Search Engine Marketing. Establishing a brand's presence in the digital world

      Аннотация: It is an undisputed fact, that the Internet has greatly influenced the way marketers communicate with customers. Digital branding is one of the most promising marketing fields and is the most fruitful way to approach consumers nowadays. The present study touches upon the two aspects of Search Engine Marketing (SEM), Search Engine Optimization (SEO) & Search Engine Advertising (SEA). SEM is used to describe activities associated with researching, submitting and positioning a website within search engines either organically (SEO) or by paid advertisements (SEA). An in-depth analysis of all the actions paid and unpaid, on-site and off-site, a digital marketer can perform to increase a website's visibility in search engines, will be provided. What is more, tips and hints about international expansion & social media marketing will also be included.

Ключевые слова: digital marketing, SEA, Search engine marketing, Search Engine Optimization, SEM, SEO, Social Media Marketing, search engine advertising, digital branding, adwords