Emergence of Search Engine Optimization as an Advertising Tool

Global Journal of Enterprise Information System, Volume 6, Issue 1, January-March 2014

11 Pages Posted: 14 Nov 2015

See all articles by Mandeep Mahendru

Mandeep Mahendru

Gian Jyoti Institute of Management & Technology

Sanjeet Singh

UCRD, Chandigarh University; Chandigarh University

Gagan Deep Sharma

Guru Gobind Singh Indraprastha (GGSIP) University

Date Written: January 1, 2014

Abstract

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 site 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 paper evaluates the impact of SEO on the advertisement of firm. The sample size for the research is 100 managers from different IT companies of North India. The paper uses analytical tools including Correlation, Regression, Anova and Chi Square.

Keywords: SEO, Marketing, Advertisement, Chi Square

Suggested Citation

Mahendru, Mandeep and Singh, Sanjeet and Sharma, Gagan Deep, Emergence of Search Engine Optimization as an Advertising Tool (January 1, 2014). Global Journal of Enterprise Information System, Volume 6, Issue 1, January-March 2014, Available at SSRN: https://ssrn.com/abstract=2690822

Mandeep Mahendru

Gian Jyoti Institute of Management & Technology ( email )

Phase - II
Mohali, Punjab
India

Sanjeet Singh

UCRD, Chandigarh University ( email )

National Highway 95
Punjab
Mohali, IN Punjab 140413
India

Chandigarh University ( email )

Gharuan
Mohali
Mohali, Punjab 140413
India

Gagan Deep Sharma (Contact Author)

Guru Gobind Singh Indraprastha (GGSIP) University ( email )

Sector 16 C,
Dwarka
Delhi, Delhi 110078
India

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