Marketing Strategies of the Digital Age: Search Engine Optimization and Search Engine Marketing
Chapter from the book:
Fettahlıoğlu,
H.
S.
&
Bilginer Ozsaatcı,
F.
G.
(eds.)
2023.
Digital Transformation of Marketing: Marketing 5.0.
Synopsis
Today, e-commerce activities maintain their importance due to the ability to receive uninterrupted service, time and cost advantages, the abundance of alternatives and restrictions such as the recent pandemic. Consumers now prefer online environments instead of physical stores for many product purchases. Therefore, it has become a necessity for businesses to have digital channel strategies. Most internet users conduct their internet searches through search engine boxes. These habits of users have made search engines a powerful tool for digital marketing. For this reason, being prioritized on the search engine results page and attracting the target audience from the results page to its own page are among the primary goals of digital marketing managers. The majority of consumers start their online marketing experience with product searches and conduct research online before purchasing a product. For this reason, strategies such as search engine marketing, which provides results in a short time and is mostly preferred by brands with low brand awareness, and search engine optimization, which is a lower cost method in the long run, have become inevitable for businesses. This study aims to create a conceptual framework for search engine marketing and search engine optimization by presenting literature studies and current statistics on the subject. Thus, it is aimed to contribute to both the literature and marketing managers.
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Copyright (c) 2023 Çağlar Samsa- Melis Erçin Yurcu- Müjde Aksoy- Zeliha Çakıroğlu- Hatice Seçil Fettahlıoğlu- Fatma Zehra Korlaelçi- Berna Ağbulut- Gizem Tokmak Danışman- Yağmur Kerse- Şerife Kazancı Sunaoğlu- Neslişah Özdemir- Ebru Bilgen Kocatürk- Aslıhan Yavuzalp Marangoz- Reyhan Bahar- Selin Köksal Araç- Emine Pınar Saygın- Nezihe Figen Ersoy Arca- Ruhan İri- Nedret Erboy- Sema Sarı- Erdem Özkan- Aykut Bilici- Hümeyra Evrensel- Kazım Kılınç- Uğur Erdoğan; Hatice Seçil Fettahlıoğlu- Fatma Gül Bilginer Ozsaatcı