Impact of 'Search Engine Optimization' on the E-Advertisements

Abstract

Search Engine Optimization (SEO) considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a website to increase the number of back links, or inbound links, is another SEO tactic. The initialism "SEO" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. This research evaluates the impact of SEO on the advertisements of a firm. The sample size for the research is 100 managers from different IT companies of north India. The statistical tools we used for evaluation are Correlation, Regression, Anova, and Chi-Square test.

Keywords: Search Engine Optimization, Marketing, Advertisement, Anova, Chi-square test