Title:	THE DIGITAL MARKETING ENVIRONMENT THROUGH SEARCH ENGINE OPTIMIZATION AND WEB METRICS
Author(s):	José Ramón Saura, Pedro R. Palos-Sánchez and Juan José López
ISBN:	978-989-8533-69-2
Editors:	Pedro Isaías and Hans Weghorn
Year:	2017
Edition:	Single
Keywords:	Search Engine Optimization, SEO, Digital Marketing, Web Metrics
Type:	Reflection Paper
First Page:	307
Last Page:	309
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	This study reveals how the fast development of the Internet and the adaptation of traditional marketing to this electronic medium has affected research significantly regarding Digital Marketing (DM) performance over the last decade. As it is well-known, there are different techniques of DM such as Search Engine Optimization (SEO) or Search Engine Marketing (SEM), social media marketing, affiliate marketing or content marketing. However, to establish the main indicators and Web Metrics (WM) for companies, we will focus on the analysis of the techniques of SEO and SEM. Search marketing shares the main indicators with other DM techniques because search engines are the main channel of contact between the user and Internet companies. The difference between visibility with search engines compared to other models in traditional Internet advertising is that the user voluntarily seeks a service, product or information. The accepted thinking in SEO and SEM is that to attract user traffic, it is essential that a website is among the first two or three positions on the first page of the Search Engine Results Page (SERPs), as derived through keyword ranking. n this study, we focus on the analysis of the main indicators to measure the DM ecosystem by analysing SEO and SEM strategies such as long-tail keywords, click through rates, titles, descriptions or A/B testing. The lack of knowledge of Academics in electronic media, and the skills gap that often exists for marketers in measuring and analyzing DM activities shows that the measurement of DM through technical indicators is a developing art that has not generated consensus between academics about how or what to Measure in academic research.
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