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Streamline the Search Engine Marketing Strategy

Generational Driven Search Behavior on Google

Written by Christa Alanko, Rebecca Nilsson

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Bachelor Thesis: Search Engine According to Gandal (2001), due to the development of the Internet and the large amount of information available on the Internet, profound changes have taken place in society. Due to the large amount of information, search engines facilitate Internet users by classifying all information and making it easy to obtain (Gandal, 2001). According to Berman & Katona (2013), a search engine is a website that provides visitors with search results as a service: they enter a query (search phrase) into the search form, SE will return k results for this query, and They are displayed in an ordered list" (page 8). According to Bump (December 15, 2014), Google and Yahoo, for example, have been the 5 most used websites since 2002, which means people spend a lot of time searching Searching for information by engines. In addition to the large amount of time spent on search engines, Jansen & Molina (2006) showed that the number of Internet users using different search engines as a starting point is more than 80%. As e-commerce is growing, online channels are important for business organizations. Success is critical (Jansen & Molina, 2006). The popularity of using search engines and the growing e-commerce show that it is important to invest in search engine marketing to “stand out”. Refer to Spiteri (2000), which states that “however, online shopping The website’s success depends on the more basic assumptions; that consumers can actually find relevant websites on the Internet” (page 173). Since the research is limited to Google, the following figure 1 shows the layout of the search engine Google. Search engine When searching using keywords, users will be provided with two types of results, these two results are "organic" results and "sponsored" results (Berman & Katona 2013; Ghose & Yang, 2009; Jeras, Ma & Park, 2014) The organic results are the links added below. Google further divides sponsored links into two categories, namely Sponsored Ads and Google Adwords (Google Support, 2018). Sponsored ads are product advertisements based on current search terms and other webpage visits (Google Support, 2018). Google Adwords is Google’s tool for advertising with sponsored links. These links appear at the top of the page with almost no symbols added (Mediaplanering i Sverige AB, 2018). The marketing tools that affect these lists will be in 2.3 .1 Search engine optimization and 2.3.2 Search engine advertising are discussed further. 2.2.1 Search engine users According to Jerath et al., (2014), there are two types of search engine users, high engagement and low engagement buying Home, they rely on different searches. Compared with low-engagement buyers who have fewer clicks but use popular keywords, high-engagement buyers seem to use less popular keywords and have a higher click-through rate (Jerath et al., 2014). 2.3 Search engine marketing Since finding information on the Internet has become the most popular way through search engines, search engine marketing (abbreviated as SEM) has become the main form of online advertising (Berman & Katona, 2013). According to Sen (2015), different tools can be used for marketing on search engines, such as banner ads related to the keywords used, regularly updated paid submissions, search engine optimization, and paid placements (sponsored search). As already discussed in Chapter 1, this paper focuses on marketing through search engine optimization, SEO and search engine advertising, and SEA, which will be further explained in the following sections. 2.3.1 Search Engine Optimization SEO is a tool that companies can use to improve their website's position in the organic list, by improving consumer matching and trying to influence the quality ranking process of search engines. Organic lists rank different web pages based on their relevance to the search query (Berman & Katona 2013). According to Cheng-Jye et al. (2016), ranking high in the ranking list attracts Internet users to visit the website. The reason is that multiple studies have shown that most search engine users click on the first page of the website, and the number of users who click on the fourth page or later on the website is rapidly decreasing (Cheng-Jye et al., 2016). Consumers are more likely to click on links in organic search than paid advertisements (Jerath et al., 2014; Baye et al., 2016). According to Berman and Katona (2013), this may depend on what consumers think Organic links are more trustworthy. According to Cheng-Jye et al. (2016), SEO includes two different techniques: on-page optimization and off-page optimization. In-page optimization includes web page optimization (Cheng- Jye et al., 2016, p. 240). 2.3.2 Search engine advertising Southeast Asia is becoming Google’s largest source of income. SEA, also known as Sponsored Search Ads, is a promotional tool. The advertisements of companies and organizations will be displayed on search engines for a fee (Ghose & Yang, 2009). When companies want to promote their products or services through search engine advertising, they list the relevant keywords that the company wants to bid on, and they need to be submitted to search engines. Whenever an Internet user conducts a search on a search engine, companies that compete with that particular keyword will bid (Ghose & Yang, 2009). The company with the highest bid is placed at the top of the list. If no one clicks on the link, the keyword itself and bidding will not incur any costs for the company. Read Less