Creating Profitable E-Business - Assignment Example

Creating Profitable e-Business By Table of Contents Table of Contents 2 Question # 3 3 Search Engine Optimization (SEO An Overview 3 Is SEO Really Dead? 4 Changing Role of SEO 5 Content Marketing 5 Public Relation (PR) 6 Link Building 6 Google’s Initiatives 7 Security of organic searches 7 Implementation of robust algorithms 7 Authorship 7 In-depth Articles 8 Analysis of Google’s Initiatives 8 Search Engine Optimization: Present and Future 9 Use Relevant Keywords 10 Link Elegantly 10 Socialize Well 10 Question # 5 11 Cloud Computing: An Overview 11 Technological Description 12 Applications and Advantages of Cloud Computing 13 A case study of cloud implementation 14 Security Risk and Cloud Computing 15 Origin of Security Issues 17 Recommendations and Suggestions 17 References 19 Question # 3 Search Engine Optimization (SEO): An Overview Search engine optimization (or shortly SEO) is a well-known process of handling different areas of a Web site in order to improve its status in search engines by attracting a large number of visitors to the web site. This technique is widely used by the majority of organizations that use a website for the distribution of contents. In this scenario, they use a wide variety of mechanisms in order to improve the rankings of their web sites. Some of the well-known mechanisms that the majority of people adopt include improving website content and architecture and submitting the web site to directory services (Rouse, 2011). Without a doubt, in every second, a large number of web sites are developed and published online so it is very challenging task for them to get attention of visitors over the Internet. Though, a web site can contain huge volumes of data and contents regarding a current subject presented in an interesting and interactive manner, however, it is still unable to attract a large number of visitors. In this scenario, the majority of companies attempts to improve their web site traffic by attaining a high ranking on SERPs (search engine return pages) (Strickland, 2014). In view of the fact that the majority of search engine services does not disclose their processes, for this reason their principles for high ranking on search engine return pages can be a secret. A search engine is believed to be successful simply when it presents a user the best results in the response of the users search queries. If a company believes that its web site is the best resource available on the Internet, it can be useful for search engines to give it highest ranking on their SERPs. However, the company must have to determine and implement best appropriate mechanism to make search engines believe that its web site should appear on the top of the stack. At this point, search engine optimization plays a significant role. Basically, “it is a complete set of practices that webmasters can use to improve their sites SERP ranking” (Strickland, 2014). In some cases attaining high web site traffic is not a serious issue for the webmasters for instance when they are working on a personal project or a private web site. On the other hand, it is crucial for all those who make use of the web for generating revenue. No matter, whether a web site is being used for selling products or services or hosting and launching web advertisements, more visitors it gets more revenue it generates. Therefore, a large number of organizations spend a lot of money on SEO related activities. In addition, they hire SEO experts and continually invest in ways to improve their SEO practices. Though, these investments can be constructive if the company’s web site is able to get higher ranking than competitor sites. Normally, these SEO practices heavily depending on the working of search engines. In this scenario, some methods are legitimate which are believed to be an ideal approach for letting the search engines know about the existence of a web site, while other techniques are not believed to be an ideal approach to get visitors’ attention and they can require manipulating a search engine with the purpose of getting a higher page ranking. Though, in many cases it becomes very difficult to determine which approach is legitimate. However, when a company feels some concerns about a technique, it is better to avoid (Strickland, 2014). Is SEO Really Dead? At the present, a large number of debates and discussions are being done on the role of search engine optimization in today’s marketing environment. Without a doubt, in the past few years, there have emerged significant changes in the technologies and business practices. Now business organizations are looking for innovative ways to deal with their customers and gain competitive edge over their competitors. Though, SEO has always been and will remain to be about attaining a usual existence in the search engines. However, the past few years have changed the way how SEO can be used in search engines for instance now user gets thousands of results in the response of a search query and it is not limited to only top 10 results. In addition, in the past few years a large number of innovative practices appeared in the business markets, which have attained the attention of the majority of business organizations. For instance, content marketing has turned out to be a well-known practice. Additionally, social media marketing quickly became a significant element of SEO recommendations. Nowadays, content promotion is believed to be a key to attaining natural links (Jackson, 2013; Boag, 2012). Changing Role of SEO Without a doubt, the role of SEO has changed in the past few years, but it is still not dead. Though, it is not being used directly by the majority of business organizations, but it is being heavily used in other important marketing practices. Some of the important applications of SEO are outlined below (Jackson, 2013; Boag, 2012): Content Marketing Content marketing is a very famous marketing trend these days. In fact, it has caught the attention of a large number of businesses. In simple words, content marketing refers to writing content because without content no company can exist on the Internet. Though, the content marketing is not a new trend because it has already been used for a long time, but the way it is being used now has totally changed. In the past, the companies used textual contents for content marketing, but now these contents appear in a variety of flavors such as videos, pictures, speeches and so on. In addition, the definition of content itself has changed in the past few years. In fact, this term is now used to demonstrate various other elements of the web (Jackson, 2013). Public Relation (PR) In the past, PR was used as an abbreviation of the press release. On the other hand, in today’s SEO world it is used as an abbreviation of public relation. Though, the term is still here, but the way it is used has been totally changed now. In today’s SEO world its role is to identify pitching content/stories or influences or making use of services like that HARO with the purpose of encouraging customers to participate in an article. Though, companies today still engage themselves in press releases, however, it has become a marketing activity carried out to attain more traffic, consciousness, and the opportunity that someone will write about what they are promoting (Jackson, 2013). Link Building Without doubt, the importance of link building cannot be neglected in today’s SEO world. Though, the link building is not important for SEO simply for the reason that search engines work toward decreasing the position of link building. In today’s world, it is not simply about building links but citations. In addition, both the citations and link building can appear in different forms, but they are all about good promotion/marketing (Jackson, 2013). It will not be suitable if we say that the SEO is dead, but the truth is that the SEO has reached to the point where it is known as web presence optimization or digital marketing optimization or some combination of these practices (Jackson, 2013). Google’s Initiatives According to (Enge, 2013), Google has taken several initiatives to keep people away from tactical SEO and force them to use strategic SEO approaches. Many people argue that the SEO is dead, but is far away from the reality. (Enge, 2013) discusses Google’s initiatives and the impacts of these initiatives on SEO: Security of organic searches The first initiative that Google has taken is about securing all organic searches. In this scenario, users will not be able to get keyword data for users reaching to their websites from Google search. In the past, this data was used by the companies to understand the intentions of customers and was used as a conversion optimization. Implementation of robust algorithms Google has implemented some robust algorithms in order to understand conversational search queries in a much better way. For instance, one we submit a query “show me images of a specific place” and it shows. In this scenario, this initiative has a considerable impact on the keyword game. In the coming few years, exact keywords matching will become a simple task. Authorship Though, authorship is not a new feature, but now Google has used it to link new elements of content with the author of these pieces. In the future, it can play a significant role in the marketing strategies since this data can be used to determine which authors write content that caught the attention of a large number of people in the form of social sharing, links, and comments. In-depth Articles Google implemented another latest feature that is known as in-depth articles, which is an innovative way to rank in the SERPs. This feature will surely the remuneration from publisher rank and author rank. In fact, both these implementations can lead to considerable positive developments if Google really makes it a ranking factor in the future (Enge, 2013; Boag, 2012). Analysis of Google’s Initiatives Without a doubt, the changes implemented by Google will have serious impacts on tactical SEO. For instance, the data that Google has taken away was used by editors and publishers to enhance their SEO practices in a very tactical way. In the past, webmasters used this data to determine “what are the keywords I should optimize for? “How do I get a higher page rank?” Hence, the removal of this feature will diminish the emphasis on these goals. In addition, above mentioned changes encourage the use of strategic SEO approaches. Additionally, the changes implemented by Google play a significant role in forcing the people to pay attention to aspects such as semantic relevance, authority and the user experience. As a result of these changes, the trends of marketing are also changing. Now the majority of organizations are paying their attention towards determining the needs of target users, establishing their visibility and control, creating good content and offering a great experience for the visitors of their website. Hence, these changes require from companies to make a variety of improvements to their existing infrastructure for instance reconstructing their website in a way that the search engines can easily identify it, such as handling local search, schema and associated markup. So the majority of changes are being implemented in order to discourage tactical SEO practices and encourage strategic SEO practices (Enge, 2013; Boag, 2012). The above discussion shows that Google is trying to kill the SEO practices. But it is actually trying to kill spam and other cheap techniques while improving its search engine capabilities. Google is implementing all the mechanisms to ensure that only the authentic SEO practices are allowed. In view of the fact that Google will always be in search of “good things” on websites so it ensures the continuous existence of SEO.  For instance, if a company knows what are those good things that should be presented on its web site and it places them on its website then its ranking will surely improve. In fact, the essence of SEO is adding “good things” on websites and getting “good things” pointing to a website (Blue Onion, 2013). Search Engine Optimization: Present and Future According to (Olonisakin, 2014), the early versions of SEO encompassed practices and mechanisms that do not work in today’s marketing world.  Some of these practices included keyword Meta tagging, keyword stuffing, content spinning and link buying. In addition, these techniques focused on the development of websites those intended to attain high ranking without regard for quality content. On the other hand, today’s SEO practices pay greater attention to the quality of the content. But the question is that is quality content enough for modern SEO? Basically, today’s SEO practices are aimed at making quality content easier to find. In addition, search engines have implemented modern techniques and algorithms which successfully block more SPAM as well as promote the most applicable websites. Even a company’s web site contains strong content, it still needs to identify and implement ways involved in modern SEO in order to make effective use of a web site. Moreover, organizations can implement the following practices in order to improve their SEO capabilities (Olonisakin, 2014; Mumford, 2014): Use Relevant Keywords A company should focus on developing effective and relevant keywords because these keywords play a significant role in attaining good website ranking. For instance, a customer looking for a specific company or item will enter relevant keywords in search engine and the search engine will use these words to retrieve results. Hence, it is the responsibility of the company to determine what keywords define their company in an appropriate way and what keywords their customers will be adding in order to find them on the Internet (Olonisakin, 2014; Mumford, 2014). Link Elegantly Though, link buying does not play a significant role in improving the search engine visibility however it does not mean that the links are not necessary for good SEO. In this scenario, companies should try to develop content that their visitors can easily link to and share with other readers (Olonisakin, 2014; Mumford, 2014). Socialize Well As discussed above, social networking plays a significant role in today’s marketing and it is playing a significant role in rendering search engines obsolete. In addition, search engine rankings are also heavily dependent on these social networks. In fact, the effective implementation of a social network can elevate a company’s web site’s search engine ranking (Olonisakin, 2014; Mumford, 2014). It is clear from the above discussion that SEO is not dead and in fact its usage will grow in coming years. However, the way it is currently being used has considerably changed. With the passage of time, new tools and technologies are emerging, requiring the implementations of new techniques and algorithms. In addition, new ways of marketing and promotions are merging every day. This paper has discussed the role of SEO in today’s marketing context. A large number of people argue that SEO is dead or dying, but it is not the truth. However, SEO practices are combined with other modern techniques to improve the marketing strategies. The importance of SEO in today’s marketing world cannot be ignored. It is expected that the use of SEO will further grow in the coming years. Question # 5 Cloud Computing: An Overview Cloud computing is a useful technique for accessing various applications with storage capacity from a distant location via an internet connection. In this scenario, it is not an advanced standard approach. Basically, cloud computing is a technological aspect that is used in main servers and internet to sustain information as well as programs. Usually it is known as a grid of computers that are useful for serves like a service oriented structural design. Hence this design is used for delivering software along with information. Moreover, cloud computing facilitates its users and business related modules to make use of applications without paying any cost. Therefore, users may access their private data and information through computers, which have internet connection. Cloud computing technological aspects facilitate us through well-organized and resourceful computing with centralizing memory allocation, storage space, bandwidth and processing (Cochran & Witman, 2011; Meng, et al., 2011; Cooke, 2010). Cloud computing brings a wide variety of opportunities and solutions for business related problems in organizational matters and for individuals. In this scenario, a straightforward example that fits best to cloud computing is of email servers such as Gmail, Yahoo mail and Hotmail etc. We use these applications without installing any additional hardware, software or any server on our personal computer. Hence the concept of installing any hardware or software (that might be of any sort) is eliminated. In this scenario, users only need to have an internet link and they can start sending or receiving e-mails. The approach behind the central server and email management application is on the internet (cloud). The user makes use of it alone or in community and benefit from its aspects. However, cloud computing is broken down into 3 important components, which are: Infrastructure Applications Platforms In this scenario, each component/segment carries out a different job and offers versatile application for individuals and business purpose round the globe (Dhar, 2012; Cooke, 2010; Berman, et al., 2012). Technological Description Cloud computing provides a large number of opportunities and benefits. However, a true fact is that cloud computing technique has emerged from the distributed computing, parallel processing with grid computing technologies. Additionally, these technologies are in existing mode. As a result, they may perhaps a little bit identical to each other however, their functionality is diverse from one another. In this scenario, the idea of cloud computing technology has evolved as an emerging standard approach in the field of computer science. Moreover, the name of cloud computing is consequent from the survival of applications and data on a “cloud” of several web servers (Fauzi, et al., 2012; Josyula, et al., 2011). Applications and Advantages of Cloud Computing In the past few years, cloud computing has become a very attractive technology for the majority of business organizations because “it facilitates the outsourcing of enterprise software applications and computing capabilities to intermediary services with the purpose of decreasing costs associated with applications, hardware, licenses, personnel, real estate, maintenance, power and other expenditures.” In view of the fact that cloud computing is based on the idea of “doing more with less” value proposition with higher return on investment hence it plays a critical role during the economic recession (Kamoun, 2013). Without a doubt, the worldwide economic downturn forced the business organizations to reevaluate their business strategies and models from start till end. In this scenario, the business organizations spent a lot of time and resources in assessing their IT infrastructures and they considered cloud computing as a conceivable substitute to the traditional IT infrastructures. One of the most important advantages of cloud computing is that it allows the business organizations to convert fixed price mode (such as cost of ownership, servers, employee salaries , servers and additional expenses) to flexible price mode. On the other hand, with traditional IT models the organizations had to pay heavy charges all the time, whether they make extensive use of information technology or not. In fact, they had to pay higher prices for the time when IT was not used such as holidays. So there was always a fixed cost associated with traditional IT models. On the other hand, cloud computing is both scalable and flex­ible. In addition, it allows business organizations to buy only what they need, and pay for only those services which are used (Cooke, 2010). As discussed above, cloud computing offers a large number of benefits and opportunities to companies in the forms of cost savings and risk avoidance. So in case of financial downturn, organizations relaying severely on Internet services would not require investing a lot of money in IT arrangement as well as other costs associated with the maintenance of IT infrastructure. In addition, with the cloud computing well established companies can also transfer their data centers to the cloud. In fact, this transfer of data and services to a cloud minimizes the costs of maintenance and ownership. In addition, during financial conundrum it is not feasible for the organizations to spend a lot of money in implementing other business intelligence solution or carry out experiments with new technologies. On the other hand, with cloud computing these organizations can get a large number of benefits. For instance, they can make use of cloud based business intelligence solutions or SaaS BI with the purpose of improving business efficiency, at the same time as minimizing IT investments. Without a doubt, the use of cloud computing brings a large number of benefits and opportunities for all kinds of business organizations, especially it helps organizations remain stable in during financial conundrum (Cochran & Witman, 2011; Kamoun, 2013). A case study of cloud implementation At the present, the majority of business organizations are adopting cloud computing technology for the effective management of their business activities. In fact, the implementations of cloud computing can be seen in all the fields such as business, finance, education, defense and so on. I have chosen a case study where an Oil and Gas industry shifted its IT systems from an internal data center to Amazon EC2. The basic objective for the selection of cloud computing technology was to reduce IT costs up to 37% in the next five years, and eliminating more than 21% support calls regarding their IT system. The company is basically a UK based firm that is currently operating in the Middle East. The results of this case study demonstrated that cloud computing can be an expressively inexpensive substitute to acquiring and retaining IT infrastructure inside the firm. In view of the fact that cloud computing brings a large number of benefits and opportunities at an affordable charge so the company intended to attain these benefits while reducing IT costs. The results of this case study show that the organization successfully attained all its objectives associated with the transition. However, they also faced certain disadvantages and risks such as low customer satisfaction as well as service quality because of the transfer of authority to another intermediary, initiating the company to long term budget unpredictability with respect to cloud-usage, reduced job satisfaction because of variations in an environment of work and data migration expenditures. The case study lacked other aspects as well, such as actual cost estimation associated with employees and quality (Khajeh-Hosseini, et al., 2010). Security Risk and Cloud Computing While building safe and protected IT systems, organizations typically have to face a lot of customary security and privacy management issues and challenges on the other hand, in the case of cloud computing there is an additional extent of menace due to the fact that in a cloud computing environment necessary services are frequently subcontracted to a 3rd party security management. In this scenario, the “external existence” feature of subcontracting or outsourcing enables the tough hold up to data integrity, privacy, maintain data and service accessibility, and exhibits conformity. In addition, cloud computing transfers a great deal of the operational and security management control over the data and business functions from customer business to their cloud service suppliers. In this scenario, a great deal of similar businesses hand over some part of their information technology working aspects and processes to outsourcing businesses. However, the fundamental jobs like that implementing patch technologies and installation and configuration of system firewalls are included in the responsibilities of the cloud service supplier, not the end-user of cloud services. In addition, users should build strong interactions with their contributors and stakeholders as well as recognize threats regarding how these cloud service suppliers apply, organize and administer security on their own. In this scenario, the idea “trust” describes the association between cloud service suppliers and users and it is important for the reason that the client users are accountable for conformity and safety of their important business and financial data, yet if that particular burden has transferred to the cloud. Moreover, a number of businesses select mixed or private paradigms over open clouds due to the threats linked with the process of services subcontracting (IBM, 2009; Shen & Tong, 2010; Sumter, 2010). Additional features of cloud computing also demand reconsideration of threats and protection. Additionally, inside a cloud, it is a complicated job to find out where data is located. In addition, the security procedures that were formerly perceptible are currently concealed under the covers of thought. In this overall structure the lack of perceptibility can cause creation of several observance and security problems (IBM, 2009; Shen & Tong, 2010; Sumter, 2010). The distribution of large size data and information in cloud computing produces various major issues such as cloud security and security in more conventional IT backgrounds. In addition, clients on both sides of businesses and their confidence levels to cooperate with each other vary from business to business. Moreover, in cloud computing arrangement the information and data based interactions and distribution calls for a high level of consistent and process automation are able to facilitate in implementation of enhanced business security by removing the threat of workers’ errors and omission. However, the threats generated from extremely shared arrangements indicate that paradigms of cloud computing have to still put focus on identity, privacy and observance (IBM, 2009; Shen & Tong, 2010; Sumter, 2010). Origin of Security Issues Cloud computing offers services and diverse facilities related to internet, computing, communication and storage for the businesses as well as individual users working in all the marketplaces such as healthcare, economic, government and management areas. In addition, this latest method to computing allows the users to enjoy liberty from open software and hardware savings, work in cooperation with others, achieve limberness moreover take benefit of the refined services that are offered by the cloud computing services suppliers. On the other hand, there is a critical issue for the users inside the cloud and that is security. According to the cloud services suppliers, the cloud security issues are functioning in directions of making the cloud impartial as well as resolving such security related problems. In this scenario, cloud security is turning out to be a key cutthroat point and discriminator among cloud suppliers. However, by implementing the competent security methods and practices, cloud security can quickly be increased far away the point that information technology sectors attain from their own sophisticated software and hardware services (Trusted Computing Group, 2010; Teixeira, et al., 2010; Zhang, et al., 2010). Recommendations and Suggestions Cloud computing provides a variety of flavors for all kinds of business organizations and these organizations can make use of cloud based solutions according to their needs without increasing the costs of IT infrastructure in the following ways: Develop their IT infrastructure layer on the basis of cloud models such as PaaS and IaaS and services. Develop the basis of their enterprise architecture by making use of cloud SaaS offerings. Develop the data layer of their IT infrastructure by making use of cloud IaaS and PaaS services, or make use of other cloud based database services to establish such an infrastructure. Organizations should continuously keep investigating the use of additional dedicated cloud facilities, like that Management-as-a-Service, with the purpose of supporting and improving the business layer at the same time as making sure that the organization’s authority and controls regarding business governance, strategy and security keep on inhouse (Kamoun, 2013). It is clear from the discussion that the adoption of cloud computing in appropriate forms can play significant roles in making organizations more elastic, responsive, effective and dynamic. However, in order to make the adoption and implementation of these cloud infrastructures must first carefully assess a variety of cloud computing solutions and approaches and after that in the light of their assessment they should create a business case to determine how cloud computing solutions and services can play a role in developing value as well as help them save costs. In this scenario, in order to gain most of these implementations organizations must put into practice a cloud computing management and governance program with the purpose of successfully dealing with associated risks as well as making sure endurance of vital business operations in the cloud. The team should also carry out considerable research to find out most appropriate solutions and see the cases of other successful implementations (Kamoun, 2013). References Berman, S. J., Kesterson-Townes, L., Marshall, A. & Srivathsa, R., 2012. cloud computing enables process and business model innovation. 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