Search Engine Optimization (SEO)

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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.
Bibliographic citation: VILLANUEVA, J., FERRANDIZ, L., FERNÁNDEZ-VELILLA, R., SIMARRO, S. (2020). Search Engine Optimization (SEO). IESE, MN-403-E.
Date: 01/05/2020
Author(s): Julián Villanueva; Luis Ferrandiz; Rosa Fernández-Velilla; Sergio Simarro
Document type: Technical Note
Department: Marketing
Languages: English / Spanish