In the data analysis, all three propositions were tested. In order to
draw the conclusions based on reliable information first the
figures of Google Analytics have been validated. Therefore the
traffic amounts that were measured using Google Analytics were
compared with those in Clicky. The results showed
corresponding trends in both web analytic tools, which means
that it is safe to draw conclusions based on those figures.
Based on findings in this research the first proposition was
accepted, which means that an increase in search engine ranking
actually results in additional web site traffic. Opposite to prior
expectations the second proposition was rejected. A higher search
engine ranking not only results in more relevant traffic but also
attracted more bulk traffic which lowered the average value per
visitor. Nevertheless did the increase of web site traffic outrun the
decrease in value per visitor; therefore the overall value that was
added to the web site by increasing its search engine rank grew
significantly