Abstract

It is normal for any organization to have an online attendance on the Internet. With the continued rise of the internet and the growing importance of websites, it has become increasingly difficult for websites trying to reach potential customers/visitors to achieve visibility. Around 4 million new websites appear online every month in Google search engine platform. As a result of this astonishing rise, it has become more difficult for websites to remain visible among the competing sites without using the optimal available search engine tools.

In this study, there is one case study from the United Kingdom that was selected to explore this subject. The research considered how University of Dundee could implement Search Engine Optimization (SEO) and paid listings such as Pay Per Click (PPC) to their website.

The recommendations of this research can be used to guide the marketers how to improve the visibility of their website to the related target audience. In turn allowing marketers to more accurately determine their choice of an optimal search engine marketing strategy.

This work is licensed under a Creative Commons Attribution 4.0 License.