Publication
O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves
| Summary: | Digital presence, especially using websites, is currently one of the pillars for effective communication in the field of marketing. However, it appears that many organizations, despite making high investments in development, even if they present a visually attractive website, face difficulties in attracting visitors. In the case of the tourism sector, in which competition takes place on a global level, it is even more pressing for technologies to reach potential stakeholders, first attracting visitors, then seducing them and converting them into customers. In this context, digital marketing techniques, and more specifically, website optimization techniques to improve their visibility by search engines (Search Engine Optimization) are the key to leveraging the potential for visits to any website. In this article, digital marketing concepts and the technological aspects that affect the indexing made by search engines will be explored. The case study presented intends to demonstrate, in a simplified way, the importance and applicability of these concepts and techniques, proposing a set of improvements that should be implemented to improve the positioning of the "Termas de Chaves" website in the search engine page results. |
|---|---|
| Main Authors: | Mendonça, Vítor |
| Other Authors: | Cunha, Carlos R.; Correia, Ricardo; Morais, Elisabete Paulo |
| Subject: | Marketing digital Otimização para os motores de busca SEO Turismo Termas de Chaves |
| Year: | 2022 |
| Country: | Portugal |
| Document type: | conference paper |
| Access type: | restricted access |
| Associated institution: | Instituto Politécnico de Bragança |
| Language: | Portuguese |
| Origin: | Biblioteca Digital do IPB |
| _version_ | 1867173271528538112 |
|---|---|
| author | Mendonça, Vítor |
| author2 | Cunha, Carlos R. Correia, Ricardo Morais, Elisabete Paulo |
| author2_role | author author author |
| author_facet | Mendonça, Vítor Cunha, Carlos R. Correia, Ricardo Morais, Elisabete Paulo |
| author_role | author |
| contributor_name_str_mv | Biblioteca Digital do IPB |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Mendonça, Vítor\",\"Person.identifier.orcid\":\"0000-0001-7020-8235\"},{\"Person.name\":\"Cunha, Carlos R.\",\"Person.identifier.orcid\":\"0000-0003-3085-1562\"},{\"Person.name\":\"Correia, Ricardo\",\"Person.identifier.orcid\":\"0000-0002-0132-4002\"},{\"Person.name\":\"Morais, Elisabete Paulo\",\"Person.identifier.orcid\":\"0000-0002-1923-2341\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Biblioteca Digital do IPB |
| datacite.creators.creator.creatorName.fl_str_mv | Mendonça, Vítor Cunha, Carlos R. Correia, Ricardo Morais, Elisabete Paulo |
| datacite.date.Accepted.fl_str_mv | 2022-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2022-08-03T08:18:09Z |
| datacite.date.embargoed.fl_str_mv | 2022-08-03T08:18:09Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_16ec |
| datacite.subjects.subject.fl_str_mv | Marketing digital Otimização para os motores de busca SEO Turismo Termas de Chaves |
| datacite.titles.title.fl_str_mv | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves Using SEO to leverage digital visibility and atract visitors: the case of termas de Chaves |
| dc.contributor.none.fl_str_mv | Biblioteca Digital do IPB |
| dc.creator.none.fl_str_mv | Mendonça, Vítor Cunha, Carlos R. Correia, Ricardo Morais, Elisabete Paulo |
| dc.date.Accepted.fl_str_mv | 2022-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2022-08-03T08:18:09Z |
| dc.date.embargoed.fl_str_mv | 2022-08-03T08:18:09Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10198/25805 |
| dc.language.none.fl_str_mv | por |
| dc.publisher.none.fl_str_mv | IEEE |
| dc.rights.cclincense.fl_str_mv | http://creativecommons.org/licenses/by/4.0/ |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_16ec |
| dc.subject.none.fl_str_mv | Marketing digital Otimização para os motores de busca SEO Turismo Termas de Chaves |
| dc.title.fl_str_mv | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves Using SEO to leverage digital visibility and atract visitors: the case of termas de Chaves |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_5794 |
| description | Digital presence, especially using websites, is currently one of the pillars for effective communication in the field of marketing. However, it appears that many organizations, despite making high investments in development, even if they present a visually attractive website, face difficulties in attracting visitors. In the case of the tourism sector, in which competition takes place on a global level, it is even more pressing for technologies to reach potential stakeholders, first attracting visitors, then seducing them and converting them into customers. In this context, digital marketing techniques, and more specifically, website optimization techniques to improve their visibility by search engines (Search Engine Optimization) are the key to leveraging the potential for visits to any website. In this article, digital marketing concepts and the technological aspects that affect the indexing made by search engines will be explored. The case study presented intends to demonstrate, in a simplified way, the importance and applicability of these concepts and techniques, proposing a set of improvements that should be implemented to improve the positioning of the "Termas de Chaves" website in the search engine page results. |
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| format | conferencePaper |
| fulltext.url.fl_str_mv | https://bibliotecadigital.ipb.pt/bitstreams/b7bbad00-2e0b-4d53-9c2e-293f392bb3c0/download |
| funding.funder.alternateName_str_mv | FCT |
| funding.funder.identifier_str_mv | http://doi.org/10.13039/501100001871 |
| funding.funder.name_str_mv | Fundação para a Ciência e a Tecnologia |
| funding.name_str_mv | 6817 - DCRRNI ID |
| id | ipb_ca229e2cfd4f080e2971b316b5726bc6 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10198/25805 |
| instacron_str | ipb |
| institution | Instituto Politécnico de Bragança |
| instname_str | Instituto Politécnico de Bragança |
| language | por |
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| network_name_str | Biblioteca Digital do IPB |
| oai_identifier_str | oai:bibliotecadigital.ipb.pt:10198/25805 |
| organization_str_mv | urn:organizationAcronym:ipb |
| person_str_mv | Mendonça, Vítor Mendonça, Vítor https://www.ciencia-id.pt/591A-BFEF-2CD2 591A-BFEF-2CD2 http://orcid.org/0000-0001-7020-8235 0000-0001-7020-8235 Cunha, Carlos R. Cunha, Carlos R. https://www.ciencia-id.pt/2316-5664-FF6F 2316-5664-FF6F http://orcid.org/0000-0003-3085-1562 0000-0003-3085-1562 Correia, Ricardo Correia, Ricardo https://www.ciencia-id.pt/8C10-37EE-796D 8C10-37EE-796D http://orcid.org/0000-0002-0132-4002 0000-0002-0132-4002 Morais, Elisabete Paulo Morais, Elisabete Paulo https://www.ciencia-id.pt/541E-1263-2337 541E-1263-2337 http://orcid.org/0000-0002-1923-2341 0000-0002-1923-2341 |
| publishDate | 2022 |
| publisher.none.fl_str_mv | IEEE |
| reponame_str | Biblioteca Digital do IPB |
| repository_id_str | urn:repositoryAcronym:ipb |
| service_str_mv | urn:repositoryAcronym:ipb |
| spelling | porIEEEpt_PTDigital presence, especially using websites, is currently one of the pillars for effective communication in the field of marketing. However, it appears that many organizations, despite making high investments in development, even if they present a visually attractive website, face difficulties in attracting visitors. In the case of the tourism sector, in which competition takes place on a global level, it is even more pressing for technologies to reach potential stakeholders, first attracting visitors, then seducing them and converting them into customers. In this context, digital marketing techniques, and more specifically, website optimization techniques to improve their visibility by search engines (Search Engine Optimization) are the key to leveraging the potential for visits to any website. In this article, digital marketing concepts and the technological aspects that affect the indexing made by search engines will be explored. The case study presented intends to demonstrate, in a simplified way, the importance and applicability of these concepts and techniques, proposing a set of improvements that should be implemented to improve the positioning of the "Termas de Chaves" website in the search engine page results.application/pdfpt_PTO uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de ChavesAlternativeTitlept_PTUsing SEO to leverage digital visibility and atract visitors: the case of termas de ChavesPersonalMendonça, VítorDSpacehttp://dspace.org/items/42771c5a-f333-426b-88ee-dc11f4abac66DSpacehttp://dspace.org/items/42771c5a-f333-426b-88ee-dc11f4abac66MendonçaVítorCiência IDhttps://www.ciencia-id.pt591A-BFEF-2CD2ORCIDhttp://orcid.org0000-0001-7020-8235Scopus Author IDhttps://www.scopus.com36550587200Scopus Author IDhttps://www.scopus.com57817597400PersonalCunha, Carlos R.DSpacehttp://dspace.org/items/14626e32-5646-48ad-9242-30944450dd8eDSpacehttp://dspace.org/items/14626e32-5646-48ad-9242-30944450dd8eCunhaCarlos R.Ciência IDhttps://www.ciencia-id.pt2316-5664-FF6FORCIDhttp://orcid.org0000-0003-3085-1562Researcher IDhttps://www.researcherid.comH-2678-2014Scopus Author IDhttps://www.scopus.com57202512811PersonalCorreia, RicardoDSpacehttp://dspace.org/items/99a2c38b-f63f-444f-809e-e3a9f73e732fDSpacehttp://dspace.org/items/99a2c38b-f63f-444f-809e-e3a9f73e732fCorreiaRicardoCiência IDhttps://www.ciencia-id.pt8C10-37EE-796DORCIDhttp://orcid.org0000-0002-0132-4002Scopus Author IDhttps://www.scopus.com37085131800PersonalMorais, Elisabete PauloDSpacehttp://dspace.org/items/c6069fe0-efad-4db2-ad02-5dc1407ac851DSpacehttp://dspace.org/items/c6069fe0-efad-4db2-ad02-5dc1407ac851MoraisElisabete PauloCiência IDhttps://www.ciencia-id.pt541E-1263-2337ORCIDhttp://orcid.org0000-0002-1923-2341Researcher IDhttps://www.researcherid.comW-1757-2017Scopus Author IDhttps://www.scopus.com27568052000HostingInstitutionOrganizationalBiblioteca Digital do IPBe-mailmailto:dspace@ipb.ptdspace@ipb.ptISBNIsPartOf978-9-8933-3436-2ISSNIsPartOf2166-0727DOIIsPartOf10.23919/CISTI54924.2022.98201932022-08-03T08:18:09Z20222022-01-01T00:00:00ZHandlehttp://hdl.handle.net/10198/25805http://purl.org/coar/access_right/c_16ecrestricted accessMarketing digitalOtimização para os motores de buscaSEOTurismoTermas de Chaves1035089 bytesFundação para a Ciência e a TecnologiaApplied Management Research Unit6817 - DCRRNI IDCrossref Funder IDhttp://doi.org/10.13039/501100001871other research producthttp://purl.org/coar/resource_type/c_5794conference paper2022http://creativecommons.org/licenses/by/4.0/http://purl.org/coar/access_right/c_16ecapplication/pdffulltexthttps://bibliotecadigital.ipb.pt/bitstreams/b7bbad00-2e0b-4d53-9c2e-293f392bb3c0/download17th Iberian Conference on Information Systems and Technologies (CISTI)16Madrid, Spain |
| spellingShingle | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves Mendonça, Vítor Marketing digital Otimização para os motores de busca SEO Turismo Termas de Chaves |
| status | SINGLETON |
| subject.fl_str_mv | Marketing digital Otimização para os motores de busca SEO Turismo Termas de Chaves |
| title | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves |
| title_full | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves |
| title_fullStr | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves |
| title_full_unstemmed | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves |
| title_short | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves |
| title_sort | O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves |
| topic | Marketing digital Otimização para os motores de busca SEO Turismo Termas de Chaves |
| topic_facet | Marketing digital Otimização para os motores de busca SEO Turismo Termas de Chaves |
| url | http://hdl.handle.net/10198/25805 |
| visible | 1 |