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  • 1.
    Johansson, Elin
    et al.
    Kristianstad University, Faculty of Business.
    Strid, Julia
    Kristianstad University, Faculty of Business.
    Digitala förutsättningar efter Googles mobile-first index: En kvalitativ studie av relationen mellan SEO och användbarhet för mobila enheter.2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This is a qualitative study of the relationship between search engine optimization (SEO) and usability in web development for mobile devices. The aim of the study was to examine Google's algorithm update Mobile-First Index (MFI) and its impact on web development with the goal of gaining high positions for websites in Google's indexing. In previous research, results were found on the relationship between SEO and usability on computers, where the intent was to determine what was most important of the two. Related research also discusses how opinions about SEO differ between experts and end users, as well as the importance of different SEO parameters in indexing. Scientific basis was not available for MFI, due to the modernity of the update. Therefore, interviews with five experts in the field of SEO were conducted in this study. There, SEO and usability were discussed along with the growing use of mobile devices and the update that Google is now implementing to its algorithm, which has been summarized in eighteen parameters to use as web development support. Their perceptions about the area show that the difference between SEO and usability is considerably reduced today than before. It is no longer about usability versus SEO, but SEO has changed to work with usability as well. In this conclusion, it is therefore possible to argue that usability is more important than SEO, especially in mobile situations. Updates such as MFI will not have a major impact on design methods and web development if websites are mobile-friendly, hence positions in Google's indexing should not be affected. The experts instead see greater opportunities for web development today, as the more technical web also offers more opportunities, which contribute to a growing digital market. 

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