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Search Engine Optimization (SEO)

In: Digital Marketing

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

The chapter focuses on enhancing online visibility through the optimization of websites to achieve higher rankings on search engine results pages (SERP). SEO involves improving both internal and external website elements such as keywords, meta tags, content quality, and link architecture. Techniques like keyword research, on-page SEO, content creation, technical SEO, and link building are essential for boosting search engine rankings. The chapter also addresses the use of meta tags, their importance, and their impact on SEO, including title tags, meta descriptions, and viewport tags. Additionally, it highlights the role of decision models like the DEMATEL method in forming effective SEO strategies. Properly implementing SEO practices helps businesses improve their online presence, drive more organic traffic, and achieve their marketing goals.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Search Engine Optimization (SEO)," Springer Texts in Business and Economics, in: Digital Marketing, chapter 6, pages 77-87, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_6
    DOI: 10.1007/978-3-031-69518-6_6
    as

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