Application of Search Engine Marketing Methods in order to generate High-Quality Traffic ab 74 EURO
Application of Search Engine Marketing Methods in order to generate High-Quality Traffic ab 74 EURO 1. Auflage
High Quality Content by WIKIPEDIA articles! High Quality Content by WIKIPEDIA articles! In the fields of strategic management, marketing strategy, and operational strategy, digital strategy is the process of specifying an organization's vision, initiatives and processes in order to deploy their online assets (as of 2007, these include: web sites, mini-sites, mobile sites, digital audio and video content, rich Internet applications, community groups, banner ads, search engine marketing, affiliate programs, etc.) in a manner which maximizes the business benefits they provide to the organization.
Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion).
_Internet advertising has come off age, yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields-for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings:- There are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels.- The channel order can influence the conversion probability.- Click-through rates in search engine advertising are influenced through various keyword criteria on semantic and syntactic level The results of this thesis constitute an important starting point for future research in online advertising. Furthermore, the results enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach. Based on its findings, the thesis outlines how a future integrated approach to online advertising could look like.
- Build a flexible e-commerce framework using PHP, which can be extended and modified for the purposes of any e-commerce site - Enable customer retention and more business by creating rich user experiences - Develop a suitable structure for your framework and create a registry to store core objects - Promote your e-commerce site using techniques with APIs such as Google Products or Amazon web services, SEO, marketing, and customer satisfaction The popularity of online shopping has increased dramatically over the past few years. There are plenty of options available if you not are planning to build your own e-commerce solution but sometimes it's better to use your own solutions. It may be easy to find an e-commerce system but when it comes to extending it or using it you might come across a lot of difficulties. This book will show you how to create your own PHP framework that can be extended and used with ease, particularly for e-commerce sites. Using this framework you will be able to display and manage products, customize products, create wish-lists, make recommendations to customers based on previous purchases, send email notifications when certain products are in stock, rate the products online, and much more. This book helps you build a Model-View-Controller style framework, which is then used to put together an e-commerce application. The framework contains template management, database management, and user authentication management. With core functionality in place, e-commerce-focused features are gradually added to the framework including products, categories, customizable products with different variations and customer input, wish-lists, recommendations, the shopping basket, and a complete order process. At the end of the book, you will have an e-commerce architecture that will take you from viewing or searching for products, and adding them to your basket, through the checkout process and making payment for your order, to your order being dispatched. Focus is placed on flexibility, so that the framework can be extended as the needs of a particular store change, as illustrated by one of the appendices, which goes through the process of modifying the store to sell downloadable products, as well as physical ones. Supplementary information, such as how to market and promote an online store, as well as take regular backups and perform maintenance is also covered, ensuring you have every chance of success with you own e-commerce framework backed store. Add dynamism to your e-commerce site for better prospects with your business using PHP What you will learn from this book : - Plan and develop a flexible, scalable PHP framework with emphasis on e-commerce - Implement the Model-View-Controller architecture within the framework and learn how to use the registry design pattern to centralize core features - Allow customers to customize their purchase by selecting product attributes, uploading files, and supplying custom text - Offer attractive incentives to your customers in the form of discount codes - Protect your e-commerce framework by keeping and maintaining regular backups - Structure an extendable framework to build a custom e-commerce web site - Add features such as product ratings and reviews from customers to enhance user experience - Maintain your site using campaign monitor and CAPTCHA tools - Create a shopping basket, manage its contents, structure the checkout and order process - Filled with useful marketing, Search Engine Optimization, and customer retention tips - Create a PHP framework to power your web site with a range of e-commerce features Who this book is written for If you are a web developer, or anyone looking to increase your understanding of e-commerce site development, this book is for you. Primarily aimed at PHP developers, it is suitable for any web developer interested in enhancing their e-commerce knowledge, or developers looking to move towards PHP. Intermediate knowledge of PHP development and object-oriented programming is assumed, and basic knowledge of e-commerce principles will be of benefit too.
Bachelor Thesis from the year 2009 in the subject English Language and Literature Studies - Linguistics, grade: 1.0, University of Mannheim, language: English, abstract: (...) Due to the importance of Search Engine Marketing, the following research paper is concerned with online advertising on search sites. Advertisements displayed on search engine websites consist of text only and are triggered via keywords. This means that online advertisers choose keywords which determine when to show their advertisement. Of course, it is not solely the selected keywords which determine if the ad is displayed or not. There are other important factors, such as the quality of the website and the budget the advertiser is willing to spend. However, on the whole, the keywords and the ad text are highly important in keyword-based Online Advertising. This points to the fact that the success of an online advertisement is mainly determined by language and the Internet user's interaction with language. If there are words which are more likely to be used as search terms by Internet users, then online advertisers should include these words in their ad text and their keyword list rather than other words. The better the keywords and ad text match the user's search term, the higher the probability that the ad will be displayed and the better the ad performance. This paper aims to give an answer to the question of which words are preferably used by Internet users when they place a search query. Concluding from this, the thesis intends to provide advertisers with recommendations for keywords that ensure a successful ad performance. In order to deal with this issue, the linguistic theory of the basic level concept will be applied to keyword- based Online Advertising. According to the basic level advantage, basic level words carry the most information, are most distinctive and are preferably used in speaking (cf. Rosch et al. 1976).
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,9, University of Lincoln (Business and Law), course: International Marketing Strategies, language: English, abstract: According to the list FT Global 500 from the Financial Times, Google is worldwide on position 39 from the companies listed in the stock exchange (Financial Times, 2009). Google was founded in 1998 by the software engineers Larry Page and Sergei Brin. Nowadays, only 12 years later, it has grown to one of the greatest international companies which has a huge influence on the daily life in industrial nations. Furthermore with 66 billion US-Dollars Google is the most valuable brand in the world. They started with a search engine which has pushed the former competition like AltaVista out of business. Google Inc. had in 2008 a turnover of almost 22 billion US-Dollars and it is still growing (Google, 2010). At the beginning they had a positive press but nowadays there are more and more critical voices because of their high market share in the search engine sector of almost 90%. Critics say that Google has too much influence and it is possible that they manipulate data. Google has many current projects where people fear a lack of their own data protection (The Register, 2009; BBC, 2007a). But Google does not have such a success because of a disregard of data protection, they are just more innovative than the competition. They reinvest the benefit they make in innovation and design new products or integrate other innovative companies in their own portfolio. Most of their projects are projects which the world has never seen before (Chaffey et al., 2009, p.3). This piece of work organizes Google's major brands in a GE-Matrix in order to identify the strengths and weaknesses of them. Furthermore the products are evaluated to prognosticate their future in this company. Finally there is a short outline about the sense and the value of these portfolio models in the 21 century.
Ten minibooks cover all you need to know about search engine optimization Search engine optimization (SEO) is an essential tool for getting a handle on web site promotional tactics and tools. With this complete reference, you'll explore issues not covered anywhere else, including international SEO, how to optimize servers for SEO, and much more. Ten separate books join forces to provide you with a comprehensive, straightforward guide to the benefits, details, and tricks of SEO. Coverage devotes time to topics such as keyword strategy, competitive positioning, SEO web design, search marketing, and more. You'll also look at how search engines work and how to create content, link, optimize the foundations, and analyze results. * Details the capabilities and benefits of search engine optimization (SEO) for gauging the success of online promotional tactics and tools * Explains how search engines work, nuances of keyword strategy, how to deal with competitive positioning, and more * Walks you through working with SEO web design, creating content, linking, optimizing the foundations, and analyzing results * Touches on topics not covered anywhere else, including international SEO and optimizing servers for SEO Search no further! This book is one-stop shopping for everything you need in order to start your engine and embrace the potential of SEO today.