Author Question: What is meant by the terms paid search and search engine optimization? How are they similar? How are ... (Read 122 times)

LaDunn · **on:** Jun 29, 2018

What is meant by the terms paid search and search engine optimization? How are they similar? How are they different? Discuss the possibilities for each, and provide an example of each to illustrate your answer.

Question 2

Norah operates an upscale shop that does both pet grooming and human manicures and pedicures. She is reaching a market segment with people who place great value on their dogs and are concerned with their own appearance, yet pressed for time. No other businesses meet the needs of these consumers. Which strategic issue in retailing does Norah appear to have addressed?
A) Store image
B) Location
C) The wheel of retailing
D) Retail positioning
E) Scrambled merchandising

canderson530 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Both terms refer to ways that advertisers get their company or organization name on or near a list of results when a user does a Web search. In general, a paid search comes from the actions of advertisers on the Web, but search engine optimization comes from the behavior of consumers on the Web.

Paid search is a process by which advertisers pay a fee to a portal or search engine site to place ads in or near relevant search results based on key words. For example, if you Google baby toys you will find ads for Internet toy retailers within or next to the list of search results. Paid search can also fine-tune a Web user's search to focus on relevant and specific sites. For example, when an astronomy buff who has done many Google searches on astronomy terminology enters the word Saturn, the search results will be for the planet, not the car.

Search engine optimization (SEO) refers to the process by which the volume and quality of traffic from search engines is improved based on surfers' profiles. This affects the location of the site on a search results list. The higher the site is shown on a list, the more likely the user will visit the site -- but the more it will cost. For example, when a user types a key word in a Google search, some of the most popular sites currently being accessed will come up first.

Answer to Question 2

D