Search and Social
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Search Engine Marketing (SEM) is the process by which businesses get listed on search engines in order to increase visibility to consumers. There are two aspects to SEM:
Search Engine Marketing (SEM) is the process by which businesses get listed on search engines in order to increase visibility to consumers. There are two aspects to SEM:
- Search engine optimization (SEO) is a means to improve visibility of a website through manipulating design content and code with little to no expenditure. It is also referred to as natural search, organic search, and sometimes algorithmic search.
- Pay-per-click (PPC) or paid advertising is a lucrative form of advertising that employs the use of "keywords" in text advertisements to rank high in keyword search results on search engines. Also known as paid search.
After conducting an organic search utilizing multiple keywords such as furniture, home decor, furniture catalogs, living room furniture, modern decor, affordable furniture--Ikea did not rank highly. Ikea only returned a result for one of the keyword searches I conducted (living room furniture). It was the 5th link on the webpage after the paid advertisements.
This is an indicator that either Ikea suggests it is a strong enough name and brand in itself that people will directly search for the company's website and they believe they do not have to improve visibility; or this suggests that Ikea needs to vigorously further its marketing research to understand the needs of potential costumers. Ikea was also unable to return results for paid search. Only the repeated competition ( Z Gallerie, Ashley Furniture, Roomstogo, etc.) was visible. I am unaware of whether or not these search results are a product of specifications of location, but Ikea's advertising was little to none.
It is important for Ikea to utilize keywords like furniture and home decor to improve rankings. One of the company's value proposition is that of providing modern furniture and home goods at a reasonable price. I would be beneficial if Ikea included these propositions as keywords, to ensure they are fully reaching their target market.
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| Ikea's organic keyword search ranking |
In 2014 a Russian ad agency and Ikea created an Instagram platform in the guise of a website. With the employment of Instagram's tagging feature and grid structure--Ikea was able to showcase its latest collection while increasing interactivity with customers.
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| Tap the photo and you will be directed to a singular Instagram page for each piece of furniture |
Source: Ikea Built Something New: An Instagram Website. (n.d.). Retrieved October 31, 2015.
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