People choose to spend a large amount of their time on the internet these days, which has led to an increase in search engine marketing. It is a form of online marketing that displays the ads as organic and sponsored links and is considered less intrusive by internet users. However, internet users' low perceived credibility towards online marketing, in general, seems to be affecting their perception of the two links as well. There is currently a gap in knowledge regarding what factors affect internet users' perceived credibility towards organic and sponsored links. This was explored in this study to see what affects the users' perception and how it could be raised. The trustworthiness, expertise, and attractiveness factors in the source credibility theory were utilized and explored to see if they affected the internet users' perceived credibility towards the links. This was achieved through a quantitative study and by conducting two questionnaires with sample sizes of 140 respondents each. The findings of this study indicate that the three factors positively affect internet users' perceived credibility. By performing a t-test on the combined results from the two questionnaires, it was also evident that which type of link it is, organic or sponsored, plays a significant role in how the users perceive the link’s credibility. The organic links have a more positive effect on the users' perceived credibility and are viewed as more credible than the sponsored links, suggesting a bias towards the sponsored links.

The expanded internet usage has resulted in an increased activity at web-based search engines. Companies are therefore devoting a large portion of their online marketing budget on Search Engine Marketing (abbreviated SEM) in order to reach potential online consumers searching for products. SEM comprises Search Engine Advertising (SEA) and Search Engine Optimization (SEO) which are two dissimilar marketing tools companies can invest in to reach the desired customer segments. It is therefore of great interest for companies in different product markets to have knowledge of which SEM strategy to utilize. The statement leads to the purpose of the thesis which is to investigate which SEM strategy is the most suitable for companies in different markets, SEA or SEO?. The purpose of the thesis is derived to the research problem: How does the search behavior of consumers differ between the two SEM tools, SEO and SEA?. Initially, in order to answer the research problem, a theoretical framework was conducted consisting of theories from previous research. To collect primary data observations of 60 test subjects was performed in accordance with the Experimental Vignette Methodology. The analysis consists of a comparison between the collected data and the theories included in the frame of reference, to identify similarities and differences. The SPSS analysis of the result revealed numerous findings such as the two-way interactions of the factors degree of involvement and the click rate of SEM, as well as the choice of either a head or a tail keyword and the degree of involvement. The analysis further revealed a three-way interaction which suggests that the degree of involvement, and the use of either a head or tail keyword affects the choice of SEM. Additionally, the result shows that customers using brands as keywords are more likely to click on an organic link rather than on a paid ad. However, when adding the factor age to the analysis the results turn insignificant. As the area of search behavior of customers using search engines is relatively scientifically unexplored, the thesis has contributed with knowledge useful for companies, marketing agencies, among others. However, due to the ongoing expansion of search engine usage, it is of great interest to conduct further research in the area to reveal additional findings.

The thesis is focused on the analysis of the communication mix of Memos Software s.r.o. company which develops the custom software. Before the main analysis the theoretical part takes place in which the traditional components of the communication mix are explained. After that the attention is oriented on the communication mix which is done through the internet. In the practical part the analyzed company is introduced and after that the contemporary status of its communication mix is being described. Based on the analysis in the end of this thesis the recommendations are given with the aim to retrieve the imperfections and to optimize the communication mix of this company.

In my thesis, I focused on optimalization web sites for full-text search engines and other forms of promotion in the context of the Internet. The goal of my work is to apply various means of optimizing and promotion website to its life cycle and the ongoing processes in this life cycle. To achieve the goals I set out as follows thesis divided into three relatively independent parts. The first part is devoted to describing the life cycle of web and selected processes taking place in this life cycle. The second part is devoted to descriptions of individual resources optimization and promotion web. In the final section, I described the means to apply optimization and promotion web site life cycle and processes associated with it, which I have described and illustrated in the first part of the work.

This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.

This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.

En las tres últimas décadas la llamada cultura .COM ha causado una revolución tan grande como la de la imprenta en su momento, revolución que potenció las comunicaciones y por ende la manera de comerciar y consumir. Con un crecimiento mundial continuo y orgánico ha logrado migrar la costumbre de los consumidores obligando a los medios de comunicación tradicionales a reinventarse o desaparecer. Nuestro país no es ajeno a este cambio registrando un aumento importante en los 15 últimos años y aunque todavía se considera la web como soporte del negocio original, la exposición de productos nacionales a nivel mundial, y de negocios transversales han crecido exponencialmente, muchas veces obteniendo márgenes en mercados donde no se esperaba una penetración. En el 2010 el número de peruanos con acceso a información digital era de 34.8%, para el 2017 este número ya era del 48.8% con un crecimiento promedio de 2% por año; esto coloca a los medios de comunicación tradicional en una encrucijada; pero también nos brinda una gran oportunidad. Bajo esta oportunidad presentamos nuestro proyecto: Una plataforma digital de comunicación deportiva, la cual gracias a tecnologías de información (Big Data) dirigiría sus contenidos a los mercados que mejor paguen por los espacios de publicidad. Los contenidos se ajustarán en tiempo real según la información que obtengamos vía SEM y serán trabajados en tiempo real por redactores especializados en generar contenido deportivo polémico y divertido. Esto permitiría captar visitas que sean fieles y regresen, y además rentabilizaría por la venta de espacios vía publicidad programática, gracias a la cual venderemos nuestros espacios a los mejores postores en tiempo real. / In the last three decades the so-called .COM culture has caused a revolution as big as the printing press in its time, a revolution that enhanced communications and therefore the way we trade and consume. With a continuous and organic worldwide growth, it has managed to migrate the consumers' habits, forcing traditional media to reinvent themselves or disappear. Our country is no stranger to this change, registering a significant increase in the last 15 years and although the web is still considered as the support of the original business, the exposure of national products worldwide, and transversal businesses have grown exponentially, often obtaining margins in markets where penetration was not expected. In 2010 the number of Peruvians with access to digital information was 34.8%, by 2017 this number was already 48.8% with an average growth of 2% per year; this places the traditional media at a crossroads; but also gives us a great opportunity. Under this opportunity we present our project: a digital platform for sports communication, which thanks to information technologies (Big Data) would direct its contents to the markets that best pay for advertising spaces. The contents will be adjusted in real time according to the information we obtain via SEM and will be worked on in real time by writers specialized in generating controversial and entertaining sports content. This would allow us to capture visits that are loyal and return, and would also be profitable through the sale of spaces via programmatic advertising, thanks to which we will sell our spaces to the best bidders in real time. / Trabajo de investigación

This diploma work deals with specific business concept and with possibilities of a company promotion on the Internet. The theoretical segment contains a survey of the Internet business models and a synopsis of current individual forms of promotion used on the Internet. There are described advantages and disadvantages of banner advertising, contextual advertising, email marketing, search engine marketing (SEM), social networks and affiliate marketing. The final part of theoretical section of the thesis is dedicated to the possibilities of propagation efficiency measurements. Practical part of the diploma work introduces author's own business concept and its business model. The description of specific methods of propagation realized in congruence with the noted business concept follows.

Titel:                                  David vs. Goliath Författare:                        Henriksson, Johannes & Ågehäll, Adam Institution:                        Linnéuniversitetet, Ekonomihögskolan Program:                           Ekonomprogrammet inriktning Marknadsföring Kurs:                                 Företagsekonomi III – Marknadsföring, Examensarbete, 15hp Handledare:                      Leif Rytting Examinator:                      Kaisa Lund   Syfte:                                 Uppsatsens syfte är att undersöka huruvida mikroföretag kan skapa marknadsfördelar av att implementera Search Engine Marketing. Ytterligare en avsikt är att uppsatsen skall bidra med kunskap kring hur mikroföretag kan stärka sitt varumärke genom Search Engine Marketing.    Metod:                               Kvalitativ studie innehavande en mix mellan induktiv- och deduktiv forskningsansats. Även kallad abduktiv forskningsansats. Den empiriska datan är insamlad genom semi-strukturerade intervjuer bestående av tio respondenter.   Slutsats:                             Sökmotormarknadsföring är en grundkomponent i den digitala marknadsföringen. Mikroföretag skapas möjlighet att konkurrera mot större varumärken genom skapad synlighet. Marknadsföring via en nischad marknad visar sig fördelaktig. En sammanstrålad varumärkesidentitet och varumärkesimage bör avspeglas i content.   Nyckelord:                          Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken.   Fördelning av arbete:         Båda författarna har varit lika delaktiga under alla delar av studien. / Title:                                   David vs. Goliath Authors:                             Henriksson, Johannes & Ågehäll, Adam Institution:                          Linnaeus University, School of Business and Economics Programme:                       Business Administration and Economics, specialization Marketing Course:                               Business Administration III – Marketing, Bachelor Thesis, 15hp Supervisor:                         Leif Rytting Examiner:                           Kaisa Lund   Purpose:                             The purpose of this study is to examine how micro enterprises can create market advantages by implementing Search Engine Marketing. Further intention is that the study will provide knowledge about how micro enterprises can invigorate they brand through Search Engine Marketing.    Method:                              Qualitative study using a mix of both inductive- and deductive research approach. Also known as abductive approach. The empirical data is collected using semi-structured interviews, with ten respondants.   Conclusion:                         Search Engine Marketing is a basic component in digital marketing. Micro enterprises creates the opportunity to compete against larger brands through visibility. Niche marketing is found valueable. A converged brand identity and brand image should be mirrored in content.   Keywords:                          Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands.   Allocation of work:             Both authors have been equally involved in all parts of the thesis.

The remarkable spread of the Internet has generated new opportunities for companies to promote themselves and communicate with their customers. The most used Internet service of finding information today is search engines (e.g. Google, Bing, Yahoo) were almost three million searches are preformed every minute worldwide. This trend has led to an importance for companies having their websites visible on these search engines. In addition, people tend to be more and more on the go and are searching with their smartphones instead of traditional personal computer (PC). Meaning that companies’ websites can be available for customers 24 hour a day, 7 days a week, independent on customers location. Consequently, companies have the possibilities to reach the attention of customers when they actually search for a product/service and are therefore most likely to purchase.   In this thesis a marketing strategy has been developed for managers regarding how to master this new communication tool, in order to reach success and competitive advantage. This strategy was developed by investigate in what characteristics and functions users desire when searching with their smartphone. Together with three hypotheses tested if the perceived user-friendliness, relative advantage and compatibility within mobile search have a positive affect on the intention of use this new technology.   In this bachelor thesis a survey was conducted among people in generation C living in Sweden, which resulted in 397 completed responses. The hypotheses were tested with use of a regression analysis and the findings were that the relative advantage and compatibility in mobile search has a positive affect on the intention of use. Therefore, this thesis suggests companies to develop their mobile search engine marketing strategy with the aim of delivering value and satisfying the customer. Moreover, this thesis recommend managers to keep their mobile website quick, relevant and making sure having valuable and informative information about their business in the description text visible to users in the search engine hit list.   Finally, the majority of the population does already act on this new market and it is therefore of great importance for companies satisfying these users in order to stay competitive.