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What is Search Engine Optimization (SEO)

Chapter 12
Impact of Digital Transformation on the Development of New Business Models and Consumer Experience
The process of optimizing brand website to make it more visible when people use Google, Bing, and other search engines to look for items or services related to business or brand.
Published in Chapter:
Digital Evolution in Brand Communication
Esra Güven (Manisa Celal Bayar University, Turkey)
Copyright: © 2022 |Pages: 22
DOI: 10.4018/978-1-7998-9179-6.ch012
Abstract
The developing technology and the changing world in this context have led to a digital transformation in the business world as well as individual and social lives. Such a transformation has also manifested itself in the marketing world, and traditional marketing has now begun to be replaced by digital marketing. This transformation, which manifests itself effectively in purchasing processes and consumer behaviour, has also started to stand out as a difference-making element in the competition of brands. In this chapter, the changes in digitalization and brand communication are discussed, and the basic tools and usage patterns used in digital marketing are detailed. In order to exemplify the digital transformation experienced in the marketing world, the effective marketing studies of Turkish Airlines and Toyota brands that attract attention in the digital world have been considered as two sample cases.
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Chapter 9
International Marketing Strategies for SMEs in the Digital World
Process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better.
Published in Chapter: International Marketing Strategies for SMEs in the Digital World; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 1
New Trends and Tools for Customer Relationship: Challenges in Digital Transformation
Refers to the process of improving traffic to a given website by increasing the site's visibility in search engine results. Websites improve SEO by improving content, making sure that the pages are able to be indexed correctly, and ensuring that the content is unique.
Published in Chapter: New Trends and Tools for Customer Relationship: Challenges in Digital Transformation; From: Educational and Social Dimensions of Digital Transformation in Organizations
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Chapter 16
Corporate Social Responsibility and Digital Marketing
Optimization of a website to place it in the top positions of search engines.
Published in Chapter: Corporate Social Responsibility and Digital Marketing; From: Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics
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Chapter 10
Security in Digital Marketing: Challenges and Opportunities
Is the set of strategies to enhance and improve the positioning of a website on the pages of organic results - disregarding sponsored links - on search engines generating conversions, whether they are a lead, a purchase, a form submission, scheduling an appointment and others.
Published in Chapter: Security in Digital Marketing: Challenges and Opportunities; From: Confronting Security and Privacy Challenges in Digital Marketing
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Chapter 16
Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers
Is a process of content creations, in such a way that it becomes faster and easier for a search engine (such as Google, Yahoo, etc.) to search and find the relevant content about a brand, product, idea or information.
Published in Chapter: Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers; From: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
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Chapter 12
Electronic Trading, Electronic Advertising, and Social Media Literacy: Using Local Turkish Influencers in Social Media for International Trade Products Marketing
One of the key points of digital marketing. The visitors of web sites information are converted via Google Analytics optimization. It helps the website to be higher in the key words search engines like Google, Yahoo.
Published in Chapter: Electronic Trading, Electronic Advertising, and Social Media Literacy: Using Local Turkish Influencers in Social Media for International Trade Products Marketing; From: Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age
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Chapter 5
ChatGPT and Its Role in Revolutionizing Digital Marketing and Enhancing Customer Engagement
The practice of optimizing a website or content to improve its visibility and ranking on search engines like Google, making it more likely to appear in search results.
Published in Chapter: ChatGPT and Its Role in Revolutionizing Digital Marketing and Enhancing Customer Engagement; From: Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement
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Chapter 12
Small Social Enterprises and Online Advertising: Overview of Constraints in Some Selected Cities in Nigeria
A keyword-based method of improving the visibility of adverts or web pages on search engines.
Published in Chapter: Small Social Enterprises and Online Advertising: Overview of Constraints in Some Selected Cities in Nigeria; From: Handbook of Research on Value Creation for Small and Micro Social Enterprises
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