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Download full textMiko, John S. – Information Systems Education Journal, 2014
Search marketing is the process of utilizing search engines to drive traffic to a Web site through both paid and unpaid efforts. One potential paid component of a search marketing strategy is the use of a pay-per-click (PPC) advertising campaign in which advertisers pay search engine hosts only when their advertisement is clicked. This paper…
Descriptors: Marketing, Search Engines, Web Sites, Advertising
Frydenberg, Mark; Miko, John S. – Information Systems Education Journal, 2011
Search engine optimization (SEO), the promoting of a Web site so it achieves optimal position with a search engine's rankings, is an important strategy for organizations and individuals in order to promote their brands online. Techniques for achieving SEO are relevant to students of marketing, computing, media arts, and other disciplines, and many…
Descriptors: Search Engines, Web Sites, Web 2.0 Technologies, Search Strategies
