文章基本信息

标题：The Impact of Search Engine Optimization on Online Advertisement: The Case of Companies using E-Marketing in Jordan
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作者：Hamza Salim Khraim
期刊名称：American Journal of Business and Management
印刷版ISSN：2167-9614
出版年度：2015
卷号：4
期号：2
页码：76-84
DOI：10.11634/216796061706676
语种：English
出版社：World Scholars
摘要：Search Engine Optimization (SEO) is an Internet marketing strategy that used widely for improving the volume and quality of customer traffic to a company website through search engines. This research aims to explore the importance and benefits of SEO in marketing as well as to examine the impact of SEO dimensions on online ad-vertisement. A questionnaire was distributed personally on 121 companies in Jordan. Out of 121, only 102 com-panies completed and returned the questionnaire, which give 72% response rate. Factor Analysis provided four dimensions which were used later in Multiple Regression. Those factors were named as; SEO connectivity, SEO competitiveness, SEO experience and SEO techniques. Results show that SEO connectivity was not significant, while the remaining three dimensions were all significant.
其他摘要：Search Engine Optimization (SEO) is an Internet marketing strategy that used widely for improving the volume and quality of customer traffic to a company website through search engines. This research aims to explore the importance and benefits of SEO in marketing as well as to examine the impact of SEO dimensions on online ad-vertisement. A questionnaire was distributed personally on 121 companies in Jordan. Out of 121, only 102 com-panies completed and returned the questionnaire, which give 72% response rate. Factor Analysis provided four dimensions which were used later in Multiple Regression. Those factors were named as; SEO connectivity, SEO competitiveness, SEO experience and SEO techniques. Results show that SEO connectivity was not significant, while the remaining three dimensions were all significant.
关键词：Search engine optimization (SEO); online advertisement; E-marketing