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Advancements and Innovation in Digital Marketing and SEO
Published in Abid Hussain, Garima Tyagi, Sheng-Lung Peng, IoT and AI Technologies for Sustainable Living, 2023
Anubha Jain, Chhavi Jain, Rahul G. Kargal, Salini Suresh
Digital marketing is the promotion of products or services through the internet or any other electronic media. It involves managing the online presence of business on website, social media, smartphones, mobile apps, etc. It is used to grow customer base. Companies and consumers both are adapting digital marketing. Digital marketing also enables customers in co-creation of many products. People who are actively using social media platforms account to 3.14 billion. Social media platforms such as Facebook, Instagram, and WhatsApp enable marketers to spread the word and effectively promote their brands. It can help any company by more customer engagement, increased customer retention and generating more market share. SEO improves the visibility of a website. SEO allows marketers to understand how website visitors think and act while searching online. It is more focused on receiving the search results in a traffic-free or organic manner. Other terminologies which are related to SEO are SEM and content writing. SEM or search-engine marketing is bidding for paid advertisements and search engines. Social Media Marketing encompasses free and paid social advertising and engagement practices both. Content marketing is focused on writing content for blogs, etc. Hat SEO is the best practice laid out by search engines like Google, etc., whereas black hat SEO tends to adapt manipulative practices which may also attract some penalties.
Public awareness and attitudes towards search engine optimization
Published in Behaviour & Information Technology, 2023
Dirk Lewandowski, Sebastian Schultheiß
A third type of commercial interest involves content providers and companies that sell products or services over the internet. They conduct search engine optimisation (SEO) in an attempt to make their content more visible in search results (Enge, Spencer, and Stricchiola 2015; Moran and Hunt 2015; Thurow 2007). Search engine optimisation is ‘the practice of optimizing web pages in a way that improves their ranking in the organic search results’ (Li et al. 2014). The market for SEO has reached 80 billion dollars in the U.S. alone (McCue 2018). We can reliably assume that SEO has a significant influence on search results (see Lewandowski, Sünkler, and Yagci 2021) and that search engine users select from results that are not only displayed because of their relevance, but also because they have been optimised to rank higher in the search engine.
I.S. educational game: Adoption in teaching search engine optimization (SEO)
Published in Journal of Computer Information Systems, 2020
SEO is the process of making websites easier for search engines to crawl, index, and understand.26 SEO is essential to increase the websites’ ranking in search engine and to improve the visibility of the online businesses, as users rarely click on links beyond the first search results page.27 Besides, it is important to optimize the website for conversion to generate more transaction and purchase.28,29 As a result, SEO has become a new Information Systems topic that both scholars30 and practitioners are interested in. Examples of common SEO techniques are shown in Table 2.