Relevant bibliographies by topics / SEO; PPC; Online marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters

Academic literature on the topic 'SEO; PPC; Online marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "SEO; PPC; Online marketing"

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Dóza, Peter, and Jaromíra Vaňová. "Usage of Online Marketing Tools in Industrial Companies." Research Papers Faculty of Materials Science and Technology Slovak University of Technology 28, no. 46 (June 1, 2020): 22–28. http://dx.doi.org/10.2478/rput-2020-0003.

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AbstractIn this paper, we present the results of a secondary research regarding the use of online marketing tools in industrial companies. We focused on researching the theoretical foundations of online marketing, especially in the field of using its SEO and PPC tools. We defined the basic concepts, described the principles of individual tools and dealt with their comparison. Based on the study of data from published studies, we analysed the use of online marketing tools in the conditions of industrial companies operating in the Slovak republic. In future, it will be appropriate to expand the research and focus on the specifics and comparison of these tools’ utilisation in different types of industrial companies.
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Pandey, Anuja. "Optimising online marketing resources: SEO strategy." International Journal of Technology Marketing 7, no. 3 (2012): 267. http://dx.doi.org/10.1504/ijtmkt.2012.048126.

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Chen, Chiung Hwang. "Marketing Religion Online: The LDS Church's SEO Efforts." Journal of Media and Religion 10, no. 4 (November 18, 2011): 185–205. http://dx.doi.org/10.1080/15348423.2011.625265.

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Свирин, В. А., and Д. Д. Герасимов. "Интернет-маркетинг как инновационный вид маркетинговой деятельности." ТЕНДЕНЦИИ РАЗВИТИЯ НАУКИ И ОБРАЗОВАНИЯ 70, no. 3 (2021): 152–54. http://dx.doi.org/10.18411/lj-02-2021-112.

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Internet marketing is a type of classic marketing that is implemented in the online space with the possibility of obtaining feedback. This article analyzes the concept of Internet marketing, provides the main structure that constitutes Internet marketing with essential characteristics of such elements as: advertising, SMM, SEO promotion, Email marketing, Web analytics, Content marketing.
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Hutchins, Amber L. "Beyond resumes: LinkedIn for marketing educators." Journal of Research in Interactive Marketing 10, no. 2 (June 13, 2016): 137–47. http://dx.doi.org/10.1108/jrim-12-2015-0099.

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Purpose This paper aims to explore expanded uses for LinkedIn.com as a teaching tool, beyond introductory assignments, for in-demand and emerging marketing techniques. Design/methodology/approach This paper reviews the current use of LinkedIn as a teaching tool for marketing educators and presents sample assignments that can be used to introduce students to content marketing, SEO, and online reputation management. Findings Marketing educators have found LinkedIn to be a valuable resource for teaching professional development in the business curriculum. But the site can also provide a platform for the exploration of emerging specializations including content marketing and search engine optimization (SEO). Research limitations/implications As a general review, this paper provides an overview of techniques. Research is needed to test and further explore the use of these techniques. Practical implications This paper provides rationale and recommendations for marketing educators who wish to better prepare students for a competitive job market, in which employers expect students to be well versed not only in social media but also in emerging techniques like content marketing and SEO. Originality/value Researchers have explored the use of various social media platforms for marketing education, including LinkedIn. This paper addresses the future potential of LinkedIn to teach various marketable skills and shows the versatility of social media platforms as pedagogical tools.
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Setiawan, Agus, Zulkifli Harahap, Dedy Syamsuar, and Yesi Novaria Kunang. "The Optimization of Website Visibility and Traffic by Implementing Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism." CommIT (Communication and Information Technology) Journal 14, no. 1 (May 30, 2020): 31. http://dx.doi.org/10.21512/commit.v14i1.5953.

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This research is a case study of Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism website. The main objective of this research is to establish a plan for SEO in Palembang Polytechnic of Tourism (http://poltekpar-palembang.ac.id/) and to improve online visibility and ranking position in search engines (Google). It aims to bring in more international traffic and students to visit the website. SEO is a digital marketing technique to increase web accessibility. In the globalization world, people use search engines, such as Google, to know or find out more about various topics quickly and visually. Through a bibliographic review and qualitative analysis, the research focuses on the understanding of what SEO is and its implementation for the Palembang Polytechnic of Tourism website. The results show that the most important thing in making SEO plans is to increase visibility and branding on search engines (Google). SEO is done by developing website content and setting keywords as backlinks.
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Javed Parvez, Shaik, H. M. Moyeenudin, S. Arun, R. Anandan, and Senthil Kumar Janahan. "Digital marketing in hotel industry." International Journal of Engineering & Technology 7, no. 2.21 (April 20, 2018): 288. http://dx.doi.org/10.14419/ijet.v7i2.21.12383.

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Digital marketing is the promotion of products or brands through online. In recent days the demand of digital marketing in hotels has become increasingly high with Social Media Marketing (SMM) which works with social networking sites and Search Engine Optimization (SEO) making the website to appear in search results with advertisement on Google and online magazines by search engine marketing (SEM), video marketing through you tube and websites are types of digital marketing. Searching hotels through online by computers and mobile with the hotel websites is the new trend of digital marketing and it makes the possibilities to enhance the local search on hotels by giving required content, User profiles, managing citations and in search results. The aim is to study the role of digital marketing in hotel industry. This article is also focused to identify which type of digital marketing will work best with hotel industry.
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Nasomyont, Tamrerk, and Nawaporn Wisitpongphan. "A Study on the Relationship between Search Engine Optimization Factors and Rank on Google Search Result Page." Advanced Materials Research 931-932 (May 2014): 1462–66. http://dx.doi.org/10.4028/www.scientific.net/amr.931-932.1462.

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Nowadays, Google has taken a role as a major platform for the Internet search; its search algorithm has been changed periodically, hence being positioned on the first page of the Google search result has a tremendous impact on the online marketing strategy of the organization. Search Engine Optimization (SEO) has been considered as one of the most effective strategies to place the webpage at the top rank of the search engine result. This paper presents the relationship between various SEO factors and the rank in the Search Engine Result Page. The results unravel the key SEO factors, e.g. Backlinks, Keyword, Site structure, that have high degree of relationship with rank in the search engine result page (SERPs).
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Kivuti, Edwin Mwosa. "An Evaluation of the Impact of Keyword Frequency on Keyword Prominence." International Journal of Online Marketing 8, no. 3 (July 2018): 52–70. http://dx.doi.org/10.4018/ijom.2018070104.

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This article describes how search engine optimization(SEO) is becoming an increasing useful technique in online marketing as more people look to the internet to search for information. Search Engine Optimization enables web developers to develop web pages which have a high SERP rankings. A key technique in SEO is through improving the keyword prominence of keywords. In this research, keywords within web pages are extracted, and the correlation between the frequency of these words and their keyword prominence is evaluated. The findings of this research will provide a guideline to SEO practitioners, in that they will have a better understanding of the ratio of keywords they need in to add to web pages in relation to the rest of the content.
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Bhandari, Ravneet Singh, and Sanjeev Bansal. "An Analysis Between Search Engine Optimization Versus Social Media Marketing Affecting Individual Marketer’s Decision--Making Behavior." Jindal Journal of Business Research 8, no. 1 (May 20, 2019): 78–91. http://dx.doi.org/10.1177/2278682119829607.

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Purpose The research intended to reveal real behavioural inclination of marketer for SEO and SMM usage. This approach was developed to provide a constructive model for established marketers as well as emerging start up marketers. Design/methodology/approach The investigation was designed based on literature review followed by quantitative analysis of the collected data with appropriate statistical techniques based on random surveys of end users from the National Capital Region of India. Findings A new conceptual model is being proposed i.e. Marketer decision model, enabling a comparative framework which encourages more effective and result oriented decision-making techniques which ends up in developing better online marketing techniques. Internet users have different behavioural patterns based upon demographic profiles. The evidence based on the statistical analysis suggests that the consumer behavioural patterns need to take into consideration by online marketers while targeting and designing SEO and SMM strategies. Research limitations/implications The following research was based on a selected samples only but not the entire population of target consumers and there were cases where samples perhaps inaccurately representing the population. Originality/value The survey conducted on diversified demographic profiles, thereby providing few rich perspectives regarding online behavioural pattern.
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Dissertations / Theses on the topic "SEO; PPC; Online marketing"

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Lazareva, Ekaterina. "Online marketing vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359002.

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The aim of this master thesis is to analyze the current state of the companys marketing activities on the Internet (using the SEO PPC advertising social networks activities web traffic) and evaluate effectiveness of online marketing strategy. Thesis includes analysis of online communication of competitors companies on the Czech market. Basing on these analyzes recommendations and suggestions for improving the effectiveness of online marketing tools were presented.
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Kuzmiak, Štefan. "Online marketing portálu iKariéra.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9405.

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As a reaction to problems of the portal iKariera.cz with low numbers of visitors and registered users the thesis tries to evaluate the suitability, contributions and effectiveness of chosen online marketing tools and also their potential for solving those problems for the future. The thesis compares the contributions and effectiveness of SEO, PPC campaigns in the search engine of Google and campaigns at social network site Facebook.com with other offline and cross media campaigns realized at the same time. On the basis of a comparison of the outputs and other facts the thesis tries to give future oriented recommendations for the formulation of a marketing communication strategy for the portal."
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Rymeš, David. "Zhodnocení online marketingových aktivit hudebního e-shopu Music-City." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359690.

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The main objective of the thesis is to analyze existing online marketing activities of the Music City, one of the major retailers with the musical and audio equipment in the Czech Republic, and in context with the defined objectives, to evaluate a usage of the specific online marketing tools. The thesis deals with the evaluation of the web site, paid advertisement via search engines Google and Seznam, paid advertisement and marketing communication through the Facebook social network, both internal and external e-mailing as well as the cooperation with the e-commerce corporations, Heureka.cz and Zbozi.cz. Based on the analysis and findings, recommendations for streamlining of the marketing tools usage will be suggested.
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Paroulek, Luboš. "Online marketingová strategie společnosti SEVT, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85271.

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This dissertation deals with issues of online marketing strategy of the company SEVT a.s. The mening part dealts with issues of internet marketing in general including tools of internet marketing. In the next part situation analysis of the company itself is performed. In this dissertation company's websites are closely examined, including visitou analysis, konversion analysis and so on. The next part is dedicated to the SEO and SEM problematics. Company's websites are rated based on their SEO principles and effectiveness of the websites is evaluated. Tools of internet marketing used in the company are analysed in the part SEM. Aim of this dissertation is to evaluate current online marketing strategy and design a new strategy, that will be more effective in the usage of internet marketing tools and in the mening of web presentation of the company itself. This new strategy should lead to the increase in earnings from the online marketing actitivities of the company.
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Paulovičová, Marika. "Online marketing jazykového centra Laurus." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113025.

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This master's thesis deals with online marketing of the Language centre Laurus. The main objectives of this work are the assessment of the current state of online marketing of the Language centre Laurus, evaluation of the effectiveness of used communication channels, and recommendations leading to higher commercial success of the web pages. The theoretical part consists of three blocks. The first chapter is devoted to web sites, information architecture, usability and accessibility. The next chapter introduces the possibility of building traffic on web pages, and the third part consists of analysis of the competition. The following chapter includes methodology in which the used tools and procedures of the analysis are introduced. The practical part of the thesis includes introduction and analysis of the online marketing activities of the Language centre Laurus in that is the central part composed of the PPC advertising, SEO analysis and user testing of the web pages. The conclusion of the practical part includes the evaluation of the online marketing activities of the Language centre Laurus and recommendations for further procedures in the field of online marketing activities of the centre.
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Kuděla, Ondřej. "Strategie online marketingu projektu iUcto.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199733.

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The share of online marketing activities in the marketing of companies continues to grow. But without an online marketing strategy, it is impossible to effectively coordinate activities and exploit the full potential that online marketing offers. The main objective of this thesis is to analyze the state of online marketing tools of iUcto.cz project and suggest recommendations, which will then enable the creation of meaningful and effective online marketing strategy. The various online marketing tools are described in the theoretical part of this thesis. It is followed by a brief description of the used tools, presentation of the iUcto.cz project and its competitors, and analysis of the iUcto.cz website, in the practical part. Based on this, the specific recommendations for online marketing channels, which could be interesting for the iUcto.cz project, are stated in the final part of this thesis.
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Stojaníková, Jana. "Online marketingová strategie vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162756.

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The goal of my Diploma Thesis was to show companies, they should focuse more on investing time and their money into SEO, PR articles as well as they should use social media to communication with their customers. This could be in a long run more efficient than spending money on PPC campaigns. The Diploma Thesis is divided into theoretical and practical part. The theoretical part is oriented on Online Marketing, it shows the basics of each online marketing strategy; SEO, PPC as well as new trends in this fast growing field. The practical part is focused on analyzing instruments of online marketing strategy of ESENNCE.CZ, which is a Czech provider of Experience Days.
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Stankovský, Jakub. "Online marketingová strategie vybrané společnosti ve finančních službách." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-198823.

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The diploma thesis is about new trends in online marketing. It focuses on online marketing tools and how to realize successful online marketing activity. The thesis is the analysis of the current company state. Based on informations gathered propose new strategy of content optimalization and social media strategy. How can the company enter the social network targeted on Facebook. Main areas are on-page and off-page factors in SEO and how to build Inbound marketing.
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Kříčka, Martin. "Analýza marketingu ve start-upu Helveti s.r.o. (www.helveti.cz)." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359195.

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The aim of this thesis is to analyze the marketing tools of an e-commerce company, to evaluate them and to propose suggestions for improvement which will be implemented in the company strategy. The theoretical part describes the history of the Internet and its importance in the current business environment, the strategic procedures applied in online marketing and the description of individual marketing instruments. The practical part introduces the company, its products and its main competitors. Afterwards follows the analysis and comparison of the main online marketing tools and proposals for improvement which should be implemented in the marketing strategy are presented.
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Procházková, Magda. "Marketingová strategie pro firmu poskytující videokonference." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72140.

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For success in the business market, all companies must have well-developed marketing strategy. In today's information society internet plays an important role and therefore an internet marketing strategy too. This thesis first briefly deals with the specifics of marketing and marketing in services. In addition it describes the marketing on the internet and its tools (SEO, PPC, etc.). The last chapter of theory describes creation of off-line and on-line marketing strategies. The practical part starts with the analysis phase. This phase includes description of videoconferences and their technologies. Furthermore it contains description of Mojekonference service, with the help of Porter's analysis describes the competitive environment, deals with detailed market analysis, market research (using questionnaires), the creation of marketing tools, analysis of current marketing strategies and especially the analysis of website (keywords, SEO, etc.) The last section deals with the designing of marketing strategy, product, pricing, communication and distribution policy, makes a new structure of website and proposes a website advertising PPC campaign in Google AdWords.
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Books on the topic "SEO; PPC; Online marketing"

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Alpar, Andre, Markus Koczy, and Maik Metzen. SEO - Strategie, Taktik und Technik: Online-Marketing mittels effektiver Suchmaschinenoptimierung. Springer Gabler, 2015.

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Multilingual Digital Marketing. USA: Maria Johnsen, 2013.

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Köhler, Alexandra, Mirko Gründer, and Axel Dittmar. Online-Marketing für das erfolgreiche Krankenhaus: Website, SEO, Social Media, Werberecht. Springer, 2016.

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Gründer, Mirko, Axel Dittmar, and Alexandra Schramm. Online-Marketing für das erfolgreiche Krankenhaus: Website, SEO, Social Media, Werberecht. Springer, 2012.

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Schramm, Alexandra. Online-Marketing für die erfolgreiche Arztpraxis: Website, SEO, Social Media, Werberecht. Springer, 2012.

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Köhler, Alexandra, and Mirko Gründer. Online-Marketing für die erfolgreiche Zahnarztpraxis: Website, SEO, Social Media, Werberecht. Springer, 2016.

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Local SEO Synthesis: Or how to open a window into the digital world to offer your local products and services. Rodolfo Turco, 2020.

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Lammenett, Erwin. Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content- und E-Mail-Marketing, Google Ads, SEO, Social Media, Online- inklusive Facebook-Werbung. Springer Gabler, 2019.

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Köhler, Alexandra, and Mirko Gründer. Online-Marketing für medizinische Gesellschaften und Verbände: Website, SEO, Social Media, Werberecht. Springer, 2017.

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Wynne, Paula. Pimp My Site: The DIY Guide to SEO, Search Marketing, Social Media and Online PR. Wiley & Sons, Incorporated, John, 2012.

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Book chapters on the topic "SEO; PPC; Online marketing"

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Lammenett, Erwin. "Suchmaschinenoptimierung (SEO)." In Praxiswissen Online-Marketing, 213–73. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25135-2_7.

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Lammenett, Erwin. "Suchmaschinenoptimierung (SEO)." In Praxiswissen Online-Marketing, 177–232. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15494-3_6.

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Lammenett, Erwin. "Suchmaschinenoptimierung (SEO)." In Praxiswissen Online-Marketing, 201–77. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32340-0_7.

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Lammenett, Erwin. "Suchmaschinen-Optimierung (SEO)." In Praxiswissen Online-Marketing, 155–93. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8251-3_6.

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Sens, Bastian. "Suchergebnisse, Bewertungskriterien und Online-Marketing-Strategie." In Das SEO-Cockpit, 1–6. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-29494-6_1.

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Lammenett, Erwin. "Suchmaschinenmarketing (SEM): Keyword-Advertising (SEA), Suchmaschinenoptimierung (SEO), Universal Search, Preissuchmaschinen." In Praxiswissen Online-Marketing, 99–194. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3636-3_4.

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Schröer, Stefanie. "Search Engine Optimization (SEO)." In Quick Guide Online-Marketing für Einzelkämpfer und Kleinunternehmer, 35–54. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15939-9_5.

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Köhler, Alexandra. "Suchmaschinenoptimierung (SEO): Bei Google gefunden werden." In Online-Marketing für die erfolgreiche Zahnarztpraxis, 71–91. Berlin, Heidelberg: Springer Berlin Heidelberg, 2016. http://dx.doi.org/10.1007/978-3-662-48573-6_4.

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Köhler, Alexandra, and Mirko Gründer. "Suchmaschinenoptimierung (SEO): Bei Google gefunden werden." In Online-Marketing für das erfolgreiche Krankenhaus, 83–104. Berlin, Heidelberg: Springer Berlin Heidelberg, 2016. http://dx.doi.org/10.1007/978-3-662-48583-5_4.

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Köhler, Alexandra. "Suchmaschinenoptimierung (SEO): Bei Google gefunden werden." In Online-Marketing für die erfolgreiche Arztpraxis, 71–91. Berlin, Heidelberg: Springer Berlin Heidelberg, 2016. http://dx.doi.org/10.1007/978-3-662-48587-3_4.

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