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Suchmaschinenmarketing (SEO & SEA)

In: Online-Marketing-Intelligence

Author

Listed:
  • Dennis Ahrholdt

    (HSBA Hamburg School of Business Administration)

  • Goetz Greve

    (HSBA Hamburg School of Business Administration)

  • Gregor Hopf

    (Duale Hochschule Baden-Württemberg)

Abstract

Zusammenfassung Suchmaschinen sind die meist genutzten Anwendungen im Internet und werden von ca. 93 % der Internetnutzer verwendet, um Produkte, Dienstleistungen, Personen und allg. Informationen zu finden. Großer Marketing-Vorteil ist, dass jede Suchanfrage aktuelles Themeninteresse reflektiert, und Suchmaschinen den Besucher-Traffic mit höchster Transaktionsaffinität liefern. Vermutlich beginnen ca. 50–70 % von Online-Kaufentscheidungen mit einer Suchmaschinen-Nutzung. Suchmaschinenmarketing ist daher das meist genutzte Online-Marketing-Instrument und weiterhin werden starke Wachstumsraten prognostiziert. Das nachfolgende Kapitel befasst sich gegliedert nach Suchmaschinenoptimierung (SEO) und Suchmaschinenwerbung (SEA) mit insg. 58 Kennzahlen zur Erfolgsbeurteilung und gibt Anwendungshinweise bspw. auf verbesserte Steuerungsmöglichkeiten des Suchmaschinenmarketings – sowohl bei typischen Generalisten (bspw. Google) als auch bei plattformintegrierten Suchmaschinen (bspw. Amazon).

Suggested Citation

  • Dennis Ahrholdt & Goetz Greve & Gregor Hopf, 2023. "Suchmaschinenmarketing (SEO & SEA)," Springer Books, in: Online-Marketing-Intelligence, edition 2, chapter 3, pages 25-66, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40599-1_3
    DOI: 10.1007/978-3-658-40599-1_3
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