Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service

Mladenović, Dušan; Rajapakse, Anida; Kožuljević, Nikola; Shukla, Yupal

doi:10.1108/oir-05-2022-0276

Cited by 18 publications

(14 citation statements)

References 76 publications

(219 reference statements)

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“…Web visibility studies focus primarily on analyses of specific business sectors in content-intensive sites. Thus, we find research related to search engine positioning in the news media (Giomelakis and Veglis, 2016;Lopezosa et al, 2020;Pedrosa and de-Morais, 2021), universities (V allez et al, 2022), tourist web portals (Fern andez-Cavia et al, 2013;Pedraza-Jim enez, 2018), and libraries (Onaifo and Rasmussen, 2013;V allez and Ventura, 2020), among others industries (Mladenovi c et al, 2022). We also observe a predominance of quantitative studies of SEO audit tools, above all related to the use of such tools as SEMrush (V allez, 2011), Ahrefs (Garc ıa-Carretero et al, 2016), Sistrix (V allez and Ventura, 2020) and Majestic (Orduña-Malea, 2021).…”

Section: Theoretical Frameworkmentioning

confidence: 97%

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Google Discover: uses, applications and challenges in the digital journalism of Spain, Brazil and Greece

Lopezosa

Giomelakis

Pedrosa

et al. 2023

OIR

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PurposeThis paper constitutes the first academic study to be made of Google Discover as applied to online journalism.Design/methodology/approachThis paper constitutes the first academic study to be made of Google Discover as applied to online journalism. The study involved conducting 61 semi-structured interviews with experts that are representative of a range of different professional profiles within the fields of journalism and search engine positioning (SEO) in Brazil, Spain and Greece. Based on the data collected, the authors created five semantic categories and compared the experts' perceptions in order to detect common response patterns.FindingsThis study results confirm the existence of different degrees of convergence and divergence in the opinions expressed in these three countries regarding the main dimensions of Google Discover, including specific strategies using the feed, its impact on web traffic, its impact on both quality and sensationalist content and on the degree of responsibility shown by the digital media in its use. The authors are also able to propose a set of best practices that journalists and digital media in-house web visibility teams should take into account to increase their probability of appearing in Google Discover. To this end, the authors consider strategies in the following areas of application: topics, different aspects of publication, elements of user experience, strategic analysis and diffusion and marketing.Originality/valueAlthough research exists on the application of SEO to different areas, there have not, to date, been any studies examining Google Discover.Peer reviewThe peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2022-0574

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Section: Theoretical Frameworkmentioning

confidence: 97%

“…, 2022), tourist web portals (Fernández-Cavia et al. , 2013; Pedraza-Jiménez, 2018), and libraries (Onaifo and Rasmussen, 2013; Vállez and Ventura, 2020), among others industries (Mladenović et al. , 2022).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Google Discover: uses, applications and challenges in the digital journalism of Spain, Brazil and Greece

Lopezosa

Giomelakis

Pedrosa

et al. 2023

OIR

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“…By evaluating search trends, recommending pertinent keywords, and refining website content appropriately, AI-driven technologies can completely transform search engine optimization (SEO) operations. The search engine optimization (SEO) may help organizations, in this study Universitas Terbuka, to improve their online visibility [29]. AI may also help with content creation, enabling marketers to write blog posts, product descriptions, and even complete essays.…”

Section: Search Engine Optimization (Seo) and Content Generationmentioning

confidence: 99%

Unveiling the Potential of Artificial Intelligence in Digital Marketing for Universitas Terbuka

Kharis,

Zili,

Putri

et al. 2024

E3S Web Conf.

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The rapid advancement of digital technology and artificial intelligence (AI) moving at an incredibly fast pace. AI have revolutionized various industries and the field of marketing is no exception. This study aims to explore the potential advantages of utilizing AI in the digital marketing strategies of Universitas Terbuka. The study explores the personalization, predictive analytics, sentiment analysis, segmentation and targeting using AI in digital marketing of Universitas Terbuka. Universitas Terbuka can gain valuable insights into student preferences, behaviours, trends to create digital marketing strategies efficiently. Based on the trends in Google search engine over a year, the peak of searched the most for Universitas Terbuka on Google were North Kalimantan, Bengkulu, Bangka Belitung, Papua, and East Kalimantan. The cities that searched the most for Universitas Terbuka on Google were Bontang, Tarakan, Pangkal Pinang, Cibinong, and Balikpapan. Embracing AI-driven approaches can enhance student engagement, improve marketing effectiveness, and ultimately fulfill the university’s mission of providing accessible and high-quality education to learners from all walks of life.

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“…Google is the top-rated search engine with a 91.9% market share of search engines, which equates to over 8.5 billion search queries per day and over 99,000 search queries per second (Mohsi, 2023). Therefore, many businesses have recognized the significance of attaining a high placement on the search engine results page (SERP) for specific search queries through organic or sponsored results (Gupta and Mateen, 2014;Murillo, 2017;Balioglu, 2020;Erdmann et al, 2022;Chen and S en echal, 2023;Li et al, 2023;Mladenovi c et al, 2023;Saura et al, 2023;Lopezosa et al, 2024). The prediction of increased online traffic from suitable placement on the SERP has led to the establishment of a market where a fee is charged when an internet user clicks on a sponsored link, which is referred to as search engine advertising (SEA) or sponsored search advertising.…”

Section: Introductionmentioning

confidence: 99%

Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z

Duffett,

Charles

2024

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Purpose The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts. Design/methodology/approach The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model. Findings The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA. Originality/value GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

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Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service

Cited by 18 publications

References 76 publications

Google Discover: uses, applications and challenges in the digital journalism of Spain, Brazil and Greece

Google Discover: uses, applications and challenges in the digital journalism of Spain, Brazil and Greece

Unveiling the Potential of Artificial Intelligence in Digital Marketing for Universitas Terbuka

Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z

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