Fusing website usability and search engine optimisation

Abstract

Small and medium-sized enterprises (SMEs) make up approximately 95% to 98% of all businesses in most countries. They provide many work opportunities and are essential for any country’s economic growth (Samujh 2011). Information technology (IT) is also a main driver of economies. It facilitates the growth of SMEs through expansion into new markets, overcoming obstacles, allowing for quicker responses to changes in consumer patterns and allowing SMEs to compete internationally (Thurasamy et al. 2009). Internet-based technology is a significant part of IT and is an investment that drives innovation (Oliveira & Martins 2010). In order for SMEs to sustain financial growth, they must adopt marketing systems that facilitate the buyers’ and the sellers’ decision-making processes (Layton 2011). In recent years, many SMEs have adapted to e-marketing. This allows dynamic business growth and changes the shape and nature of business by overcoming threats and creating new business opportunities (El-Gohary 2010). Because of e-business, e-marketing, e-commerce and internet user activity, SMEs often use websites to present and market products and/or services because the internet is rapidly becoming a communication, commerce and marketing medium that is changing business globally (Canavan, Henchion & O’Reilly 2007; Kűster & Vila 2011; Visser 2007).