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What is Search Engine Optimization

Chapter 11
Advancing SMEs Toward E-Commerce Policies for Sustainability
Enhancing a website to make it more visible when users search for goods or services relevant to a company on Google, Bing, and other search engines.
Published in Chapter:
Digital Marketing and the Sustainable Performance of Small and Medium Enterprises
Edna Mngusughun Denga (American University of Nigeria, Nigeria) and Sandip Rakshit (RMIT University, Vietnam)
Copyright: © 2023 |Pages: 22
DOI: 10.4018/978-1-6684-5727-6.ch011
Abstract
Contemporary marketing innovation embraces digital platforms, and irrespective of where SMEs operate, they are confronted with highly volatile, competitive, and dynamic market conditions. Research shows businesses cannot become profitable and competitive without implementing appropriate digital marketing strategies. By utilizing digital tools, SMEs can identify, engage, market, and successfully sustain consumer relationships. Therefore, the chapter analyzes literature to identify the various digital marketing strategies SMEs can adopt, the benefits they stand to gain, and the potential direct and indirect effects on SME performance.
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More Results
Chapter 1
How Do Entrepreneurs See Digital Marketing?: Evidence From Portugal
Improvements in website pages’ content and design in order to increase its relevance to search engines (e.g., Google) and consequently improve the ranking on the organic search engine results.
Published in Chapter: How Do Entrepreneurs See Digital Marketing?: Evidence From Portugal; From: Entrepreneurial Orientation and Opportunities for Global Economic Growth
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Chapter 1
Innovative Digital Marketing in Business
Search engine optimization is the set of strategies to enhance and improve the positioning of a website on organic results pages.
Published in Chapter: Innovative Digital Marketing in Business; From: Contemporary Trends in Innovative Marketing Strategies
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Chapter 458
Potentials and Limitations of Cyber Knowledge Brokers as Knowledge Providers
The manipulation of website contents and characteristics in order to obtain higher ranking in search engine result pages.
Published in Chapter: Potentials and Limitations of Cyber Knowledge Brokers as Knowledge Providers; From: Encyclopedia of Information Science and Technology, Third Edition
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Chapter 126
Search Engines: Past, Present and Future
Refers to the process of maximizing the position of a website’s pages in search engine results. This is be achieved by a mix of code, design, architecture, a link strategy, relevant content creation and manual submission of websites to search engines. All these factors are in the direct control of the web site owner and their developer.
Published in Chapter: Search Engines: Past, Present and Future; From: Encyclopedia of E-Business Development and Management in the Global Economy
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Chapter 23
The Use of Google Analytics for Measuring Website Performance of Non-Formal Education Institution
A set of different techniques used to improve a page rank of the certain web page on a search engine. Many factors affect search engine optimization and search engines are constantly changing the algorithms used for page ranking.
Published in Chapter: The Use of Google Analytics for Measuring Website Performance of Non-Formal Education Institution; From: Handbook of Research on Social and Organizational Dynamics in the Digital Era
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Chapter 3
MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India
The process of improving the website’s search engine rank in organic search results.
Published in Chapter: MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India; From: Recent Developments in Individual and Organizational Adoption of ICTs
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Chapter 16
The Role of Websites in Business Internationalization: A Closer Look at Objectives and Strategies
A set of techniques, including on-page activities, that improve the probability of a website page to be highly ranked on SERP.
Published in Chapter: The Role of Websites in Business Internationalization: A Closer Look at Objectives and Strategies; From: Handbook of Research on Smart Management for Digital Transformation
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Chapter 1
Digital Marketing for NPOs
Is the process by which marketers attempt to get more visibility for their website in search engines.
Published in Chapter: Digital Marketing for NPOs; From: Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
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Chapter 78
Search Engines: Past, Present, and Future
Refers to the process of maximizing the position of a website’s pages in search engine results. This is be achieved by a mix of code, design, architecture, a link strategy, relevant content creation and manual submission of websites to search engines. All these factors are in the direct control of the website owner and their developer.
Published in Chapter: Search Engines: Past, Present, and Future; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 1
The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends
Search engine optimization or SEO is a technique that aims to optimize technical indicators within web sites to increase the search engine pages results (SERPs) ranking on internet search engines.
Published in Chapter: The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends; From: Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries
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Chapter 20
Search Engine Marketing Strategies: Google Answer Box-Related Search Visibility Factors
A strategy and implementation techniques aiming at increasing search visibility of an organization, aiming at driving more traffic from organic search results to a specific website.
Published in Chapter: Search Engine Marketing Strategies: Google Answer Box-Related Search Visibility Factors; From: Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
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Chapter 4
Search Engine Marketing to Attract International Digital Traffic
An organic search engine marketing strategy characterized as a set of techniques, namely on-page website optimization where it lays, for example, content marketing, and off page optimization, such as link building and social sharing techniques ( Zhang & Cabage, 2017 ).
Published in Chapter: Search Engine Marketing to Attract International Digital Traffic; From: Digital Marketing Strategies and Models for Competitive Business
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Chapter 1
New Media Channels in Corporate Communication and Interaction With the New Consumer: Digital Marketing
SEO is the improvement and optimization processes carried out with these improvements in order to be found at all times, providing faster and easier scanning for the results of the websites tried to be found by people in search engines.
Published in Chapter: New Media Channels in Corporate Communication and Interaction With the New Consumer: Digital Marketing; From: Innovative Perspectives on Corporate Communication in the Global World
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Chapter 10
Benefit-Driven Approach to Writing for the Internet: The Valuable and Optimized Content Framework
A set of technical procedures to website’s pages in order to make them more suitable for search engines and to gain the highest possible position in the search engine results pages.
Published in Chapter: Benefit-Driven Approach to Writing for the Internet: The Valuable and Optimized Content Framework; From: Strategies and Tactics for Multidisciplinary Writing
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Chapter 15
A Survey on the Techniques to Improve the Visibility of Geospatial Resources on the Web
(SEO) is a group of best software engineering techniques and methods that improving the quantity and quality of a web page from search engines or the website traffic to a website.
Published in Chapter: A Survey on the Techniques to Improve the Visibility of Geospatial Resources on the Web; From: Handbook of Research on Software Quality Innovation in Interactive Systems
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Chapter 7
The Impact of Artificial Intelligence on Search Engine: Super Intelligence in Artificial Intelligence (AI)
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Chapter 4
Importance of Applying Big Data Concept in Marketing Decision Making
For the internet search engines is a collection of activities aimed at increasing website traffic, which is achieved through improving the search engine placement of targeted keywords.
Published in Chapter: Importance of Applying Big Data Concept in Marketing Decision Making; From: Handbook of Research on Applied AI for International Business and Marketing Applications
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