Abstract:
Researchers have identified the Web as a searchers first port of call
for locating information. Search Engine Marketing (SEM) strategies have been
noted as a key consideration when developing, maintaining and managing
Websites. A study presented here of SEM practices of Irish small to medium
enterprises (SMEs) reveals they plan to spend more resources on SEM in the
future. Most firms utilize an informal SEM strategy, where Website
optimization is perceived most effective in attracting traffic. Respondents cite
the use of ¿keywords in title and description tags¿ as the most used SEM
technique, followed by the use of ¿keywords throughout the whole Website¿;
while ¿Pay for Placement¿ was 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 is that Irish SMEs adopt a positive ethical posture when
undertaking SEM.
