Optimal Search Engine Marketing Strategy: Customer Behaviour (Case studies from Saudi Arabia)

Simple item page
dc.contributor.advisorPaolo Monachello
dc.contributor.authorNAWAF HASSAN M ALQAHTANI
dc.date2020
dc.date.accessioned2022-06-06T03:07:10Z
dc.date.available2020-12-21 04:07:19
dc.date.available2022-06-06T03:07:10Z
dc.description.abstractAbstract (executive summary) In the era of the information age, it is normal for a business to have an online attendance on the Internet. However, existence alone is insufficient; the business has to be obviously visible on the search engine whenever a user searches for a product or service provided by that type of business in order to survive and thrive in a competitive market. Thus, the significance of an optimal search engine marketing strategy is extremely important for marketers in particular and for businesses in general. In this extended essay, two case studies from Saudi Arabia were selected to explore this subject. The essay considered how the two selected case studies use Search Engine Optimization (SEO) and paid listings such as Pay Per Click (PPC). Data was gathered from secondary data such as that provided by government departments and business reports. This extended essay found that both case studies invest a low budget in their SEO. In contrast, they both devoted a larger part of their search engine marketing budgets to PPC. However, it was found that SEO brings a higher number of clicks compared to PPC, suggesting that more visitors/users that business could be converted into actual customers.
dc.format.extent35
dc.identifier.other84537
dc.identifier.urihttps://drepo.sdl.edu.sa/handle/20.500.14154/67826
dc.language.isoen
dc.publisherSaudi Digital Library
dc.titleOptimal Search Engine Marketing Strategy: Customer Behaviour (Case studies from Saudi Arabia)
dc.typeThesis
sdl.degree.departmentDigital And Social Media Marketing
sdl.degree.grantorUniversity Of Dundee
sdl.thesis.levelMaster
sdl.thesis.sourceSACM - United Kingdom
Files
Collections