Unit Overview

Brands and products need to be visible on the Web, and organizations cannot trust that potential customers will find their online publications by chance. Effective advertising strategies and understanding the ranking methods underlying the results of online search engines such as Google and Bing are vital to build and optimize state-of-the-art Web applications that have an impact across channels. Both improving the organic search ranking – Search Engine Optimisation (SEO) as well as targeted advertising – Search Engine Marketing (SEM) – have become significant subjects of study for businesses who aim to attract online attention, competing with other global and local stakeholders.