The Importance of SEO and SEM in improving brand visibility in E-commerce industry; A study of Decathlon, Amazon and ASOS

John Ologunebi and Ebenezer Taiwo

MPRA Paper from University Library of Munich, Germany

Abstract: The research study explores the significance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) in enhancing brand visibility within the context of the E-commerce industry. In today's competitive digital landscape, having a strong online presence is imperative for E-commerce businesses to succeed and thrive. This study sheds light on the role of SEO and SEM in improving brand visibility for E-commerce companies. SEO refers to the process of optimizing a website's content, structure, and technical aspects to improve its visibility on search engine result pages (SERPs) organically. On the other hand, SEM involves paid advertising strategies, such as pay-per-click (PPC) campaigns, to drive visibility and traffic to a website. Both SEO and SEM play complementary roles in increasing brand visibility, but they differ in terms of their approach and execution. Brand visibility is crucial for E-commerce businesses as it directly impacts their chances of attracting and retaining customers. When a brand is easily discoverable on search engines, it gains credibility and authority within its industry, leading to increased visibility and higher organic traffic. Higher visibility also translates into more potential customers being exposed to the brand, resulting in greater opportunities for sales and revenue generation. The study considers the E-commerce industry as its primary focus due to the unique challenges it faces in terms of brand visibility and selected a few case studies to explore. The online retail sector is highly competitive, with numerous players vying for the attention of potential customers. Therefore, a solid SEO and SEM strategy becomes essential for E-commerce businesses to stand out from the crowd and gain a competitive edge. The research employed secondary data collection methods to gather data and insights. The findings of this research will contribute to the existing body of knowledge on the importance of SEO and SEM in improving brand visibility within the E-commerce industry.

Keywords: Search engine optimization (SEO); earch engine marketing (SEM); pay-per-click (PPC) advertising; email marketing campaigns; social media marketing; KPI; modern marketing (search for similar items in EconPapers)
JEL-codes: M0 M21 M3 M30 M31 M37 M38 M39 (search for similar items in EconPapers)
Date: 2023-11-20
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-pay
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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