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What is Keyword Stuffing

Chapter 4
Digital Marketing Strategies and Models for Competitive Business
The misuse of keywords for the purpose of getting more prominence when searched, using code only viewed by the search engine and hidden from the average user to jam target keywords, related or sometimes unrelated to page content (Janani et al., 2013 AU73: The in-text citation "Janani et al., 2013" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Published in Chapter:
Search Engine Marketing to Attract International Digital Traffic
Rita Moura (School of Economics and Management, University of Minho, Portugal) and Beatriz Casais (School of Economics and Management, University of Minho, Portugal & IPAM Porto, Portugal)
Copyright: © 2020 |Pages: 29
DOI: 10.4018/978-1-7998-2963-8.ch004
Abstract
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.
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