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MPRA
Munich Personal RePEc Archive
The Importance of SEO and SEM in
improving brand visibility in
E-commerce industry; A study of
Decathlon, Amazon and ASOS.
Ologunebi, John and Taiwo, Ebenezer
20 November 2023
Online at https://mpra.ub.uni-muenchen.de/119205/
MPRA Paper No. 119205, posted 26 Nov 2023 15:37 UTC
1
The Importance of SEO and SEM in improving
brand visibility in E-commerce industry; A study
of Decathlon, Amazon and ASOS.
Authors:
John Olatunde Ologunebi
John4dap@yahoo.com
&
Ebenezer Obafemi Taiwo
Ebenezerobafemi4@gmail.com
Keywords: Search engine optimization (SEO), earch engine marketing (SEM), pay-
per-click (PPC) advertising, email marketing campaigns, social media marketing, KPI,
modern marketing
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Table of content
Abstract 4
1.0 Introduction 5
1.1 Background and Significance of the study 5
1.2 Research Objectives 6
1.3 Scope of Research 6
2.0 Literature review 7
2.1 SEO (Search Engine Optimization) 7
2.1.1 Key Concepts of SEO 7
2.2 SEM (search Engine Marketing) 8
2.3 Brand Visibility 8
2.4 E-commerce 9
2.5 Relationship between Brand Visibility and E-commerce 10
2.6 Challenges in Brand Visibility in E-commerce 10
3.0 Research Design and Approach 10
3.1 Case Study 1: Decathlon and its Brand Visibility 11
3.2 Impact of SEM on Decathlon’s Brand Visibility 12
3.3 Case Study 2: Amazon and its Brand Visibility 13
3.4 Integrating SEO and SEM 13
3.5 SEM Implementation 13
3.6 Integrating SEO and SEM 14
3.7 Case Study 3: ASOS and its Brand Visibility 14
3.8 SEO Strategies 14
3.9 SEM Strategies 14
4.0: Defining SEO and SEM strategies for brand visibility 15
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4.1 Search Engine Optimization (SEO) Strategies 15
4.2 Search Engine Marketing (SEM) Strategies: 15
4.3 Creating an effective SEO and SEM plan 16
4.4 Implementation of SEO and SEM strategies 17
5.0 Recommendations 18
6.0 Conclusion 18
7.0 References 20
Table of figures
Fig 1: Yoga Mats 11
Fig 2: Climbing Shoes 12
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Abstract
The research study explores the significance of Search Engine Optimization (SEO) and Search
Engine Marketing (SEM) in enhancing brand visibility within the context of the E-commerce
industry. In today's competitive digital landscape, having a strong online presence is imperative
for E-commerce businesses to succeed and thrive. This study sheds light on the role of SEO and
SEM in improving brand visibility for E-commerce companies. SEO refers to the process of
optimizing a website's content, structure, and technical aspects to improve its visibility on search
engine result pages (SERPs) organically. On the other hand, SEM involves paid advertising
strategies, such as pay-per-click (PPC) campaigns, to drive visibility and traffic to a website.
Both SEO and SEM play complementary roles in increasing brand visibility, but they differ in
terms of their approach and execution. Brand visibility is crucial for E-commerce businesses as it
directly impacts their chances of attracting and retaining customers. When a brand is easily
discoverable on search engines, it gains credibility and authority within its industry, leading to
increased visibility and higher organic traffic. Higher visibility also translates into more potential
customers being exposed to the brand, resulting in greater opportunities for sales and revenue
generation. The study considers the E-commerce industry as its primary focus due to the unique
challenges it faces in terms of brand visibility and selected a few case studies to explore. The
online retail sector is highly competitive, with numerous players vying for the attention of
potential customers. Therefore, a solid SEO and SEM strategy becomes essential for E-
commerce businesses to stand out from the crowd and gain a competitive edge. The research
employed secondary data collection methods to gather data and insights. The findings of this
research will contribute to the existing body of knowledge on the importance of SEO and SEM
in improving brand visibility within the E-commerce industry.
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1.0 Introduction
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) play a vital role in
enhancing brand visibility and online presence in today's digital era. With the increasing
dependence on the internet, businesses are striving to take advantage of SEO and SEM strategies
to ensure their brands are easily discoverable by their target audience. This report explores the
importance of SEO and SEM in improving brand visibility, and provide relevant
recommendations on the best practices around the world. To begin with, SEO focuses on
optimizing a website's content and structure to improve its visibility in organic (non-paid) search
engine results. It involves various techniques such as keyword research, on-page optimization,
and link building. According to a study conducted by (Chaffey and Ellis-Chadwick, 2019), 63%
of marketers consider SEO as one of the most effective methods for driving organic traffic to
their websites. This emphasizes the significance of SEO in enhancing brand visibility.
Additionally, a study by (Odden, 2012) revealed that SEO significantly influences consumer
engagement and brand perception, leading to increased brand awareness and recognition.
Moreover, SEM complements SEO by utilizing paid advertising to increase brand visibility on
search engine results pages (SERPs). SEM primarily involves pay-per-click (PPC) advertising
campaigns, where businesses bid for keywords relevant to their products or services. (Yoo et al,
2000) suggest that SEM provides immediate visibility for brands, especially for competitive
keywords, and can generate substantial return on investment. This highlights the persuasive
impact of SEM in elevating brand visibility, especially for new or lesser-known brands. Brand
visibility has a significant impact on consumer behavior and purchase decisions. A report by
(Tsang et al, 2004) demonstrated that consumers are more likely to trust and choose brands that
appear in the top search engine results, both in the paid and organic listings. This indicates that a
strong online presence achieved through effective SEO and SEM strategies can influence
consumer perception and boost brand credibility.
1.1 Background and Significance of the study
The importance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) in
improving brand visibility has become a crucial aspect of digital marketing strategies in recent
years. As businesses increasingly rely on their online presence to reach customers, understanding
the significance of optimizing their website and utilizing search engine marketing techniques has
become vital for success. SEO refers to the process of optimizing a website to attain a higher
rank in search engine results pages (SERPs). This involves various on-page and off-page
optimization techniques, including keyword research, link building, and optimized content
creation. By implementing effective SEO strategies, businesses can increase their organic
visibility in search engines, attracting more potential customers and enhancing their brand
visibility. On the other hand, SEM involves paid advertising methods, such as pay-per-click
(PPC) or display advertising, to increase brand visibility and drive targeted traffic to a website.
SEM complements SEO efforts by ensuring immediate visibility on search engine results pages,
especially for businesses in highly competitive industries. By investing in SEM, businesses can
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target specific keywords and demographics, further enhancing their brand visibility and reaching
potential customers who are actively looking for related products or services. The significance of
studying the importance of SEO and SEM in improving brand visibility lies in its potential to
directly impact a business's bottom line. Higher brand visibility can lead to increased website
traffic, greater conversion rates, and ultimately, higher revenue. Moreover, brand visibility not
only supports customer acquisition but also helps in building brand recognition and trust, leading
to repeat business and long-term customer loyalty. Several studies have emphasized the positive
effects of SEO and SEM in improving brand visibility. For example, a study by (Chen and
Sénéchal, 2023) found a significant positive relationship between SEO and brand visibility on
search engine result pages. Similarly, a research article by (Jansen et al, 2009 ) emphasized the
importance of SEM in increasing brand visibility and improving click-through rates.
1.2 Research Objectives
To analyze the current state of SEO and SEM implementation in the e-commerce industry.
To investigate the impact of SEO and SEM strategies on brand visibility in the e-commerce
industry.
To determine the key factors and best practices for optimizing SEO and SEM efforts in
improving brand visibility.
To examine the relationship between SEO and SEM techniques and the overall success of e-
commerce brands.
To identify the challenges and barriers faced by e-commerce businesses in implementing
effective SEO and SEM strategies for brand visibility.
To explore the role of content marketing and link building in enhancing brand visibility through
SEO and SEM.
To provide recommendations and guidelines for e-commerce businesses to maximize the
benefits of SEO and SEM in improving brand visibility.
1.3 Scope of Research
The scope of this research would involve conducting a comprehensive investigation into the role
and significance of search engine optimization (SEO) and search engine marketing (SEM)
strategies in enhancing the visibility of brands within the context of the e-commerce industry.
Key areas to explore within the scope of this research include understanding the basics of SEO
and SEM, examining the impact of SEO on brand visibility, analyzing the role of SEM in
increasing brand visibility, identifying the challenges and opportunities associated with SEO and
SEM in the e-commerce industry, assessing case studies and best practices, evaluating the long-
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term benefits and return on investment (ROI) of SEO and SEM in the e-commerce industry, and
recommending strategies and guidelines for e-commerce businesses.
2.0 Literature review
2.1 SEO (Search Engine Optimization)
Search Engine Optimization (SEO) is a crucial element in digital marketing strategies that helps
websites rank higher in search engine results pages (SERPs). As online competition continues to
grow, businesses and individuals have recognized the importance of SEO in driving organic
traffic to their websites. This literature review aims to provide a comprehensive overview of the
key concepts, strategies, and benefits of SEO.
2.1.1 Key Concepts of SEO
Keyword Research: The foundation of SEO lies in selecting relevant keywords that align with
the target audience's search queries. According to Granka et al. (2004), keyword selection
involves understanding search intent, competition, and search volume to optimize website
content effectively.
On-page Optimization: On-page SEO refers to optimizing web pages by incorporating targeted
keywords in meta tags, headings, content, and URL structure. According to Patel (2015), proper
on-page optimization improves the visibility and ranking of a website.
Off-page Optimization: Off-page SEO encompasses activities outside the website to improve its
online reputation and authority. These include link building, social media engagement, and
online reviews. Research by (Krrabaj et al, 2017) highlights the impact of off-page optimization
on organic ranking. Implementing SEO techniques can enhance a website's visibility, making it
more likely to appear in top search results. A study by (Nguyen, 2020 ) shows that websites on
the first page of Google receive 71.33% of all organic search traffic. SEO offers a cost-effective
marketing strategy compared to traditional advertising methods, as it targets users actively
searching for specific products or services. According to Chaffey and Ellis-Chadwick (2019),
SEO generates higher conversion rates and a better return on investment (ROI) compared to paid
advertising. SEO practices, such as optimizing website speed, mobile responsiveness, and
intuitive navigation, contribute to a positive user experience. (Xinghai, W, 2023) state that a
good user experience leads to higher engagement and lower bounce rates, which can positively
impact search rankings. In conclusion, SEO plays a pivotal role in improving a website's
visibility, organic traffic, and user experience. Proper keyword research and on-page
optimization are crucial for ranking higher in SERPs, while off-page optimization supports
online reputation and authority. SEO offers numerous benefits, including increased visibility,
cost-effectiveness, and enhanced user experience. Understanding and implementing effective
SEO strategies are vital for individuals and businesses aiming to succeed in the highly
competitive online landscape.
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2.2 SEM (search Engine Marketing)
Search Engine Marketing (SEM) is a form of digital marketing that involves promoting websites
by increasing their visibility and ranking on search engine results pages (SERPs) through paid
advertising and optimization. According to a report by Statista, the global spending on SEM is
expected to reach $135 billion by 2024. SEM has undergone significant transformation over the
years, from basic keyword stuffing and link building to more sophisticated methods such as paid
advertising and search engine optimization (SEO). In their study on the evolution of SEM,
(Evans, 2009) identified paid advertising, SEO, and conversion optimization as the three main
components of SEM that contribute to website visibility and traffic. They argue that it is
important for organizations to integrate these components for a comprehensive SEM strategy.
One of the significant benefits of SEM is that it provides measurable results, making it easy to
track return on investment (ROI). A study by (Shih et al, 2013) found that SEM is an effective
way to increase website traffic and generate leads for businesses. They found that companies that
invested in SEM had a higher conversion rate than those that did not. Another study by (Dinner
et al, 2014) found that SEM can have a significant impact on online sales, especially for small
and medium enterprises. There are various strategies that organizations can use for effective
SEM implementation. These include keyword research, PPC advertising, and landing page
optimization. In their study, (Chaffey et al, 2009) suggest that one of the most critical factors for
SEM success is identifying the right keywords. They argue that thorough keyword research can
help companies understand their target audience and create relevant content that matches their
search intent. SEM has become an integral part of digital marketing, providing businesses with
an effective way to increase visibility and generate leads. Despite its benefits, SEM can be
complex, requiring a comprehensive strategy that integrates various components such as paid
advertising, SEO, and conversion optimization. Through effective implementation of strategies
such as keyword research, PPC advertising, and landing page optimization, organizations can
maximize the benefits of SEM and achieve their marketing goals.
2.3 Brand Visibility
Brand visibility refers to the extent to which a brand is recognized and noticed by consumers in a
variety of contexts. It plays a crucial role in creating brand awareness and achieving long-term
success. Brand visibility is vital for businesses as it allows them to stand out from competitors
and attract the attention of target consumers. A study by (Keller, 2013) emphasized the
significance of brand salience, which is the degree to which a brand is noticed and remembered
by consumers. The author argued that brand visibility helps create a strong brand identity and
facilitates brand associations, ultimately contributing to customer loyalty and purchase
intentions. Measuring brand visibility is important for businesses to understand the effectiveness
of their branding efforts. One commonly used metric is brand recognition, which refers to the
ability of consumers to identify a brand when presented with its visual cues or name. A study by
(Joachimsthaler and Aaker, 2009) highlighted the importance of measuring brand recognition as
it provides insights into brand recall and overall brand equity. Enhancing brand visibility requires
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the implementation of effective strategies. One strategy is through leveraging digital marketing
channels. A research by (Capitello et al, 2014) demonstrated that brands that actively engaged in
online advertising and social media marketing achieved higher brand visibility and customer
engagement. This finding highlights the importance of utilizing digital platforms to reach and
connect with consumers. Furthermore, brand partnerships and collaborations can also enhance
brand visibility. A study by (Keller and Lehmann, 2006) discussed the concept of co-branding,
where two or more brands work together to create a unique product or campaign. Co-branding
not only helps increase brand visibility by reaching a wider audience but also allows brands to
leverage each other's strengths and equity. Creating memorable and distinct brand visual
elements is another effective strategy for improving brand visibility. A study by (Kapferer, 2012)
stressed the importance of developing a unique visual identity, including logos, colors, and
packaging, that helps brands stand out in crowded marketplaces. The visual elements should
align with the brand's personality, values, and target audience to create a strong visual impact
and enhance brand recognition. Brand visibility plays a critical role in creating brand awareness
and establishing a strong brand identity. Measuring brand recognition provides insights into the
effectiveness of branding efforts, while strategies such as leveraging digital marketing channels,
brand partnerships, and developing unique visual elements can enhance brand visibility. By
investing in brand visibility, businesses can increase their competitiveness and foster stronger
relationships with consumers.
2.4 E-commerce
E-commerce business refers to the buying and selling of goods and services conducted online. It
has experienced exponential growth in recent years and has become an integral part of the global
economy. E-commerce has significantly impacted traditional brick-and-mortar businesses. A
study by (Laudon, 2008) found that e-commerce offers businesses the opportunity to reach a
global audience and operate 24/7, resulting in increased sales and revenue. Another study by
Chaffey and Ellis-Chadwick (2019) highlighted how e-commerce has transformed the retail
industry, with more consumers shifting towards online shopping due to its convenience and
accessibility. However, e-commerce businesses also face several challenges. One major
challenge is ensuring trust and security for online transactions. A study by (Sullivan and Kim,
2018) emphasized the importance of building trust in e-commerce platforms through secure
payment methods, privacy policies, and customer reviews. They argued that establishing trust is
crucial for customer loyalty and repeat purchases. To succeed in the e-commerce business,
companies need to employ effective strategies. Personalization is one such strategy that has been
shown to improve customer engagement and loyalty. In their study, Verhoef and colleagues
(2015) found that personalized recommendations based on customer browsing and purchase
history significantly increased customer purchases and satisfaction. Another important strategy is
optimizing the user experience. (Swaid and Wigand, 2007) highlighted the significance of user-
friendly website design, fast loading times, and easy navigation for e-commerce success. They
argued that a positive user experience can lead to higher conversion rates and customer retention.
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Also, the use of social media for marketing and customer engagement is critical in the e-
commerce industry. A study by Zhang and Benyoucef (2016) demonstrated how social media
platforms, such as Facebook and Instagram, can be effective channels for reaching and engaging
with customers, ultimately driving sales. E-commerce business has revolutionized the way
companies operate and compete in the global market. It offers numerous opportunities for growth
and expansion, but also presents challenges such as trust and security concerns. By employing
strategies such as personalization, user experience optimization, and social media marketing,
businesses can enhance their chances of success in the e-commerce industry.
2.5 Relationship between Brand Visibility and E-commerce
Brand visibility is crucial for the success of e-commerce companies, as it directly impacts
consumer perceptions and purchase decisions. Brand visibility encompasses various elements,
such as brand recognition, recall, and perceived quality. In the e-commerce context, a strong
brand presence is vital in attracting and retaining customers, enhancing trust, and driving sales.
Through increased visibility, companies can differentiate themselves from competitors and
establish long-term brand loyalty. Research has shown a positive relationship between brand
visibility and consumer behavior in the e-commerce sector. (Nguyen, 2019) argue that increased
brand visibility leads to improved brand awareness, which positively affects consumer attitudes,
intentions, and purchase decisions. Similarly, (Yang et al, 2017) found that a higher level of
brand visibility positively influences customer satisfaction and loyalty in e-commerce. To
enhance brand visibility in the online marketplace, companies employ several strategies.
Search engine optimization (SEO) techniques, social media marketing, and content marketing
are commonly utilized methods to increase brand visibility (Beuckels and Hudders, 2016).
(Goswami et al, 2013) highlight the role of user-generated content and online reviews in building
brand visibility by providing social proof and enhancing credibility.
2.6 Challenges in Brand Visibility in E-commerce
Brand visibility in e-commerce poses unique challenges due to the absence of physical presence.
Customers heavily rely on online information, making it critical for businesses to provide
accurate and compelling content. (Wells et al, 2011) emphasize the importance of trust in e-
commerce transactions and how it affects brand visibility. Companies need to invest in
reputation management and customer reviews to build trust and maintain a visible brand
presence. Through effective brand visibility strategies, companies can increase consumer
awareness, engagement, and loyalty. However, challenges such as managing online reputation
and enhancing customer trust require careful attention.
3.0 Research Design and Approach
This research will identifying relevant sources of secondary data. It will Start by identifying
reliable and credible sources of secondary data related to SEO, SEM, brand visibility, and the e-
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commerce industry. These sources will include academic journals, industry reports, market
research studies, and reputable websites. The research will conduct a comprehensive review of
the existing literature on the topic, and reports that have explored the importance of SEO and
SEM in improving brand visibility in the e-commerce industry. This step will help in
understanding the current research landscape and identifying any research gaps, and extract
relevant data and information from the identified sources. This includes statistical data, case
studies, findings, key insights, and expert opinions related to the impact of SEO and SEM on
brand visibility in the e-commerce industry.
3.1 Case Study 1: Decathlon and its Brand Visibility
Decathlon is a French sporting goods retailer, with its stores tentacles at 1,697 locations across
60 countries and regions as at 2020. Decathlon is the largest sporting goods retailer in the world,
a private company which is a giant in the world’s retail industry. Founded in 1976 by Michel
Lectercq with its headquarters in Villeneuve d’Ascq, France with almost 94,000 employees as at
2020, and Barbara Martin Coppola as the CEO. Decathlon offers a wide range of products,
which stems from clothing, to sportswear, and sports equipments. It was reported that in 2020,
Decathlon raked-in a whooping revenue of $11.4 billion, and controls 15.7% of the French
market shares. Decathlon manages the research, design, production, logistics, and distribution of
its products sufficiently, partners with global suppliers, and markets their own brands directly to
consumers in Decathlon branded stores.(Decathlon website 2023).
By examining the strategies employed by Decathlon, this study will provide valuable insights
into the impact of SEO and SEM on Decathlon's brand visibility.
SEO techniques, including optimized website content, link building, and targeting relevant
keywords, enhance organic search visibility, driving higher traffic to the Decathlon website. SEO
practices optimize website structure, loading speed, mobile responsiveness, and user-friendly
navigation, resulting in a positive user experience, increased conversions, and improved brand
visibility. Implementing SEO strategies boosts Decathlon's rankings on search engine results
pages, making it more visible to potential customers and increasing brand awareness. The
Figures below show the analytics of some of the products offered by Decathlon, while showing
the keywords the contents are optimized for, and how SEO and SEM have played a role in
enhancing the brand’s visibility.
Fig 1. Yoga Mats
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Fig 2. Climbing Shoes
3.2 Impact of SEM on Decathlon’s Brand Visibility
Employing pay-per-click (PPC) campaigns through platforms like Google Ads, Decathlon can
increase its visibility by displaying targeted ads at the top of search engine results, particularly
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for relevant keywords. SEM allows Decathlon to target customers who have previously shown
interest in their products, reinforcing brand visibility and generating repeated interactions. SEM
enables Decathlon to expand its reach by displaying ads on various platforms, such as social
media sites and partner websites, further increasing brand visibility and reaching a wider
audience. Decathlon employs effective keyword research to target high-volume, relevant
keywords in its website content, product descriptions, and meta tags, ensuring improved
visibility in organic search results. The brand focuses on producing high-quality and informative
content that resonates with its target audience, attracting organic traffic, and boosting brand
visibility. By investing in well-targeted and optimized PPC campaigns, Decathlon enhances its
brand visibility on search engine results pages and drives traffic to its website. Decathlon
leverages social media platforms to enhance brand visibility, engaging with customers and
regularly posting updates, promotions, and interactive content.
3.3 Case Study 2: Amazon and its Brand Visibility
Amazon has certainly leveraged both SEO (Search Engine Optimization) and SEM (Search
Engine Marketing) strategies to enhance their brand visibility (Chaters, 2011).
3.4 SEO Implementation
Amazon's optimization efforts primarily aim to improve their organic search rankings, making it
easier for potential customers to find their products. Key practices they have employed include:
Keyword optimization: Amazon ensures that product titles, descriptions, and other content
contain relevant keywords. This helps to rank higher in search results and attract targeted traffic.
User-generated content: Amazon integrates customer reviews and ratings into their listings.
This not only improves SEO but also builds trust among consumers (Shaffy and Smith, 2013).
Product categorization: Effective categorization improves accessibility and navigation within
Amazon's website, aiding search engines and users in finding desired products easily.
3.5 SEM Implementation
Amazon actively uses SEM strategies to complement their SEO efforts and further boost their
brand visibility. They mainly focus on paid search advertising and sponsored product campaigns,
executed through their Amazon Advertising platform.
Sponsored Products: Amazon offers sponsored product ads that appear within search results,
and on product detail pages. This enables brands to gain additional visibility and drive more
traffic to their product listings.
Amazon DSP: Amazon's Demand-Side Platform allows advertisers to reach a wider audience
beyond Amazon-owned sites, increasing brand exposure across the internet.
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Product Targeting: By leveraging Amazon's immense consumer data, brands can target ads to
specific product categories or similar competitor products. This helps increase brand visibility
when consumers are actively searching for related items.
3.6 Integrating SEO and SEM
Amazon's success lies in the integration of SEO and SEM strategies. By using data-driven
insights from SEM campaigns, including performance metrics and customer search behavior,
they can refine their SEO approach. This integration allows for a holistic optimization strategy.
For instance, by identifying high-performing keywords from SEM campaigns, Amazon
prioritizes content optimization efforts for those specific terms, thereby enhancing organic search
rankings.
3.7 Case Study 3: ASOS and its Brand Visibility
ASOS, an online fashion retailer, has indeed adopted Search Engine Optimization (SEO) and
Search Engine Marketing (SEM) strategies to enhance its brand visibility and stay ahead in the
highly competitive e-commerce industry.
3.8 SEO Strategies:
Keyword Optimization: ASOS has extensively optimized its website content for relevant
keywords (Cardoso et al, 2018). By researching and incorporating popular fashion-related terms
(e.g., "dresses," "jeans," etc.) within website titles, descriptions, headings, and product pages,
ASOS ensures that its webpages rank higher in search engine results.
Unique and Engaging Content: ASOS consistently produces high-quality and compelling
content, including fashion tips, style guides, and blog posts. By providing valuable information
to its target audience, ASOS not only establishes itself as an authority in the fashion industry but
also improves organic search rankings for relevant queries.
User Experience Optimization: ASOS pays significant attention to user experience by ensuring
a seamless browsing experience. The website is optimized for fast loading times, easy
navigation, and mobile-friendliness. These optimizations not only enhance user satisfaction but
also positively impact SEO rankings, as search engines prioritize user-friendly websites.
3.9 SEM Strategies:
Pay-Per-Click (PPC) Advertising: ASOS invests in PPC advertising campaigns to gain
immediate visibility and drive targeted traffic to its website (Chaffey and Ellis-Chadwick, 2019).
By bidding on relevant fashion-related keywords, ASOS appears at the top of search engine
results pages (SERPs), attracting potential customers at the moment of their search intent.
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Display and Remarketing Ads: ASOS leverages display advertising networks to further expand
its brand visibility. Display ads are placed on various websites, targeting users with an interest in
fashion. Additionally, ASOS utilizes remarketing techniques to re-engage users who have
previously shown interest in their products, which helps drive conversions.
Social Media Advertising: ASOS invests in social media advertising across platforms like
Facebook, Instagram, and Pinterest (Chaffey and Ellis-Chadwick, 2019). By targeting users
based on demographics, interests, and behaviors, ASOS showcases its products to a highly
relevant audience, reinforcing brand visibility.
4.0: Defining SEO and SEM strategies for brand visibility
SEO and SEM strategies are vital for enhancing brand visibility. SEO (Search Engine
Optimization) focuses on improving organic search rankings, while SEM (Search Engine
Marketing) comprises paid advertising efforts.
4.1: Search Engine Optimization (SEO) Strategies
On-Page Optimization: On-page optimization refers to improving website elements for better
search engine rankings. It includes optimizing meta tags, headers, and content. According to
(Chotikitpat et al, 2015), on-page optimization is crucial for increasing organic traffic.
Keyword Research: Keyword research helps identify relevant keywords and phrases to optimize
website content. (Nagpal and Petersen, 2021) emphasized the importance of targeting
appropriate keywords for better search rankings.
Content Creation: Producing valuable and relevant content is essential for SEO. (Wolk and
Theysohn, 2007) highlighted the significance of high-quality content in attracting and engaging
users.
Link Building: Building high-quality backlinks from reputable websites enhances website
authority and improves search rankings. (Ward and French, 2013) emphasized the impact of link
building on SEO success.
4.2 Search Engine Marketing (SEM) Strategies
Pay-Per-Click (PPC) Advertising: PPC advertising involves bidding on keywords and paying
each time a user clicks on the ad. According to (Wang et al, 2011), PPC campaigns can
significantly boost brand visibility and generate leads.
Display Advertising: Display advertising involves placing banner ads on websites. This strategy
improves brand visibility by reaching the target audience. (Obar and Wildman, 2015) examined
the impact of display advertising on brand awareness.
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Remarketing: Remarketing involves targeting users who have previously interacted with a
website and displaying relevant ads to them. According to (Tiago and Veríssimo, 2014),
remarketing increases brand visibility and conversions.
Social Media Advertising: Paid social media advertising on platforms like Facebook, Instagram,
and LinkedIn helps improve brand visibility. (Pan et al, 2019) discussed the effectiveness of
social media advertising in increasing brand exposure. Integrating SEO and SEM strategies can
have a synergistic effect on brand visibility. According to (Khraim, 2015), combining both
approaches optimizes search results and increases website visibility.
4.3 Creating an effective SEO and SEM plan
In the modern digital landscape, search engine optimization (SEO) and search engine marketing
(SEM) play a pivotal role in increasing online visibility, driving organic traffic, and enhancing
conversions for businesses. Developing an effective SEO and SEM plan requires a well-
structured and strategic approach.
Conducting Keyword Research: Keyword research is the foundation of a successful SEO and
SEM plan. It involves identifying relevant keywords and phrases that potential customers use to
search for products or services. By targeting these keywords, businesses can improve their search
engine rankings and attract qualified traffic. According to Moz's comprehensive guide on
keyword research, the process involves using tools like Google Keyword Planner, SEMrush, and
Moz Keyword Explorer to collect keyword ideas. It also emphasizes the importance of
considering search volume, competition, and relevance to the business (Moz, n.d.).
Optimizing On-Page Elements: On-page optimization involves optimizing various elements of
a website to enhance its visibility and relevance to search engines. The essential on-page
elements include meta tags, URL structure, heading tags, and keyword placement in content.
HubSpot's SEO guide recommends writing compelling meta tags, incorporating primary
keywords in URLs, and optimizing headings to improve the on-page SEO (HubSpot, n.d.). Moz
also stresses the importance of including primary and secondary keywords naturally throughout
the content, without excessive keyword stuffing (Moz, n.d.).
Building High-Quality Backlinks: Backlinks, or external links pointing to a website, are crucial
for SEO. They not only drive referral traffic but also indicate to search engines the credibility
and authority of the site. However, it is essential to focus on building high-quality backlinks
from reputable and relevant sources. According to Patel's research on link building strategies,
businesses can acquire quality backlinks through guest blogging, creating valuable content,
participating in industry forums, and leveraging relationships with influencers (Ward and French,
2013).
Implementing Local SEO: For businesses targeting a specific geographic area, local SEO is
vital. It involves optimizing the online presence to attract users in a specific location. This can be
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achieved by creating and maintaining accurate and consistent business listings on platforms like
Google My Business, Yelp, and Bing Places. Google's documentation on local SEO emphasizes
the significance of providing accurate business information, optimizing for local keywords, and
encouraging customer reviews (Google, n.d.).
Monitoring and Tracking Progress: An effective SEO and SEM plan requires continuous
monitoring and tracking of performance metrics to identify areas for improvement. Tools like
Google Analytics and Google Search Console provide valuable insights into organic traffic,
keyword rankings, click-through rates, and user behavior. According to Moz's SEO monitoring
guide, regular monitoring allows businesses to identify top-performing keywords, track
competitor activities, and make data-driven decisions for optimization (Moz, n.d.). By following
this strategic approach, businesses can enhance their online visibility, generate targeted traffic,
and achieve their marketing goals.
4.4 Implementation of SEO and SEM strategies
Measuring and evaluation
Monitoring and evaluation of SEO and SEM strategies play a crucial role in ensuring the
effectiveness and success of online marketing campaigns.
Monitoring SEO and SEM Strategies: Monitoring SEO and SEM strategies involves tracking
various metrics to assess the performance and effectiveness of these techniques. It includes
monitoring keyword rankings, website traffic, conversion rates, click-through rates (CTR),
bounce rates, and other relevant analytics (Cui and Hu, 2011).
Evaluation of SEO and SEM Strategies: Evaluating SEO and SEM strategies involves
determining the impact and value generated by these techniques towards achieving marketing
objectives. It involves analyzing the return on investment (ROI), customer acquisition costs,
conversion rates, and other key performance indicators (KPIs) (Ayanso and Mokaya, 2013).
Keyword Ranking Monitoring: Monitoring keyword rankings is essential to track the visibility
and position of a website in search engine results pages (SERPs). It helps to assess the
effectiveness of SEO efforts and identify opportunities for improvement (Sanchís, 2013).
Web Traffic Analysis: Monitoring web traffic metrics, such as total visits, unique visitors, and
page views, helps assess the impact of SEO and SEM techniques on driving targeted traffic to a
website (Chaters, 2011).
Conversion Rate Monitoring: Monitoring the conversion rate is crucial to evaluate the
effectiveness of SEO and SEM in converting website visitors into customers or achieving desired
goals (e.g., product purchases, lead generation, newsletter sign-ups) (Hidayanto et al, 2012).
18
ROI and Cost Analysis: Evaluating the return on investment and cost-effectiveness of SEO and
SEM campaigns helps assess the financial performance and efficiency of these strategies (Jansen
et al, 2007).
5.0 Recommendations
Effective on-page SEO techniques, such as optimizing meta tags, improving website speed, and
creating high-quality content, are critical for enhancing brand visibility (Bhandari, 2017). E-
commerce companies should prioritize these techniques to ensure their websites rank higher in
search engine results pages (SERPs). SEM strategies, such as pay-per-click (PPC) advertising
and remarketing campaigns, should be considered to increase brand visibility and drive targeted
traffic to e-commerce websites (Jansen et al, 2007). E-commerce companies should conduct
thorough keyword research, create compelling ad copies, and continuously monitor and optimize
their campaigns to maximize results. Building partnerships with influencers or other e-commerce
platforms can significantly enhance brand visibility (Erdmann et al, 2022). Collaborating with
influencers who align with the brand's values and target audience can help increase brand
exposure and attract more potential customers. As mobile usage continues to rise, ensuring a
seamless and optimized mobile experience is crucial for improving brand visibility (Bhandari,
2017). E-commerce companies should focus on mobile-friendly website design, responsive
layouts, and fast-loading pages to provide an optimal user experience across different devices.
Integrating SEO and SEM efforts with a strong presence on social media platforms can
effectively improve brand visibility. E-commerce companies should create engaging and
shareable content, conduct social media advertising campaigns, and actively participate in
relevant communities to expand their reach (Jansen et al, 2007).
6.0 Conclusion
This study has provided valuable insights into the importance of SEO and SEM in improving
brand visibility, specifically in the e-commerce industry. The research has shed light on the
strategies and tools that organizations can adopt to enhance their online presence and attract a
larger customer base. It is evident that incorporating SEO techniques into one's website greatly
contributes to improving brand visibility. By optimizing website content, meta descriptions, and
titles, businesses are more likely to rank higher in search engine results pages, thereby increasing
their chances of being noticed by potential customers. Moreover, the study highlights the
significance of incorporating relevant keywords that align with consumers' search queries,
allowing brands to target specific audiences and generate more organic traffic. The study
emphasizes the importance of leveraging SEM to complement SEO efforts. By investing in
search engine marketing campaigns, such as pay-per-click advertising, businesses can effectively
promote their brand to target audiences and drive immediate traffic to their websites. This
combination of SEO and SEM creates a comprehensive digital marketing strategy that increases
brand visibility and boosts online conversions. The study points out that continuously monitoring
and analyzing website analytics and metrics is crucial for optimizing SEO and SEM efforts. By
19
understanding customer behavior, tracking keyword effectiveness, and evaluating website traffic
sources, businesses can make data-driven decisions to enhance their overall online visibility.
This analysis also enables companies to adapt to changing market trends and consumer
preferences to maintain a competitive edge. Findings of this research are particularly relevant to
the e-commerce industry, where online visibility directly influences sales and customer
acquisition. As consumers increasingly rely on the internet for their purchasing decisions,
businesses in this sector must prioritize SEO and SEM strategies to remain competitive.
20
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