SEARCH ENGINE MARKETING A NEW WAY OF MARKETING IN DIGITAL AGE

Abstract

Search engine has become very strong tool for digital marketers because of internet user
habitual behaviours. Most of the users begin their surfing with search box of search engine.
Therefore, digital marketers are putting efforts to pull target audience from search engine
result page. This paper investigates the mediating role of website optimisation for successful
search engine marketing. This papers has taken keyword search as an independent variable,
website optimisation as mediating variable, and search engine marketing as dependent
variable. The convenience sampling technique was used to interview 367 respondent of
Punjab, India. This finding suggest that keyword search plays vital role in the success of
search engine marketing however, if website optimisation is done properly with the help of
popular keyword then the effectiveness of search engine marketing increases. SPSS AMOS
was used to analyse collected data and to reach specific conclusion.