Analyzing Google SERP : Swedish Search Queries

Abstract: Search Engine Optimization (SEO) is the technique of improving Web sites visibility in search engines. Since the algorithms that search engines are based on become more intelligent each day, there is a constant urge for new knowledge. In collaboration with RankTrail, new research for discovering insights about SEO has been conducted. Hypotheses around alleged ranking factors have been created based on qualitative interviews. Through a quantitative case study these hypotheses have been analyzed. The first part of the analysis consisted of calculating the Spearman’s Rank-Order Correlation. Secondly, these correlations has been visualised using histograms. Additional statistical tests have been performed. Number of images, use of HTTPS and use of a custom meta-description stand out amongst all factors analyzed. All three have a higher mean, but also a higher effect size calculated from Cohen’s d. However, the results of this study show that none of the factors indicate a strong impact on SEO.