Search Engine Marketing: Algorithm Driving Customers Behaviour

Abstract

Marketing by search engines guides clients through their search criteria to your website. This non-intrusive Internet marketing approach is unique in that at the moment they are finding information or a solution, it taps a customer. That brings a new level of complexity and customer touch to marketing. Search engine websites like Google and Yahoo have become popular when looking for websites and information for Internet users to use. Search Engine Optimization (SEO) requires that the search engine on the web is helpful. This approach optimizes the ability of a site so that search engines in their rankings rate the Web site higher. Nonetheless, most online sellers do not invest in search engine optimization (SEO) to get higher search results rankings for their listings but choose paid placements instead. We demonstrate that SEO is more costly than paid placements, yields results that do not justify their cost, and does not reliably result in high rankings of search results. Even though SEO and paid placement cost the same and SEO still generated high rankings, pay placement will still be the search engine marketing strategy of choice for most online sellers. The paper gives a bird's eye view of search engine optimization and further an online retailer survey was performed to find out how they will be using the SEO in the near future.