User Acquisition through Search Engine Optimization - Evaluation of search engine optimization and user acquisition techniques for the football livescore market

Abstract

This bachelor thesis consisted of two main parts; the development of a website and the evaluation of search engine optimization (SEO) in combination with user acquisition (UA). The site was a football livescore application built as a platform for the evaluation of the SEO development process and techniques, used to investigate the viability of different UA techniques through SEO. The website aimed to attract visitors from Google’s search results to the website, to assess SEO techniques. Furthermore, to assess UA techniques, the website used different visual elements that encouraged visitors to download Forza Football’s smartphone application. As a result, the website was shown almost one million times in search results, 22 060 visitors, of which 637 clicked on the download prompts and from these 45 finally downloaded the application to their smartphones. In summary, the conclusion drawn is that UA is viable in this context, but to make a substantial profit from it, the SEO needs to generate more prominent exposure and compete for the contested keywords.