An Empirical Study on User Profile Analysis and SEO Performance: A Case of Taiwan Cultural Memory Bank 2.0
Mei-Yun Hsu, I-Hsien Ting, Yun-Hsiu Liu, Kazunori Minetaki
TL;DR
This study investigates how user profile analysis and SEO performance can enhance a participatory cultural archive platform, applying the VRM framework to Taiwan Cultural Memory Bank 2.0. It combines demographic and behavioral profiling, log analytics, social network analysis, and SEO metrics to assess engagement, traffic, and visibility around SEO interventions. The findings show that Memory Bank 2.0 achieves higher engagement than Memory Bank 1.0 and that sustained SEO efforts elevate organic search share, direct traffic, and social media reach, with practical recommendations for UX, content strategy, and digital outreach. The work demonstrates the value of integrating user-centered profiling with search optimization to bolster audience engagement and online visibility for digital cultural platforms.
Abstract
Taiwan Cultural Memory Bank 2.0 is an online curation platform that invites the public to become curators, fostering diverse perspectives on Taiwan's society, humanities, natural landscapes, and daily life. Built on a material bank concept, the platform encourages users to co-create and curate their own works using shared resources or self-uploaded materials. At its core, the system follows a collect, store, access, and reuse model, supporting dynamic engagement with over three million cultural memory items from Taiwan. Users can search, browse, explore stories, and engage in creative applications and collaborative productions. Understanding user profiles is crucial for enhancing website service quality, particularly within the framework of the Visitor Relationship Management model. This study conducts an empirical analysis of user profiles on the platform, examining demographic characteristics, browsing behaviors, and engagement patterns. Additionally, the research evaluates the platform's SEO performance, search visibility, and organic traffic effectiveness. Based on the findings, this study provides strategic recommendations for optimizing website management, improving user experience, and leveraging social media for enhanced digital outreach. The insights gained contribute to the broader discussion on digital cultural platforms and their role in audience engagement, online visibility, and networked communication.