In search of search engine marketing strategy amongst SME s in Ireland
Date
2009Author
Barry, Chris
Charleton, Debbie
Metadata
Show full item recordUsage
This item's downloads: 2037 (view details)
Recommended Citation
Barry, C., Charleton, D. (2009) 'In Search of Search Engine Marketing Strategy Amongst SME s in Ireland' In: J. Filipe and M. Obaidat. (eds.)(Eds.). e-Business and Telecommunications. Berlin : Springer.
Published Version
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.
Collections
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 Ireland
Related items
Showing items related by title, author, creator and subject.
-
Researching Search - A Study into Search Engine Marketing Practices in Ireland
Barry, Chris; Charleton, Debbie (INSTICC Press, 2008-07)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 ... -
Applying informal health reports and search queries for public health monitoring: An evaluation of characteristics, potentials, and requirements of online self-reporting, discussions, and search behaviour
Marques Barros, Joana Carina (NUI Galway, 2021-01-13)The introduction of digital data sources has positively impacted public health surveillance and has paved the way for novel approaches. Internet-based sources provide large volumes of data which can be analysed in near ... -
Searching and browsing linked data with swse: the semantic web search engine
Hogan, Aidan; Harth, Andreas; Umbrich, Jürgen; Kinsella, Sheila; Polleres, Axel; Decker, Stefan (Elsevier BV, 2011-12-01)