The main problems “how to optimise a website?”; ”what is the potential of search engine marketing according to international sales increase?” and “for whom is an investment in search engine marketing advisable?” have been solved in this report. All important factors which have to be considered when optimising a website have been explained and rounded off with concise examples.
The report focused on the subarea of online marketing “search engine marketing (SEM)”.
SEM embraces search engine optimisation (SEO) methods and pay per click (PPC). The difference between these methods is that SEO covers lots of measures which can be influenced directly by a company to improve the ranking result of its homepage without spending money. PPC in contrast is rather similar to conventional advertising and does cost money at the moment a person clicks on this advert. Nevertheless an optimal output can only be achieved by carrying out SEO measures and PPC advertising. PPC adverts can also be used to test keywords before starting to optimise a website, so only ideal keywords then can be optimised which lead to the best SEO results. PPC adverts are also a good changeover which can be used until the SEO measures are successful and the homepage is listed on the upper organic results.
Surveys regarding to the use and accessibility of the internet within the EU showed that the medium internet has developed as the second most commonly used retail channel within the EU. 65 % of the European population has an internet access and 73 % of the 16 to 24 year old population uses the internet daily or almost daily. More than the half of the Europeans uses the internet for finding information about goods and services for private purpose. More than every second person in Denmark, the UK, Netherland, Germany, Sweden and Finland ordered goods or services for private use in 2008. Those goods and services are mostly travel and holiday accommodations (> 50 %) and clothes and sports goods.
That shows that SEM has a great potential for international sales increase. Especially countries with a high population offer as optimal target countries. Companies that sells goods which can be traded within the European Union without any problems and that employs staff that speaks the target areas language have a high potential to increase their sales by implementing SEM.
Due to the page limit a detailed and all-embracing report was not possible.
Inhaltsverzeichnis (Table of Contents)
- Summary
- Preface
- Table of Contents
- 1 Introduction
- 2 Definition of Online Marketing
- 2.1 Definition of Search Engine Optimisation - SEO
- 2.2 Definition of Pay per Click - PPC
- 3 Medium Internet within the European Union
- 3.1 Internet Accessibility and Use within the EU
- 3.2 Future Trends of the Internet
- 4 How to Optimise a Website
- 4.1 Keywords
- 4.2 Onsite-Optimisation
- 4.3 Offsite-Optimisation
- 4.4 Pay per Click
- 5 Avoiding Elimination off the Google Index
- 6 SEO vs. PPC
- 7 International Sales Increase with SEM
- 8 Conclusions and Critical Appraisal
- 8.1 Conclusions
- 8.2 Critical Appraisal
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to address the challenges of website optimization, the potential of search engine marketing (SEM) for boosting international sales, and the circumstances under which investing in SEM is advisable. It explores SEM's two main components: search engine optimization (SEO) and pay-per-click (PPC) advertising, examining their differences and synergies. The report also analyzes the prevalence of internet usage within the European Union to assess the market potential for SEM-driven international sales growth.
- Optimizing websites for search engines.
- The potential of SEM for increasing international sales.
- Determining when investment in SEM is most beneficial.
- The comparison of SEO and PPC strategies.
- Analysis of internet usage within the European Union.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter establishes the growing importance of the internet as a distribution channel and highlights the crucial role of search engines in attracting potential online customers. It emphasizes the report's objective: guiding companies in increasing online sales, particularly on an international scale within Europe. The chapter outlines the structure, defining key terms like online marketing, SEM, SEO, and PPC, and previews the subsequent chapters' content, setting the stage for a detailed exploration of SEM strategies and their impact on international sales.
2 Definition of Online Marketing: This chapter provides a clear definition of online marketing, its sub-area search engine marketing, and its two key components: search engine optimization (SEO) and pay-per-click (PPC) advertising. It lays the groundwork for understanding the fundamental concepts that will be explored in subsequent chapters, distinguishing between organic (SEO) and paid (PPC) methods of improving online visibility and reaching potential customers. This foundational chapter is crucial for understanding the core strategies examined in the rest of the report.
3 Medium Internet within the European Union: This chapter presents statistics on internet accessibility and usage within the European Union, demonstrating the significant potential for increasing international online sales. The data reveals a substantial portion of the European population actively uses the internet for researching and purchasing goods and services, particularly travel and leisure items, and clothing and sporting goods. This empirical evidence underscores the compelling market opportunity for businesses employing SEM strategies to target European consumers.
4 How to Optimise a Website: This chapter details the process of website optimization for improved search engine ranking. It breaks down the process into three core areas: on-site optimization (measures taken directly on the website), off-site optimization (activities performed on external websites to boost rankings), and pay-per-click (PPC) advertising. The chapter provides a practical, step-by-step guide to enhancing online visibility and reaching a wider audience. The explanation of each component offers a comprehensive approach to search engine optimization.
5 Avoiding Elimination off the Google Index: This chapter focuses on the critical strategies for avoiding penalties and removal from search engine indices. It emphasizes the importance of adhering to search engine guidelines to maintain a strong online presence. By highlighting potential pitfalls and providing preventative measures, this chapter safeguards the effectiveness of the previously discussed website optimization techniques, ensuring long-term success in search engine rankings.
6 SEO vs. PPC: This chapter provides a comparative analysis of SEO and PPC strategies, assisting businesses in determining the most effective approach or combination thereof. The chapter weighs the advantages and disadvantages of each method, aiding decision-making based on budget, time constraints, and specific marketing goals. This practical guide helps to optimize the allocation of resources for maximum impact.
7 International Sales Increase with SEM: This chapter uses real-world examples and the statistics presented in Chapter 3 to demonstrate the high potential of SEM for boosting international sales. It highlights the benefits for companies that can seamlessly operate across European borders and communicate effectively with target audiences in various languages. The chapter concludes with a compelling argument supporting the strategic importance of employing SEM in international expansion.
Schlüsselwörter (Keywords)
Online marketing, search engine marketing (SEM), search engine optimization (SEO), pay-per-click (PPC), international sales, website optimization, European Union, internet usage, e-commerce, keyword research.
Frequently Asked Questions: A Comprehensive Guide to Search Engine Marketing (SEM)
What is this document about?
This document is a comprehensive preview of a report on search engine marketing (SEM), focusing on its application for increasing international sales within the European Union. It covers key definitions, strategies, and analyses to help businesses understand and utilize SEM effectively.
What are the main topics covered in the report?
The report covers various aspects of SEM, including: defining online marketing, SEO, and PPC; analyzing internet usage within the EU; optimizing websites for search engines (on-site and off-site optimization); avoiding Google index removal; comparing SEO and PPC strategies; and showcasing how SEM can boost international sales. It also includes a chapter summarizing the findings and critically appraising the discussed topics.
What is the definition of Online Marketing, SEO, and PPC as presented in this report?
The report clearly defines online marketing as a broader field encompassing various digital marketing strategies. Search Engine Optimization (SEO) is defined as the process of improving a website's organic search engine rankings, while Pay-Per-Click (PPC) advertising involves paying for each click on an advertisement.
How does this report address website optimization?
The report details website optimization strategies, breaking them down into on-site optimization (website-related changes), off-site optimization (external link building and other activities), and PPC advertising. It provides a practical, step-by-step guide to improving online visibility.
What is the significance of the European Union context in this report?
The report analyzes internet accessibility and usage within the European Union, highlighting the significant market potential for businesses seeking to increase international online sales. Data on internet penetration and usage patterns are used to demonstrate the viability of SEM strategies for reaching European consumers.
How does the report compare SEO and PPC strategies?
The report provides a comparative analysis of SEO and PPC, weighing their advantages and disadvantages to help businesses determine the most effective approach or combination based on budget, time constraints, and specific marketing goals.
What are the key takeaways regarding increasing international sales with SEM?
The report demonstrates, through real-world examples and statistical data, the high potential of SEM for boosting international sales within the EU. It emphasizes the benefits for companies capable of operating across European borders and communicating effectively with diverse target audiences.
What are the key conclusions and critical appraisals offered by the report?
The concluding chapter summarizes the main findings of the report and provides a critical appraisal of the discussed strategies and their effectiveness. It offers a balanced perspective on the challenges and opportunities presented by SEM for businesses aiming to expand internationally.
What keywords are associated with this report?
Key terms associated with this report include: online marketing, search engine marketing (SEM), search engine optimization (SEO), pay-per-click (PPC), international sales, website optimization, European Union, internet usage, and e-commerce.
What is the overall goal of this report?
The report aims to guide companies in increasing their online sales, particularly on an international scale within Europe, by providing a comprehensive understanding of SEM strategies and their effective application.
- Quote paper
- Sandra Spindler (Author), 2010, Online Marketing, Munich, GRIN Verlag, https://www.grin.com/document/152500
