Search Engine optimization in Digital Marketing: Present Scenario and Future Scope

摘要

Search Engine optimization has become mainstream activity in marketing nowadays. As every firm is trying to increase their online presence and SEO is most crucial in improving the ranking of the firms’ online offerings on the search engine. Since users search keywords of their use instead of the names of the organizations, it becomes important for the business organizations to take up top positions in search engines results. Therefore, this study focuses on exploring the Search Engine optimization from the managerial perspective as well as identifying the role and importance of SEO in increasing the profitability of firms. It also analyzes the present scenario and future scope of Search Engine optimization in Digital Marketing. The study is based on data collected through secondary sources. Findings of this study justify the importance of SEO that and recommends that SEOs in mobile marketing must also be included as most of the internet penetration is now from smartphones. The study also suggests the use of White Hat SEO practices to increase the firms’ profitability.