Abstract
It is normal for any organization to have an online attendance on the Internet. With the continued rise of the internet and the growing importance of websites, it has become increasingly difficult for websites trying to reach potential customers/visitors to achieve visibility. Around 4 million new websites appear online every month in Google search engine platform. As a result of this astonishing rise, it has become more difficult for websites to remain visible among the competing sites without using the optimal available search engine tools.
 
 In this study, there is one case study from the United Kingdom that was selected to explore this subject. The research considered how University of Dundee could implement Search Engine Optimization (SEO) and paid listings such as Pay Per Click (PPC) to their website.
 
 The recommendations of this research can be used to guide the marketers how to improve the visibility of their website to the related target audience. In turn allowing marketers to more accurately determine their choice of an optimal search engine marketing strategy.
Highlights
Studies have identified the web as searchers’ first port of call for locating information
Sheffield (2020), confirm out that it is necessary for educations and e-commerce websites to be listed in search engine results in order to be visible, visited and successful
The author believes that if the goal is to increase the awareness of the users about the websites the most suitable digital advertising will be Pay Per Click (PPC) ads because it reaches a considerable number of users whereas if the goal is to show a particular product to particular customers retargeting ad are the best choice (Dickey and Lewis, 2012)
Summary
Studies have identified the web as searchers’ first port of call for locating information. The main objective of SEO is to develop a website’s ranking in the search engine results’ pages (Kasilingam and Thanuja, 2020). It is significant for website owners or website developers working in this field to have an essential understanding of search engine-related concepts such as ‘crawling’ and ‘indexing’ (Kavitha and Balaji, 2020). Paid advertising allows organizations the opportunity to list their websites on the first page of the search results (Tiwari, 2020). Over the last 20 years, paid advertising become a way to generate revenue for search engines (Kasilingam and Thanuja, 2020).oganizations will be charged each time a user clicks on the advertised link (Kavitha and Balaji, 2020).
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