Analyzing Amazon's Online Search Technology in Business and IT

This report provides an in-depth analysis of Amazon's utilization of online search technologies, particularly focusing on Search Engine Optimization (SEO). It explores how Amazon leverages SEO to enhance its online presence, increase website traffic, and gather valuable customer data. The report details the benefits of SEO for Amazon, including improved search engine rankings, brand promotion, and customer insights. Furthermore, it examines the customer metrics Amazon uses to evaluate its performance, such as Order Defect Rate and Cancellation Rate. The report also identifies potential areas for technological expansion, such as the integration of machine learning and artificial intelligence to enhance customer data collection and service delivery. The report concludes by emphasizing the importance of Amazon differentiating itself through superior service delivery and the strategic implementation of advanced technologies to maintain a competitive edge in the e-commerce market.

Running head: BUSINESS AND IT
Business and IT
Name of the Student
Name of the University
Author Note

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Introduction
It is certain that business sector across the globe today watch the new sunshine due to the
growing technology advances. Unlike traditional marketing approaches, today it is easy for
businesses irrespective of their size and structure to focus on large remote market (Morgan-
Thomas & Veloutsou, 2013). For example, a brand from China can know the taste and
preferences of people living in Europe. Targeting customers and markets have been enormously
easy than before. To collect market data, customer information and sales forecasting, all
businesses tend to rely on online search technologies.
1. Online search technology that Amazon is using
Amazon.com, which is e-commerce brand globally, running its operation online.
However, then success and existence of Amazon is entirely based on its online search technology
–Search Engine Optimization technology (Guillon et al., 2014). The brand uses a large series
of keywords that are based on socio-cultural trends of the market where it operates. Whenever,
the consumers search a product online, they enter certain keywords and then the key words are
being stored in search engine. Search Engine Optimization technology the helps to prioritize the
search items.
2. Why Amazon is using online search technologies
There are several online search technologies but Amazon.com is using Search Engine
Optimization because it will help the brand to increase online traffic in the website and whenever
people search anything through the search engine, it will directly suggest the user to visit the
page. Thus, more traffic is equal to more sales and more information about the customers.
Hence, Search Engine Optimization is not only helping the company to increase traffic, it is

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also helping to learn more about customers and their preferences. Amazon is using Search
Engine Optimization to increase site’s ranking in search engine result (Xiang, Wöber &
Fesenmaier, 2008). It certainly helps the brand to identify some keywords and phrases that the
target customers uses when searching for a product or services they like. Search Engine
Optimization Technology is also helping the brand to enhance brand image in the market. Even
though the branding is often considered a more traditional marketing strategy, while Search
Engine Technology is falling effectively into the digital category of brand building. For example,
it will help the brand to build content such as product/service, information, ideas and culture and
another element is about what others say about the content. Both these elements contribute to
brand building. Thereby, the online technology based brand like the one Amazon tends to create
content which are in line with customers or audiences’ needs and interests and thereby the
organisation finds the ways to receive links to that content from other sites. Hence, (Xiang,
Wöber & Fesenmaier, 2008) mentioned the fact that an optimized website can help the brand to
earn more traffic. Even though SEO optimization helps the brand to enhance sites’ ranking in
search results but it significantly helps the brand to go beyond that which means achieving high
ranking is more of attracting more traffic and then convert that traffic into consumers and leads.
3. What are the benefits?
In general, it can be mentioned that Search Engine is significantly important for success
of any online business. Search Engine optimization technique not only serves millions of users
on a regular basis. It can be mentioned that Search Engine Optimization technology is highly
important because majority of Search Engine users –at least more than 65% are most likely to
click on one of the top five suggestion in search engine outcomes pages (Clark et al., 2009).
Thereby, it can be mentioned that Search Optimization technology helps the organization to take

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advantage of or attract visitors to Amazon’s e-commerce site and customers to online store and
thereby the website needs to appear in one of the top positions. As put forward by Looi et al.,
(2010), users trust search engine and securing a presence in the top position for the keywords the
audience is searching, enhances web site’s trust. Moreover, brand promotion is one of the
significant aspects in brand development and thereby, it can be mentioned that e-commerce
brand that is in the need of a good social promotion should use search optimization technology.
It can be mentioned that SEO is highly effective for social promotion of the website and the
people who can find their website through Google or Yahoo can promote the same in other social
media platforms like Facebook, Twitter and other social media channels.
4. What are some metrics the organisation could use to evaluate?
It has been identified that Amazon has developed its success being wholly customer
centric and they are constantly seeking to provide highest customer satisfaction. In turn, Amazon
should focus on setting high standards, which all sellers should meet through the consumer
metrics. The organization needs to use customer metrics significantly measure and evaluate the
performance of each seller. Moreover, such customer metrics should be linked to other metrics
like Order Defect Rate (ODR), Cancellation Rate, Late Dispatch Rate, Policy Violation and
Contact Response Time (Guillon et al. 2014). For example, the use of Defect Rate can
significantly help the brand to collect the negative seller feedback like A to Z claim and hence
ODR is calculated by dividing the number of ‘defect’ order by overall number of orders for a
certain period (Xiang, Wöber & Fesenmaier, 2008). Likewise, the pre-fulfilment cancellation
rate can significantly help to create the percentage of orders that are being cancelled by seller
before the shipment. Identifying this issue through the matrix can be easy and the most common
reason for such occurrence is bad stock management.

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Identifying areas in which the organisation could expand or improve upon the
technology
It has been identified that even though Amazon is fundamentally using online search
technologies but it needs to extend its focus in the field. Amazon can use machine Artificial
Intelligence or machine language to fasten its operation. As put forward by Guillon et al., (2014),
machine learning has hit a fever pitch in the last few years because the technology behind them
have significantly advanced at a rapid pace. It can be mentioned that Artificial Intelligence is
significantly powered machine learning has the potential to become a positive force in
strengthening engines. Amazon needs to incorporate such technologies to meet the growing
demands of online services. A suitable implementation of such technology can better help to
collect customer data and sort it accordingly to design its services and products. There have been
many players in the e-commerce platform, the level of competition is most likely to increase in
the coming days and to resolve this concern, and organization Amazon should no more delay its
focus.
Explaining what they could do and why they should do the same
The major concern is that organization Amazon is most likely face a tough competition in
the coming future because technology advances have made it easy even for the small size of
business to dominate the market through e-commerce. Thus, Amazon should differentiate itself
in relation to service delivery. This means use of machine learning technology embedded with
the search engine optimization can help to collect more accurate data about the consumers. The
brand can take note of times that customers need to buy. For example, data mining technology
can make it easy for the brand to known what products the customers do not have and taking a
note of that, brand can respectively approach the customers (Looi et al., 2010).

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References
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Looi, C. K., Seow, P., Zhang, B., So, H. J., Chen, W., & Wong, L. H. (2010). Leveraging mobile
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Xiang, Z., Wöber, K., & Fesenmaier, D. R. (2008). Representation of the online tourism domain
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