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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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3 Search Engine Optimization

Extract

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3   Search Engine Optimization

Introduction

In the early years of the Internet, users had to know the addresses of the pages they wanted to access. The development of the World Wide Web brought about the need for platforms that enabled users to search within this deep world as of the 1990s. The web has reached its current size thanks to search engines that have started to become indispensable for users from the mid-1990s. The active use of search engines by all users began to offer significant opportunities to both business and web page managers. The higher ranked web pages in search engines both created more traffic and maintained promotional activities without any cost.

Search engine optimization (SEO) is one of the main sources resorted to by web page managers who want to benefit from the above-mentioned opportunities. SEO, which refers to making some small changes on the web page and integrating these small changes, is used by many web pages in today’s internet environment. For this reason, it is important for web pages that try to get ahead of rival sites to follow a systematic approach within SEO activities.

In this study, first the information will be given about the history and working principles of search engines. Then the concept of search engine optimization (SEO) will be explained, and on-page and off-page optimization tools that can be used on web pages intended for Google, the top search...

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