Application Of Different Techniques Used On Search Engine Marketing
SEM refers to Search Engine Marketing. It’s “The application of different techniques to get good positioning in search engines: get the websites at the top of the list” (Chaffey et al., 2006).
When people search fashion related words, if Selfridges can have higher ranks in the search results pages, there will be more people visit Selfridge website and as a result, there will be higher sales for Selfridges.
SEM consists of two techniques: SEO (Search Engine Optimization) and PPC (Pay-per-click). (Chaffey et al., 2006).
SEO works in a technological perspective, where people study how search engine is working so that they know what keywords they want to use in order to get a higher rank in the search result page.
In order to get the best rank in the search result page, the website developers of Selfridges should put as much relevant keywords on the Selfridge website as possible. It is crucial to make sure keywords like fashion, Autum-Winter (AW15) collection, and 2015 trend are included on the website.
PPC is another approach that Selfridges needs to adapt in order to do well in this multichannel campaign. Selfridges need to put more money on the related keywords, like what I’ve mentioned before fashion, Autum-Winter (AW15) collection, 2015 trend and so on. As a result, Selfridges can show up on the first page with high ranking when potential customers are searching related keywords.
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