An empirical study on the implementation of the Chambers model: Search engine optimisation elements and their effect on website visibility.

Visser, E.B., Kritzinger, W.

Proceedings of the 8th Annual Conference on WWW Applications. 5-8 September. Bloemfontein, South Africa.

Visser, E.B., Kritzinger, W. & Weideman, M. 2006. An empirical study on the implementation of the Chambers model: Search engine optimisation elements and their effect on website visibility. Proceedings of the 8th Annual Conference on WWW Applications. 5-8 September. Bloemfontein, South Africa. Online:

The primary objective of this research project was to determine whether Search Engine Optimisation (SEO) elements, as identified in the Chambers model, affect website visibility. A full literature review was done on SEO, as well as an evaluation of the Chambers model. Secondly, empirical work has been done to determine whether or not the implementation of the Chambers model have any effect on a website's ranking. A Small Medium & Micro Enterprise (SMME) with an active website was identified. An independent software application was used to determine search engine result ranking on predetermined search engines. The website was then submitted to search engines and tested again in order to determine whether search engine result ranking had improved. The next phase entailed replacing the original website with a new one that closely resembles the original, as seen by the human visitor. However, during the design on the new website, the elements of the Chambers model were implemented. The new website was hosted on the Internet, submitted to the same search engines and tested. The three documented search engine result ranking outputs were then compared. The first result indicated that the website was not registered at any of the search engines. The second set of results proved that the website did improve in ranking but not substantially. The third set indicated that a radical improvement of ranking and visibility has occurred. The primary conclusion reached is that implementation of the Chambers model does have a positive effect on website visibility.
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