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Search Engine Optimization (SEO)

Ferrándiz, Luis ; Villanueva, Julian ; Simarro, Sergio ; Fernández-Velilla, Rosa

Reference: MN-374-E
Number of pages: 15
Publication Date: May 6, 2011
Source: IESE (España)
Type of Document: Technical Note

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Description

In the digital world, search engines are shop windows. They are an absolute necessity for giving visibility to a business. A company that does not have a top position in online search results is missing opportunities to sell to, or communicate with, potential customers. And a business that does not appear in search results might as well not exist. Search engine optimization encompasses a range of techniques aimed at improving a website's position on search engine results pages, so as to receive more traffic (in response to a given query by a user). In this technical note we explain the importance of SEO and introduce the main SEO techniques.

Keywords

e-Business Internet Marketing