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Search Engine Marketing to Attract International Digital Traffic
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Author(s): Rita Moura (School of Economics and Management, University of Minho, Portugal)and Beatriz Casais (School of Economics and Management, University of Minho, Portugal & IPAM Porto, Portugal)
Copyright: 2020
Pages: 29
Source title:
Digital Marketing Strategies and Models for Competitive Business
Source Author(s)/Editor(s): Filipe Mota Pinto (Polytechnic Institute of Leiria, Portugal)and Teresa Guarda (Universidad Peninsula de Santa Elena (UPSE), Ecuador)
DOI: 10.4018/978-1-7998-2963-8.ch004
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Abstract
This chapter discusses search engine marketing (SEM) techniques that companies should implement in order to stimulate digital traffic. Those techniques include the attraction of organic traffic by search engine optimization (SEO) as well as search engine advertising (SEA). The authors used SEM techniques to a specific case of a company with the purpose of attracting international traffic and develop external marketing. The research discusses the effectiveness of SEM techniques in the case developed through an experimental method. New insights emerged from the experiment and are presented with contributions for international managers who want to de develop international digital traffic.
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