Emergence of Search Engine Optimization as an Advertising Tool

Mandeep Mahendru; Sanjeet Singh; Gagan Deep Sharma

Mandeep Mahendru Research Scholar, Thapar University, Patiala;
Sanjeet Singh 2Chandigarh University, Gharuan;
Gagan Deep Sharma 3GGSIP University, New Delhi;

Keywords: SEO, Marketing, Advertisement, Chi Square.

Abstract

SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and
associated coding to increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back links, or inbound links, is another SEO tactic. The initialism ‘SEO’ can refer to ‘Search Engine Optimizers,’ a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in–house. Search engine optimizers may offer SEO as a stand–alone service or as a part of a broader marketing campaign. This paper evaluates the impact of SEO on the advertisement of firm. The sample size for the research is 100 managers from different IT companies of North India. The paper uses analytical tools including Correlation, Regression, Anova and Chi Square.