The Role of Search Engine Optimization in Search Marketing

A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment. A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after each phase in the project. The results indicate that SEO is an effective method for improving search engine rankings and site traffic. In addition, the costs and benefits of the SEO project are compared with a pay-per-click (PPC) search marketing campaign. The SEO project proved more cost effective than the PPC campaign.

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

E-Management ◽

10.26425/2658-3445-2020-2-32-39 ◽

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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BIBLIOTECÁRIOS COMO ESPECIALISTAS EM SEO: reflexões a partir do Google = LIBRARIANS AS SEO EXPERTS: reflections from Google

Revista Bibliomar ◽

10.18764/2526-6160v20n2.2021.16 ◽

2021 ◽

Vol 20 (2) ◽

pp. 49

Author(s):

Antonio Carlos Picalho

Keyword(s):

Search Engine ◽

Narrative Review ◽

Exploratory Research ◽

Search Engine Optimization ◽

De Se ◽

Current Context ◽

The Subject ◽

Google Search

No contexto atual da sociedade em que se insere as unidades informacionais e demais espaços de atuação do Bibliotecário, é necessário que este profissional desenvolva cada vez mais competências e busque se adequar ao meio e às inovações, principalmente tecnológicas. Pensando nas competências adquiridas durante a sua formação e nas atribuições inerentes ao cargo, é possível estabelecer correlações entre os principais requisitos necessários para atuar como especialista em Search Engine Optimization (SEO). Este artigo teve por objetivo trazer algumas reflexões sobre a atuação do Bibliotecário nessa área, a partir dos conhecimentos inerentes à profissão. Para isto descreveu-se o processo de uma pesquisa realizada no buscador Google e como o SEO funciona e interfere nesse meio. Na forma de uma revisão narrativa e pesquisa exploratória visando aumentar a familiaridade dos pesquisadores da área para com o tema, um quadro comparativo das atividades do profissional de biblioteconomia para com o profissional que atua com técnicas de SEO foi desenvolvido. Considera-se ao final do estudo que o Bibliotecário tem totais condições de se especializar na área e contribuir significativamente a partir do uso de habilidades inerentes a um profissional da informação.AbstractIn the current context of society in which informational units and other spaces ofactivity of the Librarian are inserted, it is necessary that these professionals develop more and more skills and seek to adapt to the environment and to innovations, especially technological ones. Thinking about the skills acquired during their training and the attributions inherent to the position, it is possible to establish correlations between the main requirements needed to act as a specialist in Search Engine Optimization (SEO). This article aimed to bring some reflections on the role of Librarians in this area, based on the knowledge inherent to the profession. For this, it was described the process of a search carried out in the Google search engine and how SEO works and interferes in this environment. In the form of a narrative review and exploratory research aimed at increasing the familiarity of researchers in the area with the subject, a comparative table of the activities of the librarianship professional with the professional who works with SEO techniques was developed. It is considered at the end of the study that the Librarian is fully able to specialize in the area and contribute significantly from the use of skills inherent to an informationprofessional.

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The Value of Search Engine Optimization

Electronic Commerce ◽

10.4018/978-1-59904-943-4.ch089 ◽

2011 ◽

pp. 1115-1129 ◽

Cited By ~ 1

Author(s):

Ross A. Malaga

Keyword(s):

Search Engine ◽

Return On Investment ◽

Web Site ◽

Cost Effective ◽

Costs And Benefits ◽

Marketing Campaign ◽

Search Engine Optimization ◽

Search Marketing ◽

Positive Return

A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment (ROI). A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after each phase in the project. The results indicate that SEO is an effective method for improving search engine rankings and site traffic. In addition, the costs and benefits of the SEO project are compared with a pay-per-click (PPC) search marketing campaign. The SEO project proved more cost effective than the PPC campaign.

Download Full-text