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Authors
Advisor(s)
Abstract(s)
O mundo digital tem mudado a forma como acontecem as relações comerciais. Decidir continuar com o marketing tradicional ou migrar para o marketing digital, ou investir em ambos, podem ser apenas as decisões iniciais.
Na era digital torna-se imprescindível as organizações alcançarem visibilidade on-line. A audiência virtual pode ser atraída à página virtual da empresa através de tráfego pago, por impulsionamento financeiro, denominado de outbound marketing, ou por tráfego orgânico, não pago, efetivado por atração espontânea, onde os visitantes encontram as empresas por meio de motores de busca. Ao usar as estratégias de inbound marketing e as ações de Search Engine Optimization (SEO) tem-se a possibilidade de ser encontrado nas primeiras posições dos sites de busca como Google, Yahoo, Bing e outros, por tráfego orgânico.
O objetivo principal deste estudo consiste em perceber a importância da aplicação de estratégias de SEO na metodologia de inbound marketing para empresas de diferentes segmentos que queiram melhorar sua visibilidade e posicionamento orgânico nos mecanismos de busca para promover a longo prazo sua marca, produtos e serviços, e analisar os resultados obtidos.
Por um lado, o inbound marketing contém um conjunto de metodologias pelo qual se atrai, converte, encanta e fideliza clientes. Por outro lado, atrair visitantes para a página virtual da empresa é o alvo principal das ações táticas de SEO. Assim, analisar a importância destas ações de SEO e a sua contribuição na busca por resultados é o objetivo central desta investigação.
The digital world has changed the way commercial relations take place. To decide to move on traditional marketing or migrate to digital marketing, or to invest in both might be just the early decisions. In the digital era it is essential for organizations to reach on-line visibility. The virtual audience could be attracted to the company webpage through paid traffic, by financial boosts called outbound marketing, or through organic traffic, non-paid, possible via spontaneous attraction, where visitors find the companies through search engines. Using the inbound marketing strategies and the SEO companies have the chance of being found in the first positions of the search engine such as Google, Yahoo, Bing and others, by organic traffic. The main goal of this study is to understand the importance of applying SEO strategies in the inbound marketing methodology for companies from different segments that want to improve their visibility and organic positioning in search engines to promote their brand, products and services in the long term, and analyze the results obtained. On one hand, the inbound marketing has a collection of methodologies through which allow to attract, engage, delight, and retain customers. On the other hand, attract visitors to a company webpage is the main goal of SEO tactical actions. Thus, analyze the importance of those SEO actions and their contribution in the search results is the main goal of this research.
The digital world has changed the way commercial relations take place. To decide to move on traditional marketing or migrate to digital marketing, or to invest in both might be just the early decisions. In the digital era it is essential for organizations to reach on-line visibility. The virtual audience could be attracted to the company webpage through paid traffic, by financial boosts called outbound marketing, or through organic traffic, non-paid, possible via spontaneous attraction, where visitors find the companies through search engines. Using the inbound marketing strategies and the SEO companies have the chance of being found in the first positions of the search engine such as Google, Yahoo, Bing and others, by organic traffic. The main goal of this study is to understand the importance of applying SEO strategies in the inbound marketing methodology for companies from different segments that want to improve their visibility and organic positioning in search engines to promote their brand, products and services in the long term, and analyze the results obtained. On one hand, the inbound marketing has a collection of methodologies through which allow to attract, engage, delight, and retain customers. On the other hand, attract visitors to a company webpage is the main goal of SEO tactical actions. Thus, analyze the importance of those SEO actions and their contribution in the search results is the main goal of this research.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Inbound marketing Search Engine Optimization Marketing digital Marketing Digital Marketing
Citation
Andrade, A. C. (2021) A importância do Search Engine Optimization no Inbound Marketing. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/15311