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What is Search Engine Optimization (SEO)

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)
DOI: 10.4018/978-1-7998-9179-6.ch012
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.
Full Text Chapter Download: US $37.50 Add to Cart
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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.
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Corporate Social Responsibility and Digital Marketing
Optimization of a website to place it in the top positions of search engines.
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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.
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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.
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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.
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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.
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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.
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