The exploration of internet marketing strategy by search engine

African Journal of Business Management Vol. 5(12), pp. 4644-4649, 18 June, 2011

Available online at http://www.academicjournals.org/AJBM

DOI: 10.5897/AJBM10.1417

Review

The exploration of internet marketing strategy by

search engine optimization: A critical review and

comparison

Chen-Yuan Chen

1,2,3

, Bih-Yaw Shih

*, Zih-Siang Chen

and Tsung-Hao Chen

Department and Graduate School of Computer Science, National Pingtung University of Education

No. 4-18, Ming Shen Rd., Pingtung 90003, Taiwan.

Doctoral Program in Management, National Kaohsiung First University of Science and Technology,

Kaohsiung 811, Taiwan.

Global Earth Observation and Data Analysis Center, National Cheng Kung University, Tainan, Taiwan 701 R. O. C.

Department of Computer Science and Engineering National Sun Yat-sen University, Kaohsiung, 80424, Taiwan.

Department of Business Administration, Shu-Te University, Yen Chau, Kaohsiung, Taiwan 82445, Taiwan.

Accepted 20 December, 2010

With the rise of internet, internet marketing has become an important issue, for increasing internet

business competitiveness. Recently, SEO (search engine optimization) techniques have become one

important technique for improving website ranking. Meanwhile, social networking sites are getting more

and more popular. Using keywords effectively can secure a higher ranking website, and increase site

traffic and popularity. In this paper, knowing how to implement the web site SEO actions effectively and

use the power of internet community to enhance the site's visibility and exposure can help the internet

business marketing. Using the SEO, supported by social networking sites, can contribute to the overall

site traffic and improve interaction with customers.

Key words: Internet marketing, search engine optimization, social networking sites, search engine, searching

keywords.

INTRODUCTION

There has been increasing interest in computer-aided

techniques and their applications in recent years (Ambe,

2010; Ding, 2010; Amini and Vahdani, 2008; Chang et al.,

2008; Omurlu et al., 2008; Trabia et al., 2008; Tu et al.,

2008; Yildirim et al., 2009; Zhao et al., 2009; Hsiao et al.,

2005a, 2005b, 2005c, 2005d, 2005e; Chen et al., 2005a,

2005b; Hsieh et al., 2006; Chen et al., 2006a, 2006b,

2006c; Chen, 2006; Chen et al., 2007a, 2007b, 2007c,

2007d, 2007e, 2007f; Tsai et al., 2008; Yang et al.,

2008a, 2008b; Chen et al., 2008a, 2008b, 2008c, 2008d,

2008e; Yeh et al., 2008; Chen, 2009a, 2009b; Chen et al.,

2009a, 2009b, 2009c, 2009d, 2009e, 2009f; Lin et al.,

2009a, 2009b, 2010c; Lin and Shih, 2010; Lin and Chen,

2010; Chen and Chen, 2010a, 2010b; Chen, 2010a,

2010b; Chen et al., 2010a, 2010b, 2010c, 2010d, 2010e,

2010f, 2010g, 2010h; Lee et al., 2010a, 2010b; Chiang et

*Corresponding author. E-mail: byshih@mail.npue.edu.tw

al., 2010; Shih et al., 2010a, 2010b, 2010c, 2010d; Chen

et al., 2011a, 2011b; Shih et al., 2011; Chen and Huang,

2011; Chen, 2011a, 2011b). Here, some introductions will

be made about the advantages and disadvantages of

search engine optimization and social networking sites.

Also, the situation of current internet marketing and the

applications of search engine marketing will be

described.

INTERNET MARKETING

Internet marketing refers to the network that is used to

carry out site or brand marketing actions. It can make use

of the following ways: search engine marketing (SEM),

search engine optimization (SEO), banner ads on specific

websites, e-mail marketing and Web 2.0 strategies. Also,

it is commonly used to study consumer behavior analysis,

brand positioning, etc. Through good marketing, it can

increase not only sales and traffic, but also consumer

interaction, in order to get good communication with

consumers (John et al., 2007).

With the development in the network, internet

marketing has become increasingly important, and as an

alternative to traditional marketing, but there are few

articles with strategic topic to analyze and guide the

companies or web site on how to conduct marketing with

the internet (Song and Zahedi, 2006). This can be seen in

the comparison with the two types of traditional and

internet marketing channels. Through this article, we did

not only rely on research, but also on internet marketing,

and it is noted that traditional marketing can get a

balance between the two channels. Ren et al. (2010)

obtain a series of conditions in which small sites can

obtain competitive advantages by using the market

They present a model to describe the competitive

dynamics of web sites, the WWW marker, and analyze

the stability of the model (Ren et al., 2010).

Revere et al. (2010) publish an exploratory study that

investigates how hospitals use the internet as a tool to

market the quality of their services, because the

increasingly competitive environment is having a strong

bearing on the strategic marketing practices of hospitals.

The internet is a fairly new marketing tool, and it has the

potential to dramatically influence healthcare consumers

(Revere and Robinson, 2010). In summary, internet

marketing has been widely applied to various fields on

how to use the internet to conduct marketing, but the

meaning of traditional marketing is still an important topic.

SEO (SEARCH ENGINE OPTIMIZATION)

It is a kind of method that uses data observation and

marketing research to identify the most suitable

"keyword" for the site, which is also called "keyword

advertisement" (Malaga, 2007), but which implies a lot of

knowledge, such as how to choose keywords, how to use

keywords to make our website to be quickly found by

search engines such as Google and Yahoo, and enhance

the website's ranking in search engines. Through this

way, the study’s website variable was not made to be

highly visible only, but also have the opportunity to

improve sales of its products. So how to find out the best

keywords, through the survey and summaries results,

and get good ranking of those keywords are both

important subjects.

In SEO (search engine optimization), there are many

skills that we need to pay attention to, because they are

used by the search engine manager as an offense and

defense mechanism. If everybody should know how to

increase access to high-ranking, the probability that users

who really want to find what they wanted would be

reduced, would imply a lot of spam. Therefore, search en-

gine manager will be timing in updating their technology,

and many of the rules would be set out to punish those

Chen et al. 4645

who intentionally deceive the search engines. After all,

making sure that users could find the most useful

information is their highest law (Lee, 2010; Lee, Chen

and Wu, 2010; Lee and Lin, 2010).. Therefore, how to

stand out in the search engine ―honestly‖ would be

inevitable (Kent, 2008). Kisiel (2010) brought up an article

which focused on the significance of search engine

optimization (SEO). It is stated in the article that to

increase the volume of traffic to individual company sites

from search engines, dealerships should use this process

(Kisiel, 2010).

Summarily, SEO skill is a developed method that can

be used in search engines. So, if one wants his/her

website to get a good ranking, he/she should pay

attention to SEO. On the other hand, it also means that

one should always pay attention to search engines,

because if one loses some updates from the search

engines, their ranking might drop down.

WHAT IS SEO AND PPC (PAY-PER-CLICK)?

Aspects of search engine marketing in general are known

as SEM (search engine marketing) (Beer, 2008), which

generally includes both SEO and PPC. PPC, also known

as a non-natural website ranking, is what we paid a

common type of keyword advertisement to, and the

locations of their occurrence are right, above and left at

the site. Quite to the contrary, SEO is known as a natural

website ranking. PPC, as the name suggests, is a

marketing approach that one have to pay advertising

costs to after the consumer clicks.

According to different keywords, there will be different

spreads, and the more popular keyword cost per click

would be higher. Both of them are compared as shown in

Table 1. After comparing SEO and PPC, we decided to

use SEO as our main skill, because the use of SEO can

cut down the cost, even though it might take a long time

to get a good rank. However, after a good rank is

obtained on the search engine, it would be affected and

could work for longer times. So, in this paper, we chose

SEO as the suitable skill.

SEO APPLICATIONS

SEO (search engine optimization) can be used in many

different ways. One of those ways is how a business,

offering technical communication services, used search

engine optimization techniques to attract prospective

clients to their business web sites. It is through the

survey, by 240 principals of these businesses, that their

websites were analyzed in order to find out the prospec-

tive clients and, in a way, increase traffic (Killoran, 2010).

The other is used for brand positioning (Dou et al.,

2010), with a good ―page ranking‖ or good ranking in

Google or Yahoo, which might create a good impression

4646 Afr. J. Bus. Manage.

Table 1. A comparison of SEO and PPC.

SEO

PPC

Cost

SEO, on the other hand could be regarded as a free

search engine marketing, so the cost will be lower.

PPC, have to pay per click cost of the

keyword, the cost will be higher.

Stay of rankings

Use SEO rankings, in general use of formal behavior

and without of foul under, the resulting ranking is

more permanent, and will not easily change.

In advance, using the PPC's website the

exposure is relatively high, but after not

using the attached fee still return to the

nature sort.

Risk of invalid clicks

Do not have to bear the risk of invalid clicks.

Have to bear the risk of invalid clicks.

Time

Longer

Shorter

Uncertainty of ranking

Because of the popularity of each keyword and the

first few pages of the website PR value is different, so

to ensure that each keyword appear in the high

rankings, will be more uncertainty factors.

Although each keyword's cost are

different, but after paying, can be seen

in the keyword search, belong to the

unnatural order and the relatively high

certainty.

Be diversionary

Because search engine algorithms are not static, so it

is easier to contain by the search engine algorithms.

Paid to obtain the ranking is not easy to

contain by the search engine algorithms

about the website or brand on consumers. Also, SEO

provides opportunities for accounting firms (Eric, 2008),

in that they can use search engine to find out a lot of

related information that can be used for their cases.

Jöran et al. (2010) propose an article that introduces and

discusses the concept of academic search engine

optimization (ASEO). It provided ways on how to optimize

scholarly literature for academic search engines in

general and for Google Scholar in particular. In addition, it

briefly discusses the risk of researchers illegitimately

―over-optimizing‖ their articles (Jöran et al., 2010).

Also, some articles that propose the SEO methods

which stay within the guidelines laid out by the major

search engines are generally termed ―white hat‖, while

those that violate the guidelines are called ―black hat‖.

However, black hat may be punished by search engine,

and thus, will increase competition in the white hat

(Malaga, 2010).

SOCIAL NETWORKING SITES (FACEBOOK)

According to the Institute for Information Industry and e-

Marketer, ―facebook‖ jumped to the first place in the top

ten ranking of the most search sites, while the others

remained stagnant, nor was the ninth place promoted to

the third. Moreover, in the years 2006 and 2007, the

number of users have had an astonishing 118% growth,

so that ―Facebook‖ has become rather more than the

current use of a community website (Dumon, 2008), and

many of the enterprises (for example: Nike, Acer and

Amazon) have all set up their fan page to communicate

and interact with their consumers. Thus, achieving the

promotion and marketing of the company's product, on

how to establish and implement products or the brand's

fan page, is also a very important issue (Boyd and

Ellison, 2007).

The rise of micro-blog is also one of the current

marketing channels that should not be underestimated.

According to the Association of National Advertisers’

statistics in August 2009, there are 66% of U.S.

companies that use micro-blogging (Facebook, Twitter,

YouTube and LinkedIn) as a marketing tool; and the

survey in 2009 by the Institute for information industry

indicated that around 22% use text blog, 20.3% use

audio and video blogs and 12% use micro-blogging sites.

It is estimated that 174 million people use micro-blogging,

and about 490 million people use it when the blogs

increase. Hence, companies use micro-blog so that

consumers could understand their products, and thus set

a good brand image to promote their brand or product

reliability (Boyd and Ellison, 2007).

CONCLUSIONS

In the course of the experiment, the marketing strategy in

this experiment is very desirable, and it also complements

the real online shopping stores that are said to be the

results of learning and production in combination.

However, there is a promotion of not only marketing, but

also marketing cost. So, how to suit the current issues

and news is the direction that will be researched in the

future. Above the enterprise management, the emphasis

is on the concept of sustainability. Nonetheless, how to

make the best of the goods that can be obtained by the

study’s website is what we need to work on harder.

ACKNOWLEDGEMENT

The authors are appreciative of the financial support in

the form of research grants to Dr. Chen-Yuan Chen from

the National Science Council, Republic of China under

Grant Nos. NSC 98-2221-E-153-004, NSC 99-2628-E-

153-001 and NSC 100-2628-E-153-001. The authors are

also most grateful for the constructive suggestions of

three anonymous reviewers all of which has led to the

making of several corrections and suggestions that have

greatly aided us in the presentation of this paper.

Meanwhile, the authors would like to thank Mr. Cheng-

Hsuan Tsai and Chen-Ping Chiu, of the Department and

Graduate School of Computer Science at the National

Pingtung University of Education for the help with the

literature corrections.

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Ren YW, Yang DL, Diao XJ (2010). Market segmentation strategy in

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Shih BY, Chen CY, Chou WC (2011). ―Obstacle avoidance using a path

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Tsai CH, Chen CW, Chiang WL, Lin ML (2008). ―Application of

Geographic Information System to the Allocation of Disaster Shelters

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Tu JW, Qu WL, Chen J (2008). ―An experimental study on semi-active

seismic response control of a large-span building on top of ship lift

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Yang CH, Chen TH, Chen CW, Chen CY, Liu CT (2008b). ―Accuracy

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Yang HC, Chen CY, Chen CW, Chen TH (2008a). ―Estimation on

internal wave reflection in a two-layer fluid system by cumulative

logistic regression model.‖ J. Marine Sci. Technol., 16: 44-51.

Yeh K, Chen CY, Chen CW (2008). ―Robustness Design of Time-Delay

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Zhao FG, Chen J, Guo L, Li X (2009). ―Neuro-fuzzy based condition

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