ARAN - Access to Research at NUI Galway

Researching Search - A Study into Search Engine Marketing Practices in Ireland

ARAN - Access to Research at NUI Galway

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dc.contributor.author Barry, Chris en
dc.contributor.author Charleton, Debbie en
dc.date.accessioned 2010-12-10T13:04:50Z en
dc.date.available 2010-12-10T13:04:50Z en
dc.date.issued 2008-07 en
dc.identifier.citation Barry, C. and Charleton, D. (2008). Researching Search - A Study into Search Engine Marketing Practices in Ireland. Proceedings of the International Conference on e-Business. Porto, Portugal. 26-29 July 2008. (CD-ROM). en
dc.identifier.uri http://hdl.handle.net/10379/1506 en
dc.description.abstract Researchers have identified the Web as the searchers first port of call for locating information. Search Engine Marketing (SEM) strategies have been noted as a key area for firms to consider when developing, maintaining and managing their Websites. SEM falls into two categories - ¿Search Engine Optimisation¿ (SEO) and ¿Paid Search¿. To examine how these SEM methods are reflected in practice, and the issues inherent in carrying out SEM effectively, a survey was conducted amongst small to medium enterprises (SMEs) in Ireland. The research reveals that Irish SMEs plan to spend more time and resources on SEM in the future. Most firms utilize an informal SEM strategy, where SEO is perceived to be the more effective technique in driving traffic to a company Website. Respondents cite the use of ¿keywords in title and description tags¿ as the most used SEM technique; while ¿Pay for Placement¿ was found to be the most widely used Paid Search technique. In concurrence with the literature, measuring SEM performance remains a significant challenge with many firms unsure if they measure it effectively. An encouraging finding from the study is that Irish SMEs adopt a positive ethical posture when undertaking SEM. en
dc.format application/pdf en
dc.language.iso en en
dc.publisher INSTICC Press en
dc.subject Information search en
dc.subject Search engines en
dc.subject Search Engine Marketing en
dc.subject Website optimization en
dc.subject Ethics en
dc.subject Enterprise Agility en
dc.title Researching Search - A Study into Search Engine Marketing Practices in Ireland en
dc.type Conference Paper en
dc.description.peer-reviewed peer-reviewed en

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