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O impacto do SEO e do SEM na visibilidade do negócio e das vendas online
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Orientador(es)
Resumo(s)
A crescente digitalização da economia tem ressaltado a importância da presença online das organizações. Dentro deste cenário, estar bem posicionado nos motores de pesquisa é fundamental para captar potenciais clientes, impulsionar o tráfego dos websites e otimizar o desempenho digital. De forma a alcançar esses objetivos, surgem o Search Engine Optimization (SEO) e o Search Engine Marketing (SEM), amplamente reconhecidos como ferramentas essenciais do marketing digital.
A presente dissertação pretende analisar como os profissionais de marketing digital percecionam o impacto das estratégias de SEO e SEM na visibilidade e nas vendas online das empresas. Deste modo, foi desenvolvida esta investigação de caráter exploratório, com uma abordagem qualitativa e a estratégia metodológica adotada foi o estudo de casos múltiplos. A recolha de dados foi realizada através de entrevistas semiestruturadas a profissionais da área do marketing, complementadas pela revisão de literatura baseada em publicações relevantes sobre o tema. Os dados recolhidos foram analisados através da técnica de análise de conteúdo.
Os resultados obtidos demonstram que o SEO desempenha um papel fulcral na construção de uma presença digital sustentável, visto que contribui para o aumento da visibilidade orgânica e gera credibilidade das organizações a médio e longo prazo. Por outro lado, o SEM revela-se mais eficaz para obter resultados imediatos, pois permite alcançar um público-alvo mais específico e aumentar a notoriedade das marcas. O estudo evidencia ainda que a utilização de ambas as estratégias em conjunto, pode potenciar os resultados.
Este estudo tem como principal contributo a compreensão do SEO e do SEM, desde a sua implementação, de que forma são monitorizados, e quais os desafios enfrentados pelos profissionais da área ao implementar estas duas estratégias. Com os conceitos teóricos e práticos, pretende-se que a dissertação apoie futuros estudos e que auxilie profissionais da área.
The increasing digitalisation of the economy has highlighted the importance of organisations' online presence. In this context, achieving strong visibility in search engines has become essential for attracting potential customers, increasing website traffic, and enhancing digital performance. In order to achieve these objectives, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) emerge, widely recognized as essential tools of digital marketing. This dissertation aims to analyse how digital marketing professionals perceive the impact of SEO and SEM strategies on business visibility and online sales. To achieve this objective, an exploratory study was conducted using a qualitative approach, and the adopted methodological strategy was a multiple case study. Data were collected through semi-structured interviews with marketing professionals and complemented by a literature review based on relevant publications on the topic. The collected data were analysed using the content analysis technique. The findings demonstrate that SEO plays a crucial role in building a sustainable digital presence, as it contributes to increased organic visibility and enhances organisational credibility in the medium and long term. In contrast, SEM proves to be more effective in generating immediate results, as it enables organisations to reach more specific target audiences and increase brand awareness. The study also highlights that the combined use of both strategies can enhance overall performance and maximise results. The main contribution of this study lies in improving the understanding of SEO and SEM, including their implementation, monitoring processes, and the challenges faced by professionals when applying these strategies. By integrating both theoretical and practical perspectives, this dissertation aims to support future studies and assist professionals in the field.
The increasing digitalisation of the economy has highlighted the importance of organisations' online presence. In this context, achieving strong visibility in search engines has become essential for attracting potential customers, increasing website traffic, and enhancing digital performance. In order to achieve these objectives, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) emerge, widely recognized as essential tools of digital marketing. This dissertation aims to analyse how digital marketing professionals perceive the impact of SEO and SEM strategies on business visibility and online sales. To achieve this objective, an exploratory study was conducted using a qualitative approach, and the adopted methodological strategy was a multiple case study. Data were collected through semi-structured interviews with marketing professionals and complemented by a literature review based on relevant publications on the topic. The collected data were analysed using the content analysis technique. The findings demonstrate that SEO plays a crucial role in building a sustainable digital presence, as it contributes to increased organic visibility and enhances organisational credibility in the medium and long term. In contrast, SEM proves to be more effective in generating immediate results, as it enables organisations to reach more specific target audiences and increase brand awareness. The study also highlights that the combined use of both strategies can enhance overall performance and maximise results. The main contribution of this study lies in improving the understanding of SEO and SEM, including their implementation, monitoring processes, and the challenges faced by professionals when applying these strategies. By integrating both theoretical and practical perspectives, this dissertation aims to support future studies and assist professionals in the field.
Descrição
Palavras-chave
SEO SEM GEO Motores de Pesquisa Search Engines