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This article describes an experiment to use the ChatGPT Large Language Model as a tool to refine Schema.org metadata. ChatGPT was asked to give suggestions to improve a preexisting package of Schema.org structured metadata in the NMSU Library homepage for search engine optimization. A package of reformatted metadata based on ChatGPT's recommendations was used to replace the preexisting metadata for seven weeks and relevant web stats are compared to an equivalent seven-week period from the preceding semester. This article discusses ChatGPT's recommendations in some depth and examines the outcomes from a theoretical perspective. Implications of the experiment are outlined along with future areas for research. [ABSTRACT FROM AUTHOR]

The article discusses the evolution of digital marketing and the use of artificial intelligence (AI) algorithms in smart personalization. It highlights the benefits of personalized content in driving online sales and influencing user behavior, but also raises concerns about privacy and data usage. The article emphasizes the need for ethical practices and transparency in data collection and protection. It suggests that governments should enforce data protection laws, companies should prioritize user privacy, and users should be educated about their rights and options for controlling their data. The article also calls for interdisciplinary research collaboration and the development of privacy-preserving technologies to address the complexities of the privacy paradox. [Extracted from the article]

It is essential to use search engines to get the needed information. A search engine uses result matching to match the user’s query with appropriate web pages. Users see the search results in a certain order based on how they are ranked. A website or web page may be made better using search engine optimization (SEO), which will increase the amount of organic traffic it receives from search engines. If we can’t manage efficient SEO techniques to rank at the top of organic search results, a lot of money will be spent on sponsored adverts for certain keywords. The process of building rank estimate algorithms for search engine results pages (SERP) or applying data analysis to find the best SEO tactics has been employed in several research projects. The datasets of existing studies were undiversified since they only included web pages from one or a small number of categories. This research will improve rank estimation algorithms by using multi-category web pages in the training datasets and will provide demonstrations of improvement on SERP rank estimation algorithms for English web pages. Since Google receives more than 90% of all internet search submissions, scraping will be used there. For the chosen web pages, a collection of on-page SEO variables will be retrieved. The methodology starts with choosing a set of search terms and scraping search engines, then crawling SERP web pages to extract certain SEO criteria from the contents of web pages, and lastly getting to data preprocessing. Various machine learning techniques were used to compare performance and choose the optimal approach. The main finding of research is the enhancement of SERP rank estimation by more than 25% on performance with the proposed dataset improvements for building models. [ABSTRACT FROM AUTHOR]

Purpose: This study investigated whether websites regarding diabetic retinopathy are readable for patients, and adequately designed to be found by search engines. Methods: The term "diabetic retinopathy" was queried in the Google search engine. Patient-oriented websites from the first 10 pages were categorized by search result page number and website organization type. Metrics of search engine optimization (SEO) and readability were then calculated. Results: Among the 71 sites meeting inclusion criteria, informational and organizational sites were best optimized for search engines, and informational sites were the most visited. Better optimization as measured by authority score was correlated with lower Flesch Kincaid Grade Level (r = 0.267, P = 0.024). There was a significant increase in Flesch Kincaid Grade Level with successive search result pages (r = 0.275, P = 0.020). Only 2 sites met the 6th grade reading level AMA recommendation by Flesch Kincaid Grade Level; the average reading level was 10.5. There was no significant difference in readability between website categories. Conclusion: While the readability of diabetic retinopathy patient information was poor, better readability was correlated to better SEO metrics. While we cannot assess causality, we recommend websites improve their readability, which may increase uptake of their resources. [ABSTRACT FROM AUTHOR]

Purpose: Search Engine Optimisation (SEO) covers processes aimed at improving website quality. SEO audits can be used to conduct comparative and competitive analyses to identify good practices employed by other online platforms. The article scores selected marketplace and e-commerce websites in terms of search engine optimisation. Design/methodology/approach: We analyse the quality of selected marketplace and e-commerce websites with synthetic aggregate metrics, so-called SEO Score. The first stage involved exploratory quality tests, whereby the home page source code was analysed for every website. The second stage was algorithmic tests using selected online tools. Findings: The websites scored 2,126 out of 3,000 points in total. It is 71% of the maximum score. This means that, according to the test applications, not many attributes require SEO effort under the employed research design. Four out of the five tested websites had their names (brands) in the meta description tag. All the portals had the title tag. However, only one site had the meta keywords tag. Originality/value: The research apparatus employed is sufficient to identify basic design flaws, which makes it useful for competitive analysis. Our algorithmic analysis pinpointed differences in the quality of leading marketplace and e-commerce websites in Poland. The exploratory research revealed certain good practices regarding meta information on marketplace and e-commerce websites, which may affect SEO. [ABSTRACT FROM AUTHOR]

Background: The trend of coffee consumption in Indonesia encourages many business players in the coffee industry. Storytelling marketing is one of the tools that can be used to build brand awareness and, in the long run, will encourage consumer buying interest. Purpose: This research aims to identify business activities and brand awareness levels and provide a storytelling marketing design for Wanaland Coffee Roastery. Design/methodology/approach: Data was collected through in-depth interviews, online surveys, and literature studies. Quantitative data processing and descriptive statistics results are then analyzed using value chain analysis tools, brand awareness pyramids, and marketing storytelling. Findings/Result: The results of this study are in business activities, Wanaland Coffee Roastery sells coffee in the form of beans offline and online. The promotional media used are Facebook, WhatsApp, Instagram, and word-of-mouth. Brand awareness that is derived from promotional activities that have been carried out is still minimal, so storytelling marketing is used to increase brand awareness. Storytelling design was organized into three scenarios by utilizing five digital communication channels: website, social media, Google My Business, e-commerce, and SEO/ SEM. Conclusion: Based on the research results, consumer brand awareness is still low. Therefore, the marketing storytelling design in this study is needed to increase brand awareness. Originality/value (State of the art): Research conducted at Wanaland Coffee Roastery using a storytelling marketing strategy is the novelty of this research because no similar research has been found. [ABSTRACT FROM AUTHOR]

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study focused on enhancing the adaptation of digital entrepreneurship to benefit from consumers' shift to online purchasing in the COVID-19 pandemic era. It aimed to identify the readiness and ability of digital entrepreneurs, especially small ones, to deal with customers' shift to online purchasing. It also aimed to determine the means and mechanisms that enable digital entrepreneurs to digitally adapt to take advantage of this opportunity. An electronic questionnaire was distributed to the study sample to collect the necessary data to test the study's hypotheses. The focus of the study was on the Kingdom of Saudi Arabia, that reached 384. And the study uses multiple regression analysis to test this hypothesis. The study concluded that digital entrepreneurs could adapt digitally by targeting customers properly and digitally engaging customers to establish an interaction with them, which is one of the most important foundations of digital business activities. They can also adapt digitally through search engine optimisation; adaptation to smartphones, one of the basics of digital adaptation in digital entrepreneurship; and shifting from the traditional supply chain to the digital value chain. [ABSTRACT FROM AUTHOR]

Purpose: This project contributes a rhetorical approach to search engine optimization (SEO) as algorithmic audience analysis. It positions SEO as an activity that requires strategists to compose website content that is optimized to both human search engine users and the algorithmic audience (Gallagher, 2017) of a search engine's indexed content. Method: Actor-Network Theory (Latour, 2005), with its focus on the agency of non-human entities combined with human agency in social activity, provides the theoretical framework for this approach. The project combines usability testing with web development methods to trace rhetorical agency during online search activities (Hocutt, 2019). Doing so demonstrates the role search algorithms play as receptive audiences of SEO strategies. Results: Approaches to teaching SEO within the framework of technical and professional communication (TPC) rhetorical foundations require understanding the algorithmic audiences of SEO practices. By matching timestamp data from videorecorded usability tests and HTTP archive (HAR) files produced during usability testing sessions, content strategists can overlay the chronological recordings with their SEO strategies to better understand how successfully SEO met human and algorithmic audience expectations. When SEO practice identifies human audience expectations effectively and develops content signals attractive to its technological audiences, both audiences succeed in an assembled meaning-making exercise. By applying existing methods of audience analysis to search algorithms, content strategists can improve SEO and help surface relevant content for their human users. Conclusion: The results of this project provide a framework for practicing SEO as rhetorical activity built upon audience analysis of both human and non-human users. [ABSTRACT FROM AUTHOR]

The article presents an interview with Katherine Jones, a high-tech marketing analyst. She discusses the implications of Generative Artificial Intelligence (GenAI) in resume development, examining how AI tools can streamline the process for job applicants. Topics discussed include the potential for AI to create uniform resumes, the ease with which applicants can tailor resumes for specific positions, and the challenges recruiters may face with an influx of similar AI-generated resumes.

In a growing digital landscape, enhancing the discoverability and resonance of scientific articles is essential. Here, we offer 10 recommendations to amplify the discoverability of studies in search engines and databases. Particularly, we argue that the strategic use and placement of key terms in the title, abstract and keyword sections can boost indexing and appeal. By surveying 230 journals in ecology and evolutionary biology, we found that current author guidelines may unintentionally limit article findability. Our survey of 5323 studies revealed that authors frequently exhaust abstract word limits—particularly those capped under 250 words. This suggests that current guidelines may be overly restrictive and not optimized to increase the dissemination and discoverability of digital publications. Additionally, 92% of studies used redundant keywords in the title or abstract, undermining optimal indexing in databases. We encourage adopting structured abstracts to maximize the incorporation of key terms in titles, abstracts and keywords. In addition, we encourage the relaxation of abstract and keyword limitations in journals with strict guidelines, and the inclusion of multilingual abstracts to broaden global accessibility. These recommendations to editors are designed to improve article engagement and facilitate evidence synthesis, thereby aligning scientific publishing with the modern needs of academic research. [ABSTRACT FROM AUTHOR]

This study aimed to demonstrate the impact of digital marketing and evaluate the level of use through its strategies of search engine optimisation, search engine marketing, marketing content creation, social media marketing, mobile marketing, and email marketing on the market share of five-star hotels in Jordan. The current study focuses on the importance of digital marketing in the tourism industry. Both current and potential tourists depend on digital communication tools to obtain information about services, products, promotions and other related details online. Digital marketing allows for personalised communications and offers, but it is necessary to understand its types and value in tourism activities. As the industry becomes more complex and competitive, traditional marketing methods may no longer be sufficient. Therefore, tourism companies rely heavily on information and communications technology and work with global digital networks to distribute and sell their products. Effective digital marketing strategies are essential for increasing online exposure and attracting potential customers. The study adopted the descriptive and analytical field approach to collect data from the study sample of marketing managers, reservations and sales managers, and other participants in the marketing process. Moreover, the population consisted of all leadership and supervisory positions in twenty-one five-star hotels in Jordan, with approximately 500 employees. The sample selected was 222 employees. The author also used the PLS‒SEM technique to analyse the data. This finding revealed that dimensions such as email marketing have a significant and positive effect on the market share of five-star hotels in Jordan. Similarly, mobile marketing, search engine marketing and social media marketing also have significant positive effects on the market share of the hotels studied. On the other hand, the results did not show that marketing content creation and search engine optimisation had no noticeable effect on market share. Furthermore, more studies on search engine optimisation and the creation and promotion of attractive marketing content are recommended, given the inability of the current study to prove its impact on market share. It also recommends that hotels strengthen their digital strategy to keep pace with rapid developments and the strength of competition across networks. [ABSTRACT FROM AUTHOR]

The article discusses the importance of using plain language in insurance communications to ensure that customers understand what they are purchasing. It highlights a readability scorecard conducted on Australian insurance companies, with some scoring higher than others in terms of clarity and simplicity. The benefits of plain language in insurance contracts are also emphasized, including clarifying legal obligations and reducing complaints. Tower, an insurance company in New Zealand, has become the first insurer in the country to transition its policies to the WriteMark Plain Language Standard, aiming to give customers confidence in their coverage and reduce inquiries and complaints. [Extracted from the article]

ÖZ: Bir web sayfasının arama motoru sonuçlarında üst sıralarda yer alması için yapılan çalışmalara arama motoru optimizasyonu (SEO) denmektedir. SEO çalışmaları sayfa içinde ve sayfa dışında yapılan çalışmalar olarak ikiye ayrılmaktadır. Arama motoru sonuç sıralamalarında sayfa içi ve sayfa dışı SEO yöntemlerinin etki düzeyleri tam olarak bilinmemektedir. Bu çalışmada, arama motoru sonuçlarında sayfa içi ve sayfa dışı SEO yöntemlerinin etkileri araştırılmıştır. Çalışmanın deney ortamı olarak dünyada en çok kullanılan arama motoru olan Google arama motoru seçilmiştir. E-ticaret ile alakalı 2022 yılında en çok aratılan 32 anahtar kelime (arama terimi) tespit edilmiştir. Ardından bu arama terimleri Google üzerinden aratılmış ve ilk sayfa sonuçları toplanmıştır. İlk sayfada listelenen web sayfalarının Lighthouse sayfa içi puanı (LH) ve Moz sayfa dışı puanları (PA ve DA) ile arama motorundaki sonuç sıralamaları arasındaki Pearson korelasyon katsayılarına bakılmıştır. Ayrıca örneklemdeki 32 arama terimi alakalarına göre giyim, ayakkabı, elektronik ve takı kategorilerine ayrılmış ve kategori bazında analizler tekrarlanmıştır. Elde edilen bulgulara göre sayfa içi SEO çalışmalarının sıralamaya etkisinin, sayfa dışı SEO çalışmalarına göre daha fazla olduğu söylenebilir. Ancak giyim ve takı/aksesuar kategorilerinde sayfa dışı çalışmaların sıralamaya etkisinin daha fazla olduğu gözlenmiştir. Ayrıca bir web sitesinin belirli konularda uzmanlaşmasının, arama motoru sıralamalarında avantaj sağladığı gözlenmiştir. ABSTRACT: The efforts made to achieve a higher ranking in search engine results pages are referred to as search engine optimization (SEO). SEO activities are divided into on-page and off-page optimization. The exact impact levels of on-page and off-page SEO methods on search engine result rankings are not fully understood. In this study, the effects of on-page and off-page SEO methods on search engine results were investigated. Google, the most widely used search engine worldwide, was chosen as the experimental environment. Thirtytwo search terms (keywords) related to e-commerce that were most frequently searched in 2022 were identified. These search terms were then searched on Google, and the results from the first page were collected. The Pearson correlation coefficients between the Lighthouse on-page score (LH), Moz off-page score (PA), Moz domain authority score (DA), and the rankings of the web pages listed on the first page were examined. This process was also conducted for the categories of apparel, footwear, electronics, and jewelry. According to the findings, it can be stated that on-page SEO activities have a greater impact on rankings compared to off-page SEO activities. However, in the apparel and jewelry/accessory categories, it was observed that off-page activities have a greater influence on rankings. Additionally, it was observed that specializing in specific topics on a website provides an advantage in search engine rankings.

Search Engine Optimization (SEO) has been a preferred and accessible way of marketing products and services by businesses primarily due to the pandemic's limitations. E-commerce platforms like Zalora's marketing approach heavily rely on search engine optimization and the quality of service it offers [Yousef, 2021]. However, web traffic and customer click-through rates do not necessarily result in purchase intention. This study aimed to assess customers' pre-purchasing intent by measuring the search engine optimization (SEO) engagement rate parameters of Zalora and identifying the factors that encourage customer purchase intention. Thus, the quantitative analysis allowed the measurement of customer engagement and purchase intention. The researchers examined the influence of SEO through Stratified Random Sampling and distributed online and printed survey questionnaires to three hundred seventy-five (375) online shoppers within Region III (Central Luzon), specifically Bulacan, Pampanga, and Tarlac. The findings stated that the factors of Quality Content, Website Interface, and Ranking Algorithm have a p-value of less than 0.05 with a probability of 0.0000, significantly influencing online shoppers' purchase intention. Aside from needs and wants, factors such as promos, visible prices, and ecstatic promotional statements within the URL link entice customers to view and purchase from the search results upon browsing the web. Thus, it provides vital information businesses could utilize to select keywords to include in their clickable search results. [ABSTRACT FROM AUTHOR]

This article introduces Mi-Go, a tool aimed at evaluating the performance and adaptability of general-purpose speech recognition machine learning models across diverse real-world scenarios. The tool leverages YouTube as a rich and continuously updated data source, accounting for multiple languages, accents, dialects, speaking styles, and audio quality levels. To demonstrate the effectiveness of the tool, an experiment was conducted, by using Mi-Go to evaluate state-of-the-art automatic speech recognition machine learning models. The evaluation involved a total of 141 randomly selected YouTube videos. The results underscore the utility of YouTube as a valuable data source for evaluation of speech recognition models, ensuring their robustness, accuracy, and adaptability to diverse languages and acoustic conditions. Additionally, by contrasting the machine-generated transcriptions against human-made subtitles, the Mi-Go tool can help pinpoint potential misuse of YouTube subtitles, like search engine optimization. [ABSTRACT FROM AUTHOR]

The article discusses the use of large language models (LLMs) in marketing contexts. LLMs, such as OpenAI's GPT Series and Google's Gemini, have the ability to generate content based on patterns observed in existing data. The article emphasizes the importance of tailoring LLMs for specific marketing tasks and highlights the benefits of combining machine-generated content with human editing. The approach of using LLMs for search engine optimized (SEO) content creation is particularly effective, outperforming human-written content in terms of online visibility and cost efficiency. However, the article also emphasizes that LLMs should be seen as tools that enhance productivity and performance, rather than replacing human expertise in marketing. [Extracted from the article]

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The growth of the Internet led to significant changes in the global business sector. There was an increase in the adoption of e-commerce as a business model, which generated increasing economic benefits for those who used it. At the time, this topic was the subject of several studies due to its relevance. The visibility of the web portals of organizations, institutions and companies on the Internet was closely linked to the consistency of several factors, which were focused on achieving a better position and appearing among the best search results, according to user requests. With the objective in mind, those interested in obtaining a prominent online presence understood the importance of implementing an SEO (Search Engine Optimization) strategy. This strategy sought to make the portal appear organically and naturally in the first search results. By achieving this, it contributed to greater access to the information contained in these sites, which in turn increased their recognition. This article addressed issues related to the positioning of web portals. As a result, a set of best practices were proposed that addressed the identified shortcomings. These recommendations could be used by developers and web masters as a reference guide in their work, providing visibility to the portals they developed or managed. The simple randomized method was used to develop surveys and test their feasibility. [ABSTRACT FROM AUTHOR]

Artificial intelligence (AI) has emerged as one of the central topics of 2023 with extensive media coverage of the most relevant technologies and issues associated with this subject. In a highly competitive digital media landscape, search engine optimization (SEO) has become cybermedia’s primary strategy to increase visibility and attract more readers. The objective of this paper is to analyze the visibility of content published by the media relating to artificial intelligence, focusing on a selection of related keywords. The research also aims to investigate how this visibility has impacted both the technologies themselves and the analyzed media outlets. A total of 69 media outlets from 12 European Union countries, the United States, and the United Kingdom were examined. The results reveal a pronounced dominance of U.S. media, closely followed by Spanish media. There is an uneven distribution of media outlets across most of the countries analyzed, with two or three most of the of visibility. The search queries that contribute the most visibility to the analyzed media align with an informational intent, are of the long-tail type, and are associated with OpenAI technologies, particularly ChatGPT. Moreover, these queries are primarily found in news sections dedicated to science and technology. The findings underscore both the increasing interest in the subject and the effective SEO practices of certain media outlets. [ABSTRACT FROM AUTHOR]

This article reviews advertising tools and analyzes their importance. The advantages of advertising media have been researched and their characteristics have been provided. Attention is also paid to modern advertising campaign tools that companies use to promote their products and services in foreign markets. With an emphasis on the dynamics of globalization and digitalization, the latest trends and innovations in the field of marketing and advertising are analyzed, allowing to effectively reach target audiences in different parts of the world. Particular attention is paid to how companies adapt their advertising strategies to changing consumer requirements and preferences in international markets and, further, how technological innovations affect the choice of tools for advertising campaigns. Various tools are described, including digital media, social media networks, influencer marketing, contextual advertising, SEO optimization, and other digital channels that currently are at the forefront of advertising activity. There is a strong focus on the interactive and personalized aspects of digital marketing, which provide businesses with the opportunity to build deeper and more emotional connections with their customers. Previously unexplored parts of the general problem are highlighted, in particular, the difficulties of measuring the effectiveness of various advertising tools in international markets and the adaptation of marketing strategies to the cultural characteristics of different countries. The aim of the article is to determine the most efficient modern tools of the advertising campaign for the international market and to develop recommendations for companies seeking to expand their presence abroad; outlining the methodological and practical aspects of the process of managing marketing tools at enterprises. The efficiency of each tool was evaluated on the basis of information obtained from scientific sources, using observational and abstract methods, as well as comparative analysis. Different levels of strategies are considered, along with the main tools for each level. The major performance indicators of the marketing campaign are analyzed in order to determine further directions for improving the campaign. When implementing any marketing campaign in the digital space, digital tools create many opportunities and threats for companies that need to be considered in order to minimize possible setbacks at launch. [ABSTRACT FROM AUTHOR]

Digital marketing communication involves the strategic use of various online channels and platforms to convey messages, promote products or services, and engage with target audiences. This multifaceted approach includes strategies such as search engine optimization (SEO), content marketing, social media marketing, email marketing, pay-per-click (PPC) advertising, display advertising, mobile marketing, video marketing, and data analytics. By using these digital channels effectively, businesses can increase brand visibility, drive website traffic, generate leads and ultimately increase sales. Success in digital marketing communications is centered on understanding audience preferences, crafting compelling content, using data insights to optimize, and maintaining a dynamic online presence that resonates with customers. Gen Z, also known as Zoomers, refers to the demographic group born roughly between 1996 and 2010s, succeeding Millennials and preceding Generation Alpha. This generation is characterized by having grown up in a digitally connected world where smartphones, social media and instant access to information are common aspects of their lives from a young age. Gen Z individuals are often described as technological, socially conscious, with a preference for authenticity and meaningful experiences. Understanding the unique characteristics, preferences and behaviours of Gen Z is essential for businesses and marketers looking to engage with this generation effectively. The present study is descriptive in nature. Data has been collected from both Primary & Secondary sources. Data has been collected from 81 respondents. Descriptive statistics, Chi-square test & Fried man Ranking were used for the present study. The study concluded that there is a significant impact on digital marketing communication on Gen Z buying behaviour. [ABSTRACT FROM AUTHOR]

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Search engine optimization (SEO) is an important tool that can predict the number of website visits, and good SEO strategies can help increase the visibility of educational resources. In the current article, the relevance between Search engine optimization (SEO) characteristics and the number of Moodle users in four Central Asian countries was examined. The analysis of learning management systems covered 38 Moodle websites. Analysis was conducted using semi-automated tools. Results suggested that although there is no difference in general SEO scores of Moodle installations, page structures and link structures in websites of different countries were dissimilar. Also, server configuration practices were different. In addition, there was a positive correspondence between the number of visits to a website and the number of external factors; the duration of users' visits was correlated with page structure. As for the normalized number of visits, the analysis revealed that in Kazakh universities, students use the Moodle system more frequently in a day than in other countries, while visits to Tajik universities' Moodle platforms were the lowest; the difference was 53 users per day. [ABSTRACT FROM AUTHOR]

This article provides a comprehensive overview of the evolution of industrial revolutions and their impact on the global landscape, culminating in the digital transformation seen in the 21st century. It chronicles the progression from mechanization to the advent of Cyber Physical Systems (CPS) in the fourth industrial revolution, highlighting the intertwined nature of the digital and physical worlds and the resultant VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) environment. It emphasizes the unparalleled global connectivity and digital engagement driven by the widespread accessibility of the internet and mobile phones, with a focus on the significant role of social media platforms. It delves into the paradigm shifts in digital marketing, such as the ‘Zero Moment of Truth’ (ZMOT), and the importance of engaging with customers in the digital space through various forms of content. It examines the intricacies of digital marketing, including Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Social Media Marketing (SMM), and the strategic importance of content optimization for enhancing visibility on search engines and social media. It also highlights innovations in the digital marketing arena, driven by technologies like AI, IoT, Blockchain, and Big Data. It points out the challenges and responsibilities faced by Chief Marketing Officers (CMOs) in navigating these advancements and adapting to rapidly changing digital landscapes. It also discusses the growing signif- icance of the Metaverse and the advancements in advertising technology (Ad Tech), emphasizing their potential to open new opportunities in digital marketing. [ABSTRACT FROM AUTHOR]

Abstract This paper presents the first systematic investigation into the search engine optimization practices of major contract cheating websites in the United States. From a business perspective, visibility in organic search engine results is considered one of the top client recruitment tools. The current understanding of student recruitment strategies by these companies remains largely unexplored in both academic literature and popular press. Replicating the business research practices used in the search engine optimization industry, comprehensive search engine ranking and traffic data was obtained for the 38 largest contract cheating websites in the US. The overall objective was to illuminate the strategies that these companies take to get their services at the top of the search results of as many students as possible – not just the relatively small proportion of students actively cheating. The results show that these companies dominate the search results for not just students searching to cheat, but also for naïve search efforts, when students are simply doing genuine research or classwork. These nefarious companies use highly sophisticated search engine manipulation strategies to bait naïve student searchers onto their sites, thus enabling the potential to switch them to cheaters. Higher education institutions, armed with the specific details provided in this study, can use the strategies outlined in the discussion to directly and negatively impact on the success of these contract cheating services.