| Summary: | 碩士 === 大同大學 === 資訊經營學系(所) === 103 === Online marketing is a kind of marketing mechanism which is growing fast and getting more and more important in recent years. Many online marketing channels are widely used as marketing tools in various industries. Especially, as internet users increase rapidly, many companies have built their websites for the customers. Therefore, search engine optimization (SEO), which helps company to optimize their website and gets better ranking result when customer uses search engine, has become a very popular marketing tool over the past few years. According to statistics, SEO shares 39 percent in the most effective online marketing channels. Besides, the search-optimized website marketing is one of the most effective ways to brand and generate demand in the market as well. Although the SEO techniques are popular, the way to measure their performances is to analyze SEO data. In addition, there are many performance measurement tools can be used such as KPI, balanced scorecard and management dashboards. This paper discusses the most effective marketing channel, Search Engine Optimization, and adopts one of the most important measurement tools, which could be implemented in SEO. However, it’s impossible to implement a performance measurement tool without annual report comes from company. Therefore, we want to create a questionnaire by the concept of balanced scorecard. Because balanced scorecard is a measurement tool which balances on four perspectives. So, the questionnaire could not only focus on financial perspective but also on non-financial perspectives. Thus, the company can check the aims and manager can report it to shareholders if they want to implement SEO.
Keywords: search engine optimization, performance measurement, balanced scorecard, online marketing channels
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