What is Click Through Rate

This chapter discusses search engine marketing (SEM) techniques that companies should implement in order to stimulate digital traffic. Those techniques include the attraction of organic traffic by search engine optimization (SEO) as well as search engine advertising (SEA). The authors used SEM techniques to a specific case of a company with the purpose of attracting international traffic and develop external marketing. The research discusses the effectiveness of SEM techniques in the case developed through an experimental method. New insights emerged from the experiment and are presented with contributions for international managers who want to de develop international digital traffic.