Impact of Search Engine Optimization as a Marketing Tool

2018 ◽  
Vol 7 (1) ◽  
pp. 23-36 ◽  
Author(s):  
Ravneet Singh Bhandari ◽  
Ajay Bansal
Keyword(s):  
Search Engine ◽  
Market Share ◽  
Brand Equity ◽  
Product Information ◽  
Point Of View ◽  
Product Price ◽  
Search Engine Optimization ◽  
Marketing Tool ◽  
Marketing Variables ◽  
The Impact

Today’s world revolves around information that is the driving force behind any economic value chain. The thirst for information has led to the evolution of online “Search Engines” over last few years and are the most widely used instruments currently. Gradually marketers also started using this platform for marketing their products. This study focuses on the impact of search engine optimization as a marketing tool and its influence on various marketing variables like market share, brand equity and others. Literature review highlights many marketing variables getting affected by search engine optimization. Variables like market share, brand loyalty, brand recognition, product price, product information, brand image, brand awareness, consumer online behavior, and user reviews are few of them. The authors have found that most of the researches have highlighted these variables either in isolation or may be in combination of few. Few studies have considered variables only from marketer’s point of view and others from buyer’s point of view. In this study, the authors have attempted to comprehend and understand empirically, the impact of search engine optimization on various marketing variables identified (after the study) as market share and brand equity as the most prominent ones and product awareness, purchase persuasion and consumer insights the other important ones. To analyze the said phenomenon, the initial step was the examination of the significant writing to develop a comprehension about different parameters of search engine for the brand post. The data were gathered through questionnaire from the sample of 338 respondents who were selected by simple random sampling method mostly from the National Capital Region (NCR) of Delhi in India. The data collected from the respondents were loaded on SAS base for exploratory factor analysis and multiple regression analysis.

scholarly journals Big Data Analytics for Search Engine Optimization

2020 ◽  
Vol 4 (2) ◽  
pp. 5 ◽  
Author(s):  
Ioannis C. Drivas ◽  
Damianos P. Sakas ◽  
Georgios A. Giannakopoulos ◽  
Daphne Kyriaki-Manessi
Keyword(s):  
Big Data ◽  
Cultural Heritage ◽  
Search Engine ◽  
Data Analytics ◽  
User Behavior ◽  
Big Data Analytics ◽  
Data Types ◽  
Search Engine Optimization ◽  
The Impact ◽  
The Web

In the Big Data era, search engine optimization deals with the encapsulation of datasets that are related to website performance in terms of architecture, content curation, and user behavior, with the purpose to convert them into actionable insights and improve visibility and findability on the Web. In this respect, big data analytics expands the opportunities for developing new methodological frameworks that are composed of valid, reliable, and consistent analytics that are practically useful to develop well-informed strategies for organic traffic optimization. In this paper, a novel methodology is implemented in order to increase organic search engine visits based on the impact of multiple SEO factors. In order to achieve this purpose, the authors examined 171 cultural heritage websites and their retrieved data analytics about their performance and user experience inside them. Massive amounts of Web-based collections are included and presented by cultural heritage organizations through their websites. Subsequently, users interact with these collections, producing behavioral analytics in a variety of different data types that come from multiple devices, with high velocity, in large volumes. Nevertheless, prior research efforts indicate that these massive cultural collections are difficult to browse while expressing low visibility and findability in the semantic Web era. Against this backdrop, this paper proposes the computational development of a search engine optimization (SEO) strategy that utilizes the generated big cultural data analytics and improves the visibility of cultural heritage websites. One step further, the statistical results of the study are integrated into a predictive model that is composed of two stages. First, a fuzzy cognitive mapping process is generated as an aggregated macro-level descriptive model. Secondly, a micro-level data-driven agent-based model follows up. The purpose of the model is to predict the most effective combinations of factors that achieve enhanced visibility and organic traffic on cultural heritage organizations’ websites. To this end, the study contributes to the knowledge expansion of researchers and practitioners in the big cultural analytics sector with the purpose to implement potential strategies for greater visibility and findability of cultural collections on the Web.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

Banking Innovative Service With Digital Brand Equity for New Age Consumers

2021 ◽  
pp. 134-159
Author(s):  
Sonu Dua ◽  
Inderpal Singh ◽  
Subhankar Das
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Banking Sector ◽  
New Age ◽  
Marketing Mix ◽  
Equation Model ◽  
Brand Association ◽  
Research Article ◽  
Marketing Variables ◽  
The Impact

Digital banking is at the helm of all intangible transactions for the new age consumers in this world of touchless banking. So here in this chapter the authors tried to reconcile the new innovative content that will make this service to a notch higher. In goods industry, the product is considered as primary brand with various attributes. However, in case of services industry, the company itself is a primary brand. This research article is based upon primary research of services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been taken into consideration: brand awareness and brand association. For this purpose, structured questionnaire was prepared, and survey was conducted on 400 respondents and structural equation model has been applied.

Innovations in Digital Banking Service Brand Equity and Millennial Consumerism

2020 ◽  
pp. 62-79
Author(s):  
Subhankar Das
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Banking Sector ◽  
Marketing Mix ◽  
Equation Model ◽  
Brand Association ◽  
Banking Service ◽  
Service Brand ◽  
Marketing Variables ◽  
The Impact

In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is based upon primary research of the services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been given consideration such as brand awareness and brand association. For this purpose, a structured questionnaire was prepared, and a survey was conducted on 400 respondents, and a structural equation model has been applied.

scholarly journals Impact of Packaging on Consumer Buying Behavior at Dhaka City

2016 ◽  
Vol 5 (2) ◽  
pp. 93-100
Author(s):  
Wahida Shahan Tinne
Keyword(s):  
Sampling Technique ◽  
Logit Analysis ◽  
Dhaka City ◽  
Buying Behavior ◽  
Product Price ◽  
Marketing Tool ◽  
Self Service ◽  
Color Background ◽  
The Impact ◽  
Consumer Buying Behavior

Package becomes an ultimate selling proposition stimulating impulse buying behavior, increasing market share and reducing promotional costs. Packaging is known as the physical appearance of the product that includes design, color, shape, label and materials of a product. It is also used as a marketing tool to get the consumers’ attention. Packaging is considered as all the activities of designing and producing the container for a product. Due to changing consumers’ life-style and increasing self-service, the packaging is considered as fifth ‘P’ along with the other 4ps – product, price, place, and promotion. The main objective of this paper is to find out the impact of packaging on consumers at Dhaka city in Bangladesh. The logit analysis is used to identify the impact of packaging on consumer buying behavior. The researcher has identified seven variables that found in previous researches of the impact of packaging. The dependent variable is Consumer Buying Behavior Dependent on Packaging. The independent variables are Packaging Color, Background Image, Packaging Material, Font Style, Design of Wrapper, Printed Information and Innovation. The questionnaire is designed on Likert Scale where consumers are asked to put a tick mark on seven statements. These seven statements are selected based on variables that found in previous researches of the impact of packaging. The sampling technique is non-probability sampling. The researcher tries to find out customers who have shown interest in survey and respondents are asked questions who usually take major purchase decisions for the family consumption. So in this study, convenience sampling is applied. The sample size is 120. Sampling Area is Banani, Dhanmondi, Gulshan, and Shyamoli. It is focused on the specific areas only. It can be done in an extensive way. The sample can be large. Statistical tools SPSS is used to find out the relationship of the hypothesis of the impact of packaging on consumers of Dhaka city in Bangladesh.

scholarly journals Website Search Engine Optimization: Geographical and Cultural Point of View

2014 ◽  
Vol 07 (13) ◽  
pp. 1087-1095 ◽  
Author(s):  
Osama Rababah ◽  
Muhannad Al-Shboul ◽  
Fawaz Al-Zaghoul ◽  
Rawan Ghnemat
Keyword(s):  
Search Engine ◽  
Point Of View ◽  
Search Engine Optimization

Technological Background Knowledge to Use the Internet as a Marketing Tool

2017 ◽  
pp. 19-53
Keyword(s):  
Search Engine ◽  
Web Design ◽  
Point Of View ◽  
Digital Marketing ◽  
The Internet ◽  
Website Design ◽  
Compelling Evidence ◽  
Design Decisions ◽  
Online Experience ◽  
Marketing Tool

Websites are the cornerstone of digital marketing, the online premises of brands and companies, therefore, this chapter focuses on them. Making web design decisions stretches far beyond personal aesthetics, and there is compelling evidence that customers respond and evaluate the overall online experience differently even when a slight detail is changed. This chapter reviews the school of thoughts and models that apply to strategic website design, from the marketer's point of view. Later, we present the main concepts on Search Engine Optimization, since it is significant to website success and tightly bonded to the website architecture. The chapter concludes with a glance at fundamental metrics, as an effort to explain and decode how website related decisions are quantified, measured, evaluated and related to marketing objectives.

scholarly journals Negative Online Consumer Reviews

2016 ◽  
Vol 58 (4) ◽  
pp. 545-567 ◽  
Author(s):  
L.G. Pee
Keyword(s):  
Product Information ◽  
Negative Impact ◽  
Relative Effectiveness ◽  
Online Reviews ◽  
Product Distribution ◽  
Theoretical Development ◽  
Future Research ◽  
Context Analysis ◽  
Marketing Variables ◽  
The Impact

This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR). NOR are often inevitable, have a much wider reach, dwell much longer and threaten product sales. It is therefore necessary to understand how the negative impact can be managed more actively. The marketing variables are conceptualised for the e-commerce context. Analysis of objective data on 500 books supports the hypotheses and provides empirical evidence for the relative effectiveness of the variables. In addition to adapting the 4Ps framework of marketing management to the e-commerce context, this study highlights the need and potential to extend theoretical development and research efforts beyond the antecedents and effects of NOR to understand how to manage NOR. The findings have practical relevance for e-commerce businesses. Avenues for future research are also identified.

scholarly journals The Role of Sports Events in Boosting City Brand Equity: The Case of Egypt - A working paper

2020 ◽  
Author(s):  
Ahmed Adel ◽  
Abeer Mahrous ◽  
Ehab Abouaish
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
City Brand ◽  
Tourism Marketing ◽  
Working Paper ◽  
Sports Events ◽  
Marketing Tool ◽  
The Impact ◽  
Event Image

This paper is a working paper that focuses on developing a conceptual framework to investigate the concept of congruence between city identity and sports event image and its impact on both city brand attitude and city brand equity. Very little is known about the impact of hosting mega-events on the attitude toward the hosting destination and needs further analysis (Lee et al., 2014). Furthermore, despite the importance of brand equity (Christodoulides & de Chernatony 2010), and the fame of events as a tourism marketing tool and helping marketers promote their destination’s brand equity, the relationship between events and brand equity has been largely ignored (Zarantonello & Schmitt, 2013). Finally, the paper suggests the methodology appropriate to empirically examine the suggested conceptual framework.

scholarly journals Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions

E-Management ◽  
2020 ◽  
Vol 3 (2) ◽  
pp. 32-39
Author(s):  
A. Zakharenko ◽  
S. Smagulova
Keyword(s):  
Search Engine ◽  
Digital Marketing ◽  
Pharmaceutical Companies ◽  
Social Signals ◽  
Search Engine Optimization ◽  
Effective Use ◽  
Marketing Budgets ◽  
The Impact ◽  
Research Recommendations

Search engine optimization (SEO), which is currently actively used by the majority of pharmaceutical companies all over the world, is one of the most relevant digital marketing technologies. The features of the SEO in pharmaceutical companies as one of the modern tools of digital marketing have been considered in the article.Most of the companies, which operate in the natural sciences, are several years behind in development from other industries, due to the low level of SEO strategy application. As a result, the marketing budgets of pharmaceutical companies are focused on maintaining traditional classical approaches in the field of marketing. This bias in the budget arises mainly from the underestimation of the role of the SEO strategy in the organization’s activities by the majority of pharmaceutical companies. Companies should clearly understand how significant is the impact of digitalization on their activity in modern conditions. SEO is much broader than using search queries and meta tags. Due to implementing digital tools, it is possible to create “social signals” for attracting a new target audience.It has been noted in the article that search algorithms, developed by search platforms, change very often, and it is necessary to constantly monitor and improve them. Moreover, SEO is required to help people to find the content that best matches their intended goal, rather than to misinform them by showing inappropriate pages with matched search keywords in search results.Competition among the largest companies is constantly increasing in the global pharmaceutical market, and the use of digital marketing tools, such as SEO, will allow companies to change radically the situation. As a result of the research, recommendations for the effective use of SEO as one of the digital marketing tools in the business of pharmaceutical companies have been proposed. Finally, the conclusions about the increasing the role of digital marketing in modern conditions have been made.

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