Competitive Analysis of Retail Websites through Search Engine Marketing

2018 ◽  
Vol 14 (25) ◽  
pp. 1-14
Author(s):  
Arokia Ramya Terrance ◽  
Shruti Shrivastava ◽  
Asmita Kumari ◽  
Lokesh Sivanandam
Keyword(s):  
Search Engine ◽  
Competitive Analysis ◽  
Internet Technology ◽  
Global Village ◽  
Search Engine Marketing ◽  
Internet Users ◽  
Paid Search ◽  
Search Engine Result ◽  
Free Search ◽  
Google Search

Introduction: The present research was carried out at Kalindi College, University of Delhi in 2017. Internet technology has transformed the world into a global village. Due to improved internet/ mobile connectivity and substantial increase in data use, any new or existing products can reach the customer easily through digital marketing. Currently, retail marketing websites attract more than half of internet users. It is not only important to create a content rich product catalogue for the retail website, but also to ensure that the website is at the top of the Search Engine Result Pages (serps) of the Google Search Engine.Methods: The various technical aspects of Search Engine Marketing (sem) of the retail website can be improved substantially by carrying out a comprehensive competitive analysis of existing retail websites.Results: The authors compared and analyzed the apparel category in three competitive retail websites using free Search Engine Optimization (seo) tools.Conclusions: The seo tool can be utilized for increasing website visibility and subsequently, sales revenue. This paper focuses on the link between sem strategy and seo technique for organic and paid search. It also discusses impacts of positive and negative ranking of websites and how such ranking can be improved adopting seo-friendly practices.Originality: Marketing a startup website in the current competitive retail industry is a challenging task. This research provides ideas to website owners on how the website should be built, launched and maintained with seo-friendly practices which ensure traffic and revenue.Limitations: The research results can be practically implemented in websites of retail startup companies.

scholarly journals Use of online promotion to encourage patient awareness of aspirin use to prevent heart attack and stroke

2018 ◽  
Vol 72 (11) ◽  
pp. 1059-1063 ◽  
Author(s):  
Brian G Southwell ◽  
Milton Eder ◽  
John Finnegan ◽  
Alan T Hirsch ◽  
Russell V Luepker ◽  
...  
Keyword(s):  
Health Promotion ◽  
Search Engine ◽  
Assessment Tool ◽  
Public Understanding ◽  
Series Data ◽  
Educational Tool ◽  
Self Assessment ◽  
Paid Search ◽  
General Search ◽  
Google Search

BackgroundLiterature on health promotion evaluation and public understanding of health suggests the importance of investigating behaviour over time in conjunction with information environment trends as a way of understanding programme impact. We analysed population response to online promotion of an educational tool built by the Ask About Aspirin campaign in the USA to inform people about aspirin as a preventive aid.MethodsWe collected 156 weeks of time series data on audience behaviour, namely use of a self-assessment tool. We then used the Autoregressive Integrated Moving Average (ARIMA) modelling to predict that outcome as a function of paid search engine advertising, paid social media promotion and general search interest in aspirin.ResultsThrough ARIMA modelling of tool engagement data adjusted for outcome series autocorrelation, we found a significant effect of online promotional effort on audience behaviour. Total paid search advertising positively predicted weekly total of individuals who started using the self-assessment tool, coefficient=0.023, t=3.28, p=0.001. This effect did not appear to be an artefact of broader secular trends, as Google search data on the topic of aspirin use did not add explanatory power in the final model nor did controlling for general search interest eliminate the significant coefficient for paid search promotion.ConclusionResults hold implications both for educational tool development and for understanding health promotion campaign effects. We witnessed substantial but ephemeral effects on tool use as a function of paid search efforts, suggesting prioritisation of efforts to affect search engine results as a dissemination tactic.

Analysis on Prediction Results and Curve Fitting of Search Engine Based on Boolean Model

2014 ◽  
Vol 556-562 ◽  
pp. 3872-3876
Author(s):  
Xin Guo
Keyword(s):  
Search Engine ◽  
Moving Average ◽  
Rapid Development ◽  
Boolean Model ◽  
Internet Technology ◽  
Human Society ◽  
Search Engine Marketing ◽  
Marketing Mode ◽  
Autoregressive Moving Average Model ◽  
Vertical Search

Since twenty-first Century, internet technology has the rapid development, the human society entered the era of network economy. Suddenly rising e-commerce occupies half of the country's retail enterprises. How to improve the efficiency of commodity marketing under the environment of e-commerce is one of the hot problems in modern enterprises. In the paper we firstly present marketing strategy under the environment of e-commerce, analyze the basic principle of search engine marketing, analyze the relationship between basic principles under the search engine marketing framework. Combining with Boolean model, we put forward the vertical search engine oriented marketing model under e-commerce environment. In order to verify the practicability of the model based on fitting simulation of autoregressive moving average model, the results show that the marketing mode u is practical, and with scientific decision-making ability.

scholarly journals Penerapan Teknik Seo (Search Engine Optimization) pada Website dalam Strategi Pemasaran melalui Internet

2014 ◽  
Vol 5 (2) ◽  
pp. 1050 ◽  
Author(s):  
Rony Baskoro Lukito ◽  
Cahya Lukito ◽  
Deddy Arifin
Keyword(s):  
Search Engine ◽  
Web Sites ◽  
Web Design ◽  
The Internet ◽  
Internet Site ◽  
Search Engine Optimization ◽  
Internet Users ◽  
Technology Products ◽  
The World ◽  
Google Search

The purpose of this research is how to optimize a web design that can increase the number of visitors. The number of Internet users in the world continues to grow in line with advances in information technology. Products and services marketing media do not just use the printed and electronic media. Moreover, the cost of using the Internet as a medium of marketing is relatively inexpensive when compared to the use of television as a marketing medium. The penetration of the internet as a marketing medium lasted for 24 hours in different parts of the world. But to make an internet site into a site that is visited by many internet users, the site is not only good from the outside view only. Web sites that serve as a medium for marketing must be built with the correct rules, so that the Web site be optimal marketing media. One of the good rules in building the internet site as a marketing medium is how the content of such web sites indexed well in search engines like google. Search engine optimization in the index will be focused on the search engine Google for 83% of internet users across the world using Google as a search engine. Search engine optimization commonly known as SEO (Search Engine Optimization) is an important rule that the internet site is easier to find a user with the desired keywords.

A Study on the Relationship between Search Engine Optimization Factors and Rank on Google Search Result Page

2014 ◽  
Vol 931-932 ◽  
pp. 1462-1466 ◽  
Author(s):  
Tamrerk Nasomyont ◽  
Nawaporn Wisitpongphan
Keyword(s):  
Search Engine ◽  
Search Algorithm ◽  
Online Marketing ◽  
Result Page ◽  
Search Engine Optimization ◽  
Effective Strategies ◽  
Search Result ◽  
Search Engine Result ◽  
Google Search ◽  
The Relationship

Nowadays, Google has taken a role as a major platform for the Internet search; its search algorithm has been changed periodically, hence being positioned on the first page of the Google search result has a tremendous impact on the online marketing strategy of the organization. Search Engine Optimization (SEO) has been considered as one of the most effective strategies to place the webpage at the top rank of the search engine result. This paper presents the relationship between various SEO factors and the rank in the Search Engine Result Page. The results unravel the key SEO factors, e.g. Backlinks, Keyword, Site structure, that have high degree of relationship with rank in the search engine result page (SERPs).

A Study of Website Optimization Strategy and Implementation

2011 ◽  
Vol 268-270 ◽  
pp. 829-834 ◽  
Author(s):  
Li Hsing Ho ◽  
Meng Huang Lu ◽  
Hui Yi Ho ◽  
Tien Fu Peng
Keyword(s):  
Search Engine ◽  
Web Sites ◽  
Optimization Strategy ◽  
Search Engine Marketing ◽  
Keyword Advertising ◽  
Internet Users ◽  
Search Marketing ◽  
Reservation System ◽  
Set Up ◽  
Hotel Accommodation

Internet users will usually use search engine to find the relevant traveling information before planning the trip, and search for suitable hotels and book hotel accommodation rooms in advance through the internet reservation system .The hotel website search engine marketing strategy has become an important part of the hotel marketing management. The study found that " research and implementation methods have obvious actual benefit", “recommend to conduct some of the implementation methods prior to the building of Web site ", " in Blog Article Marketing, ‘Sina Blog " import flow is high ", "in Free Platform And BBS marketing, ‘PChome & ebay " import flow is high etc; Researchers suggest the hotel sites operators continue to implement the hotel Web sites search marketing in the future through methods such as "assist with paying keyword advertising marketing" and "add more links to external website", "set up their own official blog" and " and “conduct Facebook, Plurk Twitter marketing” and etc.

scholarly journals The Effects of "Search Engine Optimization" on Marketing of Diving Companies in Bali

2019 ◽  
pp. 130
Author(s):  
Iola Astried Karisma ◽  
I Nyoman Darma Putra ◽  
Agung Suryawan Wiranatha
Keyword(s):  
Search Engine ◽  
Positive Impact ◽  
Internet Marketing ◽  
Brand Awareness ◽  
The Internet ◽  
Search Engine Optimization ◽  
Online Sales ◽  
Internet Users ◽  
Quantitative Descriptive ◽  
Google Search

The strategic location of the island of Bali which is surrounded by sea has a great potential for people in Bali to establish a diving company. Some diving companies in Bali have made various strategies to compete offering diving tour packages. Marketing through the internet is the best way that most diving companies in Bali have recently taken. However, to be able to compete with other similar companies on the internet, the website must be easily accessible to internet users, i.e. by appearing on the first page of the Google search engine. SEO or search engine optimization is an internet marketing strategy that serves to increase website visibility by targeting certain keywords. The use of SEO can have a positive impact on increasing online sales, increasing website visibility and brand awareness on the internet. This study aims to analyze the extent to which SEO techniques have a positive impact on the marketing of diving tourism in Bali through the internet, using quantitative descriptive methods. The research was conducted in three selected companies, namely Bali Diving, Atlantis Dune, and Scuba Adventure. The results of the study showed that diving companies in Bali have obtained all the positive impacts of SEO. These impacts were increasing website visibility, brand awareness, and sales. Keywords: Diving in Bali, Internet Marketing, SEO, Bali Tourism.

scholarly journals Misplaced trust? The relationship between trust, ability to identify commercially influenced results and search engine preference

2021 ◽  
pp. 016555152110141
Author(s):  
Sebastian Schultheiß ◽  
Dirk Lewandowski
Keyword(s):  
Search Engine ◽  
Information Literacy ◽  
Search Engines ◽  
Online Survey ◽  
Business Models ◽  
Internet Users ◽  
Solid Foundation ◽  
High Level ◽  
Google Search ◽  
The Impact

People have a high level of trust in search engines, especially Google, but only limited knowledge of them, as numerous studies have shown. This leads to the question: To what extent is this trust justified considering the lack of familiarity among users with how search engines work and the business models they are founded on? We assume that trust in Google, search engine preferences and knowledge of result types are interrelated. To examine this assumption, we conducted a representative online survey with n = 2012 German Internet users. We show that users with little search engine knowledge are more likely to trust and use Google than users with more knowledge. A contradiction revealed itself – users strongly trust Google, yet they are unable to adequately evaluate search results. For those users, this may be problematic since it can potentially affect knowledge acquisition. Consequently, there is a need to promote user information literacy to create a more solid foundation for user trust in search engines. The impact of our study lies in emphasising the need for creating appropriate training formats to promote information literacy.

scholarly journals Search Engine Strategy Report Case Study University of Dundee

2021 ◽  
Vol 17 (1) ◽  
pp. 27
Author(s):  
Nawaf H. Alqahtani ◽  
Tahani H. Alqahtani
Keyword(s):  
United Kingdom ◽  
Marketing Strategy ◽  
Search Engine ◽  
The Internet ◽  
Search Engine Marketing ◽  
Related Target ◽  
The United Kingdom ◽  
Google Search ◽  
Potential Customers

It is normal for any organization to have an online attendance on the Internet. With the continued rise of the internet and the growing importance of websites, it has become increasingly difficult for websites trying to reach potential customers/visitors to achieve visibility. Around 4 million new websites appear online every month in Google search engine platform. As a result of this astonishing rise, it has become more difficult for websites to remain visible among the competing sites without using the optimal available search engine tools. In this study, there is one case study from the United Kingdom that was selected to explore this subject. The research considered how University of Dundee could implement Search Engine Optimization (SEO) and paid listings such as Pay Per Click (PPC) to their website. The recommendations of this research can be used to guide the marketers how to improve the visibility of their website to the related target audience. In turn allowing marketers to more accurately determine their choice of an optimal search engine marketing strategy.

scholarly journals KEBIJAKAN CENSORSHIP TIONGKOK TERHADAP PERUSAHAAN MULTINASIONAL DALAM BIDANG ICT (INFORMATION COMMUNICATION TECHNOLOGIES) (STUDI KASUS GOOGLE INC.)

2019 ◽  
Vol 3 (1) ◽  
pp. 73-89
Author(s):  
Muhammad Haikal Haikal
Keyword(s):  
Search Engine ◽  
Communication Technologies ◽  
Information Communication Technologies ◽  
Information Communication ◽  
Screening Process ◽  
Web Based ◽  
Internet Users ◽  
The Government ◽  
Google Search ◽  
The Impact

This study focuses on the impact of censorship policy implementation with Tiongkoknese government activities against Google Inc. in Tiongkok. The Tiongkoknese government has enforced strict censorship of google which is a multinational corporation with its main product of web-based search engine that provides information and news in general and is freely accessible to Internet users, but the information must be done first through a screening process conducted by the Tiongkoknese government, if the keyword in the input in the search engine service contains a negative view of the government, then the information will be in search is blocked by the Tiongkoknese government and disappear from google search.

scholarly journals Online Resources for New Mothers: Opportunities and Challenges for Perinatal Health Professionals

2012 ◽  
Vol 21 (2) ◽  
pp. 99-111 ◽  
Author(s):  
Melissa Buultjens ◽  
Priscilla Robinson ◽  
Jeannette Milgrom
Keyword(s):  
Search Engine ◽  
Health Care Professionals ◽  
Perinatal Health ◽  
Internet Technology ◽  
Online Resources ◽  
New Mothers ◽  
Convenience Sample ◽  
Technical Proficiency ◽  
Perinatal Health Care ◽  
Google Search

Studies have shown increasing Internet use for health information and service facilities. After consulting a convenience sample of new mothers, this study applied select terms and phrases to a widely accepted search engine and investigated its potential for providing resources for new mothers. Results of this quantitative content analysis showed that only four of the 13 phrases used in the search generated 50% or more websites containing content relevant to new mothers. Findings indicate that informational support by way of electronic fact sheets is available using the Google search engine. However, functional support (e.g., social networks, consultation phone details, and mother–infant activities) configured limited data resources using the Google search engine. In addition, because websites can be difficult to navigate, users’ technical proficiency needs to be taken into consideration as well as the sites’ up-to-date information. With Internet technology rapidly expanding, perinatal educators and other perinatal health-care professionals need to be informed about current online resources to help direct consumers to useful online resources and mitigate the often overwhelming and confusing information.

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