Figure 3 - uploaded by Melius Weideman
Content may be subject to copyright.
Source publication
Any e-commerce venture using a website as the main shop front should invest in marketing its website. In this study, the relationship between website owners having invested in search engine optimization (SEO) and pay-per-click (PPC), respectively, is investigated. The design used in this research involves an empirical field experimental approach in...
Context in source publication
Similar publications
Local Owner Operated Retail Outlets (LOOROs) are threatened by the digitalization pressure from offline and online competitors on the one hand and by changing shopping habits of customers on the other. The involvement of e-intermediaries like e-marketplaces could help LOOROs to regain competitive power-not only in terms of additional online sales c...
Citations
... Using zoning norms devised by the SEO community in 2011, the 18.5% of searchers with the highest occurrence is known as the Fat Head. The next 11.5% is termed the Chunky Middle (Kritzinger and Weideman, 2013). The Long Tail (x-axis) in Figure 2 has been limited for presentation purposes but actually represents 70% of the search volume. ...
Query Auto-Completion (QAC) is of particular importance to the field of Enterprise Search, where query suggestions can steer searchers to use the appropriate organisational jargon/terminology and avoid submitting queries that produce no results. The order in which QAC candidates are presented to users (for a given prefix) can be influenced by signals, such as how often the prefix appears in the corpus, most popular completions, most frequently queried, anchor text and other of a document, or what queries are currently trending in the organisation. We measure the individual contribution of each of these heuristic signals and supplement them with a feature based on Large Language Modelling (LLM) to detect jargon/terminology. We use Learning To Rank (LTR) to combine the weighted features to create a QAC ranking model for a live Enterprise Search service. In an online A/B test over a 12-week period processing 100,000 queries, our results show that the addition of our jargon/terminology detection LLM feature to the heuristic LTR model results in a Mean Reciprocal Rank score increase of 3.8%.
... SEM includes two main components, which are Search Engine Optimisation (SEO) and Pay-Per-Click (PPC). SEO is the process of optimising a website's content, structure, and technical aspects to make it appear in the highest organic (non-paid) rank in the search engine when the customer types in relevant keywords [43,44]. PPC is a form of online advertising where advertisers bid on specific keywords, and their ads appear on the top of the SERP when someone searches for those keywords [44][45][46]. ...
... SEO is the process of optimising a website's content, structure, and technical aspects to make it appear in the highest organic (non-paid) rank in the search engine when the customer types in relevant keywords [43,44]. PPC is a form of online advertising where advertisers bid on specific keywords, and their ads appear on the top of the SERP when someone searches for those keywords [44][45][46]. ...
The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management.
... Alcanzar un mayor tráfico en las páginas web, implica que las marcas hagan uso del posicionamiento orgánico en motores de búsqueda, también llamado por su sigla en inglés, Search Engine Optimization (seo), que consiste en mejorar la ubicación de los sitios web en los resultados de páginas como Google, Bing o Yahoo cuando los usuarios realicen búsquedas en la red (Tsuei et al. 2020), y es que, en la actualidad, a medida que internet se vuelve cada vez más concurrido, los nuevos sitios web ocupan un lugar bajo en los resultados de búsqueda, lo que dificulta que los clientes potenciales los descubran, pues el 91 % de los clicks se quedan en los primeros resultados de búsqueda (Kritzinger & Weideman, 2013). Matošević et al. (2021) señalan que, al efectuarse una consulta dentro de un motor de búsqueda, estos devuelven los datos más relevantes, teniendo en cuenta complejos algoritmos que adoptan una plétora de criterios o factores de clasificación; estos algoritmos varían en función de cada motor de búsqueda y se encuentran en constante evolución a través del tiempo. ...
Con el crecimiento del mercado digital en los últimos años y el impulso —generado por el confinamiento a causa de la pandemia— a las negociaciones en ecosistemas digitales, el posicionamiento orgánico en motores de búsqueda se convierte en un elemento relevante de estudio, tanto para la comunidad científica como para el sector empresarial mundial, pues ya no basta con tener un espacio en la red, sino que se note en el momento de búsqueda por parte de un usuario digital. El objetivo de esta investigación es reconocer la tendencia científica del posicionamiento orgánico en motores de búsqueda, en los últimosaños. Para ello, se realizó un análisis bibliométrico de 286 artículos científicos indexados en Scopus, identificando indicadores de producción académica, corrientes de investigación, palabras frecuentes y futuras líneas de investigación en este campo. Los hallazgos demuestran un crecimiento exponencial en la producción científica sobre el tema, identificando ocho corrientes de relevancia académica y seis futuras líneas de investigación, con grandes posibilidades de estudios contextuales en Latinoamérica, donde su estudio ha sido escaso. La mayoría de los documentos analizados indican la importancia de esta técnica en el posicionamiento de los sitios web y el rendimiento financiero de las organizaciones.
... A company needs to understand and adopt SEO efforts and the algorithms behind them in order to increase the discoverability of their websites and generate value (Kritzinger and Weideman, 2013;Kucuk, 2011;Lim, 2009). Search engines have become a necessary and useful tool for people to find information and shop online. ...
... Paid advertising is a type of internet marketing in which businesses advertise their services and products on search engine result pages. Sponsored ads are sometimes referred to as keyword advertising, pay-per-click advertising, and search engine advertising (Ištvanić et al., 2017;Jansen and Schuster, 2011;Kritzinger and Weideman, 2013). Since its inception in 1998 (Fain and Pedersen, 2006) paid ads has evolved into the primary business model of the major search engines. ...
With the advancement of technology, search engines have evolved into significant tools that not only provide information but also offer marketing opportunities, making them of great importance in designing customer journeys for digital marketing strategists. Consequently, a comprehensive understanding of search engines is essential from a business perspective. This systematic literature study aims to identify key issues related to search engine marketing (SEM) from a commercial standpoint. To accomplish this, studies obtained from Scopus and Web of Science databases were compiled, and various analyses were conducted using the VOSviewer program. The analyses revealed that studies on SEM generally revolve around five primary clusters: "search engine optimization," "paid ads," "keyword auctions," "digital marketing characteristics," and "exploring destinations." The obtained results were presented systematically, leading to various inferences. This study is expected to promote future research that identifies priority areas in SEM and adheres to international standards of excellence, thus making a significant contribution to the literature.
... A company needs to understand and adopt SEO efforts and the algorithms behind them in order to increase the discoverability of their websites and generate value (Kritzinger and Weideman, 2013;Kucuk, 2011;Lim, 2009). Search engines have become a necessary and useful tool for people to find information and shop online. ...
... Paid advertising is a type of internet marketing in which businesses advertise their services and products on search engine result pages. Sponsored ads are sometimes referred to as keyword advertising, pay-per-click advertising, and search engine advertising (Ištvanić et al., 2017;Jansen and Schuster, 2011;Kritzinger and Weideman, 2013). Since its inception in 1998 (Fain and Pedersen, 2006) paid ads has evolved into the primary business model of the major search engines. ...
With the advancement of technology, search engines have evolved into significant tools that not only provide information but also offer marketing opportunities, making them of great importance in designing customer journeys for digital marketing strategists. Consequently, a comprehensive understanding of search engines is essential from a business perspective. This systematic literature study aims to identify key issues related to search engine marketing (SEM) from a commercial standpoint. To accomplish this, studies obtained from Scopus and Web of Science databases were compiled, and various analyses were conducted using the VOSviewer program. The analyses revealed that studies on SEM generally revolve around five primary clusters: "search engine optimization," "paid ads," "keyword auctions," "digital marketing characteristics," and "exploring destinations." The obtained results were presented systematically, leading to various inferences. This study is expected to promote future research that identifies priority areas in SEM and adheres to international standards of excellence, thus making a significant contribution to the literature.
... SEO helps businesses achieve both organic and paid traffic by optimizing their web pages for search engines. By creating content that is optimized for specific keywords, businesses can attract targeted traffic to their website, which can result in increased conversions and revenue [14] [15]. ...
Search Engine Optimization, commonly referred to as SEO, is a critical technique that businesses and individuals alike use to boost the visibility of their web pages in search engine results. SEO is essential in today's digital age because it allows web documents to be listed at the top of all search engine links, increasing the chances of attracting more traffic and, in turn, generating more revenue. The primary focus of this research paper is to explain the need for SEO with Google. Despite the widespread adoption of search engine optimization techniques, there are still many people who do not understand how it works or are facing difficulties when trying to optimize their web pages for Google. This research aims to provide a comprehensive understanding of SEO and how it can be used to increase the visibility of a website, specifically on Google. Google is the most user-friendly search engine, which has been proven by Indian users who have received direct and accurate results from Google. Furthermore, many other search engines use Google's search patterns, making it the preferred search engine for users worldwide. As a result, businesses and individuals need to improve the visibility of their web pages on Google to attract more traffic and customers. One of the most crucial aspects of SEO is increasing a web page's ranking on search engine results pages (SERPs). By utilizing various SEO techniques, such as optimizing content for specific keywords, improving site speed, and creating high-quality backlinks, web pages can improve their ranking on SERPs. The higher a page's ranking, the more visible it becomes to potential customers. SEO is a fundamental part of digital marketing, as it enables businesses to attract targeted traffic that is actively searching for products or services that they offer. With trillions of searches conducted every year, it is crucial to ensure that a business's web pages are visible to potential customers. The increased visibility achieved through SEO can result in profitable deals and a competitive edge over other businesses in the same industry. In conclusion, search engine optimization is a crucial aspect of digital marketing that every business and individual should adopt to boost the visibility of their web pages. By utilizing various SEO techniques, businesses can increase their web pages' ranking on SERPs and attract more targeted traffic. Google is the most widely used search engine, and optimizing web pages for Google is essential to remain competitive in today's digital landscape. With the ever-increasing importance of online visibility, SEO is an indispensable tool for businesses to succeed and grow.
... The urge for information spurs the emergence of online "Search Engines" which become the most used tool for information seekers (Goldman, 2005). The search engine acts as an intermediary between consumers and websites, through which consumers can select between organic and sponsored links (Berman & Katona, 2013;Kritzinger & Weideman, 2013). As a result, a mechanism to facilitate searches for specific websites or results was founded; search engine optimization (SEO). ...
... With the exponential growth in the number of websites, search engines needed tool programming algorithms sorting search results in user-friendly format (Ziakis et al., 2019). Website's chances to be viewed are raised by a process working on developing or adjusting in the website itself, which makes the website appears on the top of SERP, this process is termed SEO (George, 2005;Kritzinger & Weideman, 2013;Hatab, 2014. According to Ozbal et.al (2019) SEO is "the method of optimizing a website to make it rank well in organic search results", the elements of SEO are creating keywords/phrases, indexing, content creation, link building, and social sharing. ...
... The process of improving a website's visibility in organic search results is called SEO search engine optimization. The website is created so that it ranks well for the chosen keywords in the organic search results of the major search engines, the volume and quality of traffic to a website from search engines are improved organically due to the selected keywords, and unlike advertising, the traffic is organic and free (Chen et al., 2011;Kritzinger and Weideman, 2013;Iskandar and Komara, 2018). ...
This research investigates the use of search engine optimization (SEO) by political and non-political actors to amplify the visibility of search engine results. While there has been much theoretical speculation around the role of SEO techniques in boosting the ranking appearance of a website, few empirical studies have been undertaken to understand the extent to which SEO techniques are used to promote visibility online. This study takes Italy as a case study to map the information landscape around nine highly controversial issues during the Italian electoral campaign of 2022. Using a combination of digital methods and a tool detecting optimization in websites, our article aims at examining which actors employ SEO techniques to foster the circulation of their ideas and agendas around hot topics. Our analysis reveals that information channels, institutions, and companies are predominant, while political actors remain in the background. Contextually, data indicate that SEO techniques are employed by several recurrent editorial groups, company owners, and institutions. Ultimately, we discuss the impact of SEO techniques on the circulation and visibility of information around relevant policy issues, contributing to shaping and influencing public debate and opinion.
... Nowadays, most consumers own smartphones, and each smartphone has an internet connection. Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Pay Per Click or Pay Per Call (PPC), content marketing, social media marketing, email marketing, influencer marketing, affiliate marketing, drop selling, e-commerce, online shops, and social commerce are all part of this optimization (Huang & Benyoucef, 2013;Järvinen et al., 2012;Kritzinger & Weideman, 2013;Yodi et al., 2020). In other words, cyber marketing is known as internet marketing, digital marketing or online marketing. ...
It is argued that excessive social media use can lead to an addiction. This study compares two proposed research models. The first model examines how social media addiction, narcissism, and self-esteem affect tourism addiction. Whilst the second model studies the impact of narcissism and self-esteem on social media and tourist addiction. There were also two research models proposed here. Data collection was obtained in Jakarta, with 214 participants chosen by using the convenient sampling method. Exploratory factor analysis and structural equation models were used to process the data. Social media addiction and narcissism affect self-esteem, while social media addiction and tourist addiction affect self-esteem. This research combines the study of addiction, modern media, and cyber marketing.
... Sıralama (müşteri teklif fiyatı * o sayfa için (Google) kalite puanı) ile belirlenir. Teklif, bir kullanıcı SERP'deki web sitesinin bağlantısını her tıkladığında, şirketin arama motoruna ödemeye hazır olduğu para miktarını temsil eder (Neethling, 2008;Kritzinger ve Weideman, 2013). Arama başına ödeme; arama başına ödeme için alınan ücret, diğer performansa göre ödeme modellerinden daha yüksektir, ancak reklam verenin avantajı, arayanların yüksek kaliteli potansiyel müşteriler olma olasılığının daha yüksek olması ve dolayısıyla bir satış elde etme şansının da çok daha yüksek olmasıdır (Charlesworth, 2018). ...
