　The case websites in the case study adopt "Domain Name Optimization", "Virtual Host and Web Platform", "Website Architecture Planning", "Search Engine Submission", "Keyword Analysis and Selection", "Webpage HTML grammar optimization", "External link optimization", "Sitemap production and submission", "External anchor text links optimization", "using the auction platform optimization", "Website label optimization", "Local business online pages optimization" and "Use RSS to update the content optimization", the actual examples of the search engine optimization.
　　The research flow data show that, after the search engine optimization, the individual website ranking is improved, the number of website visitors, the number of page views and the research test results also increase respectively, as well as other key words also have rank bonus. The researcher has proposed specific recommendations: Combining the social publishing tools, regularly update website contents, and continue to conduct the external link optimization, and do well in using Open Source software to set up the sub-website, strengthen the community marketing, and build up the action interface website.

CONTENT
ABSTRACT(Chiness Version) i
ABSTRACT ii
ACKNOWLEDGEMENT iv
CONTENT vi
List of Table viii
List of Figure x
CHAPTER 1 INTRODUCTION 1
　　　Section I. Background and motive of the research 1
　　　Section II. Research Purposes 6
　　　Section III The research object 6
CHAPTER 2 LITERATURE DISCUSSION 8
　　　Section I. Evolution of the search engine 8
　　　Section II. Operating principle of the search engine 10
　　　Section III. Search Engine Marketing 10
CHAPTER 3 RESEARCH METHODS 13
　　　Section I. Research methods and processes 13
　　　Section II. Optimization Principles 17
　　　Section III Research limitations 22
CHAPTER 4 EMPIRICAL STUDY AND ANALYSIS 25
　　　Section I. Example verification 25
　　　Section II Data collection period 63
　　　Section III. Web site traffic data analysis 64
　　　Section IV. Web site ranking data analysis 83
　　　Section V. Search test data analysis 90
CHAPTER 5 RESEARCH CONCLUSIONS AND SUGGESTIONS 97
　　　Section I. The research conclusions 97
　　　Section II. The Research Suggestions 100
REFERENCE 102

List of Table
Table 1 Listings of the search engines in years from 1992 to 2008 8
Table 2 List of TWNIC domain name database query results 25
Table 3 List of domain name and usage of the case website 26
Table 4 Webpage planning of the case study website 32
Table 5 List of the 22 website successfully logged on using Freepgs.com 39
Table 6 The search volume of the key words of each scenic spot 40
Table 7 The webpage items and file name of the case website 43
Table 8 Website architecture form of the case website 44
Table 9 Preferential program website address of case study website 44
Table 10 List of website external links of the case study website 45
Table 11 List of blogs set up by the case study website 53
Table 12 Data collection schedule of the case study website 63
Table 13 The case study website - monthly visitors statistics 66
Table 14 Case website - monthly non repetitive visitor statistics 67
Table 15 Case website - monthly page views statistics 67
Table 16 Case website – list of monthly bounce rate 68
Table 17 monthly statistics of visitors that use the mobile device to the website 77
Table 18 The ranking order and pages of the case web site in the search engine 83
Table 19 Ranking list of the key words of case website in the Google search engine 84
Table 20 Ranking list of the key words of case website in the Yahoo search engine 87
Table 21 Pre-test of the search test gender ratio table 91
Table 22 Pretest of the search test - age distribution 91
Table 23 Pre-test of the search test - the search engines used in the test 92
Table 24 Pre-test of the search test, search with the "Nan yuan resort farm" as the keywords 92
Table 25 Pre-test of the search test, search with the "Tsou-Ma-Lai farm" as the keywords 93
Table 26 Pre-test of the search test, search with the "Jiangnan Resort" as the keywords 93
Table 27 Post-test of the search test - gender distribution 94
Table 28 Post-test of the search test - the age distribution 94
Table 29 Post-test of the search test - the search engines used in the test 94
Table 30 Post-test of the search test, search with the "Nan yuan resort farm" as the keywords 95
Table 31 Post-test of the search test, search with the "Tsou-Ma-Lai farm" as the keywords 95
Table 32 Post-test of the search test, search with the "Jiangnan Resort" as the keywords 96
Table 33 Other non key word website ranking of the case study website 99


List of Figure
Fig.1 Number of the commercial internet accounts in our country in different years 2
Fig.2 Growth trend of the population that often surf on the internet in our country in different years 3
Fig.3 Marketing staff members believe that the most effective mode of marketing is the Search Engine Optimization 4
Fig.4 Factors influencing the website ranking 12
Fig.5 Diagram of Research Process Flow 14
Fig.6 Specifications of the virtual host rented (I) 29
Fig.7 Specifications of the virtual host rented (II) 29
Fig.8 SiteBuilder system 30
Fig.9 The website home page of the Case Study 31
Fig.10 Submission to Yahoo Kimo 34
Fig.11 Submission to Google.com Taiwan 35
Fig.12 Submission to Yam.com 35
Fig.13 DMOZ.org –Submission to DMOZ.org 36
Fig.14 Bing.com Taiwan –Submission to Bing.com Taiwan 36
Fig.15 Bing.com China –Submission to Bing.com China 37
Fig.16 Baidu.com - Submission to Baidu.com 37
Fig.17 Yahoo.com China - Submission to Yahoo.com China 38
Fig.18 Sogou.com - Submission to Sogou.com 38
Fig.19 Soso.com - Submission to Soso.com 39
Fig.20 Freepgs.com- Search engine submission 39
Fig.21 Website page titles and keywords of the case study 41
Fig.22 Picture annotation of the case study website 42
Fig.23 Picture annotation of the case study website 42
Fig.24 File name of the management backstage of the case study website 43
Fig.25 Mutual links between the Fenchihu Street Hotel website and the website of the case study 46
Fig.26 Links for My-Life website to the website of the case study 46
Fig.27 Links from the Orange vision design to website of the case study 47
Fig.28 Links from Good Dream Leisure website to the case study website 47
Fig.29 Links from the DNS digital network community to the case study website 47
Fig.30 Speed horse net thrust tool web site, automatically establishing external link 48
Fig.31 The case study website using Sitemap Generator to make a site map 49
Fig.32 The case study website using Sitemap Generator to prepare the site map 50
Fig.33 The case study website submitting the site map to Bing Webmasters Tools 51
Fig.34 The case study website submitting the site map to Google Webmaster Tools 51
Fig.35 The anchor text links of the case study website in Taiwan Search Marketing Institute 52
Fig.36 The anchor text links of the case study website in DomainClub 52
Fig.37 The anchor text links of the case study website in Pixnet Blog 54
Fig.38 The anchor text links of the case study website in Pchome personal news 54
Fig.39 The blog updates the notification posted by the Case Study blog in the Ping-O-Matic 55
Fig.40 The product page of the case study website in PChome Ruten auction platform 56
Fig.41 The links of the case study website in PChome Ruten auction platform 56
Fig.42 Successfully embed the SiteTag tracking code in the case website 57
Fig.43 SiteTag automatically analyzes the hot key words of the case study site 58
Fig.44 Label webpage ranking the sixth in the Google search 59
Fig.45 The SiteTag label webpage with the links of the case study website 59
Fig.46 The links of the case study website at Sitetag.us site 60
Fig.47 The link of case study website at Sitetag.us site 60
Fig.48 The setup screen of the case study website on the Feed2JS website 61
Fig.49 Blog program code of "Nan yuan resort farm" on the Feed2JS website 61
Fig.50 Contents updated of case study website embedded into the "Nan yuan resort farm" blog 62
Fig.51 Program code "Tsou-Ma-Lai farm" blog on the Feed2JS website subscription 62
Fig.52 Contents updated of case study website embedded into the "Tsou-Ma-Lai farm" blog 62
Fig.53 Program code "Jiangnan Resort" blog on the Feed2JS website subscription 63
Fig.54 Contents updated of case study website embedded into the "Jiangnan Resort" blog 63
Fig.55 The JavaScript webpage tracking code of the Case Study website 64
Fig.56 The Google Analytics Tools Page 65
Fig.57 Case study website- Monthly visitor statistics curve 66
Fig.58 Case website - monthly non- repetitive visitor statistics curve 67
Fig.59 Case website - monthly webpage browsing statistics curve 68
Fig.60 Case website - monthly bounce rate curve 69
Fig.61 Language used by the visitors to the case website 69
Fig.62 Geographical location of case website visitor 70
Fig.63 Countries of origin of the case website visitors 70
Fig.64 Case website visitors origin city distribution map 71
Fig.65 Case website visitors origin City 71
Fig.66 The new visitors and returned visitors of the course website 72
Fig.67 Case site frequency 72
Fig.68 Rate of return to the case website 73
Fig.69 Case site engagement 74
Fig.70 Browser and operating system of the case website 74
Fig.71 Internet service provider of the case website 75
Fig.72 Visitors that use the mobile devices to the case website 76
Fig.73 Mobile device used to visit the case website 76
Fig.74 Visitors that use the mobile devices to the case website 77
Fig.75 Traffic overview of the case website 78
Fig.76 The search keywords of the case website 79
Fig.77 Social flow of the case website 79
Fig.78 Social visit web pages linked to the case site 80
Fig.79 Content web page overview of the case website 81
Fig.80 All web pages of the case website 81
Fig.81 landing webpages of the case website 82
Fig.82 Exit webpage of case website 83
Fig.83 Search for "Nan yuan resort farm"in Google, the case website ranked the sixth 85
Fig.84 Search for "Tsou-Ma-Lai farm" in Google, the case website ranked the tenth 86
Fig.85 Search for "Jiangnan Resort" in Google, the case website ranked the forty-second 87
Fig.86 Search for "Nan yuan resort farm"in Yahoo, the case website ranked the second 88
Fig.87 Search for "Tsou-Ma-Lai farm"in Yahoo, the case website ranked the third 89
Fig.88 Search for "Jiangnan Resort" in Yahoo, the case website ranked the third 90

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