An Overview of Search Engine Marketing: A Systematic Literature Review

Year 2023, Volume: 1 Issue: 2, 125 - 142, 25.09.2023

Alperen Şahin , Taşkın Dirsehan

Abstract

With the advancement of technology, search engines have evolved into significant tools that not only provide information but also offer marketing opportunities, making them of great importance in designing customer journeys for digital marketing strategists. Consequently, a comprehensive understanding of search engines is essential from a business perspective. This systematic literature study aims to identify key issues related to search engine marketing (SEM) from a commercial standpoint. To accomplish this, studies obtained from Scopus and Web of Science databases were compiled, and various analyses were conducted using the VOSviewer program. The analyses revealed that studies on SEM generally revolve around five primary clusters: "search engine optimization," "paid ads," "keyword auctions," "digital marketing characteristics," and "exploring destinations." The obtained results were presented systematically, leading to various inferences. This study is expected to promote future research that identifies priority areas in SEM and adheres to international standards of excellence, thus making a significant contribution to the literature.

Keywords

search engine marketing, optimization, paid ads, keyword auctions, digital marketing characteristics, exploring destinations

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