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In search of search engine marketing strategy amongst SME's

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 2010-12-10T13:08:49Z en
dc.date.available 2010-12-10T13:08:49Z en
dc.date.issued 2009 en
dc.identifier.citation Barry, C. and D. Charleton (2009). In Search of Search Engine Strategy Amongst SME¿s. Ireland e-Business and Telecommunications. J. Filipe and M. Obaidat. (eds.), Berlin, Springer: 113-124. en
dc.identifier.isbn 9783642051975 en
dc.identifier.uri http://hdl.handle.net/10379/1508 en
dc.description.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. en
dc.format application/pdf en
dc.language.iso en en
dc.publisher Springer Verlag en
dc.relation.ispartofseries Communications in Computer and Information Science; en
dc.subject Information search en
dc.subject Search engines en
dc.subject Search engine marketing en
dc.subject Enterprise Agility en
dc.title In search of search engine marketing strategy amongst SME's en
dc.type Conference Paper en
dc.local.publishedsource http://dx.doi.org/10.1007/978-3-642-05197-5_8 en
dc.description.peer-reviewed peer-reviewed en

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