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.
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 GoogleTM Index
6. SEO vs. PPC
7. International Sales Increase with SEM
8. Conclusions and Critical Appraisal
8.1 Conclusions
8.2 Critical Appraisal
Objectives and Core Themes
This report aims to examine how companies can increase their international sales through the effective application of Search Engine Marketing (SEM). It investigates methods for website optimization, the potential of the internet as a retail channel within the European Union, and provides a guide for businesses to determine the viability of investing in search engine strategies.
- Fundamentals of Search Engine Optimisation (SEO) and Pay per Click (PPC) advertising
- Analysis of internet usage and e-commerce potential across European markets
- Techniques for onsite and offsite website optimization
- Strategies for mitigating risks of search engine index exclusion
- Evaluation of international market expansion potential via SEM
Excerpt from the Book
4.1 Keywords
Before onsite- and offsite-optimisation can be executed it is first important to find the right keywords or key phrases (the words or phrases people type into search engines) which are to be optimised. The choice of the right keywords is of vital importance of a company. On one hand it is significant to optimise keywords which are being searched for and on the other hand the keyword combinations have to be relevantly for the particular internet offer. Most companies focus on general terms which describe the branch primarily but not the concrete offer or services. This is because most people mix quantity up with quality. “Restaurant” might bring more traffic than “Italian Restaurant in London” but presumably less guests. Another important factor is the identification of the right target group. Terms which are being used by a company might not be used by the target group. A market research is the best way to find out which keywords the target group enters into search engines. PPC adverts are perfectly qualified for a market research tool. Search frequency and conversation rate are easily to be identified as well as additional terms. There are also commercial keyword-research tools (like WordtrackerTM, Overture Keyword etc.) which can be used to identifying useful keywords. It only makes sense to start optimising a website if this first step of finding the right keyword is carried out accurately (cp. Schwarz 2008, p. 344 ff.).
Chapter Summaries
1. Introduction: Outlines the rise of the internet as a vital distribution channel and introduces the report's aim to guide companies in increasing sales through search engine marketing.
2. Definition of Online Marketing: Explains key terminology, specifically defining Search Engine Marketing and its primary sub-disciplines: SEO and PPC.
3. Medium Internet within the European Union: Provides a statistical analysis of European internet usage, accessibility, and the growing trends in cross-border e-commerce.
4. How to Optimise a Website: Details technical and strategic approaches to search engine optimization, including keyword selection, onsite structure, offsite link building, and PPC strategies.
5. Avoiding Elimination off the GoogleTM Index: Discusses prohibited techniques and quality guidelines that must be observed to avoid penalization or removal from search engine results.
6. SEO vs. PPC: Compares the two primary marketing tools, evaluating their distinct cost-benefit structures and long-term versus short-term performance impacts.
7. International Sales Increase with SEM: Examines strategies for entering international markets and illustrates the high potential for sales growth through an example focused on the tourism industry.
8. Conclusions and Critical Appraisal: Summarizes key findings on SEM efficacy and provides a self-reflection on the limitations and challenges encountered during the report's development.
Key Keywords
Search Engine Marketing, SEM, Search Engine Optimisation, SEO, Pay per Click, PPC, Google, Internet Retail, International Sales, E-commerce, Keywords, Link Popularity, Onsite-Optimisation, Offsite-Optimisation, Return on Investment
Frequently Asked Questions
What is the primary focus of this report?
The report focuses on how businesses can utilize Search Engine Marketing to drive international sales growth, specifically within the European market.
What are the central thematic areas covered?
The main themes include technical SEO methods, the mechanics of PPC advertising, European internet usage statistics, and cross-border e-commerce potential.
What is the primary objective or research question?
The study aims to solve three main problems: how to optimize a website, the potential of SEM for increasing international sales, and determining for whom such an investment is advisable.
Which scientific methods were employed?
The research relies on a combination of literature review, statistical analysis of European online market data, and practical demonstrations of website optimization techniques.
What topics are discussed in the main body?
The main body covers definitions of SEM, internet accessibility in the EU, specific onsite and offsite optimization tactics, strategies for avoiding search engine penalties, and a comparative analysis of SEO versus PPC.
Which keywords best characterize this work?
Key terms include Search Engine Marketing, SEO, PPC, International Sales, E-commerce, and Link Popularity.
Why are generic domains often recommended for smaller companies?
Generic domains are recommended because they consolidate link authority across a single domain, which is more efficient for companies expanding into new markets incrementally.
Why is translation considered a critical factor for international SEM success?
Native-level translation is essential because users distrust advertisements that contain linguistic errors or lack local nuance, which ultimately impacts conversion rates and trust.
- Arbeit zitieren
- Sandra Spindler (Autor:in), 2010, Online Marketing, München, GRIN Verlag, https://www.grin.com/document/152500
