Search engine optimisation for social marketing

Abstract

Social marketing is among the scientific disciplines whose professional and scientific institutions have grown significantly in recent years. However, there are still only twelve national and regional institutions worldwide whose online presence must be made more visible insofar as the keyword 'social media marketing' shadows it. Moreover, when labelled correctly as 'social marketing associations,' there is less visibility than other professional associations concerning the same social problems. Therefore, the present chapter sets out the objective of analysing the main SEO metrics of the most important social marketing associations worldwide. With this aim in mind, this book chapter is divided into five sections. Firstly, there is an introduction to set out the research objectives. Secondly, a section on theoretical systematisation. Thirdly, a methodological section. Fourthly, the authors share the empirical evidence obtained and answer the research questions. Fifthly, we indicate the practical implications. Finally, it acknowledges the limitations and suggests future lines of research.