Resumen

CARRASCO ORTEGA, Maité. Digital marketing tools that allow you to develop online presence, analyze the web, understand the audience and improve search results. Perspectivas [online]. 2020, n.45, pp.33-60. ISSN 1994-3733.

The great advancement of technology is a fact and this is reflected in several aspects of everyday life such as the field of work, for this reason it is imperative to have a well-managed online presence for the development of any business. In this sense, the following research describes and classifies, according to its functionality, different digital marketing tools that are available to everyone. On the other hand, it also details one of the most relevant aspects of digital marketing that are search engine strategies, SEO and SEM, which allow you to have a better positioning in the search results and this translates into a greater number of potential customers.

Palabras clave : Digital marketing; online presence; web analysis; audience; search engine strategies; SEO; SEM.

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