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Search Engine Marketing: Key Factors in Design and Implementations

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Executive Summary

In this paper, the authors are primarily focused on approaches & techniques to online promotion of electronic business models using special tools, including search engine optimization, online advertisements & new methods of generating visitors to a website. Last decade observed the emergence of search engine marketing as one of the fastest growing industries. Search engine marketing has been categorized as: paid & non-paid. Paid marketing included Pay-Per-Click (PPC), survey site, focus line & paid inclusion while non-paid marketing includes natural Search Engine Optimization & link popularity. This is still a relatively new market & most of the companies lack in the knowledge or the tools to manage their marketing strategies & maximize the return of their investments (ROI).

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