Search engine optimization is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid search results. In general, the earlier , and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.
Content marketing is not new; the Michelin guides were first printed more than a century ago as a way of encouraging motorists to drive to new restaurants and, consequently, need new tyres more often. But today, with some research suggesting 90 per cent of B2C companies use content marketing in one form or another, the need for understanding has never been more critical.
Christina Inge is an Adjunct Professor in the Business program. She has two decades of experience leading digital strategy and managing complex marketing technology projects.
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