A01 chaf6542 06 se fm indd

  The importance of search engines 

 

Search engines

 are a key type of intermediary for organisations marketing their services 

online, since today they are the primary method of finding information about a company 

and its products. Research compiled by Searchenginewatch ( 

www.searchenginewatch.com

 ) 

shows that over 90% of web users state that they use search engines to find information 

online. Their importance can also be seen from their audience sizes by applying the tools 

in  Table   2.2   . We will show how  search engines  can be used for marketing in more detail in 

 Chapter   9   . As part of marketplace analysis it is useful for companies to assess demand for 

products and brand preferences in different countries using tools such as the Google Trends 

( Figure   2.5   ) or the Google Keyword Planner. These show the volume of searches by consum‑

ers related to clothes in the UK in a  one‑  month period.   

 

  

  Business models for e‑commerce 

 Defining a clear