Role of Search Engines in Digital Economy - Essay Example

?Introduction The importance of search engines in the digital economy is one which is continuing to grow and gain relevance with those who are looking at growing into e-commerce or into high – end technology. The search engines which are used are now recognized as the gateway to the digital economy, specifically because of the information which is provided through the different areas. Over 50% of online users are known to use search engines as a relevant form of finding information and businesses that are online, usually which leads to e-commerce transactions and commitment to a specific corporation. This is followed by technological innovations, business models and other investments and applications which are used as a part of the growing trends and strategies (Rao, 2005). This research paper will examine the use of search engines and how they are affecting e-commerce and the digital economy. There will be an examination of the different concepts relating to search engines as well as how this is directly impacting those who are using the Internet for both business and to move into the online shopping trends that are continuing to grow throughout each region. Defining Search Engine Use The use of search engines for e-commerce and digital economy is one which is congruent with specific associations with how individuals respond to Internet use. There are hundreds of search engines which are available, all which are able to categorize and define the specific concepts of websites that are developed. The categorization that takes effect occurs through an algorithm that consists of traffic, keywords and links that are associated with a website. If a website has a strong association with these links, then there is the ability to create a direct connection with higher search engine ranking results. The top search engines used include Google, Yahoo and MSN, all which have over 85% of users that are using the areas to find businesses and e-commerce. For businesses to gain online recognition is also the need to have search engine rankings that make it easier for consumers to find and which add as a gateway for the search engine development which is associated with e-commerce. The agenda which businesses are required to find is to find ways to persuade search engines so ranking is increased and development of the search engines is more effective with specific needs (Xiang, 2011: 91). The use of search engines, while creating easier placement and recognition for consumers, is one which also consists of dynamic changes that alter with the placement of search engines. Businesses that are using search engines are required to look at the dynamics and alterations which continue to fluctuate with businesses while understanding a specific way to create and develop relationships to search engines that lead to higher results. An example of this is with tourist destinations in which travelers are directed to an e-commerce portal for the booking of tickets and other alternatives. The main approach is one which is inclusive of synthesizing the information that is available online combined with continuously maintaining the dynamics that are a part of the search engines. The dynamics correlate with the newer information which is required for specific destinations and how this alters the placement and information which is placed on search engines. The use of search engines and the gateways used by businesses then become based not only on the basic placement but also working with the dynamic structure of evolving information that is online to create the best responses from search engine rankings and expected results (Pan et al, 2010: 365). Growth of Search Engines for Online Business The amount of Internet access which individuals have is continuing to grow each year and is dominating the market with those who are interested in accessing information and different businesses. Denmark, Sweden, Norway and the UK are leading the online business trends with over 90% of individuals which have the Internet and regularly access information and businesses that are online. This is continuing to grow in other regions by an average of 26% per year and is expected to have over $15 billion in investments by the year 2016. This is leading to specific types of investments that are setting businesses apart. The search engines that are used are contributing to one of the largest segments to expect a return from Internet growth. Businesses are investing an average of 56.2% in the search engines, which averaged at $34.9 billion in 2011 and are expected to grow to $61.1 billion by the year 2016. This is compared to other forms of advertising that are also contributing to Internet growth, as seen in figure 1. Figure 1: Global Internet Growth (Magnaglobal, 2011: 15). The growth of search engines is inclusive of tactics and expectations with e-commerce that is continuing to move forward on the Internet. The growth has moved from an 11% increase in buying trends each year. The last year included an average of 36% of consumers who shopped online at least once and which continued to shop for different needs. Fashion items, books and health were the three top areas that were looked into and trending, all which combined with shopping relevance and expectations that were a part of the search engine tactics which were used. Each of these combined with the search engine rankings that were associated with personalization that was required when one visited the website, such as personalization and other external factors which led individuals to the website. Each of these established different roles for customer acceptance and loyalty while creating more traffic to the websites. The search engines as the first way to build a link to the consumers is one which is noted to be a part of the increase of businesses and e-commerce while creating the trends with digital economy that are leading to personalization and influences of consumer behaviors that are online (Baier, Stuber, 2010: 173). Consumer Use of Search Engines The concept of using search engines for digital economy is one that looks at the processes of selling and meeting transactions that are online. Search engines are directly related to the success of the business economy that is growing online and the ability for e-commerce to have a specific placement with those who are looking at online companies and transactions. It is noted that not only do search engines have a set of relevance to the online transactions which take place while consumers are able to find a gateway to the digital economy. This is also affected by the way in which individuals search and the relevance which is created with the information that is found on the Internet. Through a recent study (Jansen, Spink, 2006: 248), it was noted that there are nine ways in which individuals use search engines to find relevant information. This is based on regionalized searches, viewing specific numbers of pages, using one specific search engine, looking at defined queries and understanding the other results that are developed through specific algorithms. Each of these makes a difference in the types of e-commerce which are found and which gateways are opened to those searching online. Most businesses have developed an understanding that the use of search engines is dependent on retrieving higher rankings on specific search engines while using relevant terms to attract a wider audience (Jansen, Spink, 2006: 248). The ways in which consumers use search engines and the growth of the gateway into e-commerce has led to different tactics which are now being used to create a specific approach to consumption online. A main way in which this is being used is with the personalization of digital information that is online. The search engine tactics are being developed to trigger responses from specific target markets and individuals which may be interested in the information and which are looking for new results for specific needs. This is defined by the understanding of adding in information and providing specific links to the gateways and search engines. The e-commerce approaches are inclusive of finding relevant information while exploiting materials that are a part of the organizations which are used. By doing this, there is the ability to define specific e-commerce businesses that attract specific sets of consumers through search engines. This is combined with linking to the specific services in alternative manners to provide networks of information that consumers can attach to. Using search engines as a way to attract consumers as a marketing method has then become a main component as a part of the gateway to e-commerce and the information which is required to attract attention to those using the digital economy (Yajun, 2011: 7). Trends for Businesses The ability to reach consumers with the personalization of search engines is followed by the need to change the digital economy to create a different response system from individuals. A continuous set of competition is using search engines to gain higher rankings and to get noticed among different search engines. To do this, most businesses are looking at ways to add into the algorithm of search engines, specifically with highly used engines such as Google, Yahoo and MSN. The algorithm consists of building links, finding specific keywords and gaining recognition through traffic that moves through the website. To add into this, are new trends that businesses are using to create the algorithms and to maintain the effectiveness of the website. This is inclusive of social media as the newest trend being used and providing more traffic, links and fluctuations with those that are in the market. This particular addition is one that is assisting with not only continuous growth with search engine rankings, but is also becoming associated with future trends that are expected to relate to the social web and the developments of what is occurring within the social development of those looking for businesses online (Owyang, Bernoff, Pflaum, 2009: 15). The concept of reaching the customer with different trends for businesses is being followed by different creative techniques that are now required by businesses to change the approach in reaching to customers through search engine rankings. Personalization, specialized target markets and finding niche areas for growth are some of the ways in which many are contributing to the specific needs that are from the e-commerce and growing competition on search engines. The creativity that is required by online businesses is one which has been developed by highlighting and segmenting markets to create different approaches to those that are online. An example of this is noted from a current research study (Zhenxiang, Lijie, 2011: 197) which links to the online fashion retail business. The creativity which was required by fashion retailers was based on developing marketing strategies and approaches that segmented markets according to personal interests and needs. This was followed by developments with tactics such as fair prices, logistics, user experiences, management and innovation with the overall website structure. This reflected with search engine rankings and the marketing effectiveness, all which led to different developments with those who were searching for different approaches to brand credibility. It was noted that the brand credibility changed and affected the search engine results and the link that each consumer had with the e-commerce business (Zhenxiang, Lijie, 2011: 199). Influences of Search Engine Marketing Search engines and the digital economy link not only to the basis of those who are searching for different approaches to getting noticed in higher rankings or more customers. There are also associations with external influences that create differences in search engines and how it links to the effectiveness of businesses being online. Technologies, economic globalization and external circumstances continue to affect the way in which e-commerce is used and relates to search engines. This is followed by business operations and the external environment that are known to influence specific businesses and the way in which they function online. The concept of search engine marketing is one which becomes defined by the concept of technological influences. This consists of data and power, coverage that occurs over a given period of time, web power and the diversity and creativity which one has to building the search engine rankings online. This technological model is one which provides a company with enhanced rankings online to be found easily by consumers or leads to problems and difficulties with the rankings to help consumers’ needs. Taping into the multi-dimensional influences with the search engines then makes a difference in how consumers respond and the effectiveness which businesses have with the digital economy (Scelovs, Sarkane, 2011: 949). The influences with search engine marketing are not only based on the foundation that is used with e-commerce sites and the way in which they relate to the search engines that are used. This continues with an understanding of real time searches and the dynamics that are continuing to influence the way in which different websites are ranked. Real time and dynamic searches that are on the Internet are changing the way in which search engines work as well as the expectations which businesses are modeling to build the necessary website influences that are online. Real time search engines consist of different methods for finding information, such as through social media, blogs and news items. This is furthered with the rankings that are required with these items and which relate to the user – based applications to find information. Search engines are not only requiring the basic algorithms to influence the gateways to e-commerce. The dynamic and real time interfaces are furthering this with search queries that are intertwined with continuous updates and expectations that are linked to the marketing that is required by e-commerce and which influences the activity and responses of consumers that are looking for online approaches to their queries. For both search engines and e-commerce, this is creating new challenges and opportunities to get better results with search engine rankings (Jansen, 2011: 491). Innovative Driven Economies The search engines that are developed, dynamic content which is used and the responses which are occurring from those who are looking at the trends in consumption have created a combination of innovation and marketing that requires different creative forces to get the correct responses. Information intensive industries are known to be the main component of what is taking place on the Internet while creating different approaches to those that are building online portals to e-commerce. The business models and strategies, as well as the competitive approaches to marketing are combined with the innovation that is required through e-commerce to work with the search engines for both relevant and dynamic changes that are online. The ability to grow and develop within the digital economy is then dependent on looking at the innovations which are a part of Google, Yahoo and MSN as well as specialized search engines that are available. The need for e-commerce companies is now based on finding creative and innovative alternatives that combine the structure of information with the innovation needed to attract customers through the search engine gateways. The growth and development of a company is now changing into innovations based on real time information and a continuous flow of ideologies that are based on the connections which are made to search engines (Walten, Klaus, 2011: 1). The innovation which is required for search engines and by e-commerce is one which is furthered with the audience expectations and power that is being used with search engines. Traffic is one of the algorithms that are used with search engines to create a specific response and higher rankings. For newer outlets and real time updates, is the ability to use user responses with the search engine rankings that are a part of the e-commerce gateways. To do this, businesses are using audience power and user – generated responses as a method of innovation for their websites and the approaches which are taken. This is combined with content that is dynamic and which is generated by users to gather reviews and ideologies which are a part of the system. With these innovations is a sense of dependence on the consumer behaviors and attitudes toward a specific business, as well as innovative ways that are being measured to create a sense of power with the media – audience relationship to both e-commerce businesses and search engines. The innovations which are necessary then become based on finding ways to enhance these relationships and to connect to the dimensions of search engines for higher rankings and better approaches with e-commerce (Scheibel, 2009: 6). The approaches which are being used with businesses to tap into search engines as a part of the digital economy is one which is being furthered with the rise of specific types of e-commerce that are online. The innovations are followed by larger business structures that are able to dominate over the Internet through the investments which are used. In a current study (Mager, 2011: 14), there was a direct correlation to the capitalist structure and the way in which this formed search engine rankings. The investment of money was one which created a different outcome to those who were looking for specific businesses or relationships that were developed. The concept of innovation is followed by what is known as the capitalist accumulation cycle. This approach is one that is based on a shift from finding rankings with innovation to being able to keep rankings by building a specific prestige online through different methodologies. This comes from specific investments which are made online and results which come from being able to gather the majority of traffic and consumers for the online needs. The practices of developing a presence online and the power relations which are involved in this then create different formations of the algorithm of search engines and how these are used in terms of innovation (Mager, 2011: 14). Creation of the New Consumer Each of the innovations and tactics which are used with the digital economy and which relate to search engines are creating the ideology of the new consumer. This is one which carries a sense of information first with the ideologies that are used when searching online. The information is combined with real time and fast paced information that is associated with being online and shopping with e-commerce that is continuously changing. The creation of the new consumer is furthered with different dimensions that relate to finding e-commerce online and working with the search engines to develop a specific understanding of standards for being online. The consumer’s perspective is one which defines quality and value as it is represented through the search engine rankings, online tactics and innovations and the ability to reach the consumer needs that are a part of the online functions. Standards of production are then reflected with the consumer ideologies of information based concepts and how this links to the expectations for consumption. The link of search engines to e-commerce and the business production then relate to multi – dimensional levels of the new consumer and the relationships which are created through an online presence (Onete, Voinea, Dina, 2010: 31). The concept of the new consumer is one which is furthered with the new developments of real time and social media that are creating persuasiveness in consumer choices. The social web is one which is developing the new consumer and the way in which individuals interact with e-commerce and online portals. This directly links to the recognition that search engines give to businesses through the algorithms created by recognizing the interactions and links with the businesses. The idea of the social web is one which is linking to search engines and also resulting in the e-commerce activities and interactions which are taking place online. The gateway of search engines then becomes a part of the activities that are online through information, interaction and the social web that is now developing. Each of these play a vital role in the construction of the new consumer and the approaches which e-commerce businesses have to use when creating the digital economy. The idea of creating communities to relate to the search engines and to e-commerce is one that is creating different links and dimensions to how the Internet is developed online (Owyang, 2009: 2). Conclusion The use of search engines is one which is playing a vital role in the digital economy and the relationship to e-commerce. 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