| By: |
Ologunebi, John;
Taiwo, Ebenezer |
| 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. |
| Keywords: |
Search engine optimization (SEO), earch engine marketing (SEM), pay-per-click (PPC) advertising, email marketing campaigns, social media marketing, KPI, modern marketing |
| JEL: |
M0 M21 M3 M30 M31 M37 M38 M39 |
| Date: |
2023–11–20 |
| URL: |
http://d.repec.org/n?u=RePEc:pra:mprapa:119205&r=mkt |