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.

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.

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

scholarly journals A REVIEW ON DIGITAL MARKETING

2021 ◽  
pp. 35-38
Author(s):  
Akshay Raju Tandava ◽  
Ms. Vaishnavi Tiwadi ◽  
Mr. Raman Dayama
Keyword(s):  
Digital Media ◽  
Search Engine ◽  
Data Analytics ◽  
Secondary Data ◽  
Mobile Technologies ◽  
Digital Marketing ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Data ◽  
Optimization Search

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital media. Digital marketing has gained full momentum due to technology revolution and sophisticated mobile technologies and as well as due to reasonable data prices. Marketers started different strategies like Search Engine Optimization, Search Engine Marketing, Content Marketing, Data analytics to reach the customers in a better and speedy way. The present study mainly highlights about different digital marketing components taken care of by the marketers for better customer reach and influence. The study is purely conducted with the help of secondary data. KEYWORDS: Digital Marketing, Search Engine Optimization, Search Engine Marketing, search results

Reflections from the field (mountain, cityscape and park): walking for management development and links to being-in-the world, belonging and “Ba”

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Arthur F. Turner ◽  
Gareth Edwards ◽  
Catherine Latham ◽  
Harriet Shortt
Keyword(s):  
Leadership Development ◽  
Management Development ◽  
Learning And Development ◽  
Content Type ◽  
Personal Story ◽  
The World ◽  
Effective Use ◽  
The Impact ◽  
First Time

PurposeThe purpose of this paper, based on reflections from practice, is to shed light on the realities of using walking as a tool for learning and development. This is done through an initial analysis of longitudinal reflective data spanning seven years and connecting these reflections to the concepts: being-in-the-world, belonging and Ba.Design/methodology/approachThis research takes a practice based phenomenological and reflective approach. The value of this approach is to seek a new understanding, through three distinct conceptual frames, of the effective use of walking within management development.FindingsThe findings connect three conceptual approaches of being-in-the-world, belonging and “Ba” to the practicalities of delivery, thus encouraging practitioners and designers to deeply reflect on the role of walking in management development.Research limitations/implicationsA limitation is that this is largely a personal story exploring the impact of an intuitively developed set of interventions. Despite this, the paper represents a unique and deep interpretation of walking as a mechanism for management development.Practical implicationsThe paper concludes with three recommendations to practitioners wanting to use walking in management development programmes. These are: facilitators need to be familiar with their surroundings; they should look for spaces and places where participants can connect and build relationships; and organisers and sponsors need to recognise how walking not only consolidates knowledge but can help create knowledge too.Originality/valueThis is a unique, seven-year longitudinal study that broadens the theoretical focus of walking as a mechanism for management and leadership development that combines the theoretical lenses of being-in-the-world, belonging and “Ba”, the authors believe, for the first time in research on management development.

Information Systems Usage in Business and Management

2011 ◽  
Vol 2 (2) ◽  
pp. 12-23
Author(s):  
Mihane Berisha-Namani
Keyword(s):  
Information Systems ◽  
New Technology ◽  
Alternative Approach ◽  
The World ◽  
Management Functions ◽  
Effective Use ◽  
The Impact ◽  
Business And Management ◽  
Role Of Information

Information systems in the world of business and management exist to serve varied needs. This article examines the role of information systems technology in business activities and management functions and discusses how organisations can best use information systems. This study provides managers and researchers with a framework for effective use of information systems for business and management purposes and offers an alternative approach to investigate the impact of new technology. The author concludes that a need exists for further research in this field to increase understanding of information systems usage in business and management. The study recommends that more attention be paid to information systems technology, as it is key to better management and succeeding in business.

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 The EU Falsified Medicines Directive: Key Implications for Dispensers

2017 ◽  
Vol 1 ◽  
pp. maapoc.0000024 ◽  
Author(s):  
Bernard D. Naughton
Keyword(s):  
Pharmaceutical Companies ◽  
Two Dimensional ◽  
European Directive ◽  
2D Barcode ◽  
Market Authorization ◽  
Falsified Medicines ◽  
The Impact ◽  
The Eu

The EU Falsified Medicines Directive (FMD) mandates the serialisation of prescription-only medicines using a two-dimensional (2D) barcode by pharmaceutical companies and the systematic verification of this 2D barcode in pharmacies. This European directive has ramifications for many stakeholders, including market authorization holders, wholesalers, parallel importers, and dispensers. Focusing primarily on the impact on UK dispensers, the following questions are addressed in this article: Where should the affected medicines be scanned? and who will pay for the incoming changes to practice? The role of the EU FMD in terms of drug recalls, the preparation required for EU FMD compliance, and the potential for added healthcare value are also discussed. Dispensers must prepare for the February 2019 EU FMD deadline date by choosing a point within their dispensing processes to scan medicines. Dispensers must also budget appropriately for the incoming costs associated with new hardware and processes.

scholarly journals Search Engine Optimization – Study and Analysis

2020 ◽  
Vol 2 (2) ◽  
pp. 6-16
Author(s):  
Srinithi S
Keyword(s):  
Search Engine ◽  
Digital Marketing ◽  
Search Engine Optimization ◽  
Intended Action ◽  
The People ◽  
Optimization Study

Search Engine Optimization is about understanding what people are searching for online, the answers they are seeking, the words they are using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer. Building the onsite and offsite page tactics will help us to build a better site that ranks higher in search and also with better click through rates. Understanding what the users or consumers need and producing the same to them is one of the major factor in the Digital Marketing. Using Analytics tool we can analyze how our site is doing well or not with our intended action will help us to understand our audience better.

scholarly journals The Optimization of Website Visibility and Traffic by Implementing Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism

2020 ◽  
Vol 14 (1) ◽  
pp. 31
Author(s):  
Agus Setiawan ◽  
Zulkifli Harahap ◽  
Dedy Syamsuar ◽  
Yesi Novaria Kunang
Keyword(s):  
Qualitative Analysis ◽  
Search Engine ◽  
Search Engines ◽  
Web Accessibility ◽  
Digital Marketing ◽  
Important Thing ◽  
Search Engine Optimization ◽  
Website Content ◽  
Ranking Position

This research is a case study of Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism website. The main objective of this research is to establish a plan for SEO in Palembang Polytechnic of Tourism (http://poltekpar-palembang.ac.id/) and to improve online visibility and ranking position in search engines (Google). It aims to bring in more international traffic and students to visit the website. SEO is a digital marketing technique to increase web accessibility. In the globalization world, people use search engines, such as Google, to know or find out more about various topics quickly and visually. Through a bibliographic review and qualitative analysis, the research focuses on the understanding of what SEO is and its implementation for the Palembang Polytechnic of Tourism website. The results show that the most important thing in making SEO plans is to increase visibility and branding on search engines (Google). SEO is done by developing website content and setting keywords as backlinks.

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