![]() ![]() Search engine optimization (SEO) is to complete this work. So promoting a website in search engine result is important development of websites. ![]() They use search engines for most of their queries and they are interested only in top few result pages. All over the world millions of people use search engines to search their information. The results can further be used to adjust a SEM strategy according to the target market group profile of an advertiser, which will ensure maximum effectiveness. Advertisers can invest in a PPC campaign for immediate results, and then implement a SEO campaign over a period of time. This indicates that advertisers should invest in both PPC and SEO. Failing to invest in either one could cause a significant loss of website traffic. Results indicated that the user perceived relevancy split is 45% for PPC results, and 55% for SEO results, regardless of demographic factors. The data was analysed and the results interpreted. The interview was conducted with representatives of a leading South African search engine, to verify the results and gain experts’ opinions. A qualitative research method was also used in the form of an interview. ![]() The questionnaire focused on how search engine users perceive SEM and their click response towards SEO and PPC respectively. A questionnaire was designed and hosted on a busy website to ensure maximal exposure. A quantitative research design was used to conduct the study, with the purpose to collect and analyse data. In order for online advertisers to choose the most relevant SEM strategy, it is of importance to understand user perceptions of these strategies. Furthermore, not all advertisers have the funds to implement a dual strategy and as a result advertisers need to choose between a SEO and PPC campaign. However, empirical evidence exists that PPC may not be the best strategy for online advertisers, creating confusion for advertisers considering a SEM campaign. Research shows that online advertisers perceive PPC as a more effective SEM strategy than SEO. This will assist online advertisers to identify their optimal Search Engine Marketing (SEM) strategy for their specific target market. The objective of this study was to investigate and report on user preference of Search Engine Optimisation (SEO), versus Pay Per Click (PPC) results. So, if a page is optimised in Google it is optimised for most of the search engines. In addition, most of other search engines use Google search patterns so we have concentrated on it. Google is most user friendly search engine proved for the Indian users which give user oriented results. This work describes the tweaks of taking the page on top position in Google by increasing the Page rank which may result in the improved visibility and profitable deal for an organisation. Online presence of an organisation is not only an easy way to reach among the target users but it may be profitable too if optimization is done keeping in view of the target users as of the reason that most of the time users search out with the keywords of their use (Say PhD in web technology) rather than searching the organisation name, and if the page link comes in the top positions then the page may be profitable. Search engine optimization is a strategical technique to take a web document in top search results of a search engine. ![]()
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