| Summary: | Date: 2021-01-20 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alexander Bäckström Rebecca Haddad Morgan Lindblom Title: In Search of the Right Content. Tutor: Aswo SafariKeywords: SMO, Marketing, Consumers, Companies Research: A qualitative research with alignment on semi structured interviews.The target group is the chosen companies and their representatives thatgets interviewed in order to examine the purpose of this study. Questions: How does the companies work to improve their accuracy amongtheir users in order to end higher up in the results within the searchengine? How does the companies work with balancing theirorganic and bought SMM? How can the companies work to strengthen their SMO within thedifferent parts of the consumers buy process? Purpose: The purpose of this study is to find out how the relevant companieswork with their SMO in order to end higher up in the search results insearch engines like Google. This to generate more traffic to theirwebsites. Beyond this the study also wants to research how the four companieswork with their organic and bought links within their SMM. The authors hope to be able to give advice to similar companies on how to work with their SMO in the future based on the results of this paper. Method: Qualitative research method with semi-structured interview/ focusgroups. Our target group is the people working with SMO within thefour companies this study analyses.Conclusion: The study concludes that the companies works a lot with analyzing how traffic gets into the website and where it comes from.There are lots of similarities in how the companies work with analyzing their target groups and planning. But they differ in some aspects between having a product or a service, otherwise they work similarly between the PPC teams and SEO teams. Concluding, the fourcompanies suggests that other companies implement SEO from an early stage and not as a final solution or use PPC as a quick fix for more traffic.
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