Search Engine Optimization: Note for Marketing Managers

Name: Search Engine Optimization: Note for Marketing Managers
SKU: 9B13A007_P

Michael A. Stanko; William Rand; David DeFranza

Product #:9B13A007_P

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:2013

Details:Note (PDF) • 7 pages • 2013-05-13 (Rev: 2017-03-06)

Subjects:

Sales and marketing Entrepreneurship Marketing

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This brief, non-technical note is aimed at marketing professionals and/or those in training. The note explores the value of search engine optimization (SEO), as well as its key concepts and some of the tactics that can help optimize online search performance. The value of search marketing in targeting key customer segments is discussed. If a brand applies these tactics, customers (and potential customers) using search engines such as Google, Bing, and Baidu will be more likely to find effective information about that brand and its products. Several practical examples are used to highlight these strategies in use, and to illustrate what happens when they are ignored. In this updated (2017) version, greater emphasis is placed on mobile search.

Learning Objectives

This note is intended for MBA or senior undergraduate marketing students. Specifically, it would be most useful for courses on interactive/digital marketing, marketing communications, branding, or marketing strategy. The primary objectives are as follows:

To familiarize students with SEO, its value, and some of the basic concepts of online search
To demonstrate industry examples so that students can see SEO tactics applied
To provide avenues for additional learning to students who are interested in developing a further understanding of SEO and related topics