Website promotion

Abstract: Search Engine Optimization (SEO) relates to the activity of optimizing individual webpages or the entire website to make them friendlier to acquire higher raking in the search results. All the major search engines such as Google, Yahoo, Ask, Bing, etc. rank web-pages based on certain factors that affect its ranking; therefore, SEO aims at generating the right types of signals on the web-pages. The core methodology used in SEO is to upgrade both content and associated coding of the website to improve its visibility and prominence in organic searches made by the search engines. The optimized websites obtain better ranks, and typically get a higher number of visitors. This research is based on reviewing different optimization techniques for individual web-pages or the entire website to make them search engine friendly. Besides, this study also critically analyzes and summarizes the core techniques proposed in the contemporary literature. This paper offers a comparative study of the previous research work regarding the techniques used in SEO and pinpoints certain gaps in the known search engine optimization techniques. Finally, we put forward some pertinent guidelines for optimizing the websites.

Abstract: This study examines how the Internet context (website) within which advertisements (banners) are embedded influences ad effectiveness. Respondents evaluated banners after they reviewed a website in which a contextually relevant banner and a contextually irrelevant banner were placed. Results suggest that (1) a contextually relevant banner induced more favorable evaluation and a greater purchase intention toward advertised products than a contextually irrelevant counterpart, and (2) neither a contextually relevant banner nor a contextually irrelevant banner was recalled with better accuracy than the other banner. These findings provide implications for future consumer research and website promotion.

Abstract: Today's consumers are empowered with online shopper reviews which are mostly written and posted by buyers, customers, users, or visitors at a website Shopper reviews will become more popular and ubiquitous in e-tailing in the near future However, the marketing literature is still limited when it comes to knowledge of how shoppers perceive and use online reviews in their purchase decisions Hence, this study explored shoppers’ predispositions toward positive or negative reviews and examined the impact of consumers’ attitudes and usage patterns on their perceived helpfulness and credibility of online shopper/peer reviews One interesting finding from our study of 342 online shoppers was that consumers who would pay greater attention to positive reviews gave reviews more credible and usefulness ratings than their counterparts who would focus on the negative reviews