Positioning strategies and digital advertising media to increase SME visibility on the web. Literature review

Abstract

The present research work entitled "Positioning and digital advertising media strategies to increase SME visibility on the web. Literature review.", has as its main objective to theoretically determine the tools or strategies that can influence the organic positioning of a web page (landing page), this with the purpose of creating more flow or traffic to said site and this, in turn, allows it to be positioned in the first places in search engines, seeking a greater opportunity for potential sales or hiring of services that said page offers.

Firstly, the importance of SMEs in Mexico is explained in the introduction, as well as their contribution to the generation of employment and wealth, at the end of said section some characteristics are cited with which SMEs usually stay in the market, being the adaptation to change the most significant, relating it in this particular case, with the adaptation to the new era of digital advertising. Continuing, the general and specific objectives are presented for which this research is done, followed by the justification. The research is a literature review of books, scientific journals and mostly of previous works (theses and dissertations), resulting in the definition and main characteristics of concepts, as well as the benefits of tools such as Google Ads and SEO in the organic positioning of the web. Finally, conclusions are issued where it is highlighted that said tools meet the qualities for the project and give security for the implementation of said actions in future work.