Business organizations involved in e-commerce recognize the importance of how commerce searches are conducted by individual customers. In 2005, 80% of all Website visits began with Internet searching. Altering a Website so that it ranks higher for particular terms used in Web searches is called 'search engine optimization.' The present study investigates how search engine marketing activities may result in higher rankings by such search engines as Google, Yahoo, MSN and Ask. One method of search engine marketing is illustrated by optimizing a new Website, www.thelightingdivision.com. The results may interest online marketers and search engine optimizers wishing to increase the visibility of their business enterprise and considering search engine studies as a part of their advertising campaigns.

Library of Congress Subject Headings

Internet marketing; Internet advertising; Search engines; Electronic commerce; Web sites--Design

Publication Date


Document Type

Master's Project

Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)


Bruce A. Austin

Advisor/Committee Member

Rudolph Pugliese

Advisor/Committee Member

Neil Hair


Physical copy available from RIT's Wallace Library at HF5415.1265 .B674 2008


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