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NEW METHOD FOR REACHING CONSUMERS OVER THE INTERNET: "SEARCH ENGINE MARKETING”

Year 2016, Volume: 2 Issue: 4, 15 - 23, 22.04.2016

Abstract

Internet has become a platform which reached millions of users momentarily with increased use, also become a place where people spent most of their time during the day by gaining consumer and potential customer ID in addition to just being ordinary Internet users. Search engines also have earned the distinction of being the preferred reference for users in the Internet sea which draws attention with usage rate and allowing you to easily reach the sought-after content where millions of content is added. Search engines has led to the birth of "Search Engine Marketing" concept which is gaining importance by considering the users as potential customers by companies who start to spend most of their time in different platform on the Internet or use search engines to find a subject we want to know, a music we like or any video or image. In the way for businesses to reach the consumers, search engines bring a different awareness in terms of competitiveness to marketing on the internet and are considered as an effective method that is preferred in today's e-marketing activities.

Although search engines for Internet users are frequently used as preferred web pages to access any information, at the same time it helps users to reach products or services over the internet with consumer identity. That is why as search engines for businesses and brands can be used in order to increase the possibility of awareness, listed as top rankings, or in a way partitioned according to the criteria specified on the web to attract the attention of consumers, the search engine can also become an effective marketing tool by using completely natural methods without paying any fees to ad units.

Especially in recent years search engine optimization which gained great importance and search engine marketing concepts have become concepts that should be examined in the framework of the marketing. That is why in this study the concept search engine optimization which is often preferred in e-marketing strategies was examined in detail in terms of businesses and brands, accordingly search engine marketing concept examined in theory in advertising and communication aspects and discussed in detail in terms of marketing factors.

Keywords: Search Engine Marketing, Search Engine Marketing, SEO, SEM, Search Engine Optimization, E-Marketing

References

  • Harold Davis (2006), Search Engine Optimization, O'Reilly
  • Dysart J., (2004), “Search Engine Strategies”, Information Today, Issue: September
  • Scott D. M. (2009), Pazarlamanın ve İletişimin Yeni Kuralları, Çeviri: Nadir Özata, İstanbul, Kapital Medya Hizm. A.Ş.
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  • Harvey M. Deitel (2008), AJAX, Rich Internet Applications, and Web Development for Programmers, Prentice Hall
  • Solomon R. M., (2007), Consumer Behavior, Buying, Having, and Being, Prentice Hall, 7th Edition, New Jersey
  • Werbler C., Harris C., (2008) Online Consumer Reviews Significantly Impact Consumer Purchasing Decisions, New Opinion Research Corporation Survey Finds http://www.reuters.com/article/idUS117426+24-Jun-2008+BW20080624 Access: 14.10.2015
  • Russel Kay (2007), Search Engine Optimization, Strategies&Tactics, ComputerWorld, June 4
  • Gordon M., (2002), Robot Builder's Sourcebook: Over 2500 Sources For Robot Parts, McGraw- Hill Professional
  • Thomas B. J., (1998), The World Wide Web For Scientists&Engineers: A Complete Reference For Navigating, Researching&Publishing Online, IET
  • Balzer C., (2008) Searching for the retail value of SEM, http://multichannelmerchant.com/webchannel-seo/searching-for-the-retail-value-of-sem-01122006/ Access: 10.11.2015
  • Wind Y., Mahajan V., (2001) Digital marketing: global strategies from the world's leading experts, John Wiley and Sons, ISBN 0471361224, 9780471361220
  • Lin, H.F., (2007), Predicting Consumer Intentions to Shop Online: An Empirical Test of Competing Theories, Electronic Commerce Research and Applications 6 (2007) 433–442, doi:10.1016/j.eleralp.2007.02.002. http://web.nchu.edu.tw/pweb/users/arborfish/lesson/8963.pdf Access: 11.10.2015
  • Taban V. (2008), “Arama motorları ve gelecek”, IP Magazine
  • Gökaliler, E., (2010), İnternet Reklamcılığında Yeni Bir Mecra: Arama Motoru Reklamcılığı, Basılmamış Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir
  • Rognerud, J., (2008), Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Lots of Money, Entrepreneur Press
  • Michael A., Salter B., (2003) Marketing Through Search Optimization: How To Be Found On The Web, Butterworth-Heinemann
  • Ergezer Ç., (2014) “İnternet Ziyaretçisinden, Online Müşteriye”, http://ergezer.net/internet-ziyaretcisinden-online-musteriye.html Access: 21.09.2015
  • Ergezer Ç., (2014) “Pazarlama Açısından SEO”, http://ergezer.net/pazarlama-acisindan-seo.html Access: 21.09.2015
  • Penpece D., (2013), Dijital İçerik Pazarlaması, Karahan Kitapevi, Adana
  • Ross A. Malaga (2008), Worst Practices in Search Engine Optimization, Communications of the ACM, December, Vol.51, No.12
  • Steve Cooper, (2004) Search Engine Optimization, Entrepreneur, December, Vol. 32 Issue 12,
  • Rowley J., (2000). Product search in e-shopping: a review and research propositions, Journal of Consumer Marketing , 17 (2), 20-35.
  • Ledford J. L., (2007), SEO - Search Engine Optimization Bible: Search Engine Optimization Bible. John Wiley and Sons, ISBN: 978-0-470-17500-2
  • Wuebben J. (2011), Content is Currency: Developing Powerful Content For Web and Mobile, Nicholas Brealey Publishing, London – England
  • Yalçın N., Köse U., (2010), “Whats is Search Engine Optimization: SEO”, Procedia Social and Behavioral Sciences, Volume 9, Pages 487–493 http://ac.els-cdn.com/S1877042810022901/1-s2.0-S1877042810022901-main.pdf?_tid=4cb57e70-e84f-11e4-9f00-00000aacb362&acdnat=1429638981_77b99a7311903fc0b6a6c0cb9b35cc02 Access: 19.08.2015
  • ____ ____ (2010), “SEO Nedir, Nasıl Yapılır?” http://www.seohocasi.com/seo-nedir/, Access: 11.09.2015
  • ____ ____ (2010), “What is SEO / Search Engine Optimizatinon”, http://searchengineland.com/guide/what-is-seo, Access: 10.10.2015
  • ____ ____ ( ---- ), “SEM = Arama Motoru Pazalaması”, http://www.medianozz.com/sem/, Access: 21.11.2025
Year 2016, Volume: 2 Issue: 4, 15 - 23, 22.04.2016

Abstract

References

  • Harold Davis (2006), Search Engine Optimization, O'Reilly
  • Dysart J., (2004), “Search Engine Strategies”, Information Today, Issue: September
  • Scott D. M. (2009), Pazarlamanın ve İletişimin Yeni Kuralları, Çeviri: Nadir Özata, İstanbul, Kapital Medya Hizm. A.Ş.
  • Victor B., Khan T., (2014) “State of Search Marketing 2014 Survey Report”, Regalix Research, USA http://www.regalix.com/wp-content/uploads/2014/05/State-of-Search-Marketing-2014.pdf Access: 13.09.2015
  • Harvey M. Deitel (2008), AJAX, Rich Internet Applications, and Web Development for Programmers, Prentice Hall
  • Solomon R. M., (2007), Consumer Behavior, Buying, Having, and Being, Prentice Hall, 7th Edition, New Jersey
  • Werbler C., Harris C., (2008) Online Consumer Reviews Significantly Impact Consumer Purchasing Decisions, New Opinion Research Corporation Survey Finds http://www.reuters.com/article/idUS117426+24-Jun-2008+BW20080624 Access: 14.10.2015
  • Russel Kay (2007), Search Engine Optimization, Strategies&Tactics, ComputerWorld, June 4
  • Gordon M., (2002), Robot Builder's Sourcebook: Over 2500 Sources For Robot Parts, McGraw- Hill Professional
  • Thomas B. J., (1998), The World Wide Web For Scientists&Engineers: A Complete Reference For Navigating, Researching&Publishing Online, IET
  • Balzer C., (2008) Searching for the retail value of SEM, http://multichannelmerchant.com/webchannel-seo/searching-for-the-retail-value-of-sem-01122006/ Access: 10.11.2015
  • Wind Y., Mahajan V., (2001) Digital marketing: global strategies from the world's leading experts, John Wiley and Sons, ISBN 0471361224, 9780471361220
  • Lin, H.F., (2007), Predicting Consumer Intentions to Shop Online: An Empirical Test of Competing Theories, Electronic Commerce Research and Applications 6 (2007) 433–442, doi:10.1016/j.eleralp.2007.02.002. http://web.nchu.edu.tw/pweb/users/arborfish/lesson/8963.pdf Access: 11.10.2015
  • Taban V. (2008), “Arama motorları ve gelecek”, IP Magazine
  • Gökaliler, E., (2010), İnternet Reklamcılığında Yeni Bir Mecra: Arama Motoru Reklamcılığı, Basılmamış Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir
  • Rognerud, J., (2008), Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Lots of Money, Entrepreneur Press
  • Michael A., Salter B., (2003) Marketing Through Search Optimization: How To Be Found On The Web, Butterworth-Heinemann
  • Ergezer Ç., (2014) “İnternet Ziyaretçisinden, Online Müşteriye”, http://ergezer.net/internet-ziyaretcisinden-online-musteriye.html Access: 21.09.2015
  • Ergezer Ç., (2014) “Pazarlama Açısından SEO”, http://ergezer.net/pazarlama-acisindan-seo.html Access: 21.09.2015
  • Penpece D., (2013), Dijital İçerik Pazarlaması, Karahan Kitapevi, Adana
  • Ross A. Malaga (2008), Worst Practices in Search Engine Optimization, Communications of the ACM, December, Vol.51, No.12
  • Steve Cooper, (2004) Search Engine Optimization, Entrepreneur, December, Vol. 32 Issue 12,
  • Rowley J., (2000). Product search in e-shopping: a review and research propositions, Journal of Consumer Marketing , 17 (2), 20-35.
  • Ledford J. L., (2007), SEO - Search Engine Optimization Bible: Search Engine Optimization Bible. John Wiley and Sons, ISBN: 978-0-470-17500-2
  • Wuebben J. (2011), Content is Currency: Developing Powerful Content For Web and Mobile, Nicholas Brealey Publishing, London – England
  • Yalçın N., Köse U., (2010), “Whats is Search Engine Optimization: SEO”, Procedia Social and Behavioral Sciences, Volume 9, Pages 487–493 http://ac.els-cdn.com/S1877042810022901/1-s2.0-S1877042810022901-main.pdf?_tid=4cb57e70-e84f-11e4-9f00-00000aacb362&acdnat=1429638981_77b99a7311903fc0b6a6c0cb9b35cc02 Access: 19.08.2015
  • ____ ____ (2010), “SEO Nedir, Nasıl Yapılır?” http://www.seohocasi.com/seo-nedir/, Access: 11.09.2015
  • ____ ____ (2010), “What is SEO / Search Engine Optimizatinon”, http://searchengineland.com/guide/what-is-seo, Access: 10.10.2015
  • ____ ____ ( ---- ), “SEM = Arama Motoru Pazalaması”, http://www.medianozz.com/sem/, Access: 21.11.2025
There are 29 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Çağrı Ergezer

Publication Date April 22, 2016
Submission Date April 21, 2016
Published in Issue Year 2016Volume: 2 Issue: 4

Cite

EndNote Ergezer Ç (April 1, 2016) NEW METHOD FOR REACHING CONSUMERS OVER THE INTERNET: "SEARCH ENGINE MARKETING”. IJASOS- International E-journal of Advances in Social Sciences 2 4 15–23.

Contact: ijasosjournal@hotmail.com

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