Skip to main content
SpringerLink
Log in

In Search of Search Engine Marketing Strategy Amongst SME’s in Ireland

  • Conference paper
e-Business and Telecommunications (ICETE 2008)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 48))

Included in the following conference series:

Abstract

Researchers have identified the Web as a searchers first port of call for locating information. Search Engine Marketing (SEM) strategies have been noted as a key consideration when developing, maintaining and managing Websites. A study presented here of SEM practices of Irish small to medium enterprises (SMEs) reveals they plan to spend more resources on SEM in the future. Most firms utilize an informal SEM strategy, where Website optimization is perceived most effective in attracting traffic. Respondents cite the use of ‘keywords in title and description tags’ as the most used SEM technique, followed by the use of ‘keywords throughout the whole Website’; while ‘Pay for Placement’ was most widely used Paid Search technique. In concurrence with the literature, measuring SEM performance remains a significant challenge with many firms unsure if they measure it effectively. An encouraging finding is that Irish SMEs adopt a positive ethical posture when undertaking SEM.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Amarach, Search Engine Usage in Ireland - The Facts & Figures, Statistical Analysis (March 2007), http://www.redcardinal.ie/search-engine-optimisation/23-03-2007/search-engine-statistics-ireland/#internet-usage-ireland (accessed May 12th, 2007)

  2. Asdemir, K., Yahya, M.: Legal and Strategic Perspectives on Click Measurement (2006), http://www.sempo.org/learning_center/editorials/clickmeasurement.pdf (accessed December 26th, 2006)

  3. Boughton, B.: Search Engine Marketing. Perspectives in Business (2005), http://www.stedwards.edu/business/pdf/PerspectivesV0201_06.pdf (accessed December 12th, 2006)

  4. Browne, G., Pitts, M., Weatherbe, J.: Cognitive stopping rules for terminating information search in online tasks. MIS Quarterly 31(1), 89–104 (2007)

    Google Scholar 

  5. Dawson, A., Hamilton, V.: Optimising metadata to make high-value content more accessible to Google users. Journal of Documentation 62(3), 307–327 (2006)

    Article  Google Scholar 

  6. Economist, Dancing with Google Spiders. Economist, 378, 8468, 14 (2006)

    Google Scholar 

  7. Esparza, S.: Don’t risk your rankings with unethical SEO (2007), http://www.searchengineguide.com/susanesparza/2007/05/dont_risk_your_rankings_with_u.html (accessed May 22nd, 2007)

  8. Fain, D., Pedersen, J.: Sponsored Search: A Brief History. Bulletin of the American Society for Information Science and Technology 32(2), 12–13 (2006)

    Article  Google Scholar 

  9. Feng, J., Bhargava, H., Pennock, D.: Implementing Sponsored Search in Web Search Engines: Computational Evaluation of Alternative Mechanisms. INFORMS Journal on Computing 19(1), 137–148 (2007)

    Article  Google Scholar 

  10. Friesen, T.: How to Measure SEO Success (2007), http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=53187 (accessed April 14th, 2007)

  11. Jansen, B., Resnick, M.: Examining Searcher Perceptions of and Interactions with Sponsored Search. In: Workshop on Sponsored Search Auctions at ACM Conference on Electronic Commerce (EC 2005), Vancouver, BC, Canada (2005)

    Google Scholar 

  12. Jansen, B., Molina, P.: The effectiveness of Web search engines for retrieving relevant ecommerce links. Information Processing and Management 42(4), 1075–1098 (2006)

    Article  Google Scholar 

  13. Jones, W.: Microsoft and Google Vie for Virtual World Domination. IEEE Spectrum 43(7), 16–18 (2006)

    Article  Google Scholar 

  14. Kumar, V., Shah, D.: Pushing and Pulling on the Internet. Marketing Research 16(1), 28–33 (2004)

    Google Scholar 

  15. Laffey, D.: Paid Search: The innovation that changed the Web. Business Horizons 50, 211–218 (2007)

    Article  Google Scholar 

  16. Lempel, R., Moran, S.: The stochastic approach for link structure analysis (SALSA and the TKC effect). Computer Networks 33(1-6), 387–401 (2000)

    Article  Google Scholar 

  17. Mangalindan, M.: Playing the Search Engine Game. The Wall Street Journal (June 16th, 2003)

    Google Scholar 

  18. Mentz, G.S., Whiteside, R.: The revenue impact of Online Search Engine Marketing Technology for Medical Clinics. Journal of Information Technology Impact 3(2), 101–110 (2003)

    Google Scholar 

  19. Moxley, D., Blake, T., Maze, S.: Web search engine advertising practices and their effect on library service. The Bottom Line: Managing Library Finances 17(2), 61–65 (2004)

    Article  Google Scholar 

  20. Novak, T., Hoffman, D., Yung, Y.: Measuring the customer experience in online Environments: A Structural modeling approach. Marketing Science 19(1), 22–42 (Winter 2000)

    Article  Google Scholar 

  21. Oliva, R.: Playing the Search. So little time, so many sites. Marketing Management 13(2), 48–51 (2004)

    MathSciNet  Google Scholar 

  22. Ostler, J.: Search Engine Marketing Strategy. NZ Marketing 20(6), 48 (2001)

    Google Scholar 

  23. Palmer, D.: PopUps Cookies and SPAM: Toward a Deeper Analysis of the Ethical Significance of Internet Marketing Practices. Journal of Business Ethics 51(1), 271–280 (2005)

    Article  Google Scholar 

  24. Porter, M.: Strategy and the Internet. Harvard Business Review 79(3), 62–78 (2001)

    Google Scholar 

  25. Schultz, J., Fristedt, J.: Calling All Search Engines. Association Management, 8–13 (June 2005) (Supplement)

    Google Scholar 

  26. Seda, C.: In the Click. Entrepreneur 32(8), 60–63 (2004)

    Google Scholar 

  27. SEMPO, Search Marketing Efforts Across, France, Italy, Spain (2007a), http://www.sempo.org/learning_center/research/european_user_study_07 (accessed April 20, 2007)

  28. SEMPO, The State of Search Engine Marketing 2006 (2006b), http://www.sempo.org/news/releases/02-08-07 (accessed May 12th, 2007)

  29. Sen, R.: Optimal Search Engine Marketing Strategy. International Journal of Electronic Commerce 10(1), 9–25 (2005)

    Google Scholar 

  30. Smith, A.: Loyalty and E-Marketing Issues. Quarterly Journal of Electronic Commerce 3(2), 149–161 (2002)

    Google Scholar 

  31. Taylor, C.: Irish firms stuck in search engine limbo (2007), http://www.electricnews.net/frontpage/news-9920283.html (accessed May 26th, 2007)

  32. Thurow, S.: Search engine marketing: paid submission, pay-for-inclusion, and pay-for-placement (2007), http://www.grantasticdesigns.com/paidservices.html (accessed February 2nd, 2007)

  33. Varadarajan, P., Jayachandran, S.: Marketing Strategy: An Assessment of the State of the Field and Outlook. Journal of the Academy of Marketing Science 27(2), 120–143 (1999)

    Article  Google Scholar 

  34. Vine, R.: The Business of Search Engines. Information Outlook 8(2), 25–31 (2004)

    Google Scholar 

  35. Weischedel, B., Matear, S., Deans, K.: The use of emetrics in strategic marketing decisions: a preliminary investigation. International Journal of Internet Marketing and Advertising 2(1/2), 109–125 (2005)

    Article  Google Scholar 

  36. Xing, B., Lin, Z.: The Impact of Search Engine Optimisation on Online Advertising Market. In: Proceedings of the Eight International Conference on Electronic Commerce. ACM, Fredericton (2004)

    Google Scholar 

  37. Zhang, J., Dimitroff, A.: The impact of webpage content characteristics on webpage visibility on search engine results. Information Processing and Management 41(3), 665–690 (2005)

    Article  Google Scholar 

  38. Zimmer, M.: The Value Implications of the Practice of Paid Search. Bulletin of the American Society for Information Science and Technology 32(2), 23–25 (2006)

    Article  MathSciNet  Google Scholar 

  39. Zwick, R., Rapport, A., Lo, A., Muthukrishnan, A.: Consumer sequential search: Not Enough or Too Much? Marketing Science 22(4), 503–519 (2003)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Business Information Systems Group, Cairnes School of Business & Economics, National University of Ireland, Galway, Ireland

    Chris Barry & Debbie Charleton

Authors
  1. Chris Barry
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Debbie Charleton
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Departament of Systems and Informatics, Polytechnic Institute of Setúbal – INSTICC, Rua do Vale de Chaves - Estefanilha, 2910-761, Setúbal, Portugal

    Joaquim Filipe

  2. Department of Computer Science, West Long Branch,, Monmouth University, 07764, NJ, U.S.A.

    Mohammad S. Obaidat

Rights and permissions

Reprints and permissions

Copyright information

© 2009 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Barry, C., Charleton, D. (2009). In Search of Search Engine Marketing Strategy Amongst SME’s in Ireland. In: Filipe, J., Obaidat, M.S. (eds) e-Business and Telecommunications. ICETE 2008. Communications in Computer and Information Science, vol 48. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-05197-5_8

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-05197-5_8

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-05196-8

  • Online ISBN: 978-3-642-05197-5

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation