Applying Search Engine Marketing to E-commerce Website Architecture

• Main Authors: Kuo-Lien Wang, 王國連
• Other Authors: Sung-Shun Weng
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/w737hv

碩士 === 國立臺北科技大學 === 資訊與運籌管理研究所 === 99 === Search engines have become an indispensable tool for Internet users. There are also lots of marketing models deriving from Search engines, called SEM. In this study, we divided SEM structure into two types: flow into and website optimization based on SEM structure proposed by other books and literatures. Besides, we added social marketing and UEO respectively. Then, we re-examine the SEM, and make it be in line with current trends under the structure of the best E-commerce. Here, we used Google Analytics online tools to verify the effectiveness of proposed SEM by collecting website traffic and user behavior data. In conclusion, the results confirmed that the social marketing and UEO have great effectiveness in E-commerce sites. The SEM structure proposed in this study is well-confirmed. In the future, website developers can design websites with SEO and UEO referring to the SEM-based import.