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O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves

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dc.contributor.authorMendonça, Vítor
dc.contributor.authorCunha, Carlos R.
dc.contributor.authorCorreia, Ricardo
dc.contributor.authorMorais, Elisabete Paulo
dc.date.accessioned2022-08-03T08:18:09Z
dc.date.available2022-08-03T08:18:09Z
dc.date.issued2022
dc.description.abstractDigital 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.pt_PT
dc.description.sponsorshipUNIAG, unidade de I&D financiada pela FCT – Fundação Portuguesa para o Desenvolvimento da Ciência e Tecnologia, Ministério da Ciência, Tecnologia e Ensino Superior. UIDB/04752/2020.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMendonça, Vítor; Cunha, Carlos R.; Correia, Ricardo; Morais, Elisabete Paulo (2002). Using SEO to leverage digital visibility and atract visitors: the case of termas de Chaves = O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chaves. In 17th Iberian Conference on Information Systems and Technologies (CISTI), p. 1-6. ISBN 978-989-33-3436-2pt_PT
dc.identifier.doi10.23919/CISTI54924.2022.9820193pt_PT
dc.identifier.isbn978-9-8933-3436-2
dc.identifier.issn2166-0727
dc.identifier.urihttp://hdl.handle.net/10198/25805
dc.language.isoporpt_PT
dc.peerreviewedyespt_PT
dc.publisherIEEEpt_PT
dc.relationApplied Management Research Unit
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectMarketing digitalpt_PT
dc.subjectOtimização para os motores de buscapt_PT
dc.subjectSEOpt_PT
dc.subjectTurismopt_PT
dc.subjectTermas de Chavespt_PT
dc.titleO uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de Chavespt_PT
dc.title.alternativeUsing SEO to leverage digital visibility and atract visitors: the case of termas de Chavespt_PT
dc.typeconference paper
dspace.entity.typePublication
oaire.awardNumberUIDB/04752/2020
oaire.awardTitleApplied Management Research Unit
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04752%2F2020/PT
oaire.citation.conferencePlaceMadrid, Spainpt_PT
oaire.citation.endPage6pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.title17th Iberian Conference on Information Systems and Technologies (CISTI)pt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameMendonça
person.familyNameCunha
person.familyNameCorreia
person.familyNameMorais
person.givenNameVítor
person.givenNameCarlos R.
person.givenNameRicardo
person.givenNameElisabete Paulo
person.identifierR-001-NSC
person.identifier2752542
person.identifier.ciencia-id591A-BFEF-2CD2
person.identifier.ciencia-id2316-5664-FF6F
person.identifier.ciencia-id8C10-37EE-796D
person.identifier.ciencia-id541E-1263-2337
person.identifier.orcid0000-0001-7020-8235
person.identifier.orcid0000-0003-3085-1562
person.identifier.orcid0000-0002-0132-4002
person.identifier.orcid0000-0002-1923-2341
person.identifier.ridH-2678-2014
person.identifier.ridW-1757-2017
person.identifier.scopus-author-id36550587200
person.identifier.scopus-author-id57202512811
person.identifier.scopus-author-id37085131800
person.identifier.scopus-author-id27568052000
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsrestrictedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication42771c5a-f333-426b-88ee-dc11f4abac66
relation.isAuthorOfPublication14626e32-5646-48ad-9242-30944450dd8e
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